The characteristics of 1. lingerie consumers

Women's underwear consumers are a large and complex group, and their consumption behavior is affected by many factors, such as personal physiological characteristics, psychological needs, aesthetic preferences, living habits, consumption ability, consumption scenes, etc. Therefore, the characteristics of women's underwear consumers can be summarized from the following aspects:

Diversification. The age, figure, chest shape, skin color and other physiological characteristics of women's underwear consumers are quite different, resulting in different needs for underwear size, style, color, function and so on. At the same time, women's underwear consumer lifestyle, working environment, social circle, cultural background and other psychological and social factors also affect their underwear consumption choices. Therefore, women's underwear consumers are a diversified group, and underwear companies need to provide diversified products and services to meet different consumer needs and preferences.

Personalization. The consumption concept and consumption behavior of women's underwear consumers are also constantly changing. With the awakening of women's self-consciousness and the improvement of consumption level, women's underwear consumers are no longer satisfied with the basic functions of underwear, but pay more attention to the comfort, beauty, quality and personality of underwear, hoping to show their personality and style through underwear consumption, To meet their emotional and aesthetic needs. Therefore, women's underwear consumers are a personalized group, the need for underwear enterprises to provide personalized products and services to meet different consumer psychology and consumer emotions.

Sensitization. Women's underwear consumers are more sensitive to the consumption of underwear, because underwear is close-fitting clothing, which is closely related to women's health, comfort and beauty. Women's underwear consumers will be more cautious and picky when purchasing underwear, and have higher requirements and expectations on the brand, quality, price, service and other aspects of underwear. At the same time, they are also easily affected by external information, such as media, network, word-of-mouth, stars and so on. Therefore, women's underwear consumers are a sensitive group, the need for underwear enterprises to provide sensitive products and services to meet different consumer standards and consumer motivation.

The Method of 2. Women's Underwear Consumer Research

Consumer research refers to the process of collecting, analyzing and interpreting consumer information to understand consumer needs, preferences, behavior, satisfaction, etc., and provide a basis for corporate marketing decisions. The methods of consumer research can be divided into two broad categories: quantitative and qualitative research, as follows:

Quantitative research. Quantitative research refers to the use of quantitative data and statistical analysis methods to measure and evaluate the characteristics, behaviors, attitudes, etc. of consumers. The main purpose of quantitative research is to obtain objective data on the size, distribution, proportion, and differences of consumers to reflect the overall situation and laws of consumers. The common methods of quantitative research are questionnaire survey, experimental method, observation method and so on.

Qualitative research. Qualitative research refers to the use of non-quantitative data and content analysis methods to explore and understand consumers' motivations, feelings, and opinions. The main purpose of qualitative research is to obtain the deep-seated psychology and emotion of consumers, so as to reflect the individuality and diversity of consumers. The common methods of qualitative research are interview method, focus group method, project method and so on.

Selection of Methods for 3. Women's Underwear Consumer Research

The method selection of ladies' underwear consumer research should be based on the purpose, content, object, time, cost and other factors of the research. Different research methods have their own advantages and disadvantages and applicable scenarios, as follows:

Questionnaire survey method. The questionnaire survey method is a quantitative research method that collects basic information, consumption behavior, consumption attitude and other data of consumers through the design and distribution of standardized questionnaires, and conducts quantitative analysis and statistical inference. The advantages of the questionnaire method are a wide range of research, fast research, low research costs, reliable research results, suitable for the basic characteristics of consumers, consumption habits, consumption preferences and other descriptive and relational analysis. The disadvantages of the questionnaire method are the shallow depth of research, poor flexibility of research, limited effectiveness of research, and not suitable for exploratory and explanatory analysis of consumers' deep-seated motivations, feelings, and perceptions.

interview method. The interview method is a qualitative research method that collects data on consumers' personal experiences, consumer feelings, and consumer perceptions through face-to-face or telephone conversations with consumers, and conducts non-quantitative analysis and subjective interpretation. The advantages of the interview method are deep research, high research flexibility, and strong research effectiveness, which is suitable for exploratory and explanatory analysis of consumers' deep-seated motivations, feelings, and opinions. The disadvantages of the interview method are narrow research scope, slow research speed, high research cost, subjective research results, not suitable for the basic characteristics of consumers, consumption habits, consumption preferences and other descriptive and relational analysis.

Focus group method. The focus group method is a qualitative research method for non-quantitative analysis and subjective interpretation by organizing 6- 12 consumers to freely discuss a topic under the guidance of a moderator, collecting data on consumers' group views, group feelings, group interactions, etc. The advantages of the focus group method are deep research, high research flexibility, and strong research effectiveness, which is suitable for exploratory and explanatory analysis of consumers' deep-seated motivations, feelings, and opinions. The disadvantages of the focus group method are the narrow scope of research, the slow speed of research, the high cost of research, and the subjective results of research, which are not suitable for descriptive and relational analysis of consumers' basic characteristics, consumption habits, consumption preferences, etc.

experimental method. The experimental method is a quantitative research method that collects data on consumer behavior and conducts quantitative analysis and causal inference by observing and measuring consumer behavior or reactions under controlled or simulated conditions. The advantages of the experimental method are deep research, high research flexibility, and strong research effectiveness, which is suitable for exploratory and explanatory analysis of consumer behavior influencing factors, behavior change patterns, behavior effect evaluation, etc. The disadvantages of the experimental method are that the scope of research is narrow, the speed of research is slow, the cost of research is high, and the results of research are limited, which is not suitable for descriptive and relational analysis of consumers' basic characteristics, consumption habits, consumption preferences, etc.

Observation method. Observation is a quantitative research method that collects consumer behavior data, quantitative analysis and statistical inference by directly or indirectly observing consumer behavior or reactions. The advantage of the observation method is that the research scope is wide, the research speed is fast, the research cost is low, the research results are reliable, and it is suitable for the descriptive and relational analysis of the actual behavior, behavior differences, behavior patterns, etc. The disadvantage of the observation method is that the depth of research is shallow, the flexibility of research is poor, the effectiveness of research is limited, and it is not suitable for exploratory and explanatory analysis of consumers' deep-seated motivations, feelings, opinions, etc.

Project law. The project method is a qualitative research method that collects consumer project data and conducts non-quantitative analysis and subjective interpretation by allowing consumers to complete some underwear-related project tasks, such as drawing, writing stories, puzzles, etc. The advantages of the project method are deep research, high research flexibility, and strong research effectiveness, which is suitable for exploratory and explanatory analysis of consumers' deep-seated motivations, feelings, and opinions. The disadvantages of the project method are that the scope of research is narrow, the speed of research is slow, the cost of research is high, the results of research are subjective, and it is not suitable for descriptive and relational analysis of consumers' basic characteristics, consumption habits, consumption preferences, etc.

The Case of 4. Shangpu Consulting Company in Women's Underwear Consumer Research

Shangpu Consulting Company is a company specializing in market research and consulting services. It has many years of research experience and professional team in the lingerie industry, and provides high-quality consumer research services for many lingerie companies. The following are some cases of Champu Consulting in the research of women's underwear consumers, which illustrate the application scenarios and effects of different research methods:

Questionnaire survey method. Shangpu Consulting Company conducted a nationwide survey on consumer satisfaction of women's underwear for a well-known underwear brand. Through online and offline methods, 10000 questionnaires were distributed to collect consumers' cognition, purchase, use and evaluation of the brand's underwear. Descriptive and relational analysis was carried out to obtain the overall level of consumer satisfaction, influencing factors, improvement suggestions, etc.ConclusionIt provides a basis for the brand's product optimization and marketing strategy.

interview method. Shangpu Consulting Company conducted a survey on the consumer demand of women's underwear in the target market for a new underwear brand. Through telephone and WeChat, it conducted in-depth interviews with 100 consumers, collected data on consumers' demand, preference, feeling and opinion on underwear, conducted exploratory and explanatory analysis, and obtained consumers' demand characteristics, preference differences, feeling factors, opinion types, etc.ConclusionIt provides a reference for the brand's product positioning and market entry.

Focus group method. Shangpu Consulting Company conducted a research on the consumer culture of women's underwear in the Chinese market for an international underwear brand. By inviting 10 focus groups with 6- 8 consumers in each group, under the guidance of a moderator, the cultural meaning, cultural differences, cultural influence and other topics of underwear were discussed freely, and the data of consumers' group views, group feelings, group interaction and other aspects were collected, conducted exploratory and explanatory analysis, it is concluded that consumers' cultural cognition, cultural value, cultural adaptation, etc.Conclusion, provides guidance for the brand's product localization and cultural marketing.

experimental method. Shangpu Consulting Company conducted a survey on the consumer behavior of women's underwear for an innovative underwear brand. Through a series of experiments on 50 consumers in a professional laboratory, such as contrast experiments, stimulation experiments, reaction experiments, etc., observed and measured consumers' behaviors or reactions to different underwear products, such as selection, purchase, use, evaluation, etc., and collected consumers' behavior data, the exploratory and explanatory analysis is carried out, and the influence factors of consumer behavior, the law of behavior change, the evaluation of behavior effect are obtained.ConclusionIt provides the basis for the brand's product innovation and behavioral marketing.

Observation method. Shangpu Consulting Company conducted a survey on the consumer behavior of women's underwear for a leading underwear brand. Through direct or indirect observation of consumers' behavior or reaction in a large shopping center, such as shopping route, shopping time, shopping frequency, shopping amount, etc., it collected consumers' behavior data and conducted descriptive and relational analysis, the characteristics of consumers' shopping behavior, shopping behavior differences, shopping behavior laws, etc.ConclusionIt provides a reference for the brand's product distribution and channel marketing.

Project law. Shangpu Consulting Company conducted an aesthetic survey of women's underwear consumers for a fashionable underwear brand. By allowing consumers to complete some underwear-related project tasks, such as drawing their favorite underwear styles, writing their own meanings of underwear, spelling out their own underwear collocation, etc., collected consumers' project data, conducted exploratory and explanatory analysis, and obtained consumers' aesthetic characteristics, aesthetic differences, aesthetic influence, etc.Conclusion, provides inspiration for the brand's product design and image marketing.

Conclusion

Women's underwear consumers are a diversified, personalized and sensitive group, and their consumer demand and preference for underwear are constantly changing. Therefore, the research on women's underwear consumers is an important means for underwear enterprises to understand the market demand, optimize product design, formulate marketing strategies and enhance brand competitiveness. There are two categories of research methods for women's underwear consumers: quantitative research and qualitative research. Different research methods have their own advantages and disadvantages and applicable scenarios. Underwear enterprises should consider comprehensively the purpose, content, object, time, cost and other factors of the research, and choose appropriate consumer research methods to obtain effective and valuable consumer information. As a professional market research and consulting service company, Shangpu Consulting Company has many years of research experience and professional team in the ladies' underwear industry, providing high-quality consumer research services for many underwear enterprises. to help underwear enterprises better understand and meet the needs of consumers, and enhance the market performance and brand image of underwear enterprises.