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Consumer Subconscious Analysis in Apparel Window Design Application and Research

Author: ZhangXing
Tutor: GuoJianNan
School: Zhejiang University of Technology
Course: Art of Design
Keywords: Consumer unconscious analysis ZMET consensus mental model diagram clothing showcase
CLC: J525.2
Type: Master's thesis
Year: 2010
Downloads: 228
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Abstract

In this paper, an analysis of the consumer unconscious, namely the establishment of a consensus based on the theme mental model diagram, and a key figure in the constructs into concrete design elements used in apparel design window. The formation of a more scientific and enthusiastic design concepts to guide it, as distinct from the traditional sense of personal accomplishment alone designers decided to showcase clothing designs good and bad situation.This paper focuses on the consumer subconscious metaphor analysis, using now the international forefront of ZMET (Zaltman Metaphor Elicitation Technique, referred to as ZMET) metaphor extraction technology for the target group analysis of a sample.First, the first to use a large number of questionnaire information and SPSS data analysis tools to determine when consumers to enjoy the main perception showcase clothing factors will determine the common factor as ZMET extraction technology theme.Second, ZMET induce consumers through deep consumer psychology metaphor to seek their deep-seated need. This technique needs a reference to a high degree of consumer involvement as the target respondents, so that the information obtained only descriptive. Therefore, before conducting this study, a random sample of questionnaires filled in the information 120 consumers a high degree of measurement involved in the final set 12 as the ZMET study.Third, for the respondents in-depth interviews were the most important steps in the content of the research process I take full record type, in order to get the most realistic first-hand interviews and help to record the interview and subsequent in-depth analysis.Fourth, interview data to collect and collate, extract the key to construct each of the themes and constructs, using the consensus building mental model diagram showing the link between the various constructs of, which is the final study results demonstrate ZMET.Fifth, based on the theme established by the consensus of the various mental model diagram, using Kansei Engineering principles will be the key constructs into specific design elements used in the clothing the window.Through the actual project cases, of a series of retail clothing brand showcase design and production of research results will be applied to a specific practice, the brand into the store seasonal rates and sales have improved significantly. This initially proved the feasibility of this approach can be for later in-depth study to provide more favorable information and data.

Consumer Subconscious Analysis in Apparel Window Design Application and Research

Abstract

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