Cluster analysis of the consumption value based on the clothing market

This study explored the consuming value of customers from urban area based on the analysis of Beijing clothing market. Six consumer value factors were found through the clothing buying process: group interaction value factor, practical function value factor, aesthetic taste value factor, economy value factor, seeking fashion and novelty value factor, and status and achievement value factor. This study adopted Cluster analysis, variance analysis and chi-square analysis, and issued the relevant explanations from the view of consumer value management based on the analysis results. This study offers the basic information for the future theoretical research and marketing practices.