IndexIntroduction 2Scope of the Study 3Methods Used 3Results 5Age 5Time of Day 6Location 8Recommendations 10Target Format 10Target Location 11Bibliography 12Appendix 13IntroductionMusic is a general love of almost all college students. Many develop their own personality, profile, and various other tastes based on their listening choices. In general, many college students acquire the same spectrum of listening values. If a radio station, which wishes to target the university student population, can discover the musical preferences of the general student population, it will be able to grow within the specific market. Since the target market is that of the student's personality, generally a crowd that has the same likes and dislikes as their peers; the target music format should be fairly easy to determine. Unlike the 25-to-33 or 40-and-up crowd, where their musical preferences range far and wide, every college student has nearly the same understanding of their own values. Possible reasons for this could be peer pressure or improved personal morale, but it still exists among the college crowd. Therefore, a common format may be easier for a station aiming for the college format. The station will be able to gain knowledge for its possible advertisers by analyzing the needs and desires of the target population. Furthermore, they will be able to recognize the students' possible locations, where they go and what they do. The ultimate goal is to find out where students spend their money, so that advertising can be solicited to purchase radio time. Advertisers want to have some “hard” data when analyzing which station they want to spend their money on during airtime. The purpose of this study is to provide prospective clients with the facts placed in front of them, as well as educate them on where our target audience is going and the possibilities of bringing our target audience together in their place of business. Consumer behavior will come into play in the study, as part of the goal is to gather information about the needs and wants of the consumer or radio listener. Behavioral analysis is more difficult to determine, because the data collected is based on personal values ​​and judgments. Little data collected will be concrete, as the student will reveal based on opinions, not facts. However, opinions are sometimes strong enough to reach the limit of facts. Purpose of the Study The study was a descriptive design with an emphasis on the listening preferences of college students. Data was gathered on which brand of music, or radio format, is most appealing to college students, such as alternative, rock, country, R&B, etc...