{"_buckets": {"deposit": "bb6443cd-8a91-4298-bb06-8aacb82cb8c9"}, "_deposit": {"created_by": 20, "id": "8763", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8763"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008763", "sets": ["1582963436320"]}, "author_link": [], "control_number": "8763", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Myanmar Television Commercials and Consumer Behavior (Win Mar, 2006)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study intended to learn the Myanmar consumer response behavior when a\npromotional message stimulates them. In this study, Myanmar TV channels were selected as\nrhe media by which the promotional messages are conveyed. The study contributes new\ntindings by exploring two new areas of studies, advertising and consumer behaviour in\n\\ft\u0027anmar. The specific objectives of the study are (l) to study consumer\u0027s media habits, (2)\nto assess consumer\u0027s attitudes toward TV commercials. (3) to analyze consumer\u0027s response\nbehavior towards TV commercials, and (4) to examine possible business implications of\nconsurner\u0027s response behaviour towards TV commercials.\nBoth qualitative and quantitative studies were carried out in order to analyze thc cfl-cct\nof Myanmar T\u0027V commercials on consumer behavior. A qualitative study named Focus Group\nDiscussion (FGD) was conducted to explore new insights into the eff-ect of TV cclmmercials\ntrn conSUmer behavior. In order to verify the findings of Focus Group Discussions. a\nquestionnaire survey with a larger sample was also conducted.\nSix lbcus groups were formed with people living in Yangon area according to their social\nclass and gender. The study\u0027 determined three social classes, low. middle, and high. Each\nsocial class was divided into two groups; a male group and a female group. \u0027fhen. six fbcus\ndiscussions were carried out u,ith the following guideline questions.\n1 . l-hc habits of watching TV\n2. Tlie usage of other media I\n3. The preferred types of TV commercials\n4. The perception on the majority of products being advertised on TV\n-5. \u0027fhe attitudes toward TV commercials\n6. The believability of niessage from TV commercials\n7. The response behavior\n8. The choice of outlet for the purchase of products being advertised on TV\nThe questionnaire survev rvith 400 respondents \\\\,as carried out to gather the intbnnation\nabout the consumer behavior influenced b;- TV commercials. To compare with FGD study\u0027.\nthese respondents rvere selected according to the different social classes and the diltercnl\n.,enders. \u0027l\u0027he convc\u0027nient sample was selected lrom 2A toll\u0027nships in Yangon CitryDevelopment Committee Area. The respondents were interviewed with the structured\n.ruestionnaire.\nThe respondents, especially respondents in low social class, liked to watch TV ads. They\nrreferred Korean and Chinese TV series on MWD channel. They appreciated TV ads, which\nwere dramatized humorous appeal with celebrities. They could comprehend more the\nmessages from that kind of TV ads. Although they received brand awareness from the TV\nads. they usually confirmed the message of the TV ads with message from the word of mouth\nsource. The word of mouth source included comments from friends, specialists,\nneighborhood vendors, retailers. They perceived that the products advertised on TV were low\ninvolvement products. After watching TV ads the respondents, especially from low social\nclass, made trial purchase. There were no relationships between trial purchase. source\ncredibility, and the acceptance of TV ads.\nThe study brings out some business implications relating to target audience selection,\nmedia strategy. message strategy, and distribution strategy for the advertisers. TV\ncomnrercials should aim to reach the audience in all social class since they generally\nappreciate TV commercials. Especially, it was found out that the respondents in low social\nclass relied on TV media more because they did not use other media.\nThis study found out that the respondents living in Yangon preferred to MWD channel.\nHowever. it should be noted that MWD did not reach all rural areas. Therefore, the\nadvertisers who use TV commercials should take into account the geographical target market\no1\u0027their products when they choose the TV channels. To receive the positive attitude towards\nTV ads. which can lead to trial pychase. the advertisers should use TV ads, which arer\ndramatized humorous appeal with celebrities. For reliability of the TV ads, the advertisers\nshould be beware that the quality and the specifications of the product are consistent with the\nmessage of TV ad. So far there is no relationship between the acceptance of TV ads and the\nsource credibility.\nAdvertising on TV is the appropriate strategy for the advertisers who produce andlor sell\nthe lor.r-involvement products in large scale. One reason that the advertising on TV should\naccompaltv large-scale production is to reach the huge market of low involvement products\nby, using efficient distribution scheme. The other reason is to maintain the price\ncon-rpetitiveness through allocating capital cxpenditure incurred b,v producing TV ads in large\nnumbe r of products."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-02-24"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Win Mar, PhD-8.pdf", "filesize": [{"value": "10.1 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 10100000.0, "url": {"url": "https://meral.edu.mm/record/8763/files/Win Mar, PhD-8.pdf"}, "version_id": "b87086fe-e1cf-4481-a684-2b198362c164"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon Institute of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Khin San Yee"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Win Mar"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Dissertation"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2006-12-01"}, "item_title": "Myanmar Television Commercials and Consumer Behavior (Win Mar, 2006)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965742757"], "permalink_uri": "https://meral.edu.mm/records/8763", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-02-24"}, "publish_date": "2023-02-24", "publish_status": "0", "recid": "8763", "relation": {}, "relation_version_is_last": true, "title": ["Myanmar Television Commercials and Consumer Behavior (Win Mar, 2006)"], "weko_shared_id": -1}