{"_buckets": {"deposit": "e570875c-54f1-47d4-b591-0ef1a9e2b16b"}, "_deposit": {"created_by": 20, "id": "11971", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11971"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011971", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Factors Affecting Consumer Buying Decision Towards OTC Drugs in Yangon (Yee Yee Swe, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objectives of this study are to examine the factors affecting consumer\nbuying decisions toward over-the-counter (OTC) drugs in Yangon and the influence of\nthese decisions on post-purchase evaluations. Five factors were analyzed:\nphysician/pharmacist recommendations, previous experience, price, digital marketing,\nand country of origin. A total of 385 respondents were surveyed at Shwe Ohh Pharmacy\nin Yangon using a structured questionnaire. A systematic simple random sampling\nmethod is used. Regression analysis confirmed that all five variables significantly affect\nconsumer buying decisions, with country of origin identified as the most influential\nfactor. In addition, consumer buying decisions were found to significantly affect post-\npurchase evaluations. Based on these findings, pharmaceutical companies are\nencouraged to prioritize the clear and prominent labeling of country of origin to build\ntrust and support purchase confidence. Affordability initiatives, such as offering smaller\npack sizes and adopting value-based pricing, are well-suited to appeal to price-sensitive\nconsumers. Strengthening the role of pharmacists and physicians in the purchasing\nprocess is also recommended, as professional advice continues to serve as a critical\ninfluence. Ensuring consistent product quality can further enhance positive post-\npurchase evaluations and promote long-term customer loyalty. Although digital\nmarketing currently plays a limited role, its potential remains notable, particularly if\nfuture efforts focus on health-related content tailored to younger and urban consumers."}]}, "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": "Yee Yee Swe MMM II - 45 MMM 3rd Batch.pdf", "filesize": [{"value": "1 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1000000.0, "url": {"url": "https://meral.edu.mm/record/11971/files/Yee Yee Swe MMM II - 45 MMM 3rd Batch.pdf"}, "version_id": "a879824d-1fa1-418c-a70c-bfc2f1ae1dbb"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Aye Thanda Soe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Yee Yee Swe"}]}]}, "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": "Factors Affecting Consumer Buying Decision Towards OTC Drugs in Yangon (Yee Yee Swe, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11971", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-16"}, "publish_date": "2025-10-16", "publish_status": "0", "recid": "11971", "relation": {}, "relation_version_is_last": true, "title": ["Factors Affecting Consumer Buying Decision Towards OTC Drugs in Yangon (Yee Yee Swe, 2025)"], "weko_shared_id": -1}