Analysis Of The Reason Of College Students’ Branded Sportswear Consuming Behavior

Through the research of the college students’ brand sportsapparel consumer behavior we can be better to investigate themacro social environment influence on the micro individual actions,at the same time to help complete, systemic and scientificunderstanding of college students’ brand sportswear consumptionbehavior of microcosmic individual action and value orientation.Through the questionnaire and all aspects of understanding of thecollege students’ brand sportswear consumption behavior and itsdeep reason, and found the problem, to better optimize sports brandconsumer market, improving college students’ brand sportswearconsumption psychology, guide college students sportsconsumption is more reasonable and scientific.Using documentary reference related literature and scientificresearch to understand the status quo at home and abroad, forcollege students brand sports apparel consumer behavior andmotivation lay the foundation; Using the survey method for aninvestigation into the undergraduate and graduate students of someuniversities in Shanxi Province. Using mathematical statistics using SAS9.3statistical analysis of survey data; Using logic analysis dataand induction, comparison and analysis on the results of theanalysis found that college students brand sports apparel consumerbehavior and motivation.Recycling effective questionnaire1500, effective recovery ratewas96.77%.All kinds of professional distribution is controlled in16%17%, most living expenses for1000~2000yuan per month. Ofbrand cognition, emotion and behavior of former three are adidas,Nike, li ning. Some people buy brand sportswear is in stores andonline. Monthly brand sportswear consumption in200~300yuanand300~400yuan, most of students buying cycle in the firstquarter, half a year, and there are more than a year’sNumbers.52.40%of people don’t want to buy brand sportswear.Whether gender, regional, professional and likes sports attitudetoward consumption has statistical significance. Five factor isobtained by factor analysis consumption motives. Region, whetherlike sports, and whether the only child of consumer motivation hasstatistical significance. Gender related to the only child andmonthly cost of living, area associated with grade and monthly costof living.The improvement of college students’ monthly cost of living tobuy brand sportswear laid a certain foundation; College studentsare more preference for foreign brands, especially the adidas andNike, but domestic brand li ning has a good prospect; Collegestudents like to be in stores and brand sports apparel onlinepurchase, online shopping rapid development; College students’buying level is not high; Whether gender, regional, professional and likes sports may be factors that affect college students’consumption attitude; Consumer motivation is composed of fivefactors: extract the individual factor, social factor, service factor,brand factors and other factors, including personal factor is themost direct factor.