By distributing questionnaires to college students and graduate students, this paper investigates respondents' cognition of products around campus culture, and analyzes college students' purchasing motivation, product preference and price preference for products around campus culture. Research shows that there is a great potential market for products around campus culture, and consumers prefer decorative and stationery products. 60.38% of the respondents think that 10-30 yuan is a reasonable price range for products around campus culture, 66.67% of them like customized products, and 73.58% of them are willing to participate in the creativity and design of products around campus culture.

When developing products around campus culture, students' product and price preferences should be considered more, and students should be encouraged to participate in personalized customization of products.