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The Influencing Factors on Decision Making in Buying Coffee Mix (Tin Tin Aye, 2015)
https://meral.edu.mm/records/9532
https://meral.edu.mm/records/953297b7dc54-ccc7-4d13-86c8-71500f7f6859
362be2d1-2d75-4874-9d68-2ab30253d74c
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Dissertation | ||||||
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Title | ||||||
Title | The Influencing Factors on Decision Making in Buying Coffee Mix (Tin Tin Aye, 2015) | |||||
Language | en | |||||
Publication date | 2015-05-01 | |||||
Authors | ||||||
Tin Tin Aye | ||||||
Description | ||||||
This thesis is an attempt to explore the consumer behavior and to identify and examine the factors that influence the purchasing and consumption decisions of coffee mix consumers. The scope of the study is limited to Yangon City area. The study used both primary and secondary data to answer the specified research questions. Primary data is obtained from four-stage random sample using a structured question finance on 1846 subject. The four-stage sample include the township level, the ward level, the household level, and buyer level. Secondary data is used from MMRD source. The study found that almost all the responded consume coffee mix regularly once or twice a day particularly in the morning. Respondent in that and also gave Premier, Super and Sunday as preferred brands of coffee mix. The study also found that consumer purchase coffee from super markets and prefer to buy in large package. To analyze the degree of then agreement level of consumers on external stimuli and internal stimuli specified in the questionnaire, two-step procedure is employed. It is found that consumers take into account of taste, quality, and aroma of coffee mix into their buying decision. Interestingly, coffee consumers rarely consider promotion activities when they buy coffee mix. In contrast to promotion activities, place is very much important in buying decision of consumers. The overall mean scores of external stimuli also indicate that consumers incorporate product and place factors into their buying decision. The results of overall mean scores of internal stimuli also indicates that consumers buy coffee mix because of their physiological needs, safety needs, and love and affiliation needs but esteem needs and self-actualization needs are not relevant for their buying decision. The study also analyzed the habit and the needs of consumers. It was found that with respect to need recognition, only one external stimulus factor of promotion and all five internal stimuli are found to have significant influence. However, promotion is the only variable that was recognized by respondents as an external stimulus for need recognition. Thus, it can be said that among the stimuli, internal stimuli have strongly influence on making of purchase decision than other stimuli. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Prof. Daw Yee Yee Than |