The Research on Ladies' Underwear Market Segmentation and Consumer Behavior in Central Plains

摘要

This paper, through research of the lingerie market in Central Plains, segmented the Central Plains region lingerie market according to four statistical variables of age, income, occupation and respondents breast patterns, and expounded the consumer behavior of these market segments. The conclusion of this paper is that different market segments of consumer behavior have obvious difference. For example, with the growth of age consumers prefer to buy bra in shopping mall, and the female of breast plump spends more money on underwear than general women. State-funded unit workers and senior leaders of enterprises prefer to shopping malls to buying the bras, etc. In order to enhance the brand competitiveness and seize the market, that difference should be reflected in the marketing process.