College Students’ Purchase Influencers-What Drives the Decision to Buy

Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions.

Asked how much a variety of factors influence their purchasing decisions when shopping for back-to-school, respondents were most likely to cite: Friends’ recommendations, one-to-one very or somewhat influential for roughly 94% of respondents; Online coupons / sales deals influential for 92%; Mobile coupons / sales deals influential for 84%; General word-of-mouth around campus influential for 83%; and Friends’ recommendations, via social media influential for 82%.

Read the entire article here College Students’ Purchase Influencers and Favorite “Splurge” Categories.