{"_buckets": {"deposit": "2e07a6fe-4004-497d-ba67-09ab0a33f806"}, "_deposit": {"created_by": 20, "id": "11488", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11488"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011488", "sets": ["1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "A Comparative Study on Consumer Behavior of  Foreign and Locial Clothing Brand in Yangon (Case Study : Next Generation and Escort) (Chit Su Thwe, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study compares consumer behavior toward foreign and local clothing\nbrands in Yangon, focusing on Next Generation and Escort. It explores key factors\nincluding brand awareness, perceived quality, perceived value, customer satisfaction,\nand repurchase intention. A structured survey was conducted with 145 respondents\naged 18 and above, using both online and offline methods. Quantitative analysis was\nperformed using descriptive statistics, t-tests, and ANOVA to examine differences in\nconsumer perceptions and preferences. The findings reveal that Next Generation, the\nforeign brand, scores higher in customer satisfaction and repurchase intention.\nPerceived value emerged as the most influential factor, while brand awareness was\nlowest. Moreover, consumers driven by product quality showed significantly stronger\nbrand engagement than those motivated by price or accessibility. The results underscore\nthe importance of emotional branding and consistent quality for local brands like Escort\nto remain competitive in Myanmar’s evolving apparel market."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-09-25"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Chit Su Thwe,MDevS-8,18th Batch (29-7-2025).pdf", "filesize": [{"value": "630 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 630000.0, "url": {"url": "https://meral.edu.mm/record/11488/files/Chit Su Thwe,MDevS-8,18th Batch (29-7-2025).pdf"}, "version_id": "682d82da-3fd6-4e2e-b274-acd6b759c46d"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Naw Htee Mue Loe Htoo"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Chit Su Thwe"}]}]}, "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": "2025-06-01"}, "item_title": "A Comparative Study on Consumer Behavior of  Foreign and Locial Clothing Brand in Yangon (Case Study : Next Generation and Escort) (Chit Su Thwe, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965681303"], "permalink_uri": "https://meral.edu.mm/records/11488", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-09-25"}, "publish_date": "2025-09-25", "publish_status": "0", "recid": "11488", "relation": {}, "relation_version_is_last": true, "title": ["A Comparative Study on Consumer Behavior of  Foreign and Locial Clothing Brand in Yangon (Case Study : Next Generation and Escort) (Chit Su Thwe, 2025)"], "weko_shared_id": -1}