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Students in Taiwan and China love brand names

Taiwanese and Chinese university students enjoy purchasing brand-name luxury goods, and a majority also hoped to expand their horizon by means of travel, a recent survey revealed.

In light of the growing number of businesses investing in consumer markets in Taiwan and China, the Pilot Group conducted a survey on Taiwanese and Chinese university students to provide these companies with a better understanding of students' consumption patterns.

The survey collected 977 valid samples from university students in Taiwan and 911 valid responses from Chinese students.

The poll also showed that students on both sides were in the habit of buying brand-name products, with Taiwanese students spending 17 percent of their living expenses on purchasing brand-name products, while Chinese students spend 29 percent on such items, said Wu Yi-chen, a pollster in charge of the survey in Taiwan.

Nearly 94 percent of Taiwanese respondents and 91 percent Chinese students also indicated a desire to broaden their horizon by traveling.

Wu added that that as an increasing number of high-quality, low-cost commodities have been introduced to the Taiwanese market, Taiwanese university students have become much more quality-oriented instead of solely focusing on brand names.

Wu added that Taiwanese students did not rely so much on brand names as their Chinese counterparts.
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