2026-04-29T16:21:40Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011952 2025-10-15T07:29:01Z 1582963436320 1582963436320:1698989833663

Factors Affecting Consumer Buying Decision Towards Panasonic Consumer Electronic Products in Yangon (Oo Win Hlaing, 2025) Oo Win Hlaing This study aims to identify the factors affecting consumer buying decision towards Panasonic consumer electronic products in Yangon and to analyse the factors affecting consumer buying decision towards Panasonic consumer electronic products in Yangon. A quantitative research method was employed.Primary data was collected through structured questionnaires, targeting individual users of Panasonic consumer electronic products. A sample of 171 respondents was selected with simple random sampling method. This study focuses on five factors such as personal, social, product, price, and promotion. This study found that the result of mean value for the five factors were acceptable, the consumer perception has favour of the band with all mean scores being high. Based on the findings, it is found that independent variables are somewhat level of effect on consumer buying decision. This finding highlighted promotion factors play a crucial role in driving customer buying decisions, having the highest positive impact among factors studied. Personal factors and product factors also statistically significant encourage consumers to choose Panasonic consumer electronic products. Price had a negative impact, indicating that increases in price tend to reduce the outcome. Social factors, such as peer recommendations, appear to have little effect on consumer choices for Panasonic consumer electronics products. Panasonic should continue to invest in impactful advertising campaigns, limited-time offers, bundled deals, and in-store promotions to attract and retain customers and should consider to do product demos, offering competitive pricing, installment plans, or entry-level models with essential features, and influencer marketing or community-driven campaigns. 2025-06-01 https://meral.edu.mm/records/11952