According to an authoritative research report, Chinese college students exhibit five consumption habits nowadays.

The tide phenomenon is often observed in the consumption behavior of college students. In other words, a novel thing or a new brand can easily create a wave of popularity on campus. For example, in terms of education and training, there was the MBA craze, the TOEFL craze and the certification craze; in terms of consumption, there were fads on automatic tape recorders, mobile phones and games.

Certain products that become popular due to their uniqueness eventually become commonly available. College students are usually fond of distinctive, novel and fashionable products. However, as a product’s popularity rises, it becomes commonplace. 57.7% of college students say that they “prefer to buy unique goods,” while only 22.9% say “My clothes are most stylish.”

Price still comes foremost for college consumers. Between fashion and economy, most college students still opt for the latter. When they are choosing from various products, moderate pricing is key. This characteristic can also be observed in sales promotion, with discount, free delivery and free gift with purchase being the most effective promotional methods.

Emotional consumption is also an essential element. Most college students consider economic support indispensable in maintaining good relations with friends and with their dates. At present, a college student’s expense on entertainment, social activities and movies averages 144 yuan per semester, whereas gifts cost 98 yuan. The report also shows that even when it is hard to make ends meet, they often choose to borrow money from others rather than forgo the needed emotional consumption.

While college consumers tend to be more rational on the choice of brands, the popularity, reputation and image of famous international brands have a persuasive impact on their decisions. Foreign brands weigh heavier than domestic ones in middle and high-end goods, including mobile phones and digital products. However, domestic brands are gaining popularity in certain fields such as personal computers. In terms of instant consumer goods, domestic and foreign brands seem to be at par.  

(Chinanews December 31, 2004)