{"created":"2023-02-24T07:34:21.068860+00:00","id":8764,"links":{},"metadata":{"_buckets":{"deposit":"f449763f-cfa3-471f-a646-c45b3848bf23"},"_deposit":{"created_by":20,"id":"8764","owner":"20","owners":[20],"owners_ext":{"displayname":"","email":"minmoe37aung@gmail.com","username":""},"pid":{"revision_id":0,"type":"depid","value":"8764"},"status":"published"},"_oai":{"id":"oai:meral.edu.mm:recid/00008764","sets":["1582963436320","1582963436320:1582965742757"]},"author_link":[],"control_number":"8764","item_1583103067471":{"attribute_name":"Title","attribute_value_mlt":[{"subitem_1551255647225":"Consumers' Attitudes towards Supermarket in Yangon (Win Thida, 2012)","subitem_1551255648112":"en"}]},"item_1583103085720":{"attribute_name":"Description","attribute_value_mlt":[{"interim":"Today's supermarket businesses have become very competitive and face nlan)' challepges ill\nthe *orld. In Myanmar, consumers have more interest in the different products, cheapc'r\nprices, seyeral types of promotion, convenienf places, better sen'ices provided b1' the\nsupermarkets. In fact, the supermarkets should knorv consumers' attitudes tog'ards\nsupermarkers in order to explore the marketing strategies for creating consumer satistaction\nand building long-term profitable customer relationship. This study aims to anall'ze the\nconsumers' 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' knoNledge.\nattitudes and behavior torvards supermarkets, to determine the dominant lactors on\nconsumers' knorvledge, attitudes and behavior, to anall'ze the relationship betri een\nconsumers' knorvledge, attitudes and their behavior on supermarkets' to identifi the\nmarketing strategies adopted by the supermarkets and to explore lhe stralegies for creating\npositi'e consumers' attitudes for,l'ards supermarkets. The main hypotheses of the studl' are\nrhat (l) consumers have high level knowledge, (2) high level positive attitudes, (3) positive\nbehavior on superrnarkets, (4) consumers' 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'potheses, this stud)' 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'ing *'ith strllctured\nquestionnaire from (500) consumers and top management of (10) supermarkets in Yangop'\nThe results of the study prove that the consumers have high level kno*'ledge, high\nler.el positive arritudes and positive behavior. The results highlight that consutlers' behavior\nis affected by their knorvledge and attitudes towards supemrarkets' The sun/e)' results alst.r\ncontlnn that all marketing strategies except pricing strategies ol supernrarkets are re['\\'i]l1t\n*ith the consumers' attitudes.\nllon,ever, the supermarkers still have several problems *'hich need to be resolvc'd in\norder ro improve their perforrnance. The major weaknesses of supermarkets are i'abilirf in\npracticing competitive pricing, incapability of choosing the convenient location to rc'acfi tltr-'\ncustomers lrom a variety' of social classes, unfa'orable social dealings, i'suttlcic'nt c,r\nparking, unpleasant store environment, long queuing at cash registers' forcing the custonters\nro take the unr'anted itenrs u'ithout having chance to change. To o'erconre such *'eaknesses.\nlhe supermarkets need to apply the strategies based on the factors that lead to positii'e\n.onrur.rr' attitudes. Moreover, the priorities in strategies of supermarkets need to be\n;onformed with the priorities in consumers' attitudes towards supermarkets. These eftorts\nriill pave the g'ay to furrher development of supermarkets in Myanmar and eventualll'\n;ontribute to rhe socioeconomic develoPment of M;'anmar'"}]},"item_1583103120197":{"attribute_name":"Files","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2023-02-24"}],"displaytype":"preview","filename":"Win Thida, PhD-40.pdf","filesize":[{"value":"93.5 MB"}],"format":"application/pdf","licensetype":"license_0","mimetype":"application/pdf","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' Attitudes towards Supermarket in Yangon (Win Thida, 2012)","item_type_id":"21","owner":"20","path":["1582963436320","1582965742757"],"publish_date":"2023-02-24","publish_status":"0","recid":"8764","relation_version_is_last":true,"title":["Consumers' Attitudes towards Supermarket in Yangon (Win Thida, 2012)"],"weko_creator_id":"20","weko_shared_id":-1},"updated":"2024-05-27T03:52:34.482838+00:00"}