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Determinants of Consumer Buying Behavior Toward Gold Ornament Purchase Intention
https://meral.edu.mm/records/8936
https://meral.edu.mm/records/8936e8b68c36-83a0-4463-8c16-ae68fb1f6479
128cf9bf-7c4d-4868-a257-6812408d163d
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Title | Determinants of Consumer Buying Behavior Toward Gold Ornament Purchase Intention | |||||
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. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Daw Yee Yee Thein |