Research On Attitude And Behavior Of Consumer To Toread Group About Outdoor Products In Domestic Market

The outdoor goods industry has been developing for nearly one hundred years in the west,while in China it has only been developing for 20 years.It is a globally recognized sunrise industry and the whole industry still has great potential.Affected by the downward pressure of the macro-economic environment,the crossover of sports industry,the change of fashion trends,and the rise of a number of major costs,the industry has made appropriate adjustments after years of rapid growth.Up to now,the adjustment period is expected to come to an end.How to grasp the new growth point is an important problem we are facing now.From the perspective of consumer behavior,this paper takes the national brand Toread as an example and makes a detailed analysis.In order to complete the writing of this paper,I did the following work.I have studied the aspects of consumer behavior,marketing,design and development on outdoor garments,the summary of annual report of Toread Group from the year of2009 to 2018,particularly in terms of consumers' attitude and behavioral intention,generally not less than 30 articles,10 books or textbooks,which provides a strong theoretical support for this paper;In addition,a total of 298 questionnaires were issued to consumers,of which 221 were actually effective,with a recovery rate of74.16% which provides detailed data support for the analysis of the paper.This paper clarifies the characteristics of the industry and the market in current situation of the outdoor products market at home and abroad,the situation of Chinese outdoor-products-used consumers,and the development situation of ToreadGroup in China.Secondly,through the comparison and self-comparison analysis between the international brand of NORTHFACE and the national brand of TOREAD we found that: on the whole,domestic consumers have many similarities and differences in the choice of outdoor products.Finally,based on the current problems which shown in the above survey results of outdoor goods to TOREAD Group,my personal Suggestions are proposed,mainly from the cognitive,emotional and behavioral aspects that influence consumers' attitudes,for the reference of the department.In recent years,the study of consumer behavior has entered the stage of popularization and application in China,while the outdoor goods market is still in the early stage of development in this industry.At present,there are few domestic studies on the combination of the two aspects.However,this paper tries to grasp this point,which is also a highlight of this paper.It is hoped that the above analysis can be used for reference by similar enterprises in formulating attitude change strategies.