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The objective of this study is to examine how personal factors such as lifestyle, personality, and economic situations affect the consumer behavior of Malaysian university students. A quantitative approach was adopted and a self-administered questionnaire was distributed to collect data from university students. Findings illustrate that ‘personality’ influences the consumer behavior among Malaysian university student. This study also noted that the economic situation had a negative relationship with consumer behavior. Findings of this study improve our understanding of consumer behavior of Malaysian University Students. The findings of this study provide valuable insights in identifying and taking steps to improve on the services, ambience, and needs of the student segment of the Malaysian market.

Factors Influencing Consumer Behavior: A Study among University Students in Malaysia