The researcher has determined that most college student consumers undergo a transition during their college years—a shift from chasing popular, in-style name brands to valuing high quality products that will last and hold true to the consumer’s values.
This is likely because students have more discretionary spending money when they first enter college, coupled with the social pressures to conform to campus styles. As students age, they receive less support from their parents, they have a better concept of the value of money, or a combination of both. Also, it seems that students eventually get over the pressure to have all of the right stuff. With this new knowledge of college student consumers, marketers focused on this specific target market should focus on aligning their company, brand, or product with the values of college students. Marketers looking to create strong brand loyalty with their college student customers should keep in mind how much college students value good quality and affordability in a product or brand.
Similarly, if it is the goal of marketers to entice college students to try a new brand or product, they must place emphasis on the popularity and style of the item while reducing the perceived risk to potential customers. Companies that desire to connect more with their college student target market should consider the social media that those students are consuming most—Facebook and Instagram, for example.
28 LIMITATIONS
As with every research project, this thesis had limitations. First and foremost, time was a very limited resource. The researcher switched topics in early February, and worked tirelessly to complete the work within the time allotted. More time would have allowed for an improved research design, more respondents and interviewees, and further analysis of data.
Another significant limitation was scope. On a local level, the researcher could have had more survey respondents and interviewees from which to draw data. On a broader level, one can be certain that University of Mississippi students do not perfectly represent all college student consumers. The demographics of the student population at the university are probably very different from a small, private university in Idaho or Illinois, for example. If time had allowed, another round of surveys and interviews would have been conducted to see how well the data matched up.
As with all research projects, additional research would prove valuable. Further research conducted at other colleges and universities would be informative and
interesting. The researcher would like to know if the trends spotted in college student consumers at the University of Mississippi are unique to the region, or if college student consumers are quite similar across the nation. It would also be interesting to design a survey to be taken for the first time by students in their freshman year, and then taken a second time upon graduation to see a more accurate tracking of how each student’s consumer habits and behavior changes throughout the duration of their undergraduate years.
29
CONCLUSION
The purpose of this research was to discover the trends and patterns in college student consumer behaviors during their years as undergraduate students. In order to accomplish this, the researcher designed a two-pronged research plan that included quantitative research in the form of an Internet survey, and qualitative research in the form of in-depth interviewees with a diverse pool of participants. The survey data collected served as easily measurable information about college student consumers, and the in-depth interviews conducted were excellent exploratory conversations that lead to wonderful insights. The researcher was pleased with the data collected from the quantitative and qualitative portions of the research project. Results from the survey indicated that many students are still using social media regularly, but brand and product interactions on social media are decreasing, and seem to be less effective as a whole. The survey also found that college students are still reached by television advertising, and most students report that they recall visual advertisements more than anything else. Even post and social media advertisements appeared to be effective, with nearly 60% of
students responding that they had made a purchase as a direct result of such an
advertisement or post. The survey data also suggested that college student consumers are brand loyal when it comes to bigger and riskier purchases. For a college student to try a new brand or product, it generally has to come highly recommended from a few friends.
The qualitative research results indicated that college student consumers complete a transition during their years at the university. Responses suggest that students come to college under a heavy social influence to have all of the right name brands and products, and they gradually care less about having the right things as their academic classification
30
progresses. It also appears that the more college students age, the more they value high quality and affordability over style and popularity. Another valuable insight from the interviews and survey responses makes it clear that today’s college students are completely comfortable shopping online and making purchases outside of brick-and- mortar stores. Furthermore, non-traditional forms of marketing such as campus brand representatives, promotional events on campus, and guerilla marketing approaches seem to catch the attention of college student consumers. From the insights mined using both types of data, marketers looking to focus on the segment of college students should consider the results of this research in their efforts—namely, they should focus on the correct forms of social media, understand how to best reach the consumer, and recognize what the consumer values.
31 APPENDIX A
QUANTITATIVE RESEARCH QUESTIONS AND DATA RESULTS
Figure A-1.
Are you 18 years of age or older?
# Answer Response %
1 Yes 93 97%
2 No 3 3%
Total 96 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.03
Variance 0.03
Standard Deviation 0.17
Total Responses 96
32
Figure A-2.
Are you a student at the University of Mississippi?
# Answer Response %
1 Yes 92 99%
2 No 1 1%
Total 93 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.01
Variance 0.01
Standard Deviation 0.10
Total Responses 93
33
Figure A-3.
What is your academic classification?
# Answer Response %
1 Freshman 11 12%
2 Sophomore 15 16%
3 Junior 26 28%
4 Senior 41 44%
5 Graduate
Student 1 1%
Total 94 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.06
Variance 1.11
Standard Deviation 1.06
Total Responses 94
34
Figure A-4.
What is your gender?
# Answer Response %
1 Male 25 27%
2 Female 68 73%
Total 93 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.73
Variance 0.20
Standard Deviation 0.45
Total Responses 93
35
Figure A-5.
Are you currently employed?
# Answer Response %
1 No 57 61%
2
Yes, less than 10 hours per week
16 17%
3
Yes,
between 10- 20 hours per week
14 15%
4
More than 20 hours per week
7 7%
Total 94 100%
Statistic Value
Min Value 1
Max Value 4
Mean 1.69
Variance 0.97
Standard Deviation 0.98
Total Responses 94
36
Figure A-6.
Excluding groceries, about how much money do you spend on shopping each month?
# Answer Response %
1 $0-$50 32 34%
2 $51-$100 22 24%
3 $101-$150 20 22%
4 $151-$200 9 10%
5 More than
$200 10 11%
Total 93 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.39
Variance 1.78
Standard Deviation 1.34
Total Responses 93
37
Figure A-7.
How often do you use each type of social media?
# Question
Many times a
day
Once a day
Once a
Week Never Total
Responses Mean
1 Facebook 69 16 5 3 93 1.38
2 Twitter 36 10 17 30 93 2.44
3 Instagram 59 10 5 18 92 1.80
4 LinkedIn 3 5 24 60 92 3.53
5 YouTube 16 27 37 14 94 2.52
6 Pinterest 17 11 27 38 93 2.92
7 Google+ 12 9 6 65 92 3.35
8 Foursquare 0 1 1 90 92 3.97
Min
Value 1 1 1 1 1 1 1 2
Max
Value 4 4 4 4 4 4 4 4
Mean 1.38 2.44 1.80 3.53 2.52 2.92 3.35 3.97
Variance 0.54 1.68 1.46 0.56 0.90 1.27 1.22 0.05 Standard
Deviation 0.74 1.30 1.21 0.75 0.95 1.13 1.10 0.23 Total
Responses 93 93 92 92 94 93 92 92
38
Figure A-8.
How often do you post a status, picture, or tweet on social media about a product, brand, or company?
# Answer Response %
1 Never 23 25%
2 Rarely 44 48%
3 Occasionally 23 25%
4 Frequently 1 1%
Total 91 100%
Statistic Value
Min Value 1
Max Value 4
Mean 2.02
Variance 0.56
Standard Deviation 0.75
Total Responses 91
39
Figure A-9.
Take a moment to think of your favorite brands or products. How easy is it to think of those brands or products?
# Answer Response %
1 Difficult 4 4%
2 Somewhat
Difficult 11 12%
3 Neutral 13 14%
4 Somewhat
Easy 32 36%
5 Easy 30 33%
Total 90 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.81
Variance 1.35
Standard Deviation 1.16
Total Responses 90
40
Figure A-10.
Please select the statement that best describes your purchasing behavior.
# Answer Response %
1
"I always buy the same brands--why mess with a good thing?"
7 8%
2
"I usually buy the same brands, but I'm willing to try new things occasionally."
66 74%
3
"I buy
whatever is on sale. It's all the same, right?"
15 17%
4
"I almost never buy the same brands. I like finding new brands and products!"
1 1%
Total 89 100%
Statistic Value
Min Value 1
Max Value 4
Mean 2.11
Variance 0.28
Standard Deviation 0.53
Total Responses 89
41
Figure A-11.
What are the things about your favorite brand or product that appeal to you?
Please select all that apply.
# Answer Response %
1 High quality 74 82%
2 Good customer
service 37 41%
3 In-style 40 44%
4 Environmentally
friendly 5 6%
5 Affordable 67 74%
6 Entertaining 19 21%
7 Popular 27 30%
8 Mission
Statement 6 7%
Statistic Value
Min Value 1
Max Value 8
Total Responses 90
42
Figure A-12.
Some people follow or like some of their favorite products, brands, or companies on social media. How many of your favorite products, brands, or companies do you follow on social media?
# Answer Response %
1 0 16 18%
2 1-10 58 64%
3 11-20 7 8%
4 More than
20 9 10%
Total 90 100%
Statistic Value
Min Value 1
Max Value 4
Mean 2.10
Variance 0.65
Standard Deviation 0.81
Total Responses 90
43
Figure A-13.
What are your reasons for following your favorite products, brands, and companies on social media? Please select all that apply.
# Answer Response %
1 Brand/Product
Fan 37 47%
2 Contests and
Giveaways 14 18%
3 Good Deals 25 32%
4 Suggested by
Friends 2 3%
Total 78 100%
Statistic Value
Min Value 1
Max Value 4
Mean 1.90
Variance 0.90
Standard Deviation 0.95
Total Responses 78
44
Figure A-14.
How do you usually find out about new brands or products? Select all that apply.
# Answer Response %
1 TV 49 54%
2 Social Media 59 66%
3 Friends 75 83%
4 Newspapers 3 3%
5 Email 21 23%
6 Magazine 31 34%
7 Mail 6 7%
8 Radio 6 7%
9 Billboards 6 7%
10 Online 65 72%
Statistic Value
Min Value 1
Max Value 10
Total Responses 90
45
Figure A-15.
How often do you think your friends influence your preferences in items?
# Answer Response %
1 Not At All 5 6%
2 Occasionally 62 70%
3 Frequently 21 24%
Total 88 100%
Statistic Value
Min Value 1
Max Value 3
Mean 2.18
Variance 0.27
Standard Deviation 0.52
Total Responses 88
46
Figure A-16.
Has there ever been a time when you really liked an item, but did not purchase it solely because you were worried what other people would think of the brand or product type?
# Answer Response %
1 Yes 35 40%
2 No 52 60%
Total 87 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.60
Variance 0.24
Standard Deviation 0.49
Total Responses 87
47
Figure A-17.
When it comes to new ideas or products, ______________ .
# Answer Response %
1
I am the first to try it out!
18 20%
2
I wait for others to see if they like it before I purchase it.
57 64%
3
I am usually the last one of my friends to try it out.
14 16%
Total 89 100%
Statistic Value
Min Value 1
Max Value 3
Mean 1.96
Variance 0.36
Standard Deviation 0.60
Total Responses 89
48
Figure A-18.
"I prefer buying the best-selling brands and products."
# Answer Response %
1 True 60 68%
2 False 28 32%
Total 88 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.32
Variance 0.22
Standard Deviation 0.47
Total Responses 88
49
Figure A-19.
How often do you shop for and buy a product online?
# Answer Response %
1 Never 7 8%
2
Less than Once a Month
31 36%
3 Once a
Month 16 18%
4 2-3 Times a
Month 21 24%
5 Once a
Week 8 9%
6 2-3 Times a
Week 1 1%
7 Daily 3 3%
Total 87 100%
Statistic Value
Min Value 1
Max Value 7
Mean 3.08
Variance 1.96
Standard Deviation 1.40
Total Responses 87
50
Figure A-20.
When you shop, what are you generally shopping for?
# Answer Response %
1 Clothing 76 87%
2 Shoes 45 52%
3 Books 29 33%
4 Technology 24 28%
5 Music 23 26%
6 Art 8 9%
7 Movies/DVDs 15 17%
8 Car accessories 3 3%
9 Make up 30 34%
10 Furniture 8 9%
11 Jewelry 21 24%
12 Pet stuff 4 5%
Statistic Value
Min Value 1
Max Value 12
Total Responses 87
51
Figure A-21.
Have you ever made an online purchase as a result of an advertisement or post you saw on social media?
# Answer Response %
1 Yes 49 57%
2 No 37 43%
Total 86 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.43
Variance 0.25
Standard Deviation 0.50
Total Responses 86
52
Figure A-22.
Read the statement below and then select the view that you most identify with.” I don't mind when I see ads online that are personalized using information from my previous internet searches."
# Answer Response %
1 Strongly
Disagree 14 16%
2 Disagree 24 28%
3
Neither Agree nor Disagree
25 29%
4 Agree 22 25%
5 Strongly
Agree 2 2%
Total 87 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.70
Variance 1.19
Standard Deviation 1.09
Total Responses 87
53
Figure A-23.
How often do you use coupons or promotions?
# Answer Response %
1 Never 8 9%
2
Less than Once a Month
34 39%
3 Once a
Month 22 25%
4 2-3 Times a
Month 18 21%
5 Once a
Week 3 3%
6 2-3 Times a
Week 2 2%
Total 87 100%
Statistic Value
Min Value 1
Max Value 6
Mean 2.77
Variance 1.27
Standard Deviation 1.13
Total Responses 87
54
Figure A-24.
"I spend little time deciding what products to buy."
# Answer Response %
1 True 24 29%
2 False 60 71%
Total 84 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.71
Variance 0.21
Standard Deviation 0.45
Total Responses 84
55
Figure A-25.
From the two statements below, please select the one that best describes you.
# Answer Response %
1
I make purchases whenever I want or need something
72 83%
2
I wait until the item I want is on sale before I purchase it
15 17%
Total 87 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.17
Variance 0.14
Standard Deviation 0.38
Total Responses 87
56 APPENDIX B
QUALITATIVE RESEARCH QUESTIONS 1. What is your name?
2. What is your academic classification?
3. About how much money do you spend each month on non-necessity purchases?
4. What types of social media do you regularly use?
5. On your social media accounts, do you follow or like any of your favorite companies, products, or brands? Can you name a few of them?
6. Have you ever posted tweeted, instagrammed, etc. about a brand or product?
7. What is the one brand or product that you just cannot live without?
57
8. Why do you think you like these brands and products?
9. How did you first discover these brands or products? Please give examples.
10. Have your shopping tastes changed since coming to college? Explain.
11. When making purchases, do you usually stick to brands or products you already know and like?
12. How often do you try a new brand or product?
13. Have you ever liked an item but decided not to purchase it because you were worried about what others would think of you? Please Explain.
14. Have you ever disliked an item, but you purchased it anyways because you thought others would see it as “cool”?
15. When making purchases, what are some of the things that are important to you in a purchasing experience?
58
16. How much do you think your friends influence you in your product or brand preferences?
17. How often do you shop online?
18. Have you ever made an online purchase as a result of an advertisement or post on social media? Tell me about it.
19. Have you ever interacted with a campus representative for a product, brand, or company? Explain.
20. Have you ever participated in a promotional event outside of the Student Union?
Describe it.
21. Take a moment to think about the times you most notice advertisements. When and where are you best reached by advertising messages?
22. If you had to describe yourself as a consumer, what would you say?
59
LIST OF REFERENCES
Akerlof, George A., Rachel E Kranton (2000). Economics and Identity.
Quarterly Journal of Economics, 115 (3), 715-53.
Burson-Marsteller. (2010, February 23). Seventy-nine percent of large international companies are using at least one social media platform to engage with
stakeholders, study finds. Enhanced Online News.
DeMers, Jayson. (2013). The Top 7 Social Media Marketing Trends That Will Dominate 2014. Forbes.
Hyllegard, K. H., Ogle, J. P., & Yan, R. (2014). College students’ responses to prosocial marketing claims on apparel hang tags. Journal of Fashion Marketing &
Management, 18(3), 269-283.
Hyllegard, K.H., Ogle, J.P., Yan, R., & Reitz, A.R. (2011). An Exploratory Study of College Students’ Fanning Behavior on Facebook. College Student Journal, 45 (3), 601-616.
Jai, Tun-Min (Catherine), Burns, Leslie Davis, King, Nancy J. (2013). The effect of behavioral tracking practices on consumers’ shopping evaluations and repurchase intentions toward trusted online retailers. Computers in Human Behavior. 29 (3), 901-909.