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References 21
Appendix I Questionnaire 23
Appendix II Sample Descriptive Statistics 28
An Analysis of College Students’ Consumer Psychology in Choosing Sports Shoes
Chapter One Introduction
1.1 Background of the research
According to the report from ChinaIRN(2014), with the development of economy and the improvement of living standards, Chinese people's living way has undergone a structural change. People pay more attention to improving their health and quality after work. Moreover, that the 29th Olympic Games is rounded off directly brings an ongoing positive reinforcement. Also, the State Council implements the national fitness program, which promotes sports fitness gradually occupying the dominant position in Chinese people's leisure life. In this case, the consumption of sports products in our country is assuming the geometrically numerical growth. Surely, sports shoes is an important part of sports products. In the long term, the high-tech brands like Nike and Adidas are at the top of China's sports shoes brand sales list for their high quality and popular style. Also, according to the report from SATRA Footwear Technology Centre, Chinese shoes production accounts for about 61.1% of the total world production while sports shoes accounts for about 35% of the total Chinese shoes production. In 2010, China’s sales scale in sports shoes Market reached 69 billion yuan and it predicts that in 2020, the size of famous brands sports shoes market could reach 297 billion yuan(Zhu Jingyuan, 2008). Now, The sports shoes industry gradually makes a conversion from the traditional industry to the modern industry by the advantages of advanced design, high technology, good economic returns, low resource consumption and less environmental pollution. In recent years, brands like Adidas, Nike, Converse, Li Ning and Air Jordan make a significant breakthrough in the aspects of design, development, production and marketing. However, the current research about consumer psychology in sports shoes in china is very scarce and the related study on the special needs of different groups is almost blank. At present, the domestic researches on college students more focus on the economic capacity, social objective factors, consumer behavior and so on, but the group's consumer psychology involves almost nothing. In this study, it centers on analyzing college students’ consumer psychology in choosing sports shoes.
1.2 Significance of the research
In the world of consuming commodities, sports shoes characterized as leisure and vitality have attracted lots of consumers, especially young consumers. College students as a special consumer group who pursue innovation and novelty are easily influenced by the trend of the times and they are the main objects of enterprise sales. At present, the brand becomes an important symbol for college students to choose the right sports shoes and also a main basis for them to compare sports shoes and make purchasing decisions. Therefore, in order to make the targeted brand marketing strategy, the enterprises should fully learn the consumption status and comprehensively understand the college students' consumer psychology in the brand choice. Moreover, with the increasing competition, the traditional retail and wholesale sales are at a disadvantage, so it has more important and practical significance to study the brand consumer psychology of college students. According to so many successful cases, an important feature of a successful brand sports shoes is to be consistent from beginning to end to put the function of brands and consumer’s psychological desire together. By this form, enterprises transfer the information of the brand to consumers and affect their psychology. The paper adopts the way of questionnaire and regards college students as the subjects of the study to analyze their consumer psychology when purchasing sports shoes. Based on the data analysis, the paper tries to put forward effective marketing suggestions for sports shoes producers. Generally, there are three purposes including analyzing brand, group consumer psychology and brand loyalty , making a specific questionnaire and giving feasible advice for producers.