MERAL Myanmar Education Research and Learning Portal
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Consumer Attitude and Purchase intention Towards HouseHold Water Purifier in Myanmar (Aung Thuya Naing, 2022)
https://meral.edu.mm/records/8201
https://meral.edu.mm/records/8201b5439e2f-6ace-46f1-8217-74b1a477f4c7
d12f6719-ba31-4a04-a614-f8aa7f737ec6
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Aung Thuya Naing,EMBAII-55, Bt.17.pdf (704 KB)
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Title | ||||||
Title | Consumer Attitude and Purchase intention Towards HouseHold Water Purifier in Myanmar (Aung Thuya Naing, 2022) | |||||
Language | en | |||||
Publication date | 2022-03-01 | |||||
Authors | ||||||
Aung Thuya Naing | ||||||
Description | ||||||
The quality of drinking water is one of the major concerns for Myanmar households today. This study aims to examine the influencing factors on consumer attitude towards using purified drinking water and to analysis the effect of consumer attitude towards purchase intention of household water purifier. Theory of planned behavior (TPB) model is used to examine factors that influence Myanmar households purchase intention of water purifier. The study conducts a questionnaire survey method on 210 respondents from three largest Myanmar health care public groups on Facebook. The study applies analytical methods, including multiple linear regression and simple linear regression. Based on the data analysis, the variable of health consciousness, environmental concern, consumer knowledge, personal norms, subjective norms and consume attitudes were found to have a positive relationship. Environmental concern, personal norms and subjective norms have positive effect on consumer attitude. Finally, it is found that attitude has positive effect of consumer attitude on purchase intention. These results confirm that household water purifier is most potential products for home appliances especially for targeting the family who live in Urban. However, the marketers should increase the social awareness of their products by distributing the products into various markets, to increase consumer’s knowledge of household water purifier technologies, classes, types, cost and effectives. Important fact is the marketers have to support before and after sales services properly, consumer should satisfy and think that using water purifier is wise decision for health. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Nu Nu Lwin |