{"_buckets": {"deposit": "eaab6b15-2d02-469d-8524-5bd7c3ebfb2c"}, "_deposit": {"created_by": 20, "id": "7195", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "7195"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00007195", "sets": ["1582963436320", "user-yueco"]}, "author_link": [], "communities": ["yueco"], "control_number": "7195", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Factors affecting the choice of brand of mobile phones (Moht Moht Thet Aung, 2020)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "Mobile phone has various usages to different users in accordance with their necessities. The development of Myanmar’s economy and the globalization change of technology, especially mobile phones have changed the quality of life of people. In the nearly centuries, in the time of technology and communication demand, mobile phones became extremely popular that could provide the easiest way to communicate and many advanced technologies to improve significantly on people’s life. In Myanmar, the mobile phone market was becoming dynamic and the capital city of Yangon was being the biggest market. The objective of this study was to explore which factors can affect the customer’s choice of brand of mobile phones in Yangon city. The primary data were collected by the three-stage sampling method in this study. The first stage was used to randomly select thirteen townships out of thirty-four townships set by Yangon City Development Council (YCDC). In the second stage, twenty-three mobile phone outlets were chosen from a total of forty large mobile phone outlets by simple random sampling method. The third stage was interviewed 385 mobile phone users who were shopping in the chosen outlets by using systematic sampling method. In this study, descriptive methods, exploratory factor analysis, and multiple regression analysis were used. The factor analysis resulted in eight independent variables such as personal recommendation, brand performance, customer service, pricing, brand image, brand appearance, competitiveness and credibility. The multiple regression analysis concluded that customer service, brand performance, personal recommendation, brand image and competitiveness factors have significantly influenced the choice of brand of mobile phones."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "", "size": 0, "version_id": ""}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Aye Thida, Dr. Prof."}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Moht Moht Thet Aung"}]}]}, "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": "2020-03-01"}, "item_title": "Factors affecting the choice of brand of mobile phones (Moht Moht Thet Aung, 2020)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965763232"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000007195", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2021-01-05"}, "publish_date": "2021-01-05", "publish_status": "0", "recid": "7195", "relation": {}, "relation_version_is_last": true, "title": ["Factors affecting the choice of brand of mobile phones (Moht Moht Thet Aung, 2020)"], "weko_shared_id": -1}