Log in
Language:

MERAL Myanmar Education Research and Learning Portal

  • Top
  • Universities
  • Ranking


Index Link

Index Tree

  • RootNode
    • Co-operative College, Mandalay
    • Cooperative College, Phaunggyi
    • Co-operative University, Sagaing
    • Co-operative University, Thanlyin
    • Dagon University
    • Kyaukse University
    • Laquarware Technological college
    • Mandalay Technological University
    • Mandalay University of Distance Education
    • Mandalay University of Foreign Languages
    • Maubin University
    • Mawlamyine University
    • Meiktila University
    • Mohnyin University
    • Myanmar Institute of Information Technology
    • Myanmar Maritime University
    • National Management Degree College
    • Naypyitaw State Academy
    • Pathein University
    • Sagaing University
    • Sagaing University of Education
    • Taunggyi University
    • Technological University, Hmawbi
    • Technological University (Kyaukse)
    • Technological University Mandalay
    • University of Computer Studies, Mandalay
    • University of Computer Studies Maubin
    • University of Computer Studies, Meikhtila
    • University of Computer Studies Pathein
    • University of Computer Studies, Taungoo
    • University of Computer Studies, Yangon
    • University of Dental Medicine Mandalay
    • University of Dental Medicine, Yangon
    • University of Information Technology
    • University of Mandalay
    • University of Medicine 1
    • University of Medicine 2
    • University of Medicine Mandalay
    • University of Myitkyina
    • University of Public Health, Yangon
    • University of Veterinary Science
    • University of Yangon
    • West Yangon University
    • Yadanabon University
    • Yangon Technological University
    • Yangon University of Distance Education
    • Yangon University of Economics
    • Yangon University of Education
    • Yangon University of Foreign Languages
    • Yezin Agricultural University
    • New Index

Please input email address.

WEKO

One fine body…

WEKO

One fine body…

Item

{"_buckets": {"deposit": "3691b0a5-56fc-4c5f-9269-240193851d83"}, "_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"]}, "author_link": [], "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 (Myint Maung Tun, 2019)", "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_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_0", "mimetype": "application/pdf", "size": 1314000.0, "url": {"url": "https://meral.edu.mm/record/2753/files/Myint Maung Tun (EMBA II- 63) .pdf"}, "version_id": "44e68afd-d976-4a79-b11f-cff9f45cace6"}]}, "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.Sanda Win"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Myint Maung Tun"}]}]}, "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": "2019-12-01"}, "item_title": "THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON (Myint Maung Tun, 2019)", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000002753", "pubdate": {"attribute_name": "Deposit 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 (Myint Maung Tun, 2019)"], "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 (Myint Maung Tun, 2019)

http://hdl.handle.net/20.500.12678/0000002753
http://hdl.handle.net/20.500.12678/0000002753
5d1b8cbd-1b03-4c61-abc5-93f5841d1b52
3691b0a5-56fc-4c5f-9269-240193851d83
None
Preview
Name / File License Actions
Myint Myint Maung Tun (EMBA II- 63) .pdf (1314 Kb)
license.icon
Publication type
Thesis
Upload type
Other
Title
Title THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON (Myint Maung Tun, 2019)
Language en
Publication date 2019-12-01
Authors
Myint Maung Tun
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.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Dr.Sanda Win
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