EXPENSE OF FASHION PRODUCTS OF 30-55 YEARS OLD WOMEN IN HANOI CITY

Abstract

The amount of money spent on fashion products is influenced by many
factors. This article presents research results on the influence of factors related to
individual consumers. 150 women aged 30 - 55 years old in Hanoi city were
surveyed. The relationship between the amount spent on fashion products and
the influencing factors was determined using the Bayes Model Average. Principal
Component Analysis is applied on the obtained data set, K-means clustering is
applied to cluster objects. The results show that income level, age, and lifestyle
have a lot of influence on the amount of money spent on fashion. The optimal
multivariable model between the amount spent on fashion and individual
parameters was also determined. 3 groups of subjects with average amounts of
money spent on fashion a year are 18.26; 13.02 and 8.6 million VND respectively,
with average ages of 38.1; 40.3 and 33.6.