| Summary: | AbstractThe aim of the study is to better understand the brand choice behaviors of university students in Nepal. The study uses brand personality, product attributes, social factors, and pricing factors as independent variables, with brand choosing behavior as a dependent variable. The deductive approach is used in this research. Structured survey questionnaires with a 6-point Likert scale were used to collect the main data. The study’s participants are university students who utilize laptop computers. A simple random sampling method was used. The sample size for the study is 259 university students. The acquired primary data were analyzed using descriptive statistics, correlation, and structural equation modeling. According to the findings of regression path analysis, brand personality has no positive significant impact on brand choice behavior among university students when it comes to laptop purchases. In the purchase of a laptop by university students in Nepal, researchers discovered that product attributes, social factors, and price have a positive significant effect on brand choosing behavior. In the purchase of laptops by university students in Nepal, product pricing has a greater impact on brand selection than any other consideration.
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