广州市珠宝消费者行为研究-矿物学、岩石学、矿床学专业论文.docxVIP

关键词:珠宝消费者、消费行为 、交叉分析、快速聚类分析 11 Study Study on Consumptive Behaviors of Jewelry Customers in Guangzhou City Mineralogy,Petrology and Ore Deposits GuoLi Prof．Chen Binghui ABSTRACT Based on a review of previous researches about consumer behavior,this paper investigates and discusses the behavior rules ofjewelry customers in Guangzhou．． The positive research objected to Guangzhou residents was conducted based on literature reviews and interviews．By using Spssll．0 statistical analysis software，the frequencies analysis，crosstabs analysis，K—Means cluster analysis and correlation analysis done to data from the valid 602 questionnaires． The frequencies analysis result indicates the holistic consumptive behavior rules towards jewelry in Guangzhou．The results show that most of jewelry customers like jewelry，and their favorite jewelry types necklaces and finger rings of which the prices under 5，000 yuan．About half of consumers buy jewelry at holidays or some commemorative days．Most of customers prefer to buy jewelry at emporium’S jewelry shoppe or jewelry regie shop and it for decorating purposes．Quality and price the mostly cared factors when consumers select jewelry．Most consumers tend to buy diamond and platinum jewelry in the future． The crosstabs analysis result indicates that different ages，genders and income levels all factors that affect the jewelry constmptive behaviors of Guangzhou customers． Female consumers buy jewelry mostly=|：for themselves and easy to accept shopping fellow’s advice，while male consumers buy jewelry mostly for family numbers and often speer to their family．Young consumers puy jewelry mostly for decorating themselves，and consumers buy jewelry more and moIe弧a symbol of their status with the increase of Ilt their their ages．Consumers will choose more expensive Jewry when they have more income，and these people more aboutjewelry’S design，brand and shopping circumstance． K-·Means cluster analysis and One-way ANOVA analysis result indicates that consu