The Market Segmentation Study Of College Student Sports Shoes And Sportswear

Market segmentation is one of the three strategies of marketing.Based on the difference between consumer demand and purchase behavior,it divides consumers into groups with similar needs,whose function is to release market vitality and promote market prosperity.At present,China,s economy and society are developing rapidly,the living standard of residents has increased significantly and the consumption demand is becoming more and more diversified.Sports consumption as an important part of residents' consumption,increasingly attracts the attention from the government,society and enterprises,and college students' sports consumption level has huge potential,but also the focus of attention.Therefore,how to do a good job in the market segmentation of college sports consumption is an urgent problem to be solved urgently.Based on this,this paper USES the literature material law,questionnaire survey method,mathematical statistics methods,such as for the main part of college students' sports consumption market(sneakers)market segmentation,proven demand characteristics of different market segments.Research shows:1.When college students buy sports clothes,they attach importance to the four interests of "consumption emotion","quality","appearance impression" and "subsidiary interest".In combination with the above four interest factors,the college students'sportswear market can be subdivided into three sub-markets:"subordinate interest","emotional impression" and "quality pursuit".(1)Subsidiary interest submarket.It focuses on the store facilities,the purchase environment,the convenience of purchasing and the reputation of the enterprise.The demographic characteristics of this group are as follows:freshmen,juniors and postgraduates;Major in arts and sciences;Monthly living expenses are more than 601-1000 yuan or more than 2001 yuan.The characteristic of this group's consumption behavior is that it is impulsive when buying sportswear,which mainly buys sports clothes in shopping malls and large supermarkets.(2)Emotional impression submarket.It pays more attention to the brand,style,color and feeling of clothes.The demographic characteristics of this group are more female,the only children are more,the sophomores are more;The major is more medical students;Monthly living expenses are less than 600 yuan and 1001-1500 yuan.The group's consumption behavior is characterized by the tendency to imitate others when buying sportswear,mainly in shopping malls and brand-name discount stores.(3)Quality pursuit sub-market.It pays more attention to the quality of the sportswear,such as the work of the sportswear,the fabric,easy to get out of shape and so on.The demographic characteristics of this group were more than that of male students,and there were more senior students.More students majored in engineering;The living cost is 1001-1500 yuan or 1501-2000 yuan.The characteristics of this group's consumption behavior is that they like to pursue popularity and merchandise discounts when buying sports clothes,mainly buying sportswear in brand stores and wholesale markets.2.When college students buy sports shoes,they attach importance to "aesthetic fashion","functional quality","youth vitality" and "following performance".In combination with the above four interest factors,the college athletic shoe market can be subdivided into three sub-markets:"dynamic phenotype","functional quality" and"aesthetic fashion".(1)Dynamic phenotype sub-market.It focuses on the color of sneakers and all kinds of promotional activities,and is more concerned about the display of their charm.The demographic characteristics of this group were mostly male,and there were many freshmen and juniors.More students majoring in science and engineering;Monthly living expenses of less than 600 yuan or more than 1501-2000 yuan.The characteristics of this group's consumption behavior is to listen to the recommendation of family and friends when buying sports clothes,mainly buying sports shoes in shopping malls and wholesale markets.(2)Functional quality sub-market.It focuses on the function,quality and reputation of the shoes.The demographic characteristics of this group are more than that of sophomores and postgraduates.Major in medical and sports arts and other major students;The living cost is 601-1000 yuan more.The characteristics of this group's consumption behavior are mainly due to the direct demand and discount of goods,mainly in shopping malls and supermarkets.(3)Aesthetic fashion sub-market.It pays more attention to the popularity,fashion,store environment and brand of sports shoes.The demographic characteristics of this group are female,and there are more senior students.More students majoring in science;The living cost is 1001-1500 yuan or more than 2001 yuan.The group's consumption behavior is.characterized by the pursuit of popularity and fashion and imitation of others,mainly in brand stores and discount stores.