The Impact of Inflation on University Students’ Purchasing Behavior
Harja, Kia; Niskanen, Joanna (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121235356
https://urn.fi/URN:NBN:fi:amk-2025121235356
Tiivistelmä
This thesis examined how inflation has affected students’ purchasing behavior and explored the changes that have occurred in their everyday consumption. The theoretical background focused on consumer and purchasing behaviors, discussing internal and external factors that influence decision-making, as well as different buying behaviors and the step-by-step phases of the purchasing process.
The empirical part of the thesis was conducted using a qualitative research method. The data was collected through semi-structured thematic interviews with five university students, who currently study or have studied bachelor's degree level studies in Finland. The material was analysed using thematic analysis.
The findings of this study indicated that rising prices significantly influenced students’ financial well-being and purchasing decisions by increasing the need for planning, budgeting, and price comparison. Brand loyalty seemed to decrease in low-risk product categories, while quality remained important in higher-risk or more expensive purchases. Many students reported that they make fewer impulse purchases due to higher prices and that, to some extent, they feel pressured to work alongside their studies just to manage financially.
For further research, this thesis suggests that a larger and more diverse sample group of students can give more broader understanding of the behavioral changes that have occurred due to inflation. Possibly, a quantitative or mixed methods approach may be valuable for future studies, as it would enable an even more detailed analysis of students’ income levels and variations in household economic circumstances.
The empirical part of the thesis was conducted using a qualitative research method. The data was collected through semi-structured thematic interviews with five university students, who currently study or have studied bachelor's degree level studies in Finland. The material was analysed using thematic analysis.
The findings of this study indicated that rising prices significantly influenced students’ financial well-being and purchasing decisions by increasing the need for planning, budgeting, and price comparison. Brand loyalty seemed to decrease in low-risk product categories, while quality remained important in higher-risk or more expensive purchases. Many students reported that they make fewer impulse purchases due to higher prices and that, to some extent, they feel pressured to work alongside their studies just to manage financially.
For further research, this thesis suggests that a larger and more diverse sample group of students can give more broader understanding of the behavioral changes that have occurred due to inflation. Possibly, a quantitative or mixed methods approach may be valuable for future studies, as it would enable an even more detailed analysis of students’ income levels and variations in household economic circumstances.