The RESEARCH ABOUT COLLEGE STUDENTS' CLOTHING ATTITUDES AND PURCHASING BEHAVIOR

摘要

In the paper, Questionnaires developed by researchers were distributed to some college students. Data were collected in the Suzhou city. Means, frequencies, and percentages were calculated. Factor analysis, cluster analysis, one-way ANOVA, and chi-square analysis were done. According to their answers, we analyzed the relation between college students' clothing attitudes and purchasing behavior. Through the quantitative analysis that provided the basis of the marketing segment, we can understand the consumers' special needs, and then take effective measures to satisfy them.