{"_buckets": {"deposit": "17d05b89-1ba1-4017-80de-9a2ce196f4b9"}, "_deposit": {"created_by": 20, "id": "11969", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11969"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011969", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Promotion Mix, Purchase Intention and Consumption Behavior Towards Carabao Energy Drink at Century Beverage Co., Ltd (Wint Thiri Htet, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objective of this study is to analyze promotion mix, purchase intention and\nconsumption behavior toward Carabao energy drink at Century Beverage Co., Ltd.\nIndependent variables which are advertising, sales promotion, public relations, personal\nselling, and digital marketing campaigns. The research method employed in this study was\ndescriptive. The data utilized was both primary and secondary. For primary data,\nquantitative and structured questionnaire were utilized. Using Cochran (1977) sampling\nformula to an unknown population with a sample size of 385 respondents. The application\nof regression analysis is essential for determining promotion mix, purchase intention and\nconsumption behavior. The research finds that personal selling and sales promotions are\nfound as the most influential factors driving purchase intention. Regression analysis\nfurther found that purchase intention significantly influences on consumption behavior,\nhighlighting the strong linkage between consumers’ intent to buy and actual product use.\nHowever, advertising, public relations, and digital marketing campaigns were not very\ninfluential on purchase intention. As a result, it would be reasonable to defend that Carabao\nwould allocate more resource into improving its personal selling and sales promotion\nactivities, through in-store promotions, points of sale participation, sample testing, and\nloyalty programs, which have been demonstrated will happen to impact consumers\u0027\npurchase intentions and actual consumption."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-16"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Wint Thiri Htet, MMMII-43, MMM-3rd Batch.pdf", "filesize": [{"value": "862 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 862000.0, "url": {"url": "https://meral.edu.mm/record/11969/files/Wint Thiri Htet, MMMII-43, MMM-3rd Batch.pdf"}, "version_id": "0b76d064-9232-4ace-bc05-4eda2f3e88f8"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. May Su Myat Htway Aung"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Win Thiri Htet"}]}]}, "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": "Promotion Mix, Purchase Intention and Consumption Behavior Towards Carabao Energy Drink at Century Beverage Co., Ltd (Wint Thiri Htet, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11969", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-16"}, "publish_date": "2025-10-16", "publish_status": "0", "recid": "11969", "relation": {}, "relation_version_is_last": true, "title": ["Promotion Mix, Purchase Intention and Consumption Behavior Towards Carabao Energy Drink at Century Beverage Co., Ltd (Wint Thiri Htet, 2025)"], "weko_shared_id": -1}