论文部分内容阅读
在问卷调研的基础上对都市职业女性购买服装时的倾向进行了探讨,根据对其消费倾向中17个变量做主成分法因子分析,提取出五个因子,通过聚类分析和均值多重比较,按目标顾客对各因子的重视程度不同,将目标顾客在购买服装时的倾向分为四种类型,并对每一种类型顾客在购买服装时所表现出的需要、偏好和购买动机进行了总结。
Based on the questionnaire survey, this paper discusses the propensity of urban professional women to buy clothes, and according to the factor analysis of 17 variables in their propensity to consume to extract five factors. By means of cluster analysis and mean multiple comparisons, The target customers pay more attention to each factor. The target customers are divided into four types according to their tendency of purchasing clothes, and the needs, preferences and purchase motives of each type of customers when buying clothes are summarized.