2026-10-23T03:34:58Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011969 2025-10-16T05:17:09Z 1582963436320 1582963436320:1698989833663

Promotion Mix, Purchase Intention and Consumption Behavior Towards Carabao Energy Drink at Century Beverage Co., Ltd (Wint Thiri Htet, 2025) Win Thiri Htet The objective of this study is to analyze promotion mix, purchase intention and consumption behavior toward Carabao energy drink at Century Beverage Co., Ltd. Independent variables which are advertising, sales promotion, public relations, personal selling, and digital marketing campaigns. The research method employed in this study was descriptive. The data utilized was both primary and secondary. For primary data, quantitative and structured questionnaire were utilized. Using Cochran (1977) sampling formula to an unknown population with a sample size of 385 respondents. The application of regression analysis is essential for determining promotion mix, purchase intention and consumption behavior. The research finds that personal selling and sales promotions are found as the most influential factors driving purchase intention. Regression analysis further found that purchase intention significantly influences on consumption behavior, highlighting the strong linkage between consumers’ intent to buy and actual product use. However, advertising, public relations, and digital marketing campaigns were not very influential on purchase intention. As a result, it would be reasonable to defend that Carabao would allocate more resource into improving its personal selling and sales promotion activities, through in-store promotions, points of sale participation, sample testing, and loyalty programs, which have been demonstrated will happen to impact consumers' purchase intentions and actual consumption. 2025-06-01 https://meral.edu.mm/records/11969