休閑男裝顧客類型細分——基于品牌敏感影響因素的研究.pdf

1、浙江理工大學碩士學位論文休閑男裝顧客類型細分——基于品牌敏感影響因素的研究姓名：楊愷遠申請學位級別：碩士專業(yè)：設計藝術(shù)學指導教師：郭建南20100301浙江理工大學碩士學位論文StudyonMen’SCasualWearCustomerSegmentationBasedonBrandSensitivityFactorsResearchAbstractAsanewfieldofbrandtheoreticalresearch，Brands

2、ensitivityreferstothebuyingdecisionmakingprocessofconsumersattachesimportancetotheextentofthebrandChineseconsumershaveanotablefeatureisthatbrandloyaltyisnothigh，butthebrandawarenessisstrongWiththecontinuousimprovementofp

3、eople’Slivingstandard，someconsumersarenolongerconcernedaboutthepricemostlybutthebrand，whentheyarepurchasingtheproductsAsamosttypicalproduct，Clothinghasagreaterrationalvaluethantheemotionalvalue；therefore，itisthebestsubje

4、ctforthestudyofthebrandtheoryTheresearchonthebrandsensitivityaffectingfactorsofmen’Scasualwearisbasedonthesurveyandclassifiestheconsumerstothetypesofgroups；itsresearchconclusionhasacertainreferencevaluefortheapparelconsu

5、merbehaviorresearchandcasualwearbrandmarketingresearchAtfirst，clarifiedtheconceptofbrandingandbrandsensitivityisonthebasisofreadingalotofrelevantliteraturesathomeandabroad，anddidsometheoreticalresearchontheaffectingfacto

6、rsofbrandsensitivityNamelyfoundthereasonsfortheconsumer’SbrandsensitivityfromaconsumerpsychologypointofviewSecond，investigatedthepsychologicalcharacteristicsandbrandpreferenceofdifferenttypesofconsumergroups，F(xiàn)romtheindiv

7、idualdemand，consumptionconcepts，qualityperceptionreferencegroups，anddemographiccharacteristicsastheangleofcasualmen’sconsumerbrandsensitivityfactorsoftheresearchhypothesisNext，determinedtheobjectofstudyandquestionnairesw

8、ereissued，accordingtesearchsurveysasSUlTlethattheformationofthetargetarchitectureandinitialquestionnaires，Throughtheanalysisofsmallsamplesurveyquestionnairetomodifyandimproveandultimatelytheformationofalargesamplesurveya

9、ndthedistributionofthesampleaswellasthereliabilityofthequestionnairewereanalyzedThenusetherecovereddata，usingfactoranalysis，clusteranalysisandotherstatisticalmethodscometoinfluenceconsumerbrand—sensitivitybehaviorofthesi

10、xmainfactors，followedbygroupsinthelightofdescendingdegrees，incomelevels，consumerism，individualneeds，qualityperceptionandsocialstatusFinallyfromthecasualmen’sconsumerbrandsensitivityfactorsintheselectionofthesixfactorstha