{"_buckets": {"deposit": "0de7ff0b-5b42-4545-afd6-dfaea01a7af2"}, "_deposit": {"id": "1347", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "1347"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/1347", "sets": ["1582963436320", "user-yueco", "1582965639643"]}, "author_link": [], "communities": ["yueco"], "control_number": "1347", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Consumer Behavior towards Coffee Mix in Yangon (Tin Tin Aye, 2011)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study focuses on Consumer Behavior towards Coffee Mix in Yangon. The analysis is based on two levels: (a) analyzing the current situation of coffee mix and compute the incidence rate for country level, and (b) examining the consumer behavior. For the sake of computational advantage and detailed analysis, Yangon was selected from two metropolitan cities, namely, Yangon and Mandalay. There are 33 townships in Yangon and only 6 townships were chosen by using two stages Simple Random Sampling. Five wards are collected from each township and fifty respondents are chosen from each ward. This consumer survey is conducted with 300 respondents to analyze the consumer\u0027s behaviors. From the analysis, the steady growth in the sales of instant coffee mix products reflects the increased acceptance and preference for coffee drinking in Myanmar. About 39 brands are available in the market, the Myanmar coffee mix market has long been dominated by the Super brand, followed distantly by Mikko, Gold Roast, etc. In Yangon Coffee mix market, most of the consumer prefers Premier. The second one is Nest cafe and the third one is Super. It is found that consumer \u0027s preference brands are different between Yangon and the whole country. According to the consumer survey, the most of the coffee drinkers\u0027 age group is (31-40) years. The largest number of consumer\u0027s taste is bitter. Most of respondents drink coffee mix daily with \"3 in 1\" instant coffee mix and they know the coffee mix brand from TV. Also, many of coffee mix buyers thinks that the price of them is fair and they usually buy the coffee mix in package. TV commercial is very attractive program among advertising media and the respondents prefer to buy the coffee mix due to discount. Moreover, the respondents would change from current brand to new brand of coffee mix because of better taste and smell. In 2010 survey, coffee mix drinking incidences are higher than in 2008 at metropolitan area, plain area and delta area. From 2010 survey, coffee mix drinking incidence had rose 5% than in 2008 survey. The number of population and percentage of drinking incidence increase in all areas except hilly and dry area. Consumers are seeking out coffee mix brands as the products are of a high quality as well as being reasonably priced."}]}, "item_1583103108160": {"attribute_name": "Keywords", "attribute_value_mlt": [{"interim": "consumer behavior"}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2020-05-05"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Tin Tin Aye.pdf", "filesize": [{"value": "10993 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 10993000.0, "url": {"url": "https://meral.edu.mm/record/1347/files/Tin Tin Aye.pdf"}, "version_id": "7cf8ae40-6662-438a-a871-f83caa34ab19"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics Research Journal"}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "TIN TIN AYE"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Journal article"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2011-01-01"}, "item_title": "Consumer Behavior towards Coffee Mix in Yangon (Tin Tin Aye, 2011)", "item_type_id": "21", "owner": "1", "path": ["1582963436320", "1582965639643"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000001347", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "1347", "relation": {}, "relation_version_is_last": true, "title": ["Consumer Behavior towards Coffee Mix in Yangon (Tin Tin Aye, 2011)"], "weko_shared_id": -1}