New Study Looks at College Students Attitudes Toward Advertising and Online Shopping
Posted on: Monday, 22 August 2005, 09:00 CDT
OBERLIN, Ohio, Aug. 22 /PRNewswire/ -- The latest installment in the StudentWatch(TM) Campus Market Research series provides a detailed look at students attitudes toward advertising and promotion, online shopping behavior, and what influences their purchase decisions.
Sponsored by the NACS Foundation, the research arm of the National Association of College Stores, StudentWatch(TM) Understanding College Students: Attitudes Toward Advertising and Promotion, Online Shopping Behavior, Factors in Purchase Decisions provides critical planning information for retail executives.
"Retailers and marketing experts track college students' purchasing behavior because of their recognized position as influencers and predictors of mainstream consumer values," said Scott Giesler, executive director of the foundation that sponsored the study.
Major findings from StudentWatch(TM) include: - Ninety-one percent of students living on-campus go online every day. - When asked how likely they would be to visit a store (physical or online) after being exposed to different advertising methods or product specifications, students ranked the price of products and recommendations from friends or family highest. E-mail ads and pop-ups were ranked as the lowest. - Students report spending $410 a year on clothing without a college logo. - Students purchase about 16% of their textbooks online. - When textbooks are purchased online, 74% are purchased from an online store, 31% are purchased from the bookstore's web site and 5% are from a student-created web site. About NACS
Headquartered in Oberlin, Ohio, the National Association of College Stores (NACS) is the professional trade association representing the $11 billion collegiate retailing industry. NACS represents more than 3,200 collegiate retailers and about 1,200 associate members who supply books and other products to college stores. NACS member stores daily serve America's college students while supporting the academic missions of higher education institutions everywhere. Additional information on NACS can be found online at http://www.nacs.org/.
National Association of College Stores
CONTACT: Jennifer Libertowski of National Assn. of College Stores,+1-800-622-7498 ext. 2249, or jlibertowski@nacs.org
Web site: http://www.nacs.org/
Source: PRNewswire
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