2026-04-19T15:34:29Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009747 2024-08-21T07:07:33Z 1607960099348 1607960099348:1608034764641

Analysis of the Marketing Mix Factors Affecting in Purchase Decisions of Gold and Golden Jewelry Banyar Aung Htet Htet Hlaing* This study focuses on consumer buying decision making on marketing mix factors of gold and golden jewelry The objectives of the study are to study the investment options of the respondents and to describe the consumer buying decision making on marketing mix of gold and golden jewelry. The research strategy is survey research and quantitative methods are employed. The analysis methods used in this study are descriptive analysis. This study collects the primary data, by distributing the questionnaires to 100 respondents. Data collection was done in a survey among gold consumers from Ayeyarwady Region, Ingabu township, Mezaligon town, Station Road. The study was found that customers consider for their investment option gold is given first priority, followed by rice investment and less likely investment on dollar, automobile and bank savings espectively. This research contributessignificantly to policy makers to provide gold investment knowledge and to encourage gold investment attitude. In the financial sector, gold investment needs to be innovated as issuing gold shares and stocks so that gold investment will be one of the most important portfolio investments in Myanmar. Among the marketing mix, product factor is the largest influence on consumer buying decision making. Thus, marketers need to more focus on product quality, density, weight accuracy, design and acceptance for reselling the products. 2021-08-30 https://meral.edu.mm/records/9747