The Research On Knitted Sweater Emotional Consumption Of Middle-aged And Old In North China

From the social psychological level, Chinese society who had a team spirit and rational traditional had moved an important step towards the personalized and emotional direction, the emotional demand of consumer for commodities grew ever stronger. In the clothing area, middle-aged and old clothing is a weak link in China's garment industry, and few scholars studied the relevant content, but knitting sweaters gained more and more middle-aged and old clothing consumers'favorite for its unique style of performance and comfort features. Therefore, the manufacturer of knitted sweaters must come to full understand the middle-aged and old clothing psychology of consumers, especially the emotional demand for knitted sweaters, in product development point and marketing point, in order to stand firmly facing to the intense This study was based on the perceptual theory which was made by Philip?Kotler,the survey used questionnaire methods and selected 255 study samples of middle-aged and old in North China, analyzed the current middle-aged and old sweaters market in North China comprehensively using the statistical software of SPSS11.5 and Excel, the results of the questionnaire were analyzed in the methods of frequency analysis, factor analysis, correlation analysis, principal component analysis, cluster analysis and so on. The results showed that part of elderly consumers of North China had entered the emotional consumption period, consumption of 17 emotional factors were correlation to income per month, gender, age, educational level, and geographical; Extracted 19 eight principal components which had an impact on the elderly in North China in the emotional consumption of knitted sweaters by means of principal component analyzing the 19 per-set factors, then named them as: the models and price and packaging factor, the fashion and self-confidence factor, the identity and age factor, the touch and brand and origin factor, the warm and arrange factor, the returned and environmental factor, the work and fun factor, the self-cultivation and service factor;, divided the middle-aged and old sweater consumers in North China into 5 consumer-based groups through cluster analysis, then named them as: practical type, meticulous type, phenol type, loyalty type and taste type; gained perceptual characteristics of various of consumption types of old age groups consumers in the North China by means of combining of the relevance between factors and variables, Proposed the emotional design program and emotional marketing strategy, provided a theoretical basis for the brand planning of middle-aged and old sweater in North China ,at the same time ,it provided reference for garment enterprises to developing production plans and for costume designers to consumer groups'positioning.