consumer behavior of university students

RESEARCH REPORT ON LIFESTYLE AND CONSUMER

BEHAVIOR OF UNIVERSITY STUDENTS

January 2015 | Business Insight

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ABOUT THE RESEARCH

Paper Assisted Personal Interview (PAPI)

The surveys were conducted in front of the universities in Baku.

0 5 10 15

Objective? Target Group? Sample?

Coverage?

December 02

Finish

December 10

Time Length? Survey Method

About The Research

The main research objective is to learn the lifestyle, consumer behavior oriented trends and brand relations of Azerbaijani university students

Conducted once in a quarter and distributed

A student representative

As a research unit students of 10 well-known public and private universities were selected

Number of respondents: 1022

Single Married

Marital Status (%)

Female; 50,0

Male; 50,0

Gender (%)

17 18 19 20 21 22 23 24

2,8 1,5

Age (%) Average

№ The universities

Number of respondents

1 Azerbaijan Technical University

Total: 1022 respondent

2 Azerbaijan Medical University

3 The Academy of Public Administration under the President of the Azerbaijan Republic

4 Azerbaijan State Oil Academy

5 Azerbaijan State Pedagogical University

6 Baku State University

7 Azerbaijan University of Languages

8 Azerbaijan State Economic University

9 Qafqaz University

10 Baku Business University

Summary: Due to the special quota the gender distribution is equal (male 50%, female 50%). The average age of the respondents is 20. In order to achieve research objectives 10 universities were selected in the capital (8 public and 2 private universities From every university minimum 100 students were attracted.

Demographic Information (%)

Participants

RESEARCH RESULTS

Yes; 61,6

No; 38,4

University students prefer “McDonald’s” for fast food consumptions

Those who have been in fast food restaurant: Base: 630

Have you been in a fast food restaurant within last month? (%)

All respondents: Base: 1022 1,7

0 10 20 30 40 50 60

Others

In which fast food restaurant have you been within last month? (%)

Summary: It was found that one of the main places for food consumption according to the students is fast food restaurants. So, 62% of the students use fast food restaurant chains. The world leader of this sector McDonald’s fast food restaurant chain (55,7%) is the most preferable. Qualitative studies also show that students are the main target group of this kind of restaurants. KFC (47,1%) takes the second place in this ranking. Based on the results there is probability that Baku is an attractive market for fast food restaurants and coffee shops. The cross analyses revealed that females visited these restaurants more than males (55%). Moreover, those who consume food in these restaurants have slightly more monthly expenses than those who do not consume. Companies that want to target university students can be close to their objectives by collaborating with the most visited fast food restaurants. By opening White Castle restaurant in 1921 in USA the modern fast food restaurant industry was launched.

16 students out of every 100 ones do shopping online

Those who do online shopping: Base: 165

Yes; 16,1 No; 83,9

Have you bought anything online within last month? (%)

Summary: 16,1% respondents mentioned that they did online shopping. For comparison 69% of US adults (older than 18 years old) buy certain products online. However, there is probability that some factors still influence negatively on online shopping. For example, according to qualitative research results in terms of security online shopping is less attractive. In addition, products/services maybe not the same as it was described online, i.e. the expectations maybe not met. Taken into account that the target group of online retailing is youth in the student age it is still observed that this type of retailing has not been developed in desirable way. However, based on the current research results there is positive increase tendency of online retailing. As it is observed on the graph 57,6% of 156 students who do online shopping purchase products in well-known online website “ebay”. According to the cross analyses male students realize online shopping more than female ones (61,8%).

0 10 20 30 40 50 60

On which website have you done shopping online? (%)

Online shopping

Others

Do not remember

All respondents: Base: 1022

8,35,9

2,2 1,7 1,5 0,6 0,6 0,4 1,0

Which telephone brand do you use?

All respondents: Base: 1022 0% 20% 40% 60%

Bakcell_

Which mobile network operator do you use? (%)

Summary: The most used mobile phone brands is Samsung (43,2%). Based on the previous research in the capital (February, 2014) Nokia was a market leader. However, according to the current research Nokia lags behind not even Samsung, but also iPhone. Due to the fact that students are prone to new technologies the usage level of mobile phone brands often is subjected to changes. Moreover, many research studies show that social pressure has influence on students and as an effect youth tend not to lag behind each other. Based on research results those who use services of Bakcell (50,2%) are majority. According to the research conducted in the beginning of 2014 Bakcell was perceived as a service provider offering the best price. It is also known that looking for offers for good prices is typical student behavior. So, if we combine results it is possible to conclude that Bakcell is the market leader among students because of offering suitable services in terms of price. Thus, results show that although the youth prefers new technologies they also do not forget about suitable prices. Azercell mostly used among Qafqaz and Medical Universities.

Social pressure makes students to use new technologies

3,8 3,3 2,40,9 0,9 1,5

Yes, regularly;

Yes, sometime

s; 5,4

No; 79,3

Those who smoke have more monthly expenses than those who do not smoke

Do you smoke? (%) Which brand of cigarette do you smoke? (%)

packages

7,1 4,7

Average

How many packages of cigarette do you smoke a week ? (%)

Summary: Results have revealed that every fifth student smoke (20%). This can be a signal for being worry as average age of the respondents is 20. Many researches indicate that smoking can play a transition role for starting other bad habits (addiction). The most consumed brand among cigarette brands “Kent” has kept its leadership in the market (45,8%). As it is observed on the graph Winston has taken the second place in the ranking. Every smoker in average smoke 4,3 packages a week. According to the cross analyses majority (77,3%) of those who smoke (212 respondents) cannot consume 100% of the needed daily food ration. Moreover, those who says “I have a stressful lifestyle” are more among the smokers. In addition, the average monthly expenses of smokers (202 AZN) are higher than those who do not smoke.

Smokers: Base: 212

Others

Bakixanov T/M

Lotos T/M

Karvan T/M

Karvan T/M (Sumqayit)

Xalqlar Dostlugu T/M

Cavid T/M

Lachin T/M

20 Yanvar passage T/M

28 May passage T/M

Ordinary stores (where I like)

8 km bazaar

Bina T/M

Sadarak T/M

Not specials stores

Special stores

Others

One of the main segments that buy foreign brands are students

Base: 674

Summary: 66% of the respondents prefer to buy cloth in special stores. Based on many researches compared to general population students prefer to do shopping in special stores (general population-27%; students-66%). Students are one of the main segments who buy cloth of foreign brands (especially, from Western Europe and North America). Therefore, offering installment cards to them under suitable terms and running periodic discounts for this segment are important steps for this business. Among special stores Romantic has kept its leadership for a long time (22%). According to the cross analyses the majority (63%) of those who buy in special stores (674 respondents) are females. Those who do not buy their cloth in special stores mainly prefer to do this kind of shopping in Sadarak shopping center (33,6%).

Base: 348

Yes; 65,9

No; 34,1

Do you have special store where you buy cloths? (%)

Yes; 18 No; 82

18% of the students own installment cards

Summary: 1/5 of the students own installment cards. 66,7% of this group of the students are customers of Albali card (Unibank). As it is seen Unibank compared to other banks put more efforts on targeting students. Based on many researches the usage of installment cards take its beginning from apparel retailers. 78% of installment card owners prefer to do shopping in special stores (e.g. Zara). This and other indicators let conclude that installment cards are proper products for the student market. Without considering home and renting expenses average expenditures of students is 151 AZN. The higher level of installment card usage is observed among students of Azerbaijan Technical University. Higher level of expenses is observed among undergraduates of the Academy of Public Administration under the President of the Republic of Azerbaijan (189 AZN) and Azerbaijan Technical University (161 AZN). The least level was found to be among the students of Azerbaijan State Oil Academy (129 AZN).

Installment card owners: Base: 184

Do you have installment card? (%)

50 qədər 51-100 101-200 201-300 301-400 500+

4,6 3,4

Which installment card do you use? (%)

Average expenses: 151

How much money monthly do you spend? (Home and renting expenses are not considered) (%)

Always brand holds 36,5% of women hygienic pads market

Please mention the brand of women hygienic pad you use on continuous basis. (%)

Female students: Base: 512

Summary: According to the survey results 3 brands dictate woman hygienic pads market (Always-36,5%, Molped-32,6%, Kotex-28,5%). The cross analyses show that Always brand users are more younger. There is tendency of changing Always to “Molped” as age increases. The average age of those who use “Molped” is higher than the average age of “Always” consumers. Consequently, as age increases a little the tendency of using Kotex is found. Moreover, analyses have revealed that “Molped” users spend less than average (125 AZN). In addition, 5 persons out of 8 married students use “Molped”. As it is observed “Molped” consumers pay more attention on price. Both average monthly expenses and other results (e.g. there are more “iPhone” users among “Kotex” consumers) let conclude that “Kotex” users mainly pay less attention to price. “Kotex” consumers mainly buy cloth in “Mango” and “Zara” while “Always” and “Molped” users do shopping mostly in “Romantic” and “Mango.

Among P&G shampoos consumers males constitute of the main part

Could you please tell which shampoo brand do you use on continuous basis? (%)

4,2 3,5 3,3 2,3 1,8 1,4

Do not answer

Summary: The students participated in the survey mentioned 56 shampoo brands that they use on continuous basis. As it is observed from the graph 29% of the market share is controlled by Head&Shoulders. However, one of the main competitors Elidor brand (23,7%) of Unilever does not lag behind the market leader. Another interesting finding is that another Unilver’s brand Clear has taken the third place (11,5%). 4th and 5th places are taken by Procter&Gamble brands (Pantene 7,8% and Wash&Go 4,2%). The cross analyses show that Head&Shoulders mainly is used by males (296 respondents: male-74.7%: female-25.3%). Among Elidor consumers females constitute of the majority (242 respondents: female-77.3%: male-22.7%). Generally, there are more males (538 respondents: male-67.5%: female-32.5%) among users of P&G shampoo brands (Head&Shoulders, Pantene, Wash&Go and Wella) while the main part of users of Unilever shampoos brands (Elidor, Clear, Dove) are women (362 respondents: male-40.3%: female59.7%). According to the analyses the consumers of P&G shampoo brands are younger than users of Unilever brands.

Every second student has active lifestyle

Summary: Every second student mentioned that he/she had active lifestyle (50,7%). This indicator matches the student life. However, most of the students mentioned that they did not consume the needed amount of daily food ration for being healthy (77%). The interesting fact is that those who have stressful lifestyle are mostly males. Moreover, There are more male students who have active lifestyle than female students (187 respondents: male-52.4%, female-47.6%). Finally, compared to males more female students mentioned that they did not consume the needed amount of daily food ration for being healthy.

Do you consume 100% of the needed amount of daily food ration for being healthy? (%)

Yes; 22,9

No; 49,3

Sometimes;

How well do the below mentioned words match your lifestyle? (%)

Quiet; 31,0

Active; 50,7

Stressful; 18,3

All respondents Base: 1022

71% of the students spend their leisure time on the Internet

Summary: Leisure time also play a role in formulating the world view of the youth. Although spending time on the Internet can be considered as positive side based on the results it is possible to conclude that students do not spend their leisure time effectively. 71% of the respondents mentioned that they spent their leisure on the Internet. So, in order to attract attention of this segment (both for commercial and non commercial purposes) Internet media is the best new media.

How do you spend your leisure time? (%)

Participating in debates, social activities

Shopping

Engaged in creativity

Spending time in tea houses

Going to courses

Cooking/Home works/Sleeping

Going for walk

Having fun (games, Whatsapp, restaurant)

Doing sporting exercises

Going to cinema/theatre/museum

Studying

Watching TV

Listeninig to music, singing

Meeting with friends

Spending time on the Internet

Students spend time mostly on Facebook social media (68%)

Do not use

Others

On which internet websites do you mostly spend your leisure time? (%)

Do not like any of them/do not remember 74,4%

Ideal/1+1 2,6%

Romantic 1,7%

Fashion advertising (do not remember the brand) 1,4%

Apple/iPhone 1,3%

Bakcell/Ulduzum 1,1%

Azercell 0,9%

Kotex 0,9%

Irshad Telecom 0,8%

Mango 0,6%

28Mall 0,5%

Advertising regarding education 0,5%

vipbrands.az 0,5%

Always 0,4%

Samsung 0,4%

Zara 0,4%

Gillette/Mach3 0,4%

New Yorker 0,4%

Advertising regarding laser epilation 0,4%

Sabina 0,3%

Nar 0,3%

İntegral 0,3%

Coca-Cola/New year campaign 0,3%

Audi 0,3%

“Cold hands, warm heart” (donation fair) 0,3%

Almalı 0,3%

myphone.ae 0,3%

Nokia 0,2%

Sony 0,2%

Bank of Baku 0,2%

Oriflame 0,2%

Hyundai 0,2%

Bershka 0,2%

Lakme 0,2%

MAC 0,2%

Music Gallery 0,2%

Chanel 0,2%

Porsche 0,2%

ebay.com 0,2%

Albalı kart 0,2%

Soliton 0,2%

Kontakt Home 0,2%

BMW 0,1%

Alcatel 0,1%

KitKat 0,1%

Palmolive 0,1%

Head & Shoulders 0,1%

Playstation 2015 0,1%

RedBull 0,1%

VTB 0,1%

Mercedes-Benz 0,1%

Stradivarius 0,1%

Barni (Барни) 0,1%

Toshiba (computers) 0,1%

Bolkart 0,1%

McDonald's 0,1%

Wash & Go 0,1%

Tissot 0,1%

Snickers 0,1%

Hercules (Геркулес) 0,1%

HTC 0,1%

COLIN'S 0,1%

Gliss Kur 0,1%

Advertising for losing weight 0,1%

Magnit 0,1%

Express kredit 0,1%

Inglot 0,1%

"One book one smile" aid activity 0,1%

Lady Sharm 0,1%

Jasmine Wedding 0,1%

Bolmart 0,1%

Sharm 0,1%

Cafe City 0,1%

Pantene 0,1%

Molfix 0,1%

Fashion advertisings 0,1%

Kapital Bank 0,1%

Ag chiceyim 0,1%

Silver Style 0,1%

Dior 0,1%

Gucci 0,1%

Car insurance advertising 0,1%

Pampers 0,1%

ART-Dizayn 0,1%

Topaz 0,1%

Baku Electronics 0,1%

Adidas 0,1%

IELTS courses 0,1%

Carolina Herrera 0,1%

Prestij 0,1%

Ali and Nino 0,1%

From.ae 0,1%

OVOD-Kitab-evi 0,1%

Photoprint sales promotion 0,1%

Rastishka (Растишкa) 0,1%

Caspian Plaza courses 0,1%

Which advertising campaign posting on Social media did you like/do you like? (%)

Summary: Students spend time mostly on Facebook social media (68%). This proves the effectiveness of social media advertisings. Although the majority do not like advertisings based on many research studies the most consumed products/services are mostly heavily advertised. The second most visited internet website is YouTube (40%) and this is potential for developing viral marketing. Compared to females more males Facebook users are identified (693 respondents: male-62.5, female-37.5%). Among YouTube users female students are found to be slightly more (408 respondents: male-51.5, female-48.5%). Although majority do not recall or do not like any advertising on social media the 1+1 sales promotion by Ideal is the most memorable and preferable advertising (2,6%). Generally, “1+1 campaign” is the most preferable and memorable sales promotion.

The most recalled advertising is Bakcell

Which advertising have you seen or heard within last month? (%)

5,8% 5,6%

3,7% 3,5% 3,5%

3,1% 2,8% 2,7%

2,5% 2,2% 2,1% 2,0%

All respondents: Baza: 1022

Do not

remember 19,5

Others 86,4

Summary: “Which advertising have you seen or heard within last month?” question was asked from the students. The aggressive advertising strategy of Bakcell (8,9%) is the most recalled among students. The interesting finding is that technologically advanced Samsung and Apple are almost recalled equally. In total 19,5% of the respondents do not recall any advertising. Generally, 285 brands were mentioned. Only the most recalled 13 brands have been described on the graph. Not mentioned brands are accounted for 86,4%. According to the cross analyses 58,2% of those who have recalled Bakcell advertisings (91 respondents) are Bakcell customers, 58,6% of those who recalled Head&Shoulders (29 respondents) advertisings are its customers, 52,4% of those who recalled Molped (21 respondents) advertisings are its customers . However, the situation of Pantene is different, i.e. only 2 persons (10%) out of 20 Pantene consumers remember the advertising(s) of the brand.

Oz Aramizda

Bozbash

Pictures

Bu Tarz Benim

Agil daryası

Kara Para Ashk

Kiraz Mevsimi

Yetenek Sizsiniz

Turkiye

Kurtlar Vadisi

Medcezir

O Ses Turkiye

Eminem

Sami Yusuf

Enrique Iglesias

Shakira

Emin Agalarov

Rihanna

Emre Aydin

Tarkan

Murat Boz

Roya Ayxan

Miri Yusif

TV series and shows/entertainment broadcasted on Turkish TV channels are in the area of

university students’ interest

Summary: ¼ of the respondents have mentioned that they do not watch TV or a certain program. However, the most watched program is “O Ses Turkiye” (8%). Generally, as it is observed on the graph TV series, shows/entertainment and competition programs are mostly watched program types. This results show that some local firms in Azerbaijani market have some advantages in terms of advertising policy (advertisings of some brands in the current market are broadcasted on the mentioned programs. According to the cross analyses in terms of gender more women watch programs broadcasted on Turkish TV channels. Another interesting finding is that Miri Yusif (6,8%) is more popular than Roya Ayxan (5,1%). On January 10 Miri yusif’s solo concert will be held in Heydar Aliyev Palace and qualitative analyses show that billboards and other advertising tools have influence on the current result. According to the analyses if there was not concert then the results would be in favor of Roya. During the several years conducted researches proves that Roya Ayxan is the most liked singer. While asking the question of “Which singer’s concert would you like to be?” 224 different names of foreign and local singers were mentioned. Compared to females more male students mentioned Azerbaijani singers. It is possible to conclude that female students both prefer foreign programs and singers.

Which singer’s concert would you like to be? (%)

Which TV program (e.g. TV series, shows) do you mostly watch? (%)

them 5,7

Others 56,7 Others 31,2

difference/do not

watch TV

From youth organizations Azerbaijan Student Youth Organizations’ Union (ATGTİ) and University

sections are popular among students

Do not know

Others

NAYORA

AİESEC

MGT-Nationalist Youth Organization

MAG-Modern Azərbaijani Youth

AGT-Free Youth Organization

THİ (BDU)

Baku 2015 volunteers

TEC- Student Science Organization

YAP Youth Organization

Youth Organization under the President of …

Student-Youth Union Organization

ASYOU (ATGTİ)/University sections

61,4% Summary: The students were asked whether they know any organizations or foundation that deals with Azerbaijani youth. It was found that Azerbaijan Student Youth Organizations’ Union (ATGTİ) which includes 109 high and secondary education institutions is the one of the biggest student organizations which makes it popular among students. The organization by organizing on continuous bases local trainings, seminars, conferences, national and international summer camps, exchange of students, diverse Olympiads among students, art competitions and other activities influence positively on development of education level. According to the students representing and defending of student interests can be considered another reason for its popularity. Although some organizations do not function as youth organizations they have been perceived by the students as a youth organization (Baku 2015 volunteers, YAP Youth Organization, NIDA and etc.). Every 4th students has mentioned that he/she does not know any youth organizations.

Others

Construction sector

Production (food, agriculture and

Real estate and renting

Transport, Communication

Law enforcement

Oil sector

Tourists accomodation and Foodservice

Education sector

Health sector

Financial sector

11% of the students work at the present time

Others

Coordinator

Operator

Apothecary

Accountant

Photographer

Security

Manager

Teacher

Waiter/waitress

Sales person/cashier

Summary: 11% of the respondents currently work. Among employed students sales persons/cashiers (20,7%) and waiters/waitresses (12,6%) constitutes of the majority. Most of the employed students (111 students) are males (male-66,7%, female-33,3%). In total 9 students have mentioned that they work as a teacher. All of them are females. Moreover, the average expenses of the employed students (195 AZN) is higher than the statistic average. The employed students are observed mostly in Qafqaz and Baku State Universities.

Do you work at present the time? (%)

Employed students: Base: 111

Yes; 11 No; 89

In which sectors would you like to work? (%)

Summary: The most desirable sector to work is financial sector (32,8%). Fortunately, the important sectors as health (15%) and education (12,5%) also are desirable. According to the cross analyses more students from Azerbaijan State Economic University and Baku Business University would like to work in financial sector. Few respondents prefer this sector among Azerbaijani Medical University (only 7 persons).

Young people mainly discuss personal issues

Summary: The question of “Mainly which actual topics do you discuss?” was asked from the respondents. It was found that the most discussed actual topic is “Education/Exams/Career” (41%). Based on the analyses mostly who discuss this topic (Education/Exams/Career) are female students (418 respondents: female 72.2%, male-27.8%). Although students are active in public life it has been found that prefer to talk about personal issues. The cross analyses show that those who make discussions on “Education/Exams/Career” topic mainly are students from Azerbaijani Technical University, Azerbaijani Oil Academy and The Academy of Public Administration under the President of the Azerbaijan Republic.

Do not answer

Others

Entertainment

Patriotism/about national values

Finance/Financial problems

Individual topics (car, food, art, music)

Love/Wedding/Engagement

TV programs (movie, show business)

Unemployment problem/vacancies

About family life

Religion

About personal care (make-up, hair-dress, diet and etc.)

Public, politics and economy

Education/Exams/Career

Mainly which actual topics do you discuss? (%)

You have an opportunity to question your target group, University

students, about any topic in a paid form (Within the scope of the

research the survey can be conducted in any university and with any

respondents)

Once a quarter the research study is conducted:

February

September

December

You can also join the research....

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consumer behavior of university students

fast food restaurants

azerbaijan medical university

qafqaz university

baku state university

university minimum

research unit students

fast food consumptions

fast food restaurant

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