服装市场调查报告 英文

Marketing Research

1. Research Purpose ：

Now, more and more people pay attention to appearance, people demand for clothing and selection is not only related to the person's psychology, age, personality, also influenced by other objective factors. Therefore , the company in order to get more information and understand the Youngor clothing market situation, questionnaire survey is in progress in the company to meet the needs of the customer

2. Research Content ：

（1）Survey methods:

combine field investigation with inquiry method and observation method, To learn more about the consumer market demand for clothing by using questionnaire,

（2）Scope of survey site：

All teachers and students of Guilin University Aerospace and Technology City Resident of Guilin

1, The sample of the survey :

In the survey, there are 16 student s , accounting for 22.85% of the total;

The White-collar workers and the company staff a total of 14 people,

accounting for 20% of the total; there are 9 Ordinary workers, accounting for 12.85% of the total; Individual businessman 11 people, accounting for

15.7% of the total; There are 20 people for the others , accounting for

28.6% of the total.

2, The condition of the age of the respondents:

15-25, there are 27 people, young people accounted for 38.6% of the total;

25-35, there are 18 people, accounting for 25.7% of the total; there are 17 people of 35-45 years , accounting for 24.3% of the total; Eight people over the age of 45, and 11.4% of the total.

3, A monthly income of respondents status:

there are 19 people’s Monthly income of 800 yuan of the following , accounting for 27.2% of the total, most of them are students; Monthly

income of 800-1500 with 16 people, 22.8% of the total; Monthly income of 1500-3000 with 20 people, 28.6% of the total; Monthly income of more than 3000 with 15 people, accounting for 21.4% of the total.

3. Data analysis of research：

（1）the differences of the age and choose clothes

The age between 15 to 25 years of age of the population, accounting for

38.7% of the total survey people, between 25 to 35 years old and 35 to 45 years old crowd accounts for 25.8%, more than 45 years of age accounted for 9.7%, young people almost for the students and enter society worker , they demand for clothing diversification, the pursuit of fashion, individuality, which focus on the quality of the clothing men over women.. People who age between 25 to 35 years old, most of them are worker or married, years of office worker, when choosing clothing clothes they don’t like 15 to 25 years old young people considered design, the quality of the dress, the price in purchase factor is also a big factor for them , because of their work need, need to dress looks more mature. Ranging in age from 35 to 45 years old people over the age of 45, when they buy clothes, the more consideration is the quality of the clothing and practical, there are few care about clothes’ style, fashionable.After all, older people often consider the clothes’ value and practicality.

（2）the types of clothing choice and gender differences

Now ,male consumers in the choice of clothing type, they pursues the comfort of clothing, not only pay attention to the trend. women not only pursues the comfort of clothing ,but also pay attention to the fashion and economic benefits. With 51.6% of boys and 33% of girls are prefer sports casual, but type and the pursuit of fashion clothing of male, female accounted for 12.9% and 12.9% respectively.

（3）Prices and promotions on the impact of the buyer

The price is another important influence factors of buying clothing. There are most of the buyers can accept 100-200 yuan, because the quality of clothes is usually between 100-200 is very good, the price is more easily accepted by

people. Clothes prices should meet with as many as possible between 100-200 yuan . The businessman also can attract customers in competitive price. For the clothing sales promotion way, more than half of consumers are more loyal to the discount , and buy one and get onefor free , there are only 12.8%.but with 10.5% of customers tend to gifts.

4．summary of Market research report With the increase of consumer spending power, many consumers are making clothes to buy is no simply to consider the basic function of the product, on the premise of reaches a certain economic income,It’s in order to satisfied with the work needs, psychological needs, life needs, and the social demand of supply. Accompanied by a faster communication speed, brand consumption of consumer groups and the pace of the fashion demand almost unanimously