2026-05-13T19:42:31Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011488 2025-09-25T07:56:36Z 1582963436320 1582963436320:1582965681303

A Comparative Study on Consumer Behavior of Foreign and Locial Clothing Brand in Yangon (Case Study : Next Generation and Escort) (Chit Su Thwe, 2025) Chit Su Thwe This study compares consumer behavior toward foreign and local clothing brands in Yangon, focusing on Next Generation and Escort. It explores key factors including brand awareness, perceived quality, perceived value, customer satisfaction, and repurchase intention. A structured survey was conducted with 145 respondents aged 18 and above, using both online and offline methods. Quantitative analysis was performed using descriptive statistics, t-tests, and ANOVA to examine differences in consumer perceptions and preferences. The findings reveal that Next Generation, the foreign brand, scores higher in customer satisfaction and repurchase intention. Perceived value emerged as the most influential factor, while brand awareness was lowest. Moreover, consumers driven by product quality showed significantly stronger brand engagement than those motivated by price or accessibility. The results underscore the importance of emotional branding and consistent quality for local brands like Escort to remain competitive in Myanmar’s evolving apparel market. 2025-06-01 https://meral.edu.mm/records/11488