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Factors Affecting Customer Purchase Decision on Organic Vegetables in Yangon (Min Thu Han, 2023)
https://meral.edu.mm/records/9133
https://meral.edu.mm/records/9133d16d274e-e2fb-4399-bcc1-d0f4c6db58b7
5a9b6764-e54e-4d6c-8018-168b58a9ce7f
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Title | Factors Affecting Customer Purchase Decision on Organic Vegetables in Yangon (Min Thu Han, 2023) | |||||
Language | en | |||||
Publication date | 2023-08-01 | |||||
Authors | ||||||
Min Thu Han | ||||||
Description | ||||||
The purposes of this study are to analyze the influencing factors on purchase behavior for organic vegetables of consumers and to examine the effect of purchase decision on repurchase intention on organic vegetables purchase in Yangon area. Primary data are collected from 73 consumers who were purchasing vegetables at supermarket, organic stores and farm in Yangon with structured questionnaire described with 5-point Likert scale by applying sample random sampling method. In descriptive method, this study found that majority of customer have highest level of agreement on customer attributes towards purchase decision of organic vegetables. The study shows that subjective norm and perceived behavior control have significant effect on purchase decision of consumer of organic vegetables. The results also indicate that consumer purchase decision has positive effect on repurchase intention of consumers on organic vegetables. Thus, this study strongly recommends organic vegetables producers and marketer to provide good service and offering trading fresh organic vegetables. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Aye Thanda Soe |