2026-04-05T15:04:48Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00010314 2024-12-06T06:19:20Z 1582963436320 1582963436320:1582965681303

“Factors Influencing Consumer Food Purchase Behavior in Yangon ( Aung Pyi Sone, 2024) Aung Pyi Sone This study aims to analyze the factors influencing consumer food purchase behavior at the Wet Market and City Mart Supermarket branch in Sanchaung Township in Yangon. The study used descriptive method to study the factors influencing consumer food purchase behavior. The study used 385 respondents to get the desired data. The data were analyzed using descriptive analysis, 5-Point Likert scale, and Multiple Regression Analysis. The findings show that psychographic, economic, and product factors positively and significantly influence consumer food purchase behavior in Yangon. According to the regression analysis, economic factors such as price sensitivity, income level, and perceived value of food products is the most influencing factors on consumer food purchase behavior, followed by product factors such as quality of food products, packaging, brand loyalty, and psychological factors such as lifestyle, values, attitudes towards food and cultural influences. To increase consumer food purchase behavior, wet markets should be increased by loyalty programs, bulk discounts, and collaborations that promote locally sourced, seasonal products, and support local products. Supermarkets should give a place for local small businesses and offer various pricing strategies like time-based discounts and value bundles to enhance its appeal to cost-conscious shoppers 2024-10-01 https://meral.edu.mm/records/10314