MERAL Myanmar Education Research and Learning Portal
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Customer Purchase Intentions and Buying Behavior at Opple Lighting Products
https://meral.edu.mm/records/9142
https://meral.edu.mm/records/914229a25587-f302-4d85-8f01-a7b5a76f8499
1d7bf411-7356-4fd3-b9c5-2706236b91d7
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Title | ||||||
Title | Customer Purchase Intentions and Buying Behavior at Opple Lighting Products | |||||
Language | en | |||||
Publication date | 2023-08-01 | |||||
Authors | ||||||
Zune Hlaine Nwe | ||||||
Description | ||||||
The main objectives of this study are to find out what makes customers want to buy something at Opple Lighting and how that affects what they do when they go to buy something there. We used both first-hand and second-hand information. Cochran's (1977) method says that a sample size of 385 customers was chosen at random, and 377 of those 385 customers gave feedback. Online, a structured form was filled out. Six factors, such as product, company image, promotions, place, social influence, and perceived price, are looked at to see how they affect the decision. All of the factors except perceived price have a big effect on the decision to buy. The study found that a brand's image is the most important factor in a customer's decision to buy. It was also found that a person's plan to buy has a big impact on how they buy Opple lighting goods. To improve its brand image, Opple should come up with more unique product designs (such as a name, a wordmark on the box, etc.) and features that make its products stand out in a market full of competition. By figuring out what the market wants, Apple should sell a wide range of lighting goods, from small home appliances to larger scales. Officials should set up live sales with celebrities every month to raise customer recognition and sales. Farmer Lighting Company should make its goods and services available to a wider range of people and use more authorized sales agents to make sales. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Thynn Thynn Myint |