Study On Consumption Psychology Of Consumers In Buyer-oriented Multibrand Boutique

With the rapid development of Chinese economy and trade, garment industry has vigorous development in various forms. However, too much domestic apparel brands make retail market’s competition very intense.Stereotyped shops lacking innovation, price strategy getting similar, online shopping being popular, all of these bring physical clothing and accessories stores very big impact. People’s consumption concept and demands are becoming more mature and rational, with the improvement of the spiritual life has been transformed from the common consumption to the consumption of personality. At the same time, as the concept “buyer” is widely recognized, buyer-oriented multibrand boutique is on the rise. Buyer-oriented shop mode has triggered industry change, changed the traditional shops positioning and development strategy. With more and more consumer groups give emphasis on the unique personality, buyer-oriented multibrand boutique get more development space and channels. Therefore, this paper will focus on buyer-oriented multibrand boutiques’ present development situation in Shanghai, and according to consumers’ shopping experience, analysis the influencing factors on consumers and accurately grasp consumers’ consumption psychology and purchase intention in buyer-oriented multibrand boutique.Through literature research, according to Howard Sith model and consumer theory of planned behavior theory, use depth interviews, brainstorming, market research and other methods to determine the content of consumer questionnaire survey. After investigation eventually won 350 valid samples. Using statistical software SPSS17.0 to analyze the datas, test the reliability and validity of the questionnaire, and analyze the correlation between the factors and the purchase intention. According to the evaluation of customers, using Delphy method and fuzzy comprehensive evaluation to evaluate the buyer-oriented multibrand boutique.The main research contents and achievements are as follows:(1)The investigation of buyer-oriented multibrand boutiques in Shanghai.According to 4P marketing theory, design market research from the four aspects: product 、price、place and promotion,totally researched 77 buyer-oriented boutiques, involving 155 stores. Then analysis the research content by mathematical statistics and descriptive analysis.(2) Analysis the development process of buyer-oriented multibrand boutique in both Hongkong and mainla0 nd, and draw the development process map. Also analysis the the SWOT and development trend of buyer-oriented boutique. The buyer-oriented multibrand stores are developing to multi-channel, artistic, wide price belt, providing all kinds of exclusive value-added services and other multiple aspects.(3)The thesis survey choosing 20-years-old above customers of middle-class buyers-oriented boutique as research object and choosing Xin Tiandi, Shanghai’s iconic fashion and entertainment center as research place,to know the consumers’ shopping experience, preferences, evaluation, satisfaction of buyer-oriented boutique, exploring the influence factors of customer’s purchase intention.(4)Factor analysis extracted 12 factors affecting consumer purchase intention, they are fashion involvement, consumer attitude, product features, price, brand, store features, marketing, service, social stimulation factors, emotion, loyalty and satisfaction. And through the correlation analysis and single factor analysis, ultimately determine the purchase intention’s significant correlation factors: Fashion involvement, product perceived value, store perceived value, perceived emotion, social stimulation factors, satisfaction, age, marital status, education, occupation and disposable monthly income.(5)Through the fuzzy comprehensive evaluation, consumers evaluated the middle-class buyer-oriented boutique overall consumption rating of "good". In the first level of factors, products’ characteristics are the most important; In the second level of factors, products’ design, price, brand awareness, shopping environment, promotion and service attitude are the most important six factors. Consumers evaluated products’ features, brand, store features, service as "good", evaluated products’ price and store promotion as "general."Through the research of buyer-oriented stores’ development status in Shanghai, consumers’ purchasing behavior and psychology, it could help Chinese buyer-oriented fashion stores grasp the factors which influencing consumers’ purchase intention and bring valuable suggestions for the long-term development of buyer-oriented stores.