2026-06-07T23:58:13Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008828 2024-09-04T05:38:17Z 1582963436320:1582965660463

The Effect of Marketing Mix on Customer Perceived Value and Repurchase Intention of Brand'S In Yangon (Win Thu Aung, 2022) Win Thu Aung The aims of this study are to examine the influence of marketing mix activities on customer perceived value and to investigate the effect of customer perceived value on repurchase intention and to analyze the mediating effect of customer satisfaction on the relationship between customer perceived value and repurchase intention towards BRAND’S® in Yangon. Descriptive statistics and multiple linear regression analysis are used to analyze the collected data. Systematic sampling method is used to select 319 respondents to achieve study objectives. The survey results indicate that among the marketing mix activities of 4Ps, product, price, and place have the positive effect on its customer perceived value of BRAND’S®. One of the marketing mix activities of product is the most affecting factor on customer perceived value and promotion does not effect on customer perceived value of BRAND’S®. Moreover, the study found that customer perceived value of BRAND’S® has a positive effect on repurchase intention. The study also reveals that there is partial mediation effect of customer satisfaction on the relationship between customer perceived value and repurchase intention. This study suggests that BRAND’S® marketers should focus on creating innovative marketing mix strategy to increase customer perceived value and repurchase intention 2022-10-01 https://meral.edu.mm/records/8828