2026-04-29T19:27:15Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009724 2024-08-13T06:01:42Z 1582963436320 1582963436320:1698989833663

The Effect of Marketing Mix on Consumer Purchase Decision Towards KFC Fast Food(Mya Kyu Thin, 2024) Mya Kyu Thin The objectives of this study are to identify the marketing mix conducted by KFC fast food and to analyze the effect of the marketing mix on consumer purchase decision of KFC fast food. In order to fulfill the objectives of the study, descriptive and quantitative research methods were used. In this study, primary data were collected from 398 consumers whose purchased KFC fast food at Parami outlet through structured questionnaires. The marketing mix evaluated in this study includes seven elements: product, place, price, promotion, people, process, and physical evidence. The findings of the regression analysis reveal that price, place, promotion, people, process, and physical evidence exhibit a significant effect on consumer purchase decision. This study proposes that the fast food chains should focus on enhancing their pricing strategies, distribution channels, promotional activities, staff interactions, operational processes, and physical evidence to effectively improve consumer purchase decision. Additionally, continuously monitoring and adapting marketing strategies should be conducted by the fast food chains to maintain high levels of consumer purchase decision. 2024-08-13 https://meral.edu.mm/records/9724