Application of Conjoint Analysis on Youth Apparel Brands Product Attribites Coqnitive Dissimilarity

• Main Authors: CHEN,TIAN-YI, 陳恬翊
• Other Authors: LI,WEI-CHEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/yp4tjw

碩士 === 嶺東科技大學 === 流行設計系碩士班 === 106 === In this research, we investigate the positioning of young clothing brand and the cognitive gap between the young consumer's mind for the young clothing brand attributes by conjoint analysis that can analyze the best combination of product attributes. Then, apply conjoint analysis to measure the relative importance of the component utility value and attributes of each attribute level. Finally, understand the preferences priorities of consumer purchase behavior in the multiple attribute decisions. The results found that the Subject's attribute preference depends by the weight is material (28.48) > color(25.08) > collection(17.97) > prices(17.89) > quality(10.57). In most market segments, Clothing Materials and Clothing Color are the most improtant attributes of subject when purchasing apparel products. Therefore, in the future, when the young clothing brands are designing and developing products, that should focus on the material and color choice of branded apparel products, clothing styles should master the popular elements of the season. Since consumers have a high degree of trust in young clothing brands and pay less attention to quality, the price prefers NT$ 1,100 or more. The best combination of the artificial fiber, popular models, achromatic color, NT$ 1,100, and the matching practicality.