Research On Customer Purchase Preference Of Business Menswear Based On Conjoint Analysis

In recent years the frequent business activities has brought a huge market of demand of business suits in China meanwhile as the concept of lifestyle changes and the rise of middle-income class has brought business casual prosperity.The men's apparel industry is a more mature sub-industry. Compared to women's wear that has different forms and highly competitive, men's business is much more stable of production technology and has a high performance with comprehensive of market share.Nowadays, men's market is quietly changing. Analysis of experts believes that there are more and more young consumers to join the growing concern about men's business suits. Analysis reports the current situation can be seen between 25-40-year-old to purchase business wear increased significantly and has becoming the main force of business consumption.Conjoint analysis is a tool that allows a subset of the possible combinations of product features to be used to determine the relative importance of each feature in the purchasing decision. Conjoint analysis has become an effective method of modern market research in many fields and has been widely applied and recognized especially is well-suited for defining a new product or improving an existing one. In this paper the conjoint analysis is used as an attempt to apply this method to the area of apparel to study consumer's purchase preference of business menswear based on customer orientation.First, statistical reports give an overview of a comprehensive condition of the current menswear market in china. Through analysis and conclusion proposed the need for consumer's preferences and the feasibility using conjoint analysis. Secondly, field research is divided into two parts. The first part proceeds before the joint analysis proposing understanding the consumer perceptions of different attributes. First of all,200 MBA students asked through pre-survey questionnaire with 25 brands currently on the market and 18 relevant attributes.7 brands and 10 attributes of them selected according to the possibility of customer purchase and combined with brand types. Based on these brands and properties questionnaire I was set and the survey taken by 137 consumers. Using the tool of Multidimensional Preference Analysis software modules of SAS, measured the relationship between different attributes and the brands positioning, combined with factor molecular method and picked out important factors in consumer purchase preferences. This part is independent research, but also the necessary preparations for the second part which the process of conjoint analysis. The second part is mainly the conjoint analysis. In accordance with the result of first part, six attributes as major factors identified among the business attire related attributes and each of them were defined. Through the SPSS Orthogonal Design module 16 product profiles produced and investigation questionnaire of consumer purchase preference set up. According to 104 consumers feedback, based on the use of SPSS in the Category module, analysis of questionnaires toward obtain data constructed the basic model of young consumer purchase preference. Finally, the results of the respective groups, the importance of group and individual, the importance of individual attributes, as well as market share and other aspects analysis separately. And make projections for potential popular products based on the value of utility. To be aimed at young customer proposed the appropriate recommendations of product operation and management strategy, so as to provides a strong basis of new product development, brand management, pricing strategy and other aspects of product management for menswear manufacturers'decision making.