【摘要】 以国内代表性城市的3～6岁儿童家长为调研对象,通过问卷调查的方式,对家长的消费行为特征进行研究。通过SPSS分析软件得出:家长最关注童装的做工和款式;常去的购买场所是商场和品牌专卖店;高学历家长对品牌童装的兴趣较大;消费行为受同事、朋友的影响较大;考虑儿童意见;对促销信息较感兴趣等结论。最后就童装企业研发产品和制定营销策略提出了建议。更多还原

【Abstract】 This paper studies characteristics of consumption behavior of parents through questionnaire survey with parents of 3～6-year-old children in domestic representative cities as the research object;obtains through SPSS analysis software that parents pay most attention on the work and style of children’s clothing;they often go to shopping malls and brand monopolized shops;parents with a high education level have a greater interest in brand children’s clothing;their consumption behavior is largely affected by colleagues and friends;they take children’s opinions into consideration;and they are interested in promotion information;and finally makes suggestions on R&D of products and marketing strategies of children’s clothing enterprises.更多还原