智能手机消费者购买行为分析.doc

智能手机消费者购买行为分析
以常熟地区为例
摘要
现如今,人们的生活节奏越发加快,由此人们对移动设备的需求不断加大。在众多移动设备中,手机是人们日常生活中使用最为频繁的通讯工具,促进着人与人之间的交流沟通。然而随着时代的发展,人们对手机的功能提出了更高要求。大家不仅仅满足于手机打电话、发短信的功能,而是希望其具有高速上网,视频通话、3D影音等类似于电脑的功能。于是,智能手机应运而生。
本文以常熟地区为例,分析该地区消费者购买智能手机的行为特点。通过街头拦截访问,完成100份有效问卷;同时辅之以人员面访,询问智能手机销售人员以及智能手机的使用者,以此了解消费者的需求及购买情况。对收集的资料进行分析的过程中,从消费者的个人情况以及对手机的需求入手,通过其对语义差别语句的回答揭示出内心更深层次的购买行为特点。同时,辅之以聚类分析、因子分析等方法,分析影响消费者购买行为的消费者资源、动机、知觉、学习、态度、个性等个体与心理因素、文化、社会阶层、社会群体等环境因素。在此基础上进行市场细分,将常熟地区智能手机的消费者细分为3个集群,并根据不同的细分市场的不同购买行为特点制定相应的策略,作为各智能手机厂商产品研发与销售工作的先导。
关键词:智能手机购买行为市场细分
Analysis of consumer behavior about smartphone in Changshu
Abstract
Nowadays,the pace of our life is speeding up. People are increasing the demand for mobile devices. Among the many mobile devices, mobile phones are the most frequently munication tools to facilitate munication between people in daily life. However, with the development of the times, people set higher requirements of the function of the phone. We not only need the cell phone has the function of calling and sending short messages, but want to have high-speed access, video calling, 3D video and other features similar puters. So, smart e into being.
In this paper, we take Changshu for example, analyse the features of consumer behavior of purchasing smart phone. By the way of street intercept and CAPI,plete 100 valid questionnaires and enquire the salesmen and the users of smart phones to know the consumer demand and purchases. In the process of analyzing the data collected, we begin with the consumers’ personal information and the demand of smart phones, then through their answers of semantic differences statements we can know about their inner reasons of purchasing or not. At the same time, supported by cluster analysis, factor analysis, we can analyze the individual and psychological factors such as resources, motivation, perception, learning, attitude, personality and the environmental factors such as culture, social class, social groups. On the basis of analysis ta