The current generation of college students has no shortage of technical gadgets. Most of today’s students arrive on campus fully loaded with laptops, digital cameras, and possibly even smart phones. These connected consumers are always looking to purchase new high-tech toys. Which marketing factors make the most difference in the decision making process of college students?
According to a survey by OnCampus Research, a division of the National Association of College Stores, these consumers are no longer purchasing products just because their friends have them. Instead, products that have the best quality are rated “cool” by 8 in 10 college students. This “cool” factor ultimately leads to a product purchase. What other factors influence college students to purchase high-tech products?
Survey results point to the following:
- Uniqueness 47%
- Advertising 29%
- Celebrity endorsement 6%
OnCampusResearch points out that the nation’s 18 million college students spend over $100 billion a year. To ensure that these consumers spend some of that money on high-tech products at a specific store, more retailers may be emphasizing a product’s quality and uniqueness in their advertising messages.[Source: OnCampusResearch release, 10.13.09]