{"_buckets": {"deposit": "2e8f7935-4be4-4b4c-b26d-0444cad20588"}, "_deposit": {"created_by": 20, "id": "11065", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11065"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011065", "sets": ["1698989841255", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Promotion Mix and Consumer Purchase Decision Towards Life Insurance Products of GGI Nippon Life Insurance Co.,Ltd ( Zar Yi Hlaing, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objective of this study is to examine the effect of promotion mix on \nconsumer purchase decision towards life insurance products of GGI Nippon Life \nInsurance Co., Ltd. This study used both primary data and secondary data. The sample \nsize 347 customers were selected by simple random sampling method. Secondary data \nwas collected from the relevant text books, previous research papers and journal \narticles, magazines and internet websites. After conducting survey, gathered datas were \nanalyzed by descriptive analysis, correlation analysis and multiple regression analysis \nto prove the objectives of the study. According to the result of regression analysis, \npersonal selling is the most statistically significant factor in shaping consumer purchase \ndecision whereas sales promotion, public relations, direct marketing have also positive \neffect on consumer purchase decision. But, advertising has no effect on consumer \npurchase decision. Therefore, GGI Nippon Life should maintain personal selling, sales \npromotion, public relations and direct marketing for company’s long-term success. On \nthe other hand, advertising should further be enhanced to become effective advertising \non consumer purchase decision."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-05-22"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Zar Yi Hlaing MI II 59 MI First Batch.pdf", "filesize": [{"value": "425 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 425000.0, "url": {"url": "https://meral.edu.mm/record/11065/files/Zar Yi Hlaing MI II 59 MI First Batch.pdf"}, "version_id": "bf1c6b44-8745-4d5d-8939-4836e16c5a04"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Aye Thu Htun"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Zar Yi Hlaing"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2025-02-01"}, "item_title": "Promotion Mix and Consumer Purchase Decision Towards Life Insurance Products of GGI Nippon Life Insurance Co.,Ltd ( Zar Yi Hlaing, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989841255"], "permalink_uri": "https://meral.edu.mm/records/11065", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-05-22"}, "publish_date": "2025-05-22", "publish_status": "0", "recid": "11065", "relation": {}, "relation_version_is_last": true, "title": ["Promotion Mix and Consumer Purchase Decision Towards Life Insurance Products of GGI Nippon Life Insurance Co.,Ltd ( Zar Yi Hlaing, 2025)"], "weko_shared_id": -1}