Log in
Language:

MERAL Myanmar Education Research and Learning Portal

  • Top
  • Universities
  • Ranking
To
lat lon distance
To

Field does not validate



Index Link

Index Tree

Please input email address.

WEKO

One fine body…

WEKO

One fine body…

Item

{"_buckets": {"deposit": "a95ade4a-3ef8-4c9c-a0b9-ea51c8b7ee4e"}, "_deposit": {"id": "2753", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "2753"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/2753", "sets": ["user-yueco"]}, "communities": ["yueco"], "control_number": "2753", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This paper aims to study the effect of marketing mix on consumer buying behavior towards Idemitsu lubricant in Yangon from lubricant industry perspectives. This study uses systematic random sampling and collects the data from customers at sixty automobile service centers in Yangon. According to the study, it is found that product, place and promotion have the positive effect on attitude component of planned behavior of the customers. Product and people factors have the positive effect on subjective norms component of planned behavior. Product, price and place variables have positive effect on perceived behavior control of planned behavior. The study highlights that product factor is mainly determinant of all components; planned behavior, subjective norms and perceived behavior control. Finally, it is found that perceived behavior control and attitude have positive effect on buying behavior of customers and attitude of customers. These results confirm that Idemitsu lubricant should manage its positioning and branding strategy wisely by using marketing mix components effectively , especially focusing on product factor to win the hearts of targeted customers."}]}, "item_1583103108160": {"attribute_name": "Keywords"}, "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": "Myint Maung Tun (EMBA II- 63) .pdf", "filesize": [{"value": "1314 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_free", "mimetype": "application/pdf", "size": 1314000.0, "url": {"url": "https://meral.edu.mm/record/2753/files/Myint Maung Tun (EMBA II- 63) .pdf"}, "version_id": "e90d8cf2-a09b-494d-96ea-212f3fc98c73"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics"}]}, "item_1583103147082": {"attribute_name": "Conference papaers", "attribute_value_mlt": [{}]}, "item_1583103211336": {"attribute_name": "Books/reports/chapters", "attribute_value_mlt": [{}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_supervisor(s)": []}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Myint Maung Tun (EMBA II- 63)"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2019-12"}, "item_1583159847033": {"attribute_name": "Identifier", "attribute_value": "https://ecor.yueco.edu.mm/handle/123456789/895"}, "item_title": "THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000002753", "pubdate": {"attribute_name": "Deposited date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "2753", "relation": {}, "relation_version_is_last": true, "title": ["THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON"], "weko_shared_id": -1}
  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON

http://hdl.handle.net/20.500.12678/0000002753
http://hdl.handle.net/20.500.12678/0000002753
5d1b8cbd-1b03-4c61-abc5-93f5841d1b52
a95ade4a-3ef8-4c9c-a0b9-ea51c8b7ee4e
None
Preview
Name / File License Actions
Myint Myint Maung Tun (EMBA II- 63) .pdf (1314 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON
Language en
Publication date 2019-12
Authors
Myint Maung Tun (EMBA II- 63)
Description
This paper aims to study the effect of marketing mix on consumer buying behavior towards Idemitsu lubricant in Yangon from lubricant industry perspectives. This study uses systematic random sampling and collects the data from customers at sixty automobile service centers in Yangon. According to the study, it is found that product, place and promotion have the positive effect on attitude component of planned behavior of the customers. Product and people factors have the positive effect on subjective norms component of planned behavior. Product, price and place variables have positive effect on perceived behavior control of planned behavior. The study highlights that product factor is mainly determinant of all components; planned behavior, subjective norms and perceived behavior control. Finally, it is found that perceived behavior control and attitude have positive effect on buying behavior of customers and attitude of customers. These results confirm that Idemitsu lubricant should manage its positioning and branding strategy wisely by using marketing mix components effectively , especially focusing on product factor to win the hearts of targeted customers.
Identifier https://ecor.yueco.edu.mm/handle/123456789/895
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
Back
0
0
views
downloads
See details
Views Downloads

Versions

Ver.1 2020-03-23 08:53:13.765546
Show All versions

Share

Mendeley Twitter Facebook Print Addthis

Export

OAI-PMH
  • OAI-PMH DublinCore
Other Formats
  • JSON

Confirm


Back to MERAL


Back to MERAL