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A study on the students' Cultural Consumption and Lifestyle in National Taiwan University of Science and Technology
This paper aims to understand the cultural consumption behaviour of students at universities of science and technology. Taking current students of National Taiwan University of Science and Technology as its focus group, this research surveyed the lifestyles of randomly selected students and their cultural consumption within the past three months to create an overview that analyzed the kinds of cultural consumption these students made and the amount of money they spent on each kind of cultural events. The result shows that the top five types of cultural events they participated in are: 1. Mass communication; 2. Cultural or art institutions or facilities; 3. Performing arts; 4. Visual arts; 5.Cultural or arts festivals. Of these five types of events, they spent the most on (in descending order): 1. Mass communication; 2. Visual arts; 3. Performing arts; 4. Cultural or art festivals; 5. Cultural or art institutions or facilities. This research also finds that the lifestyles of these students can be divided into six categories, under which an overview of their consumption behaviors is presented and suggestions for a marketing approach are proposed: 1.The traditional type: This type of students generally participates less frequently and consumes less. They are not into pursuing novelties. Consumption on mass communication is most likely to be accepted. Sales promotion has the largest effect on this type of students. 2.The optimist type: This type of students enjoys cultural consumption both in terms of more frequent participation and increased amounts of consumption. An upgrade in terms of service is more likely to be a better incentive for them. 3.The defeatist type: This type of students participates and spends less on events of visual arts and cultural or arts festivals. They often take reference from opinions of the majority and trends. Therefore, word of mouth can be an important marketing approach for them. 4.The confident / opinion leader type: This type of students has high self-awareness and is not keen patrons for cultural events. When targeting this group of students, one needs to pay extra attention on fully conveying relative messages of the product without overt exaggeration. 5.The cosmopolitan type: This type of students is a keen audience for performing arts. However, one needs to consider the language barrier when targeting foreign students in Taiwan. They take references mostly from Internet sources and recommendations by friends. They prefer cultural activities that are less commercial. 6.The outdoor type: This type of students participates in a large number of cultural or art festivals. They care about their leisure time on holidays. Marketing campaigns on public transportation can be the most influential method for them.
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