Research on Consuming Preference of Men's Suits

摘要

Suits consumers (or purchasers) in 29 cities of 16 provinces in China were surveyed for this paper. The preference of suits consumer are analyzed from the four aspects such as product, price, purchase channel and promotion by using the 4P theory. The characteristics of consumer group of men's suits in the Northeast region, the Yangtze River Delta region, inland areas, and the southern region are focused and analyzed comparatively based on the analysis of the data in the entire country. Then list the content of how to improve the suits development. The main propose of this article is to provide a reference for the brand development and academic research of men’s suits in China.