从卖方角度浅析主导青年女性购买行为的因素要点.doc

从卖方角度浅析主导青年女性购买行为的因素 摘 要 近些年，服装行业迅速发展，尤其是各大青年女装店铺遍地横生。青年女性因为在经济上具有较高的独立性，较其他群体相比更容易产生购买的欲望，据有关调查结果显示，绝大多数女性每年的消费支出中，花费在服装上的支出总是排在最前面，所以青年女性，则成为了服装行业的目标营销群体。国内外诸多学者都曾提出，青年女性是一个不容小觑和忽视的群体，我们应该正视其消费心理。 本文则是对青年女性在购买服装时的购买行为所进行的研究，通过调查问卷的形式，分析探讨青年女性购买服装的偏好，进而得出影响其购买行为的因素。经过我们的数据分析统计，我们将影响青年女性购买行为的因素分为了三大类，分别是个体因素、社会因素以及产品自身因素，在文章中重点分析了个体因素中的“情绪与性格”、社会因素中的“相关群体”以及产品自身因素中的“促销策略”因素。针对不同的影响因素，分别提出了自己的见解，最后着重强调了导购员在消费者购买决策中起的重要作用。 在文章最后，针对青年女性购买行为的特征，从企业和导购员的角度，提出了相应的改善销售业绩的对策建议，以便企业及时调整变更营销策略，更好的满足消费者的需求，进而促进服装企业的发展。 关键词： 青年女性； 购买行为； 影响因素； 对策建议  From the Perspective of the Dominant Factors of Young Female Buying Behavior Abstract In recent years, the rapid development of clothing trade, especially the young womens clothing store all the land. Young women because higher independence in terms of economy, more than other groups tend to produce more desire to buy, according to the investigation results show that the vast majority of women a year of consumer spending, spending on clothing expenditure is always the top. So young women, the marketing has become a target for the garment industry groups. By many scholars both at home and abroad have been put forward, and young women is a group to be reckoned with, and to ignore, we should face up to the consumer psychology. This article is to young women when buying clothing buying behavior conducted by the research, through the form of questionnaire, analyze the preference of young women buy clothes, and then indicates that the factors affecting the purchase behavior. Through our analysis of data statistics, we will influence the buying behavior of young women is divided into three categories, respectively is individual factors, social factors and the product itself, in the article analyses the individual factors of emotion and personality and related groups in social factors, and product factors of the pro