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Five Consumption Habits of College Students

According to an authoritative research report, college students in China now show five consumption habits.

In the consumption behavior of college students, the phenomenon of tidal surge can often be observed. In other words, a novelty or a new brand can easily create a wave of popularity on campus. For example, in education and training, there have been MBA fever, TOEFL fever and certification fever; In terms of consumption, automatic tape recorders, mobile phones and games have become fashionable.

Some products that became popular because of their uniqueness eventually became universally available. College students usually like unique, novel and fashionable products. However, as the popularity of the product increases, it becomes very common. 57.7% of college students said that they "prefer to buy unique goods", while only 22.9% said that "my clothes are the most fashionable."

For college students, price is still the most important thing. Between fashion and economy, most college students still choose the latter. When they choose from various products, moderate price is the key. This feature can also be observed in promotional activities. Discount, free delivery and purchase of free gifts are the most effective promotional methods.

Emotional consumption is also an essential element. Most college students think that financial support is indispensable for maintaining good relations with friends and dating partners. At present, an average college student spends 144 yuan on entertainment, social activities and movies each semester, while the gift cost is 98 yuan. The report also shows that even if it is difficult to make a living, they often choose to borrow money from others instead of giving up the necessary emotional consumption.

Although college students' consumers tend to be more rational in brand selection, the popularity, reputation and image of internationally renowned brands are convincing to their decisions. Foreign brands are more important than domestic brands in mid-to high-end goods, including mobile phones and digital products. However, domestic brands are becoming more and more popular in specific fields such as personal computers. In terms of instant consumer goods, domestic and foreign brands seem to be comparable.