The Determinants of Consumer Buying Behavior in Dhaka: A Cross-Sectional Study

Purpose: The drivers of consumer purchasing behavior are examined in this study, with a particular emphasis on aspects related to products like product quality, product price, product advertisement, and brand loyalty. This study explores how product attributes affect the choices of customers in Dhaka using positivist methodology and quantitative data analysis. Objectives: Analyzing the significance of consumer behavior factors was the study's primary goal. There are specific objectives of this study which are to determine what factors influence consumers' purchasing decisions, factors that determine a consumer's brand loyalty, how factors affect what people choose to buy. Methodology: This paper's fundamental methodology is empirical analysis, incorporating primary data from a well-self-administered questionnaire. The study used a positive methodology, surveying 21-34-year-olds, primarily graduates who live in Dhaka city, and analyzing data from 50 randomly selected consumers. Descriptive statistics, multicollinearity matrix, regression, and ANOVA tests were used to examine relationships. Findings: The study found that brand loyalty and product quality significantly influence consumer purchasing decisions, while product price and advertising have minimal impact. To take multicollinearity between variables into consideration, a redesigned model was created. In the analysis we have 95% level of confidence in the revised model: Consumer buying behavior (Y) = 5.18E-32. As the Significance of F value is greater than 0.05, the model is accepted. Acceptance of hypothesis: There is the importance of determinants to influence consumer behavior. Conclusion: The research aids firms in adjusting their products to consumer preferences, improving marketing strategies, and aiding in the creation of morally sound laws supporting fair trade and consumer rights, ultimately promoting a more accountable marketplace. Practical Implications: The research aids firms in adjusting their products to consumer preferences, improving marketing strategies, and aiding in the creation of morally sound laws supporting fair trade and consumer rights, ultimately promoting a more accountable marketplace.