Design And Application On The Analysis Of Self-congruence And Clothing Purchase Decision Of Post-90s College Students

Clothing,as one quarter of clothing,food,housing and transportation,has always been a significant part of social life.Clothes were used to cover people’s bodies in ancient times,and now they are more of a kind of visible “selfhood” than something merely to keep warm.Through clothes,people are able to show their ideas and the images they think of themselves,and the consumption concept has changed a lot.Post-90 s students,as a special consumer group,have a more complicated consumer behavior and consumer psychology.Researches showed that the post-90 s enjoy great consumption potentiality and are the diamond consumption class.Thus,this thesis chose post-90 s as subjects,and would study on their self-conception and consumption decision,then the thesis would discuss the relation between them.Quantitative examination and factorial analysis will be applied to analyze the situation and dimensions of the self-conception and clothes consumption decision of college students so as to further diagnose the quantative relationship between those two.Finally,the innovative design application is combined with marketing revelation.First,questionnaires on college student’s self-conception and clothing consumption decision were designed to divide the factors.College student’s self-conception mainly includes 4 factors:Impulse enthusiasm,Extraversion,Personality egos and simple and pragmatic.Their clothing consumption decision mainly includes 5 factors: Service,Multiple selection,Brand loyalty,Fashion and Sense of social responsibility.Second,through ANOVA and independent sample t,the results showed that grade,major,single child and monthly expenditures will affect post-90s’ self-conception.Senior students pay more attention to the quality and service while science and engineering students prefer companies with sense of social responsibility,which means that self-conception is a kind of psychology perception and a dynamic system with individual variation.Third,through correlation analysis,it is clear that there exists relevance of various degrees between self-conception and consumption decision.There are differences between ideal self and actual self,which lead to variations when making purchase decisions.Finally combining Zuczug,Chictopia,Mercibeaucoup,on self-concept and purchaseapplication are analyzed.On the basis of summarizing the marketing enlightenment with the actual needs of college students innovative design.The demand of the post-90 s college students for the pursuit of individuality,the pursuit of fashion trends,and the need to choose a variety of clothing choices are integrated into the design of clothing.Then self-created clothing brand "true",according to the actual situation of the investigation and the purchase behavior analysis of the consumers,the design of the brand is spread and promoted.