consuming fashionWord文件下载.docx

consuming fashionWord文件下载.docx

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3.3Futureopportunitiesandchallenges....................................................................7

4.0Conclusion8

5.0Reflection8

6.0References10

7.0Appendices12

1.0ExecutiveSummary

Themainpurposeofthisreportistoanalyzeaconsumerbehaviorandanditsassociatedmotivationsandfunctionswithreferencetothefashionindustry,becauseanagecohortconsistofpeopleofsimilarageshavesimilarexperiencesandsharemanycommonmemoriesjustlikethehistoricalevents.Andaccordinglyfindoutmarketingchannelsandchallenges,whichdirectinfluencetheoverallperformanceofacompany.GenerationYisthegenerationgroupjustaftergenerationX.Thisgrouphasalotofdifferentdatesthatidentifiedbydifferentgenerationgrouppeople.ThemostcommonresultisthatthemembersofgenerationYwerebornanywherefromthe1979to1995,orthepeoplewereborninorafter1980’s.（haoyuan’sblog）

YoungadultsprefertoshopinUKstoresthanbuyingonline,according"

toasurveybyadvertisingagencySaatchi&

Saatchi.Thepollofmorethan1,500peopleaged16-29revealedthat77%lovetoshopinbrick&

mortarstores,asopposedtoonline.Almostthesameproportion（78%）hadvisitedahighstreetstorethepreviousweek.

Inordertomeetchallengesandseizeopportunities,somemarketingchannelsandstrategiesarediscussed.Themainpurposeofthesechannelsandstrategiesistomarketingwellaccordingtoarangeofconsumerattributesandtrendsthatmotivateandinfluencethepurchaseoffashionproducts.

2.0Introduction

Thegenerationgroupscanbedividedintofollowingseveralparts:

babyboomers,generationX,generationYandgenerationZ.Inthisreport,peopleingenerationywhoarepowerfulconsumerleadersformarketingwerebornanywherefromthe1979to1995,orthepeoplewereborninorafter1980'

s.Theyareexperiencingtheperiodfromchildrentoadultswhichmakesthemacontradictorysenseofbelongingnessandindividuality.What'

smor,withthedevelopmentofscienceandtechnology,computersandinternetareplayinganincreasinglyimportantroleinourdailylives,andmostpeopleinthisgenerationareskilledinusingthecomputerandshoppingintheinternet.Demandspersonalizedandtechnologically-advancedproducts.（Bielski,2007）GenerationYrepresentstheperfectcustomer:

easytotargetthoughsocialnetworkingfacilities,responsive,opentonewtechnologies,needs&

wants（Macsai,2008）

Asthegrowthoftheage,theyknowhowtocontrolthemselveswhoseimpulseofyouthmoodgraduallytendtobestable。

therefore,generationytryingtomaketheirpurchasebehaviorreasonable,correctandfeasiblehasfewimpulse,optionalpurchasebehavior.Becauseofintellectualpurchasebehaviorandplanningofthepsychologicalcharacteristics,theirworkismostlyindependent.Theyhavesomuchexperiencethattheywouldliketochooseyourfavoritegoodsinsteadoflisteningtothesuggestionsoftheshopassistants。

Statusactivityishighlypowerfulasaninfluenceinthismarket.Inaddition,generationyisnolongerpursuitfashionliketheyoungwhichcomesfromtheburdenoflife,incomepressureandresultsinpracticalcharacter.Customersarewillingtospendtheirmoneyonsustainableproductssuchasorganicfood（Hein,2008）

3.0Discussion

3.1Arangeofconsumerattributesandtrends

3.1.1Thedemographics

Referringtothecontentthatisprintedbythe‘insideleapltd’（2006）,generationYgrouphasbeenestimatedthatthereareover57millionstrongintheUSaloneandrepresentthelargestconsumergroupinthehistoryofUS.Europeannumbersaresmaller（duetofallingbirthrateof80’sand90’s）,butequallysignificant.Innowadays（2012）,thegenerationYwereusuallyagedbetween15-31,whichis25%-47%oftheworldpopulation.（Johncontrols,2010）

AccordingtothestatisticspublishedinJuly2012,weknowthatBritainhasapopulationofabout63million,athirdoftheselivinginthesoutheastofEngland（capitalLondon8.2million[1]）.TheEnglandpeopleaccountedfor83.6%;

Scottish8.6%;

welshpeopleaccountedfor4.9%,2.9%ofthepeopleareNorthernIrelandandtheIndian1.8%andAfrican1.8%,etc.

-religion：

ChurchofEngland,PresbyterianChurch,Methodism：

59%

NoReligion：

25%

Muslim：

4.8%（statisticsin2011）

-language：

English,Welsh（26%oftheWelsh）,GaelicintheformofScottishlanguage（60,000peopleuseinScotland）

-AgestructureinBritain：

0-14yearsold：

17.3%（male5,287,590;

female5,036,881）

15-64yearsold：

65.8%（male20,980,815;

female20,479,803）

65yearsoldandabove：

16.9%（male4,186,561;

female5,549,195）（statisticsin2011）

-Sexratio:

babyhood：

1.05male/female

Under15yearsold：

15-64yearsold：

1.02male/female

65yearsoldandabove：

0.8male/female

Totalpopulation：

0.99male/female（statisticsin2008）

3.1.2Thepsychographics

-intellectuality:

Theyarenotimpulsivebutintellectual,becausetheyarenolongerchildrenandtheimpulseofyouthmoodgraduallytendtobestable,intellectualitygraduallycontrolaction.

-planning:

Mostofthempeopleknowtheprincipleofmakingendsmeetconsumptionandspendwithplanningunliketheyoungpeople.Therefore,theypurchasegoodsafterthearrangementofthebrand,price,performancerequirementsandbuytime,placeandsoon,andtherearefewunplannedspendingandimpulsebuying.

-practicaluse:

Thepressureofincomeandlifemakesthemmoreandmorepractical,theypaysmoreattentiontowhetherthecommoditystructureisreasonable,useisconvenient,whethertheeconomyisdurableandtheprocessofusesavestimeandeffort.hopingtoalleviatethehouseworkburden,theywelcomeconveniencegoodsverymuch.Ofcourse,themiddleagewillalsobeattractedbythenewproduct,buttheyaremoreconcernedaboutthepracticabilityofthenewproduct.

-independence:

Notaffectedbyexternalinfluencefromoutsidebecauseoftheintellectualityandplanningofthepsychologicalcharacteristics,theyaremostlyindependent.Theywouldliketochoosegoodsbythemselvesinsteadofrecommendationoftheshopassistantandtheadvertising.

-popularity:

Theypaymoreattentiontothegoodsfromtheothercustomer'

sviewratherthanindividualhobbyandliketobuypopularcommodityandgoodseasytobeaccepted.

3.1.3Thelifestylebehaviour

Consumerbehaviourisaprocessofmoneyexchangethatreflectinganemphasisontheinteractionbetweenconsumersandproducersatthetimeofpurchase."

Whole-Foods-effect"

:

customersarewillingtospendtheirmoneyonsustainableproductssuchasorganicfood（Hein,2008）.YoungadultsprefertoshopinUKstoresthanbuyingonline,according"

mortarstores,asopposedtoonline.Almostthesameproportion（78%）hadVisitedahighstreetstorethepreviousweek.Seekbrandswithauthenticityandheritage（Hall,2000）

3.1.4Thekeymotivationsandbuyingbehaviour

-low-costgoods:

Theso-calledlow-costsales,containstwomeanings:

oneisthatthepriceisthelowestoneamongexistinggoods;

Thesecondisthatwhenjustputtinganewproductintothemarket,companiespriceproductsshouldnothigherthanexpectedpriceofthisgeneration.

-goodservices:

Thepurchaseprocessisthepursuitofphysicalsatisfactionaswellaspsychologicalsatisfaction,therefore,salesserviceisakeypoint,especiallythequalityandlevelofafter-salesservice.

3.2Markettargetingandchannels

-Superstore:

astorealmosttwicethesizeofaregularsupermarketthatcarriesalargeassortmentofroutinelypurchasedfoodandnonfooditemsandoffersservicessuchasdrycleaning,postoffices,photofinishing,checkcashing,billpaying,lunchcounters,carcare,andpetcare.

-Off-priceretailer:

thisgroupwouldbeinterestedinlowprice.Thethreemaintypesofoff-priceretailersareindependent,factoryoutlets,andwarehouseclubs.

-Chainstore:

twoormoreoutletsthatareownedandcontrolledincommon,havecentralbuyingandmerchandising,andsellsimilarlinesofmerchandise.

-Franchise:

acontractualassociationbetweenamanufacturer,wholesaler,orserviceorganization（afranchiser）andindependentbusinesspeople（franchisees）whobuytherighttoownandoperateoneormoreunitsinthefranchisesystem.

-socialnetworkingmedia/sites：

thegroupcaneasilyaccesstheinformationthroughtheirfrequentusedsoftwares,webpagesandsocialnetworkingsites,whichinclude'

Youtube'

'

Facebook'

Twitter'

My-space'

and'

Yahoo-related'

etc.Aslongasitisattractiveanddifferenttotheothercompetitors,peoplewhofelt'

cool'

aboutthisadvertwouldrecommenditorsharethelinktotheotherfriends,whichautomaticallyconstantlyraisingawarenessamongahugeamountofGenerationYgroups.

3.3Futureopportunitiesandchallenges

3.3.1opportunities

Fromtheanalysisabove,wecanseethatthegenerationYintheshoppingprocesspursuitconvenience,practicabilityand“cool”.consequently,thegoodsofferedshouldhavestrongfunctionandenterprisesshouldputfunction,qualityandbeautyintoproductdevelopment,productdesigninthefirstplacesoastoattractthisgeneration.

u