Consumption Among College Students

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 really
has something to do to get to know what the college students want, how they get
the information of the products, and their consumption concepts and habits. So
we 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 impulsive
consumers, Experiencers quickly become
enthusiastic about new possibilities but are
equally quick to cool. They seek variety and
excitement, savoring the new, the offbeat, and
the risky. Their energy finds an outlet in
exercise, sports, outdoor recreation, and social
activities.

Experiencers are avid consumers and spend a
comparatively high proportion of their income on
fashion, entertainment, and socializing. Their
purchases reflect the emphasis they place on
looking 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 are
usually 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 college
students. We have undertaken the following procedure in order to accomplish the
assignment.

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

For which questionnaire was developed (attached in the appendices). The
population size consisted of 25 respondents and the sampling we undertaken
was cluster sampling. The tool used to calculate final findings are: Arithmetic
mean and percentages.

LIMITATIONS

Keeping in view the available time, human and financial resources this
survey 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 different
statistical 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 interests
in shopping in other questions.

hoteling
mov ies
reading
shopping
sports

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.
clothing
jew elry
shoes
60
books

40 perfum es
others fashion
20 perfum es tech
food
0 clothing
others

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 the
students 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 to
shopping 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.
10 0
m a rk e t s
80
d if f e re n t s t o re s
60 n e w id e a s

40 u n p la n n e d s h o p p in g
v a rie t y
20
a c t iv e lif e s t yle
0 s u p e rm a rk e t s
m a rk e t s u n p la n n e d s u p e rm a rk e t s wh a t ' s n e w
s h o p p in g

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; they
usually wander 5-6 stores to get good quality products.

quality
store sorting
social networking
social lifestyle

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.

branding
loyalty
experimentation
pricing

Their decision of selecting stores depends on various sectors. The factors that influence
the selection of stores are: availability of brands 35%, product range 65%, 45% product
price, 65% store location, 25% good environment respectively.

availability
range
price
location
environment

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.

new spaper
m edia
tv consum ption

internet

0 50 100
geo
Advertisement plays a important part in students consuming conception for they are the
sports
generation which grow with the impact of Ads. TV has no doubt the biggest affect on the
m usic
m ovies
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, their priorities keep on
changing. They like fast food like burgers, pizzas and coke is favorite drink among them.
Their main spending is directed towards clothing, fashion items and perfumes. They like
prominence often crave for excitement, like to try new things and mostly dressed in latest
fashion to look more up to date and knowledgeable about latest fashion trends and what’s
new and many believe that they have more abilities than others.
leadership
latest trends
fast food
prominence
excitement
more able
show off
trials

In the survey we have found that they are always looking for thrill, they like to face new
challenges that they have never done before, boys are usually attracted towards
adventurous ads of cigarettes, mountain dew etc, most of them have somehow or other
interests in arts and literature, love listening to music, they show positive attitude towards
their lives, most of their monthly spending is very high and directed towards shopping
items and are financed by their families.
70
60
50
1
40 2
30 3
20 4

10
0
0 2 4 6
Financing: family 55%, self 16.5 %, employees 28.5

8000-
10000 8000-10000
6000-8000
6000-8000
4000-6000

4000-6000

0 20 40 60

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 this
function. 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 & Computers Cigarette Others
magazines & Internet
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 & Shopping Internet Traveling Party Ball Reading &
(%) TV (%) (%) (%) (%) (%) (%) 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 around
their 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 students
have their own computers or mobile phones. Besides, the number of credit cards
college students have is really to our surprise. We can draw the conclusion that
college students really have a great impact on today’s market society. A
businessman who can master the college students’ taste will be a successful
one.

This information is quite helpful for the marketers to conduct promotional
campaigns aiming to focus students. By keeping in mind this information they
can 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 product
strategy which focuses these very points.

Secondly they are not very price sensitive. They like to spend a lot in shopping
which mainly comprises of jewelry, clothing, perfumes and fashion items etc.
their monthly spending as showed before is very high and they are financed by
their 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 new
and 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 the
report 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 Literature Enterprise Artist Military Scientist Oneself
(%) (%) star (%) star (%) boss (%) (%) strategist (%) (%)
(%)
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, social
networking websites, emailing and downloading different stuff. We suggest that
the marketer can promote its products on different social networking websites
like orkut.com or facebook.com. This is quite new in Pakistan. Web advertising is
getting 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 the
college students or youth of Pakistan. I hope we have provided with the most
relevant and informative knowledge to the person concerned.

Project # 3: survey that measures the outdoor activity
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 MEAN
X(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, the
total 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?
o Sports o Party
o Movies & o Ball
TV o Reading &
o Shopping singing
o Internet o hotelling

o Traveling

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

1. Racing 7. Balling
2. Gaming 8. Dating
3. Movies 9. hotelling
4. Shopping
5. Traveling 10. Others, if any please
specify_________________
6. Partying

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

1. Friends place
2. Restaurants
3. 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 Fashion items
o Clothing o Perfumes
o food o Technological
o Jewelry o Junk
o Shoes o Others, please
o Books 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 7
o 2 o 8
o 3 o 9
o 4 o 10
o 5 o 11
o 6 o 12 or more

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

1. Departmental stores
2. Marts
3. Pharmaceutical stores
4. Supermarkets
5. Retail stores
6. 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 Literature star
o Politician o Enterprise boss
o Sports star o Artist
o Literature star o Military strategist
o Enterprise boss o Scientist
o Literature star o Oneself

o Enterprise boss 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
2. browsing the reference book
3. chatting
4. using facebook or other social networking sites
5. 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.

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.

40. I often crave excitement.

41. I dress more fashionably than most people.

42. I have more ability than most people.

43. I must admit that I like to show off.

44. I like trying new things.

45. I like to dress in the latest fashions.

46. I like to lead others.

47. I like to get prominent in a group of people.

48.I like a lot of excitement in my life.

49. I want to be considered fashionable.

50. I am a social butterfly.

51. I listen to music in free hours

52. I like the challenge of doing something I have never done before.

53. I am always looking for a thrill.

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% shoping
3. 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% shoes
6. 2o% swa, 10% swd, 70% MA
7. 45%swa, 5% swd, 5o% ma,
8. 35% swa, 60% ma, 5% da
9. 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 times
13. 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%ma
18. 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% employees
21. 65% product range, 1o% good location, 25% good environment
22. 40% explorer, 10%politition, 20% sportsman, 30% other fields
23. 40% music, 20% writing, 10% reading, 15% games, 15% others
24. 100% yes
25. 40% facebook, 15% mail purpose, 45% downloading
26. 50% positive, 30% 4times positive, 20% 3 times neutral
27. 60% swa, 10%swd, 30%ma
28. 50% swa,10%swd, 40%ma
29. 45% swa, 20%swd, 35%ma
30. 50% swa, 30%swd, 15% ma, 5% da
31. 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%da
34. 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% ma
38. 50% swa, 25%swd, 20%ma, 5% da
39. 70%swa, 10%swd, 10%ma, 10% da
40. 45% swa, 30%swd, 25%ma
41. 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% ma
45. 50% swa, 50% da
46. 70% swa, 10% swd, 20% ma
47. 65%swa, 30% ma, 5%swd
48. 70% swa, 30%swd
49. 60%ma, 30%swa, 10%swd
50. 70%ma, 20% da, 10%swd
51. 50%swa, 45%da, 5% ma
52. 60%ma, 25% da, 155swd

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