老年人服装消费行为、心理及营销策略分析

Analysis on the clothing consumption behavior,psychology and marketing strategy of the elderly

通过问卷调研的方式,采用SPSS软件,对老年人的服装消费行为及心理进行统计分析,制定符合老年群体的服装营销策略。研究表明:老年人购买服装的频率普遍不高,且以自己线下购买为主,其偏向于选择宽松舒适型服装和休闲风格服装,以及采用天然纤维面料制作的服装。营销策略方面,低价折扣对农村地区的老年人更具吸引力,而城市地区则可采取提升产品品质的策略。此外,商家可利用“孝心经济”激发子女为老年人购买服装。

Through questionnaire surveys,SPSS software was used to conduct statistics and analysis on the clothing consumption behavior and psychology of the elderly,and formulate clothing marketing strategies in line with the elderly.Research results showed that the frequency of clothing purchase by the elderly was generally low,and they mainly buy offline.They prefer to choose loose and comfortable clothing,and casual style clothing,as well as clothing made of natural fiber fabrics.In terms of marketing strategies,low-price discounts are more attractive to the elderly in rural areas,while marketing strategies to improve product quality can be adopted in urban areas.In addition,businesses can use the“filial piety economy”to motivate the elderly's children to buy clothing for them.