{"_buckets": {"deposit": "f449763f-cfa3-471f-a646-c45b3848bf23"}, "_deposit": {"created_by": 20, "id": "8764", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8764"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008764", "sets": ["1582963436320"]}, "author_link": [], "control_number": "8764", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Consumers\u0027 Attitudes towards Supermarket in Yangon (Win Thida, 2012)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "Today\u0027s supermarket businesses have become very competitive and face nlan)\u0027 challepges ill\nthe *orld. In Myanmar, consumers have more interest in the different products, cheapc\u0027r\nprices, seyeral types of promotion, convenienf places, better sen\u0027ices provided b1\u0027 the\nsupermarkets. In fact, the supermarkets should knorv consumers\u0027 attitudes tog\u0027ards\nsupermarkers in order to explore the marketing strategies for creating consumer satistaction\nand building long-term profitable customer relationship. This study aims to anall\u0027ze the\nconsumers\u0027 attitudes toward supermarkets in Yangon and to examine the marketing\nsrrategies of supermarkets in order to provide kef insight in creating custonler-oriented\nmarketing strategies.\nThe objectives of this study are to identify the level of consumers\u0027 knoNledge.\nattitudes and behavior torvards supermarkets, to determine the dominant lactors on\nconsumers\u0027 knorvledge, attitudes and behavior, to anall\u0027ze the relationship betri een\nconsumers\u0027 knorvledge, attitudes and their behavior on supermarkets\u0027 to identifi the\nmarketing strategies adopted by the supermarkets and to explore lhe stralegies for creating\npositi\u0027e consumers\u0027 attitudes for,l\u0027ards supermarkets. The main hypotheses of the studl\u0027 are\nrhat (l) consumers have high level knowledge, (2) high level positive attitudes, (3) positive\nbehavior on superrnarkets, (4) consumers\u0027 behavior is affected by their knorvledge and\nartitudes tolvards supermarkets and (5) the marketing strategies of supermarkets are releyltlt\n*.ith the consumers, attitudes. To examine these h1\u0027potheses, this stud)\u0027 applies sttch\nmethodologies as one sample T test, proponion test, multiple regression model and Chi-\nSquare test of independence. The primary data are collected by intervieu\u0027ing *\u0027ith strllctured\nquestionnaire from (500) consumers and top management of (10) supermarkets in Yangop\u0027\nThe results of the study prove that the consumers have high level kno*\u0027ledge, high\nler.el positive arritudes and positive behavior. The results highlight that consutlers\u0027 behavior\nis affected by their knorvledge and attitudes towards supemrarkets\u0027 The sun/e)\u0027 results alst.r\ncontlnn that all marketing strategies except pricing strategies ol supernrarkets are re[\u0027\\\u0027i]l1t\n*ith the consumers\u0027 attitudes.\nllon,ever, the supermarkers still have several problems *\u0027hich need to be resolvc\u0027d in\norder ro improve their perforrnance. The major weaknesses of supermarkets are i\u0027abilirf in\npracticing competitive pricing, incapability of choosing the convenient location to rc\u0027acfi tltr-\u0027\ncustomers lrom a variety\u0027 of social classes, unfa\u0027orable social dealings, i\u0027suttlcic\u0027nt c,r\nparking, unpleasant store environment, long queuing at cash registers\u0027 forcing the custonters\nro take the unr\u0027anted itenrs u\u0027ithout having chance to change. To o\u0027erconre such *\u0027eaknesses.\nlhe supermarkets need to apply the strategies based on the factors that lead to positii\u0027e\n.onrur.rr\u0027 attitudes. Moreover, the priorities in strategies of supermarkets need to be\n;onformed with the priorities in consumers\u0027 attitudes towards supermarkets. These eftorts\nriill pave the g\u0027ay to furrher development of supermarkets in Myanmar and eventualll\u0027\n;ontribute to rhe socioeconomic develoPment of M;\u0027anmar\u0027"}]}, "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 Thida, PhD-40.pdf", "filesize": [{"value": "93.5 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 93500000.0, "url": {"url": "https://meral.edu.mm/record/8764/files/Win Thida, PhD-40.pdf"}, "version_id": "8c521c19-4d3a-4abb-a0be-a7b567307fc8"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon Institute of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Associate Prof. Dr. Nu Nu Lwin"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Win Thida"}]}]}, "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": "2012-12-01"}, "item_title": "Consumers\u0027 Attitudes towards Supermarket in Yangon (Win Thida, 2012)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965742757"], "permalink_uri": "https://meral.edu.mm/records/8764", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-02-24"}, "publish_date": "2023-02-24", "publish_status": "0", "recid": "8764", "relation": {}, "relation_version_is_last": true, "title": ["Consumers\u0027 Attitudes towards Supermarket in Yangon (Win Thida, 2012)"], "weko_shared_id": -1}