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Determinants of Consumer Buying Behavior Towards Gold Ornament Purchase Intention (Mg Banyar Aung, 2018)

https://meral.edu.mm/records/8936
e8b68c36-83a0-4463-8c16-ae68fb1f6479
4b3714d0-02f5-4d16-97a3-35e22ea722b7
None
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Banyar Banyar Aung,M.Com II – 5.pdf (1.2 MB)
Publication type
Thesis
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Title
Title Determinants of Consumer Buying Behavior Towards Gold Ornament Purchase Intention (Mg Banyar Aung, 2018)
Language en
Publication date 2018-11-01
Authors
Banyar Aung
Description
This study focuses on determinants of consumer buying behavior towards gold
ornament purchase intention in Yangon Region. The objectives of the study are to
identify the determinants of the consumer buying behavior of gold ornaments in
Yangon Region and to explore the most influencing factors on consumer buying
behavior of gold ornaments in Yangon Region. The research strategy is survey
research and quantitative methods is employed. The analysis methods used in this
study are descriptive analysis and multiple regression analysis. This study contributes
the factors which can determine gold ornaments purchase intention such as buyers’
preference, self-image, product design, trust, expected future value and store image.
This study collects the primary data, by distributing the questionnaires to 194
respondents. Data collection was done in a survey among gold ornaments consumers
from Yangon Region downtown areas. The study was found that expected future
value influenced purchase intention of gold ornaments. This research contributes
significantly to policy makers to provide gold investment knowledge and to
encourage gold investment attitude. In the financial sector, gold investment needs to
be innovated as issuing gold shares and stocks so that gold investment will be one of
the most important portfolio investments in Myanmar. Thus, the current gold market
can be developed by innovating gold stock and share more than physical gold.
Thesis/dissertations
Yangon University of Economics
Daw Yee Yee Thein
0
0
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