解读“血拼”女性的购物观

• 机 构: 明略市场策划有限公司 上海
• 出 处: 中国广告
• 发表日期: 2004年期
• 关键词: 女性消费 购物者 市场策划 明略 随机抽样方式 调查数据 价格影响 内心需求 http 购物方式

随着社会的不断发展,人们的物质生活正在不断提高,尤其是女性对于购物似乎又有着特殊的偏好,各商场、超市见到女性购物者的概率会比见到男性购物者的概率高许多。那么,女性在购买商品时会受哪些因素的影响,她们又乐于接受何种形式的广告呢?近日,明略市场策划(上海)有限公司(http://www.market-exp.com)就女性消费习惯问题于以多段随机抽样方式对上海、北京、广州、深圳4地的16-30岁的普通女性消费者进行了一次访问。调查在各地的高级商场门口进行了拦截式访问,调查数据采用spss分析。

With the continuous development of society, people's material life is constantly increasing. In particular, women also seem to have special preferences for shopping. The probability of seeing female shoppers in each mall or supermarket will be much higher than that of male shoppers. So, what are the factors that women will be affected in the purchase of goods, they are willing to accept what form of advertising it? Recently, the market planning (Shanghai) Co., Ltd. (http://www.market-exp.com) on Women's Consumption Habits Question A multi-segment random sample of 16-to-30-year-old average female consumers in Shanghai, Beijing, Guangzhou and Shenzhen was interviewed. The survey conducted interceptor visits at the entrances of top shopping malls across the country. The survey data were analyzed using spss.