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.