Kean University Student Book Buying Behavior

Joselyan Arce

Co-Presenters: Joselyan Arce

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Lee, Kyung

Abstract:

In recent years, college students have increasingly turned to online retailers for purchasing textbooks and academic supplies due to lower prices and greater convenience. This shift has created significant challenges for campus bookstores, including those at Kean University. To remain competitive, the Kean University bookstore has implemented a price-matching policy that aligns textbook prices with major online retailers. However, it remains unclear whether this strategy effectively influences students’ purchasing decisions. The purpose of this study is to examine whether price-matching promotions increase student purchaseactivity at the Kean University bookstore. This research uses a quantitative survey-based approach to collect data from KeanUniversity students. The survey examines students’ awareness of the bookstore’s price-matching policy, their willingness to use it, and the key factors influencing their textbook purchasing decisions. Variables such as price sensitivity, convenience, speed of delivery, and shopping preferences are analyzed to assess their impact on purchasing behavior. The findings of this study will help determine whether price matching alone is sufficient to encourage students to purchase textbooks from the campus bookstore or if other factors continue to drive students toward online retailers. The results may provide valuable insights for improving bookstore marketing strategies, increasing student engagement, and strengthening the competitiveness of campus retail operations. Additionally, this research may inform future studies on student consumer behavior and pricing strategies in higher education retail environments.