{"created":"2024-05-29T09:49:48.077620+00:00","id":9532,"links":{},"metadata":{"_buckets":{"deposit":"362be2d1-2d75-4874-9d68-2ab30253d74c"},"_deposit":{"created_by":20,"id":"9532","owner":"20","owners":[20],"owners_ext":{"displayname":"","email":"minmoe37aung@gmail.com","username":""},"pid":{"revision_id":0,"type":"depid","value":"9532"},"status":"published"},"_oai":{"id":"oai:meral.edu.mm:recid/00009532","sets":["1582963436320","1582963436320:1582965742757"]},"author_link":[],"item_1583103067471":{"attribute_name":"Title","attribute_value_mlt":[{"subitem_1551255647225":"The Influencing Factors on Decision Making in Buying Coffee Mix (Tin Tin Aye, 2015)","subitem_1551255648112":"en"}]},"item_1583103085720":{"attribute_name":"Description","attribute_value_mlt":[{"interim":"This thesis is an attempt to explore the consumer behavior and to identify and\nexamine the factors that influence the purchasing and consumption decisions of coffee\nmix consumers. The scope of the study is limited to Yangon City area. The study used\nboth primary and secondary data to answer the specified research questions. Primary data\nis obtained from four-stage random sample using a structured question finance on 1846\nsubject. The four-stage sample include the township level, the ward level, the household\nlevel, and buyer level. Secondary data is used from MMRD source.\nThe study found that almost all the responded consume coffee mix regularly once\nor twice a day particularly in the morning. Respondent in that and also gave Premier,\nSuper and Sunday as preferred brands of coffee mix. The study also found that consumer\npurchase coffee from super markets and prefer to buy in large package.\nTo analyze the degree of then agreement level of consumers on external stimuli\nand internal stimuli specified in the questionnaire, two-step procedure is employed. It is\nfound that consumers take into account of taste, quality, and aroma of coffee mix into\ntheir buying decision. Interestingly, coffee consumers rarely consider promotion activities\nwhen they buy coffee mix. In contrast to promotion activities, place is very much\nimportant in buying decision of consumers. The overall mean scores of external stimuli\nalso indicate that consumers incorporate product and place factors into their buying\ndecision. The results of overall mean scores of internal stimuli also indicates that\nconsumers buy coffee mix because of their physiological needs, safety needs, and love\nand affiliation needs but esteem needs and self-actualization needs are not relevant for\ntheir buying decision.\nThe study also analyzed the habit and the needs of consumers. It was found that\nwith respect to need recognition, only one external stimulus factor of promotion and all\nfive internal stimuli are found to have significant influence. However, promotion is the\nonly variable that was recognized by respondents as an external stimulus for need\nrecognition. Thus, it can be said that among the stimuli, internal stimuli have strongly\ninfluence on making of purchase decision than other stimuli."}]},"item_1583103120197":{"attribute_name":"Files","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2024-05-29"}],"displaytype":"preview","filename":"Tin Tin Aye, PhD.pdf","filesize":[{"value":"6.8 MB"}],"format":"application/pdf","licensetype":"license_0","url":{"url":"https://meral.edu.mm/record/9532/files/Tin Tin Aye, PhD.pdf"},"version_id":"9e7893fc-f807-4544-9d2a-8fa8a36d4c9e"}]},"item_1583103233624":{"attribute_name":"Thesis/dissertations","attribute_value_mlt":[{"subitem_awarding_university":"Yangon University of Economics","subitem_supervisor(s)":[{"subitem_supervisor":"Prof. Daw Yee Yee Than"}]}]},"item_1583105942107":{"attribute_name":"Authors","attribute_value_mlt":[{"subitem_authors":[{"subitem_authors_fullname":"Tin Tin Aye"}]}]},"item_1583108359239":{"attribute_name":"Upload type","attribute_value_mlt":[{"interim":"Lesson"}]},"item_1583108428133":{"attribute_name":"Publication type","attribute_value_mlt":[{"interim":"Dissertation"}]},"item_1583159729339":{"attribute_name":"Publication date","attribute_value":"2015-05-01"},"item_title":"The Influencing Factors on Decision Making in Buying Coffee Mix (Tin Tin Aye, 2015)","item_type_id":"21","owner":"20","path":["1582963436320","1582965742757"],"publish_date":"2024-05-29","publish_status":"0","recid":"9532","relation_version_is_last":true,"title":["The Influencing Factors on Decision Making in Buying Coffee Mix (Tin Tin Aye, 2015)"],"weko_creator_id":"20","weko_shared_id":-1},"updated":"2024-05-29T09:53:56.056125+00:00"}