THE MARKETING OF STORE CREDIT CARDS TO COLLEGE-AGED STUDENTS

Abstract

This study explores college students’ use of store credit cards. Marketing mediums used to advertise store credit cards are identified. Some other findings of this research include store credit card ownership, store credit card debt of participants, and the reasoning behind opening store credit cards. The level of regret associated with opening a store credit card and interest in learning more about the risks and benefits of these marketing tools are two other items identified in this study.

Data was collected via an e-mailed survey sent out to students at East Carolina University. The survey was optional and contained eight demographic questions and eleven questions surrounding personal store credit card utilization. The survey was anonymous. The results of the survey showed that many college students do not, in fact, own store credit cards currently. Those that do own store credit cards, for the most part, have not acquired large amounts of regret nor debt as a result. Many research participants, however, are not fully aware of the positive and negative impacts that obtaining store credit cards can have, though store credit cards are being actively marketed to them via many mediums. Due to this information, it is not difficult to conclude that more education regarding store credit cards is needed.