Understanding consumer buying behavior among college students: A study on preferences and influences

Abstract

Consumer buying behavior among college students is shaped by various psychological, social, and economic factors. This study, conducted at the College of Community Science, UAS Dharwad, explored their preferences for online shopping platforms, payment methods, and the factors influencing their purchasing decisions. A sample of 60 undergraduate and postgraduate students was selected through random sampling, and data were collected via a structured online questionnaire. The results indicated a strong preference for digital platforms like Zomato, Myntra, and Instagram pages due to convenience and variety, while Unified Payment Interface (UPI) was the most favored payment method for its ease and speed. Social media and peer recommendations played a significant role in influencing buying behavior, especially for non-essential items like clothing and electronics. Despite the increasing use of online platforms, offline shopping remained prevalent for essentials such as food and educational materials, reflecting a blend of traditional and modern purchasing habits. In conclusion, affordability, digital engagement, and social influence are key drivers of consumer behavior among college students. Businesses targeting this demographic should focus on creating value-driven strategies, leveraging digital platforms, and offering promotions tailored to their needs and preferences.