Asian Journal of Management Sciences & Education Vol. 7(4) October 2018 __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ UNIVERSITY STUDENTS’ SHOPPING BEHAVIOR FOR BEAUTY SOAP BRANDS IN BANGLADESH: A COMPARISON OF ATTITUDE TOWARD FOREIGN VERSUS LOCAL BRAND Tauhid Ahmed Bappy1, S.M. Shariful Haque2, Samiya Bint Halim3 1Lecturer, Department of Business Administration, Shanto Mariam University of Creative Technology, Dhaka; 2Lecturer, Army Institute of Business Administration, Savar Cantonment, Dhaka; 3Master of Business Administration, Department of Marketing, University of Dhaka; BANGLADESH.
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[email protected] ABSTRACT The purpose of this study was to evaluate the university students’ shopping behavior for global soap brands in comparison to Bangladeshi soap brands. The participants used in this study were requested to assess a popular local soap brand named Sandalina Sandal Soap and a reputed foreign soap brand called Lux on multiple product attributes, promotional tools, branding aspects, distribution characteristics and pricing components. Quantitative data on customers’ attitude toward foreign