Factors Influencing the Consumer Behavior: A Comparative Study between Public and Private University Students in Bangladesh

Abstract

The purpose of this study was to examine the factors influencing consumer behavior with a comparison between public and private university students in Bangladesh. Using a structured questionnaire, a survey was conducted of 200 students from two different universities. With the use of SPSS-26, the chi-square test was used to make a comparison between public and private universities. Results depict that the preference for brands and the awareness about consuming products were significant factors that influenced the consumer behavior of university students. It was evident that students of the public university were more aware of purchasing local quality products, and private university students were more interested in foreign brands. Most importantly, media advertisement was dominant and secondly, family friends were shaping perceptions of consumer interest that contributed to forming attitudes toward consumer culture. Alongside, feelings of superiority based on consumption level and the fascination with shopping malls shaped attitudes toward purchasing products in line with consumer behaviour. Balanced consumer behaviour was suggested to the educated youths for cultural development in Bangladesh.