Study on the Product Attributes Influencing Consumer Purchase Preferences of Business Menswear

摘要

Started with the product attributes affecting consumer purchase preferences of business menswear, the data from marketing research were analyzed by Multidimensional Preference Analysis software modules of SAS and factor a-nalysis of SPSS13.0. The relationship between different attributes and the brands positioning were measured and the important attributes in consumer purchase preferences were worked out. This provides a strong basis in decision making of new product development, brand management and other aspects of product management for menswear manufacturers.