Buying Preferences Of Promotional Gifts On The Purchase Of Casual Clothing And Marketing Strategy

With the outbreak of the 2008 financial crisis, a large number of foreign garment enterprises has been hit hard and even close down in china, some of garment enterprises changed the foreign trade to domestic sales, how quickly earned their place in the occupation that is to be solved. Promotion can be achieved not only between businesses and consumers of information transmission and communication but also to be a powerful weapon that open up and occupy the market. Gift promotion is used and concerned by clothing enterprises.This paper studies gift promotion of clothing, which directly explains clothing consumer attitudes, behavior of promotional gifts and gifts preference differences from the theoretical exposition of the system; Clothing companies are fully applied marketing resources, improve the short-term sales performance by studying the gift preferences and provide guidance for long-term marketing performance from a practical perspective. Specific research includes the following four areas:1),Through the first pre-marketing research, this paper analyses consumer concern about the gifts, at the same time, we deeply understand the degree of concern for promotional gifts of consumers at each stage in order to choose the highest interest groups (students groups) as research subjects and determine the type of casual wear clothing access to relevant documents. The theme of this paper is decided to be students'preferences of promotional gifts on the purchase of casual clothing;2),Through the second , third research, market information collection and relevant documents, this paper ultimately determine the impact of college students promotional gift buying preferences of the seven attributes (clothing brand, clothing quality, consumption reached a certain amount of gift giving, gift giving time, type of gifts, gifts quality, personnel services) and attribute levels, which lay the foundation for future study;3),Through the use of survey data SPSS17.0 software joint analysis and cluster analysis, this paper deeply analyses of the individual purchase from the gift promotion preferences, group purchasing preferences and market segmentation based on buying preferences and proposes appropriate marketing recommendations. The results showed that the preferences of college students to buy property in descending order of importance is quality apparel, personnel services, type of gifts, quality gifts, clothing brand, consumption reached a certain amount of gift giving, gift giving time. Buying preferences of men and women are basically the same, except that women pay more attention to quality gifts and consumption reached a certain amount of gift giving than men; men pay more attention to personnel services and type of gifts than women. Students purchase style is divided into four categories by case basis named as the spirit of enjoyment, experience for quality, save expenditure-base, quality first type;4),This paper analyses combination of gifts promotional gifts from the utility value for the combination of promotion gifts, promotional gifts combined market share, combination of gifts promotional gifts based on market segmentation according to promotional gifts to buy preferred level of each attribute and attribute, establishes selection mode model of college students promotional gifts to buy casual clothing by calculating the level components of the weight dimension in order to make clothing enterprises select the appropriate clothing gift promotions according to market positioning.