Consumer behaviour and targeting of generation Y students

The student market is attractive to marketers as it is during this period that much of the consumers‟ personal style and brand preferences are determined, and this influences the consumption patterns maintained throughout their lives (Simpson, 2003 and Ness, Gorton & Kuznesof, 2002). They also influence the buying behaviour patterns of other market segments including those of their parents (Simpson, 2003 and Ness et al, 2002). The purpose of the study is to provide insights to marketers developing marketing strategies that target students. Qualitative research was used to identify the factors influencing the buyer behaviour of students, to determine the relative importance of a number of factors, to segment the market based on these characteristics and to identify effective means to target this market.The results showed that students consider brand, price, quality, style and practicality to be the most important factors influencing their purchasing decisions and based on these factors, the market was divided into six segments. The study revealed that television is the most effective means, and direct campaigns; especially telephone campaigns were the least effective means, used to target this market.