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Zhejiang Province City and Town Dwell Sports Consumption Behavior Studies

Author: ChenLi
Tutor: WangQiaoJun
School: Ningbo University
Course: Physical Education and Training
Keywords: Zhejiang Province Urban residents Middle-income groups Sport consumer behavior
CLC: G812.4
Type: Master's thesis
Year: 2009
Downloads: 49
Quote: 1
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Abstract


In today's society, sports consumption has become an important part of an integral part of modern life, and spend money on health has become the consensus of the people. Sports consumer behavior as a sports consumption critical step into reality, it is an important area of ??research in sports consumption. Therefore, the research methods of literature, questionnaire, mathematical statistics and logical analysis method to middle-income groups of urban residents in Zhejiang Province as the research object investigation and analysis of the status quo of their sports consumption to understand and grasp influence sport consumer purchase behavior, accurately predict the trend of changes in consumer demand, to achieve a balance of sporting goods supply and demand for commodities, to promote the coordinated development of national economic health; same time, through the guidance and planning to promote middle-income groups to form concept of people-oriented health first \The preliminary conclusion is as follows: (1) middle-income groups of urban residents in Zhejiang Province sports consumption external environment in a leading position in the country, this good economic external environment laid the foundation of sports consumption of urban residents. (2) of the middle-income groups of urban residents in Zhejiang Province sports consumption of men and women, ages 25-50 years old, the occupational distribution level qualifications are mainly distributed in the universities and more. (3) the middle-income groups of urban residents in Zhejiang Province has been active sports consumer awareness, the sport has been some improvement in the level of consumption, and sports consumption structure is still mainly in kind and consumption. (4) The main motive of the middle-income groups of urban residents in Zhejiang Province is physical fitness, followed by self-perfection, to develop good habits; consumption motives of men and women have significant differences, men focus on increasing social expand hobbies, while women are more focus on slimming shape the body. (5) The diversification of Sports Consumption of Urban Residents in Zhejiang Province middle-income groups in the project. (6) the middle-income groups of urban residents in Zhejiang Province sports consumer information sources and channels for television, Internet, newspapers and magazines; important information sources of family, friends, colleagues and other related groups, individuals experience their sports consumption. (7) the time and frequency of day-to-day activities of the middle-income groups of urban residents in Zhejiang Province is not a lot of people do not participate in physical exercise. (8) The majority of middle-income groups of urban residents in Zhejiang Province are satisfied with their own sports consumer, there is a small part of the consumers are not satisfied and very dissatisfied. (9) of the influencing factors of the middle-income groups of urban residents in Zhejiang Province sports consumer behavior analysis, consumer factors, environmental factors and media factors and sports market factors are important factors that affect the sport consumer behavior, consumer factor is the most important.

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CLC: > Culture, science,education, sports > Sports > The world of sports > China > Mass sports activities
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