Analysis on Down Products

Purchase behavior analysisEighty-eight percent of the people own at least one down coat, which shows that most of the people choose down coats as their winter coats. Fifty percent of the people choose the down coat when they need it. Thirty-two percent of the people buy the down coat when they see a suitable one. Point-one percent of the people buy the down coats when there is a discount or on sale. Most of the people will buy down coats in exclusive stores, shopping malls; while a small part of the people will choose on-line shopping. Commercial advertisement on the TV is the major source of down garments information; other sources include but not limit to posters, leaflets. We will also get some information from other people's recommendation. When trying to buy a down coat, customers pay a lot attention to the quality, which is their top concern; and they will also care about the style and price. 52% of the customers will buy the down coats just because their favorite actor or actress is the representative of this brand; while other people do not follow this. Down coat and Canada Goose are both well received by customers. Long coat will make them look slimmer; and it covers a large part of the body and brings people a lot of warmth. Short jacket will make them look young and energetic; it is suitable for people who like doing sports, since it is convenient for people to move.The black and the white are the most popular colors. Most people choose the black coats because they are not easy to get dirty. People who like white think the white color will make them look younger. Young people tend to choose bright colors, such as yellow, green. The price 200 ~ 500 RMB are most acceptable; not many people choose down coats that cost more than 800 RMB. Discount is the most popular sales promotion way for customers. Some people will go to buy down coats after the winter is gone, since the winter clothes will be much cheaper in slack season. Some stores even sell down coats in the summer, and the price is always very cheap. However, some people do not like buying winter coat after the winter is gone, because there is no chance to wear the down coat until next winter, but this coat probably will become outdated at that time. In those people's mind, fashion is more important than price. Customer analysisThere are more women buying down products than men. Most of the women are between 20 years old and 40 years old. Most customers choose the price ranging from 300 to 600 RMB. Customers are quite satisfied with the warmth that the down coat gives them; but they are least satisfied with the styles of down coats, saying those coats look similar. Most of the customers' income is about 3000 RMB per month. With the increasing income, more than more people will afford to buy down coats.