{"_buckets": {"deposit": "43b2d58d-07c3-48ce-8967-82193c6d60ca"}, "_deposit": {"id": "1481", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "1481"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/1481", "sets": ["1707206749823", "user-yueco", "1582963436320"]}, "author_link": [], "communities": ["yueco"], "control_number": "1481", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE INFLUENCES OF MARKETING MIX ELEMENTS ON CONSUMER PURCHASE INTENTION OF COSMETIC PRODUCTS (Tin Moe Thu, 2019)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The purpose of this study is to analyze the influences of marketing mix elements on consumer purchase intention. In this study, marketing mix elements include product, price, place, and promotion. Data collection was done through the administration of structured questionnaire to 160 consumers from eight supermarkets, and shopping malls in Yangon. This study used descriptive and quantitative research method to testify the result. Multiple regression analysis is used to analyze the marketing mix influences and descriptive statistics is used to describe demographic background and consumption information of respondents. Both primary and secondary data are used. Primary data are collected by interviewing with structured questionnaire. Secondary data is obtained from textbooks, journals, articles, internet websites and previous theses. According to descriptive statistics, respondents agree upon the influence of product, price, and promotion on consumer purchase intention. And respondents are less likely to agree upon the influence of place on consumer purchase intention. Based on the multiple regression analysis, this study found that product and promotion have significant influences on consumer purchase intention. The study concluded that promotion has the greatest influence on the consumers and it becomes a major consideration for consumers in purchasing cosmetics products. Marketers should carry out promotional campaign to fascinate consumers for purchasing their products. Every consumers love discounts and companies should hold a time-limited discount sale. Word of mouth marketing should be highly used and the targeted customers should be the opinion leaders and social group to facilitate support for the advertised products. Companies should maintain the quality of products because consumers are more conscious of quality than the price. Companies should ensure that each product sold is safe for consumers and determine brand\u0027s reliability and product quality."}]}, "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 MOE THU.pdf", "filesize": [{"value": "382 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 382000.0, "url": {"url": "https://meral.edu.mm/record/1481/files/TIN MOE THU.pdf"}, "version_id": "57b6021a-4b8d-4be0-923d-93e00eb86e1d"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics"}]}, "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": "TIN MOE THU"}]}]}, "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": "2019-11-01"}, "item_title": "THE INFLUENCES OF MARKETING MIX ELEMENTS ON CONSUMER PURCHASE INTENTION OF COSMETIC PRODUCTS (Tin Moe Thu, 2019)", "item_type_id": "21", "owner": "1", "path": ["1582963436320", "1707206749823"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000001481", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "1481", "relation": {}, "relation_version_is_last": true, "title": ["THE INFLUENCES OF MARKETING MIX ELEMENTS ON CONSUMER PURCHASE INTENTION OF COSMETIC PRODUCTS (Tin Moe Thu, 2019)"], "weko_shared_id": -1}