2026-04-16T21:32:54Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008216 2024-06-09T17:29:21Z 1582963436320:1582965660463

Consumer Attitude and Their Buying Behavior Towards Suzuki Automobile(Lynn Soe Zaw, 2022) Lynn Soe Zaw This study is to identify influencing marketing attributes on consumer attitude components and to examine the attitude components on buying behavior. Descriptive and qualitative research methods are used in this study. Both primary and secondary data are gathered to achieve the objective. The data are collected from 277 respondents by using self-administered questionaires designed with 5-Point Likert scale. The study found that among marketing attributes brand image, services, price, promotion and availability are main influencing factors on consumer attitude.Among three consumer attitudes, affective and conative component have signficantly positive effect on consumer buying behavior whereas the cognitive attitude has a negative effect on consumer buying behavior. Thus, Suzuki should use more budget in marketing activities to communicate and give message to the consumer that how the Suzuki brand is excellent and high quality which surely makes the consumers a good impression on their product. 2022-04-01 https://meral.edu.mm/records/8216