The Present Situation of Cashmere Market and Consumer Behavior in Shanghai
As one of the high-grade products in knit wears, cashmere sweaters are very popular.China, as a big cashmere production, processing and trading powers, has the absolute advantage geographically.Although there are numerous local brands,the number of those truly competitive is very less.Thus, if the brand wants to own a place in the changing market, one must have an insight into the change of consumer demand and refresh the information of consumer behavior.The paper is based on this purpose, hoping to provide the reference basis for brands marketing and product development.Though literature consulting, consumer behavior theory and the achievements of related cashmere consumption literature research from home and abroad are set as the theoretical basis.Then by means of marketing research and in-depth interviews, the consumer questionnaire is designed and statistically analyzed to release the cashmere consumption situation and product preference in Shanghai, combining the population statistics to find the key factors that influences consumer behavior.
Shanghai market Cashmere Consumer behavior Present situation of market Product preference
Xinyi Chen Min Li
College of Fashion and Design, Donghua University, Shanghai 20051, China;Key Laboratory of Clothing Shanghai Style Fashion Design & Value Creation Collaborative Innovation Center, Donghua University ,
国际会议
2018 Sino-Africa International Symposium on Textiles and Apparel (SAISTA2018)(2018中非纺织服装国际论坛)
巴赫达尔
英文
415-419
2018-09-15（万方平台首次上网日期，不代表论文的发表时间）