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Y代人(20-35岁)已成长为消费主力群体,他们对品牌的认知与前辈们不同,不再一味钟情于经典品牌。通过问卷调查收集数据,分析英国Y代女性运动鞋消费行为、品牌忠诚和品牌形象偏好的变化;结果表明,Y代女性购买运动鞋有了更多选择,品牌忠诚度也随之降低,有声望的品牌和表达个人的品牌因Y代女性多元化各有市场,而品牌形象偏好方面要求功能性价值和象征性价值并存;另外,“舒适”、“质量好”及“好看”成为运动鞋选购的最重要考虑因素。此文为中国运动鞋公司进军英国Y代女性运动鞋市场提供决策参考。
Y generation (20-35 years old) has grown into the main consumer groups, their brand awareness and predecessors are different, no longer blindly in love with the classic brand. Through the questionnaire survey, we collected the data and analyzed the change of consumer behavior, brand loyalty and brand image preference of England’s generation of female sneakers. The results showed that the generation Y women had more choices to purchase sports shoes, and brand loyalty also decreased Of the brand and individual brands due to diversified Y-generation of women have their own markets, and brand image preferences require both functional and symbolic value of coexistence; In addition, “comfort ”, “good quality ” and “nice ”Become the most important consideration when purchasing sneakers. This article for the Chinese sports shoes company into the British Y on behalf of women’s sports shoes market decision-making reference.