A Study On The Catalog Marketing Model Factors Affecting Consumer Buying Behavior

With the accelerated pace of life, social pressure gradually increases, people's leisure time dwindling, and shopping is an essential activity in people's lives, how can costumers be assured in a limited time buying quickly the goods they need, many companies need to think about. In recent years, a growing number of businesses launched sales model to attract the attention of consumers, and catalog marketing is a marketing model number, catalog marketing in China recent years has re-emergence. In the communications and IT technology driven, this was born 120 years old sales model in China in recent years brought out a second youth. Before and after the nineties in the last century, catalog marketing has already become more popular form of business in the international community, catalog marketing in the retail industry in the United States firmly in 1/10 share of sales in other countries not to 1/10. The success of the domestic catalog marketing companies have red children, foreign enterprises in China's success have to do IKEA, a well-off homes and Mecoxlane. Compared with traditional marketing, catalog marketing because of its unique advantages, can be more directly to the target consumers and potential customers to the appropriate purchase information, but also easier to stimulate consumer buying behavior. Therefore, this article will be make IKEA's consumer in Dalian as the object of study, to study the catalog marketing model factors affecting consumer purchase behavior, and better for the IKEA catalog marketing development and implementation of recommendations accordingly or strategies, but also for our country's catalog marketing growth and development of better reference.This article chooses IKEA as the object of study, because of IKEA's catalog marketing has done well, the IKEA catalog is not only a manual markdowns but also to provide consumers with home furnishings and Art Deco, which is popular among consumers. IKEA has released results on the investigation of its catalog, the results show that consumers in the McDonald's meal,80% took the IKEA's catalog home to read the directory,50% of IKEA's catalog will be outlined on their own satisfaction with the goods. The IKEA catalog marketing as a good benchmark to study, has a representative significance.This study is divided into three parts, first part (Chapter 1 and Chapter 2) is to introduce the background of this study, research significance, catalog marketing and consumer behavior related to the theory of sorting out and consolidation. The second part (Chapter 3 to Chapter 5) the main use of empirical research, identify and confirm the catalog marketing model factors affecting consumer purchase behavior, concrete steps are as follows:firstly, by combing the first part of the literature and research, propose the influence of consumer catalog shopping research models and assumptions; secondly, design the questionnaires and field research by going to the IKEA store to collect, collate the relevant survey data; then, using the SPSS 16.0 statistical analyzes data collation good, mainly for the reliability analysis, validity analysis, correlation and regression analysis, reliability analysis obtained by the reliability of the questionnaire, the validity of the questionnaire obtained by the validity analysis, by correlation analysis between variables of the structure and structural variables to determine the impact of consumers use the directory to purchase a key factor, by multiple regression analysis method to determine the impact of various structural variables degree; finally, summed up the conclusions of this study and make marketing recommendations. The third part is the Chapter 6, describes the limitations of this study and further study of the problem.This study results show that the impact on consumers in the catalog to purchase a large number of factors, saving time and cost for consumers to use the directory to purchase plays a very important role, which can be seen in the choice of consumers when shopping more value of time spent shopping and shopping cost. Secondly, perceived risk, the risk is also shopping in the choice of consumers to consider when shopping is an important factor. Beautifully produced catalog to purchase the directory at the impact of consumer choice factors play an important role in the relatively, which show that beautifully produced catalog buying behavior in the directory are fully effective. Ease to buy in influencing consumers to choose the directory of the factors also play an important role, indicating that catalog shopping is still relatively easy to operate for consumers to accept.