A Study On The Perceived Value Of Women 's University Students' Clothing

With the development of economy and the improvement of people’s living standards, the market status of customers has been changed from passive acceptance to active choice, and the infusion product output has been difficult to meet the needs of customers, how to get the competitive advantage in the fierce market competition has become a problem that has to think for the enterprises. Customer perceived value is the overall evaluation of the product or service utility after the customer weighing perceived benefits against the cost of obtaining the product or service. Apparel industry is a customer-oriented industry, the fierce competition makes more and more enterprises recognize that accurately undersatanding the customer perceived value is the only way to occupy the market share. Based on this point, this topic combines the customer perceived value with apparel industry and explores the factors that affect customer perceived value, in order to enrich the theory of customer perceived value and provide effective marketing strategies for enterprise.In order to enrich the theory of customer perceived value, this topic selects the female college students in Tianjin as the target customers and studies the customer perceived value of their clothing. Both theoretical research and empirica investigation is used, as well as qualitative analysis and quantitative analysis, basing on the analyzing of the apparel market status and the clothing consumption characteristics of female college students.First, the author makes a conceptual distinction between the customer value and customer perceived value through the literature research for the confusion of concepts in the academic world. On the basis of literature research, the factors affecting the customer perceived value of female college students are explored through investigation. After considering and modification, the questionnaire on customer perceived value is designed using the five steps scales of Likert and a hypothetical model of constituting factors of customer perceived value about female college students’ clothing is put forward. Secondly, the author extracts seven common factors, namely, seven dimensions, which constitute the customer perceived value of the female college students using SPSS in the empirical research. Seven common dimensions are service, emotion, internal attribute, brand image, the non-monetary cost, price and reputation. Thirdly, the author analyzes the importance of these seven factors, at the same time, analyzes the relative importance of each factor to common factors, and finally constructs the component hierarchy model of customer perceived value about female college students’ clothing. Besides, this topic also makes one-way ANOVA of the common factors and the basic characteristics of the sample in order to enable the enterprises to make flexible coping strategies for the their target customers. Lastly, the author puts forward the marketing strategies for the apparel market aimed to female college students from three aspects of service, product and price.