Consumption among college students

8/14/2019 Consumption among college students

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INTRODUCTION

Consumption among College Students

We college students are the generation that will take the responsibility to

develop our country. Besides, we are also the consumers of tomorrow. It reallyhas something to do to get to know what the college students want, how they getthe information of the products, and their consumption concepts and habits. Sowe did a research in order to show the tendency of college students’consumption trend.

Significance

First thing is that college students are basically in the VALS II category of Experiencers. We acknowledge that and giving the summarized profile.

Experiencers

Experiencers are motivated by self-expression.As young, enthusiastic, and impulsiveconsumers, Experiencers quickly becomeenthusiastic about new possibilities but areequally quick to cool. They seek variety andexcitement, savoring the new, the offbeat, andthe risky. Their energy finds an outlet in

exercise, sports, outdoor recreation, and socialactivities.

Experiencers are avid consumers and spend acomparatively high proportion of their income onfashion, entertainment, and socializing. Their purchases reflect the emphasis they place onlooking good and having "cool" stuff.

Psychographic Segmentation

Consumer behavior is motivated by three self-oriented principles.

• Status oriented

• Principle oriented

• Action oriented



Experiencers fall in the third category of action based motivation. They areusually guided by desire for social or physical activity, variety and risk taking.They are uninformed and politically uncommitted.

METHODOLOGY

As this survey is related to the outdoor activity consumption lifestyle of collegestudents. We have undertaken the following procedure in order to accomplish theassignment.

We have further narrowed down our research to understand college students in abetter manner, for this we have conducted a small survey from the collegestudents. We took the attributes associated with them and have our subjects’ ratethemselves on them as well as some activity data (leisure activities), media usage, andconsumption data.

For which questionnaire was developed (attached in the appendices). The

population size consisted of 25 respondents and the sampling we undertakenwas cluster sampling. The tool used to calculate final findings are: Arithmeticmean and percentages.

LIMITATIONS

Keeping in view the available time, human and financial resources thissurvey was limited to;

• The Lahore city only.• Few respective areas of Lahore.

STATISTICAL ANALYSIS

All the questionnaires are coded to get the answers of the questions and differentstatistical tool as discussed above are applied in order to calculate the findings.



FINDINGS

Firstly we asked about their outdoor activities and on what activities they spend more.

The results are as under: 30% of the respondents like hotelling, 42% like movies, reading

and shopping, and 28% like sports. Almost 55% of the respondents showed their interestsin shopping in other questions.

Next thing we asked was aimed to know about the type of things they usually like to

purchase. The results are very predictable: clothing 60%, jewelry 20%, shoes 15%,

perfumes 30%, books 10%, fashion items 50%, technological items 10%, food items 5%,and others 10% respectively.

The places where consumers buy items are the problem which businessmen are interested

in as well as consumers. The research shows that the supermarkets are the places that thestudents visit most. The reason lies not only in its cheap and complete items, but in it

free shopping style as well. What’s more, the supermarkets have already appeared in

some universities. As a result, more than 77.5% students regard supermarket as their favorite when they are shopping. On the opposite, only about 15% students will go to

those big shopping centers to buy things.

We have found that they like to go to supermarkets where many options are available to

them (large number of shops), they like to shop in different stores, and they often go toshopping to see what’s new and even when they have no intensions to buy or to get new

ideas about latest trends and fashions. They believe variety is a spice of life.

hoteling

movies

reading

shopping

sports

0

20

40

60

clothing

perfumes

others

clothing

jewelry

shoes

books

perfumes

fashion

tech

food

others

0

20

40

60

80

100

markets unplanned

shopping

supermarkets

markets

different stores

new ideas

unplanned shopping

variety

active lifestyle

supermarkets

what's new



They follow very active lifestyle, they like to be social for this most of them have joined

various social networking websites like facebook, orkut, hi5 etc. they want to be very

much up to date in terms of fashion and latest trends. Quality does matters to them; theyusually wander 5-6 stores to get good quality products.

Now day’s students are more brand conscious, most of them like to show off to the people, not very brand loyal, they like to experience new things, price not much matters

to them only to some extent.

Their decision of selecting stores depends on various sectors. The factors that influencethe selection of stores are: availability of brands 35%, product range 65%, 45% product

price, 65% store location, 25% good environment respectively.

The media consumption ratio is also very high. They like to use internet, read

newspapers, and watch TV, movies etc. different channels are liked by them. Most

notable among them are: geo super, geo TV, geo news, international channels like HBO,ESPN, star world etc, others are music channels, and movie channels respectively. Some

students are fond of talk shows, capital talks, and current affairs as well.

Advertisement plays a important part in students consuming conception for they are the

generation which grow with the impact of Ads. TV has no doubt the biggest affect on the

quality

store sorting

social networking

social lifestyle

branding

loyalty

experimentation

pricing

availability

range

price

location

environment

0 50 100

internet

tv

newspaper

mediaconsumption

geo

sports

music

movies

current affairs



students’ consuming, followed by propagating materials, newspapers, outdoor

advertisement, net advertisement, and so on.

As we all know, advertisements can stimulate consuming. Over 40% students will try to

buy the product that is introduced by the advertisement or will directly buy the product because of the advertisement. If we take those who do not have the regular favorite

brand into consideration, the impact advertisements have on the students will surly be

even greater.

We have found that most of them like to be the leader of a group, theirpriorities keep on changing. They like fast food like burgers, pizzas andcoke is favorite drink among them. Their main spending is directedtowards clothing, fashion items and perfumes. They like prominenceoften crave for excitement, like to try new things and mostly dressed inlatest fashion to look more up to date and knowledgeable about latestfashion trends and what’s new and many believe that they have moreabilities than others.

In the survey we have found that they are always looking for thrill, theylike to face new challenges that they have never done before, boys areusually attracted towards adventurous ads of cigarettes, mountain dewetc, most of them have somehow or other interests in arts and

literature, love listening to music, they show positive attitude towardstheir lives, most of their monthly spending is very high and directedtowards shopping items and are financed by their families.

Financing: family 55%, self 16.5 %, employees 28.5

leadership

latest trends

fast food

prominence

excitement

more able

show off trials

0

10

20

30

40

50

60

70

0 2 4 6

1

2

3

4

0 20 40 60

4000-6000

6000-8000

8000-

10000 8000-10000

6000-8000

4000-6000



Monthly spending: 55% 8-10000, 5% 4-6000, 40% 6-8000

Now more than half of the college students have or once had mobile phones, and

sending short messages is their favorite service: more than 62.6% students have used thisfunction. About 57.4% students are for the price’s sake, 46.6% are attracted by its

convenience, while 21.2% use it just for fun. And computers are also common among

college students. The purpose of using computers are listed below: study (39.5%),entertainment (15%), Internet (12.1%), others (2.4%).

The usual consumption of college students

Diet Clothing Entertainment Newspapers &

magazines

Computers

& Internet

Cigarette Others

42.3% 15.6% 10.6% 10.3% 7.1% 9.4% 4.7%

The difference between boys and girls on relaxing and entertaining

Sports

(%)

Movies &

TV (%)

Shopping

(%)

Internet

(%)

Traveling

(%)

Party

(%)

Ball

(%)

Reading &

singing (%)

Boys 42.9 19.7 5.5 11.6 4.4 3.6 3.4 6.2

Girls 16.7 31 13.2 11.9 8.8 4.6 3.6 7.8

RECOMMENDATIONS

From the research, we can find that college students consume mostly aroundtheir campus and homes or at places where they can find the ease in shopping.And they are becoming more and more interested in their living quality. Their consumption ability is beyond our imagination, and quite a number of studentshave their own computers or mobile phones. Besides, the number of credit cardscollege students have is really to our surprise. We can draw the conclusion thatcollege students really have a great impact on today’s market society. Abusinessman who can master the college students’ taste will be a successfulone.

This information is quite helpful for the marketers to conduct promotionalcampaigns aiming to focus students. By keeping in mind this information theycan formulate strategies about product, price, placement and promotion.

For example, we have found that our college students like variety, new product,experimentations and they like to try what is new in the market. Similarly they



crave thrill and excitement. So by this information marketer can create a productstrategy which focuses these very points.

Secondly they are not very price sensitive. They like to spend a lot in shoppingwhich mainly comprises of jewelry, clothing, perfumes and fashion items etc.their monthly spending as showed before is very high and they are financed bytheir families mostly. So by this the pricing for the particular products for the

students will not be price sensitive.

Placement can easily be observed when we discussed about different stores,super stores and locations. They like to visit different stores to find what is newand latest in fashion. By this we can say the marketer can place his products or services to maximum number of stores.

Promotion: for promotion we have attached various Pakistani media ads with thereport to show what others are doing in the market to allure youth of Pakistan.From our analysis we have found that they like different colors, very fond of music, most of them idealize music artist, film stars and or sports stars.

The difference between boys and girls on their idols

Explorer

(%)

Politician

(%)

Sports

star (%)

Literature

star (%)

Enterprise

boss (%)

Artist

(%)

Military

strategist(%)

Scientist

(%)

Onesel

(%)

Boys 6.6 16.4 18.3 6.2 14.7 11.6 6.2 8.1 12.4

Girls 8.6 11.9 10.2 16.2 18.1 16.2 3.4 6.6 7.6

Most of them spend most of their time on internet especially on chatting, socialnetworking websites, emailing and downloading different stuff. We suggest thatthe marketer can promote its products on different social networking websiteslike orkut.com or facebook.com. This is quite new in Pakistan. Web advertising isgetting more popular now a days.

In the end we like to conclude that this information can be very much useful for the marketing manager of any product and or service who wants to focus thecollege students or youth of Pakistan. I hope we have provided with the mostrelevant and informative knowledge to the person concerned.



Project # 3: survey that measures the outdooractivity consumption lifestyle of college

students

Group # 3

Members:

SHAHBAZ CHAUDHRY

NAZISH SOHAIL

FAIZYAB SHAHID

SHELLVY CHIRAGH

HASEEB TAHIR

AMBER JOEL GILL

ANJUM BUTT

Resource Person:

SIR GHULAM AHMED RANA

HAJVERY UNIVERSITY LAHORE



APPENDICES

1. TEST STATISTIC:

1. ARITHMETIC MEANX(bar)=∑ X/n

2. PERCENTAGE METHOD

Cluster sampling: is a sampling technique used when "natural" groupings are evident

in a statistical population. It is often used in marketing research. In this technique, thetotal population is divided into these groups (or clusters) and a sample of the groups is

selected. Then the required information is collected from the elements within each

selected group. This may be done for every element in these groups or a subsample of elements may be selected within each of these groups. The technique works best when

most of the variation in the population is within the groups, not between them.

2. SURVEY QUESTIONNAIRE

Dear respondent,

I am a graduate student of Hajvery University Lahore. I am conducting a piece of

research on shopping pattern of students on my term paper and would appreciate it if you

could complete this questionnaire which will not require a lot of your time.

This questionnaire is aims to exanimate three aspects:1. What are the psychographic factors associating with the pattern of their shopping?

1. Where and when do students prefer to shop?2. What are the influencing factors of the students in choosing stores?

-----------------------------------------------------------------------------------------------------------

-

1. In which sector do you think you spend most?

2. What are your outdoor activities? (You can select multiple options)

o Sports

o Movies &

TV

o Shopping

o Internet

o Traveling

o Party

o Ball

o Reading &

singing

o hotelling

http://en.wikipedia.org/wiki/Sampling_(statistics)

http://en.wikipedia.org/wiki/Statistical_population


http://en.wikipedia.org/wiki/Sample_(statistics)

http://en.wikipedia.org/wiki/Sampling_(statistics)


http://en.wikipedia.org/wiki/Sample_(statistics)



1. Racing

2. Gaming3. Movies

4. Shopping

5. Traveling

6. Partying

7. Balling

8. Dating9. hotelling

10. Others, if any please

specify_________________

3. What type of places you like to visit most?

1. Friends place

2. Restaurants3. Markets

4. Recreational places

5. Others, specify if any

4. I don't like to go shopping?

Mostly disagree somewhat disagree somewhat agree Mostly agree

5. What type of items you shop most? (You can select multiple options)

o Household

o Clothing

o food

o Jewelry

o Shoes

o Books

o Fashion items

o Perfumes

o Technological

o Junk

o Others, please

specify__________________

6. I often go shopping to get ideas even though I have no intention of buying?


7. I like to go to stores to see what's new?


8. Because of my active lifestyle I need a wide variety of routine products?


9. I like to shop in many different stores?


10. I plan my shopping trips carefully


12. Does quality matters to you?




13. When shopping for everyday products, how many stores do you typically visit?

o 1

o 2

o 3

o 4

o 5

o 6

o 7

o 8

o 9

o 10

o 11

o 12 or more

14. Which type of store do you purchase your products most often?

1. Departmental stores2. Marts

3. Pharmaceutical stores

4. Supermarkets

5. Retail stores6. Others, please specify____________________________________

15. I would rather shop in a large supermarket than a small market


16. Brand matters a lot to me.


17. Do you consider yourself brand loyal customer?


18. I like to experiment new things/ products/ brands?


19. Does price matters to you when you shop?


20. How much do you spend on shopping monthly?

less than Rs100

2000 to 4000

4000 to 6000

6000 to 8000

8000 to 10000

Rs120 and above please specify:_____________________________________

21. What is the source of your financial support? (You may choose more than one)

Self Employer Family



Scholarship

Other please specify:

22. Which of the following factors will influencing you in choosing store to buy

products? (You may choose more than one)

Availability of brands

Availability of product tester

Product range

Product price

Product promotion

Product display

Discount cards

Beauty advisor

Online shopping

Store location

Shopping environment of store

Free parking

Late opening hours

Other please specify:

23. You idealize

o Explorer

o Politician

o Sports star

o Literature star

o Enterprise boss

o Literature star

o Enterprise boss

o Literature star

o Enterprise boss

o Artist

o Military strategist

o Scientist

o Oneself

o other,

specify________________

24. My hobby is_________________________________________

25. Do you use internet? Yes No

26. Your Purpose of using internet is

1. reading the news

þÿ

þÿ



2. browsing the reference book

3. chatting

4. using facebook or other social networking sites5. sending and receiving e-mails

6. playing games

7. Downloading pictures, movies and software.8. others, please specify_________________________________________

27. What is your attitude towards life?

negative 0 1 2 3 4 5 positive

28. I like a lot of variety in my life.

Mostly disagree Somewhat disagree Somewhat agree Mostly agree

30. I like outrageous people and things.


31. I like to learn about art, culture, and history.Mostly disagree Somewhat disagree Somewhat agree Mostly agree

32. There is too much vulgarity on television today.


33. I like to watch TV


34. I like to read newspaper.


35. I would like to spend my holidays in hilly areas of Pakistan.


36. I must admit that my interests are somewhat narrow and limited.


37. I follow the latest trends and fashions.


38. I like KFC over McDonalds.


39. I like being in charge of a group.






54. I like doing things that are new and different.


……………………………………………………………………………………………

….

Contact Information

Name: _____________________________________________

Age: _______________________________________________

Sex: Male Female

Occupation: _________________________________________

Location: ___________________________________________

3. SURVEY REPORT ANALYSIS AND CALCULATIONS:

Following percentage is given below is listed by following manner

swa = some what agreed

swd = somewhat disagreed

m A= mostly agreed

d a= mostly disagreed

Answers as their number

1. 30% hotling, 42% movies n reading n shoping, 28% sports

2. 25% party, 75% shoping3. 65% friends place, 25 % resturent, 15% market

4. 50% swa, 30%swd, 10% mA, 10% d a

5. 25% perfumes, 55 % clothes, 45% fashion, 15% food, 10% books, 5% shoes6. 2o% swa, 10% swd, 70% MA

7. 45%swa, 5% swd, 5o% ma,8. 35% swa, 60% ma, 5% da9. 55% swa, 52%swd, 15% ma,

10. 65% swa, 15%swd, 10%ma, 10% da

11. 10%swa, 25%swd, 50%ma, 5%da

12. 45% 3 times, 10% 4 times, 25% 5 times13. 60% super market, 40% departmental stores, 2% mart

14. 55% swa, 10%swd, 35% ma



15. 40% swa, 5%swd, 55% ma

16. 25%swa, 70% ma, 5% da

17. 40%swa, 5%swd, 55%ma18. 30%swa, 10%swd, 50%ma,10%da

19. 55% 8-10000, 5%4-6000, 40%6-8000

20. 55%family, 16.5% self , 28.5% employees21. 65% product range, 1o% good location, 25% good environment

22. 40% explorer, 10%politition, 20% sportsman, 30% other fields23. 40% music, 20% writing, 10% reading, 15% games, 15% others

24. 100% yes25. 40% facebook, 15% mail purpose, 45% downloading

26. 50% positive, 30% 4times positive, 20% 3 times neutral

27. 60% swa, 10%swd, 30%ma28. 50% swa,10%swd, 40%ma

29. 45% swa, 20%swd, 35%ma

30. 50% swa, 30%swd, 15% ma, 5% da31. 25% swa, 10%swd, 50%ma, 15%da

32. 20% swa, 5%swd, 70%ma, 5% da

33. 40% swa, 10% swd, 40%ma, 10%da34. 25% swa, 15% swd, 60% ma

35. 30%swa, 35% swd, 35% ma

36. 60% swa, 25% swd, 15%ma

37. 45% swa, 35% swd, 20% ma38. 50% swa, 25%swd, 20%ma, 5% da

39. 70%swa, 10%swd, 10%ma, 10% da

40. 45% swa, 30%swd, 25%ma41. 30%swa, 50%swd, 10%ma, 10%da

42. 55% swa, 35% ma, 10% da

43. 75%swa, 25%ma

44. 55% swa, 25%swd, 20% ma45. 50% swa, 50% da

46. 70% swa, 10% swd, 20% ma

47. 65%swa, 30% ma, 5%swd48. 70% swa, 30%swd

49. 60%ma, 30%swa, 10%swd

50. 70%ma, 20% da, 10%swd51. 50%swa, 45%da, 5% ma

52. 60%ma, 25% da, 155swd

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Consumption among college students