基于问卷调查的职场型孕妇装消费行为研究

Research on the Consumption Behavior of Workplace Maternity Clothes based on Questionnaire

职场型孕妇是当今孕妇装市场的重要消费群体,为充分了解其消费行为和特点,设计出更符合职场型孕妇所需求的服装,本文选取20~40岁及以上的各类育龄期职业女性为调研对象,主要从消费动机分析、消费信息获取和购买场所、消费偏好、消费处置与评价四个方面进行调查和分析。研究结果为设计和生产满足消费需求的职场型孕妇装及营销方式提供有价值的参考。

Workplace pregnant women are important consumer groups in today's maternity clothes market,in order to fully understand the characteristics of their consumer behavior,and to design more workplace maternity clothes in line with the needs,this paper selected 20-40 years old and above professional women of childbearing age as the research objects to investigate.The analysis ranges from consumption motivation analysis,consumption information acquisition and purchase place,consumption preference,consumption disposal and evaluation.The results provide valuable reference for the design and production of workplace maternity clothing and marketing methods meeting consumer needs.