Proceedings of the 2017 International Conference on Innovations in Economic Management and Social Science (IEMSS 2017)

Factors Influencing On-campus Branded Grocery Purchase Behaviours among University Students in China

Authors
Ziyin Gao
Corresponding Author
Ziyin Gao
Available Online April 2017.
DOI
https://doi.org/10.2991/iemss-17.2017.70How to use a DOI?
Keywords
Consumer behavior, Grocery purchase, Socio-cultural context determinant, Demographical factors, Objective characteristics, Situational influents, Students
Abstract
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.

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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  -