Study On Men's Casual Wear Customer Segmentation Based On Brand Sensitivity Factors Research

As a new field of brand theoretical research, Brand sensitivity refers to the buying decision making process of consumers attaches importance to the extent of the brand. Chinese consumers have a notable feature is that brand loyalty is not high, but the brand awareness is strong.With the continuous improvement of people's living standard, some consumers are no longer concerned about the price mostly, but the brand, when they are purchasing the products. As a most typical product, Clothing has a greater rational value than the emotional value; therefore, it is the best subject for the study of the brand theory. The research on the brand sensitivity affecting factors of men's casual wear is based on the survey, and classifies the consumers to the types of groups; its research conclusion has a certain reference value for the apparel consumer behavior research and casual wear brand marketing research.At first, clarified the concept of branding and brand sensitivity is on the basis of reading a lot of relevant literatures at home and abroad, and did some theoretical research on the affecting factors of brand sensitivity. Namely, found the reasons for the consumer's brand sensitivity from a consumer psychology point of view. Second, investigated the psychological characteristics and brand preference of different types of consumer groups, From the individual demand, consumption concepts, quality perception, reference groups, and demographic characteristics as the angle of casual men's consumer brand sensitivity factors of the research hypothesis. Next, determined the object of study and questionnaires were issued, according to research surveys assume that the formation of the target architecture and initial questionnaires, Through the analysis of small sample survey questionnaire to modify and improve and ultimately the formation of a large sample survey, and the distribution of the sample as well as the reliability of the questionnaire were analyzed. Then use the recovered data, using factor analysis, cluster analysis and other statistical methods come to influence consumer brand- sensitivity behavior of the six main factors, followed by groups in the light of descending degrees, income levels, consumerism, individual needs, quality perception and social status. Finally, from the casual men's consumer brand- sensitivity factors in the selection of the six factors that influence a larger, The reference group behavior, price-conscious consumer attitudes in the brand-name packaged consumer culture behavior and attitudes towards the brand, personality needs and the quality of perception as a factor, while select groups of income levels, education levels and population groups in which social status as a variable, will Men's casual brand sensitivity customers are classified into: functional type, to show off type, share type, personality type and passive five main types, and were analyzed the characteristics of their respective groups.