- Volume 16 Issue 4
The study purposes to compare consumer choice behavior of high school students with that of college students. Through a questionnaire survey, data were collected from 385 high school students and from 230 college students. The results were as follows; 1) consumer choice behavior patterns were sorted into 'the indifferent type', 'the bragging type', and 'the economic type'. 2) The college students tended to choose new products or famous brands, to do comparison and planned shopping, and to buy more on impulse than the high school students. On the other hand, the high school students tended to buy low-priced products or products at discount prices. 3) The female students chose new and low- priced products and bought more on impulse than the male students. 4) Most of female and male college students belonged to the 'bragging type'. 'The indifferent type' was the most common of male high school students. 5) 'The economic type' was the least of all college students and highschool students.