From University Town to Clone Town — A Case Research on 18-25 Years Students Consumers Purchase Non-Alcoholic Beverages Product Willingness in Nanjing Xianlin University Town

Abstract

As the independent business circle model of the university town matures, more and more famous brands from home and abroad are settling in the shopping area. Nanjing Xianlin University Town has just developed into a clone town outside of Nanjing city. Non-alcoholic beverages are beverages with almost zero alcohol content, which in this study are mainly substituted as coffee and milk tea, and are highly regarded by young people, with many branded outlets in Xianlin University Town. Due to the quality and promotion methods of these drinks, college students have different attitudes towards their consumption. This research takes Nanjing Xianlin University City as an example, through interviews and surveys of 30 university students aged 18-25 on non-alcoholic beverages and analyzes the factors influencing consumers’ consumption intention from brand promotion, purchase method, celebrity effect and hygiene and safety in combination with the data from desktop research. This study also provides recommendations for the long-term development of the region in terms of sustainability, product hygiene and government policy. This paper also provides value for the development of beverage brands in the commercial area of Xianlin University City.