Factors Influencing On-campus Branded Grocery Purchase Behaviours among University Students in China
Available Online April 2017.
- https://doi.org/10.2991/iemss-17.2017.70How to use a DOI?
- Consumer behavior, Grocery purchase, Socio-cultural context determinant, Demographical factors, Objective characteristics, Situational influents, Students
- Tertiary institutions students' purchase intentions and behaviours on the daily necessities are largely affected by a range of external and internal influents, both on line and offline. This article focus on the students' offline brand buying patterns in on-campus grocery stores for necessities through a series of qualitative methods namely focus group, semi-structured interview and observation. The article adopted coding and themed recombining as data processing tools. Findings of the results are categorized into four dimensions namely socio-cultural context determinants, personal demographical factors, objective characteristics of the products and situational influents. The factors indicate product providers to develop the marketing methods in a multi-dimensional strategy to achieve customer satisfaction and self-reinforce their brands.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Ziyin Gao PY - 2017/04 DA - 2017/04 TI - Factors Influencing On-campus Branded Grocery Purchase Behaviours among University Students in China BT - Proceedings of the 2017 International Conference on Innovations in Economic Management and Social Science (IEMSS 2017) PB - Atlantis Press SP - 346 EP - 350 SN - 2352-5428 UR - https://doi.org/10.2991/iemss-17.2017.70 DO - https://doi.org/10.2991/iemss-17.2017.70 ID - Gao2017/04 ER -