【正文】 楊學(xué)、王璽 .80、 90后大學(xué)生消費觀研究現(xiàn)狀 [J].科教導(dǎo)刊 ， 2021，（ 10） [18]張亞玲 . 網(wǎng)絡(luò)休閑消費內(nèi)容偏好對網(wǎng)絡(luò)休閑態(tài)度的影響 [J].企業(yè)經(jīng)濟 ， 2021，（ 10） :6268. [19]刁姝杰、馬小偉 .中國社會消 費觀的演進與解讀 [J].現(xiàn)代商業(yè) ， 2021.（ 02） :271276 [20]郭奉元 .影響大學(xué)生消費的環(huán)境因素分析 [J].人口與經(jīng)濟 ， 1998.（ 01） :4146. [21]中華人民共和國國家統(tǒng)計局官網(wǎng) ［ DB/OL]. [23][美 ]凡勃倫 .有閑階級論 [M].錢厚默譯 .?？冢耗虾３霭嫔?， 2021. [24][英 ]邁克 to profile these consumers by demographics and brand/product preferences。 however, these three studies did not examine the specific products or brands selected and purchased and were conducted with limited sample variation. In future research ments, these researchers indicated the need for more studies and the use of expanded samples and inclusion of more variables. Brand preferences of college students For many consumers, brand preference can be a critical factor that explains certain consumer behavior, such as selection of apparel, because perception of a certain brand may have to be congruent with the selfimage of the person using the apparel product (Choi et al., 2021). Of the numerous studies using college students as the sample, only six studies were identified that examined external factors affecting or contributing to brand preferences of apparel. Three of these studies were country specific (. Australia, Mulyanegara and Tsarenko, 2021。 Jung and Sung, 2021。 however, none of these studies bined a broad view of brand and product preferences, shopping orientations for college students, and multiple demographic characteristics including college majors. Specific strategies for college student clusters The apathetic priceforward shoppers are mostly male students who do not enjoy shopping and consider price over fashion trend, brand, appearance, and impression of look. They spent the least on apparel shopping per semester. For this consumer group, retailers may need to carry equal levels of inventory between khakis and jeans. In addition, a relaxed style and an overall relaxed fit of jeans were chosen by this consumer group. Because this segment considers price carefully, when retailers develop merchandise plans and conduct actual buying, they may need to set the price point for these products lower than the price of products selected and merchandised for the hedonic fashionforward customers. In addition, using both permanent and promotional markdowns may be more effective to boost sales because this segment would be attracted to discounts or markdowns. This cluster had the lowest score of brand/store value and loyalty among the three clusters, indicating they may switchbrands to get the right price. Hence, when retailers purchase merchandise for this segment, they need to focus more on practical assortment decision factors (. Retail price, product categories, desired fit) than brand name or fashion trend. The hedonic fashionforward shoppers were primarily female students who enjoyed shopping, pursued fashion trends, and highly valued brand, store, and appearance. This market segment was less concerned about product price than about fashion attribute factors. They spent the most on clothing shopping per semester – more than twice the amount spent by students in the apathetic priceforward cluster. Retailers may need to purchase bottoms, which are trendy such as jeans with boot cut/flare style. Although the favorite top item was a Tshirt, retailers may want to carry a certain amount of dress shirts because the dress shirt is the second favorite top item and more fashion looks may be developed with dress shirts. In addition, students in this cluster selected sweats as their second choice. Sweats such as those sold with colors, trim, and graphics may appeal to these students. The product of sweats does not always mean sloppy and basic (, 2021). Overall this cluster preferred fitted apparel and should respond to wellknown brand products or apparel products that reflect current fashion trends and/or clear design concepts. The hedonic fashionforward students spent the most on clothing shopping among the three clusters and should respond to new styles even when the prices are a little higher. When retailers are involved in product development or purchase merchandise for this customer, they may want to focus more on fashion trend and design than cost and retail price. The Involved Priceforward shoppers are primarily female students who enjoy shopping and value brand, but not to the level that hedonic fashionforward students do. Although these shoppers think fashion is important, this market segment considered price more than the other shoppers. Retailers might plan assortments for this market segment similar to those for the hedonic fashionforward students with the exception of the fit preference and the price. A majority of these consumers prefer slightly fitted apparel instead of fitted apparel, and price will be more important than fashion. Looking for the fashion item at a bargain might appeal to this consumer. When retailers purchase merchandise for this segment, they may need to select products those can meet these consumers’ expectation in price as well as fashion trend and design. Conclusions and limitations This study contributed to two areas of research in the context of college student consumer behavior. First, this study identified three consumer clusters clearly characterized by demographics, including major, and brand/product preferences, including specific labels, style, and fit. These segments were consistent with the findings from existing literature but added new information. Second, additional demographic characteristics and brand preferences for these market segments beyond the information in previous literature were identified. This information was further developed into marketing and merchandising strategies for retailers based on these newly identified market segments. By focussing on the s