2026-10-29T08:24:08Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009139 2024-05-27T03:53:13Z 1582963436320 1582963436320:1698989833663

Effect of Digital Marketing Practices on Consumer Buying Behavior at Makro Myanmar Supermarket(Soe Thiha Lwin, 2023) Soe Thiha Lwin This study focuses on Digital Marketing Practices on Consumer Buying Behaviour of Makro Myanmar Supermarket. The study aims to analyses the effect of digital marketing practices on consumer buying behaviour at Makro Myanmar Supermarket in Yangon. Primary data is collected from the respondents who have bought products of Makro Myanmar within previous three months (February 2023 to April 2023). At that time, total number of the customers is around 250,000. Out of them, 399 respondents were selected by simple random sampling method. Required data were collected through the use of structured questionnaire prepared by Google form. The questionnaire link is sent through digital ways like telegram, email, messenger, Viber etc. Descriptive Method (calculation of mean values) and analytical statistics are used for data analysis .This study considers the seven independent variables which are search engine optimization, email marketing, social media marketing, mobile marketing, online affiliate marketing, pay-per-click advertising and display advertising and the dependent variable is consumer buying behaviour. The study found that all the digital marketing practices except mobile marketing are strongly significant on consumer buying behaviour. Moreover, according to survey, most of the customers are attracted by social media marketing and display advertising. Therefore, Makro Myanmar should to maintain a regular posting schedule and need to engage with audience by responding to inquiry, messages and comments promptly on social media sites. Makro Myanmar need to target ads strategically by using audience segmentation and demographics to reach the right and potential customers by display advertising. 2023-08-01 https://meral.edu.mm/records/9139