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

The Effect of Marketing Practices on Brand Equity and Consumer Buying Behavior of Bossini Fashion Products

https://meral.edu.mm/records/8193
https://meral.edu.mm/records/8193
4e1e59d8-2548-4fa4-834d-2d9b846c7748
c784bd4b-053d-4f0d-a06f-fcc4cf5b1aa2
Name / File License Actions
Nwe Nwe Ni Aye,OMBA-161016.pdf (590 KB)
Publication type
Thesis
Upload type
Other
Title
Title The Effect of Marketing Practices on Brand Equity and Consumer Buying Behavior of Bossini Fashion Products
Language en
Publication date 2022-03-01
Authors
Nwe Ni Aye
Description
The study aims to analyze marketing practices on brand equity and consumer buying
behavior of Bossini fashion products. The specific objectives of this study are to examine
the effect of marketing practices on brand equity and to analyze the effect of brand equity
on customer buying behavior of Bossini fashion products in Yangon. The structured
questionnaire is used to collect data from the customer who use Bossini brand in Yangon.
The primary data are collected by using systematic sampling method. Secondary data was
gathered from previous research papers, relevant text books and Websites. Descriptive
statistics and regression analysis are used to analyze the collected data. According to the
analysis, product quality, perceived value and customer communication have positive and
significant effect on brand equity. It is also found that among the four elements of brand
equity have positive and significant effect on buying behavior. This study suggests that
Bossini brand must be keep product quality, perceived value and customer communication
to build brand equity and thereby, it can lead to encourage buying behavior of customer on
Bossini fashion products.
Thesis/dissertations
Yangon University of Economic
Dr. Than Thu Zar
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