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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

A STUDY ON CONSUMER ATTITUDE AND BEHAVIORAL INTENTION TOWARDS ISOTONIC SPORT DRINK CONSUMPTION OF GYM USERS

http://hdl.handle.net/20.500.12678/0000002815
http://hdl.handle.net/20.500.12678/0000002815
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Tin Tin Min Aung (MBA - 5).pdf (844 Kb)
Publication type
Thesis
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Publication
Title
Title A STUDY ON CONSUMER ATTITUDE AND BEHAVIORAL INTENTION TOWARDS ISOTONIC SPORT DRINK CONSUMPTION OF GYM USERS
Language en
Publication date 2019-12
Authors
Tin Min Aung (MBA - 5)
Description
The study aims to study consumer attitude and behavioral intention towards isotonic sport drink consumption of gym users. A total of 120 gym users are asked by using structured questionnaire. The result of this study indicates that attitude towards behavior and subjective norms are positive effect on behavioral intention. Subjective norms is more significantly influence on behavioral intention. Behavioral intention is also significantly influence on consumption behavior of isotonic sport drink. The study concludes that marketers need to emphasize on new taste and flavor with natural and organic ingredients and they should promote gathering campaigns through references groups in order to enhance consumer attitude and behavior intention towards isotonic sport drink consumption of gym users.
Identifier https://ecor.yueco.edu.mm/handle/123456789/948
Journal articles
Yangon University of Economics
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