Empirical Study of Urban Youth Consumer Groups for Sportswear Brands
Because the sports apparel brand market competition becomes more intense and youth consumers on apparel demand continues to increase, young consumer groups gradually become key targets that enterprises cultivate brand loyalty for market segments. This paper surveyed young people based in Hangzhou about the group sports apparel brand consumer motivation, brand awareness, brand repeat purchase rate, favorite brand ambassador and the channels that youth consumers get to know the sportswear brands. Such a deep level approach to analysis drew a conclusion and provided references and helps for the sports apparel company product positioning, product development and marketing strategies.
sportswear brand Hangzhou youth consumer behavior
Hanyu Zhu
Zhejiang Sci-Tech University Hangzhou, China
国际会议
浙江义乌
英文
539-543
2010-11-17（万方平台首次上网日期，不代表论文的发表时间）