{"_buckets": {"deposit": "5f8a08d4-c358-433d-868a-626fa4496236"}, "_deposit": {"created_by": 20, "id": "9724", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9724"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009724", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Marketing Mix on Consumer Purchase Decision Towards KFC Fast Food(Mya Kyu Thin, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objectives of this study are to identify the marketing mix conducted by KFC\nfast food and to analyze the effect of the marketing mix on consumer purchase decision\nof KFC fast food. In order to fulfill the objectives of the study, descriptive and\nquantitative research methods were used. In this study, primary data were collected\nfrom 398 consumers whose purchased KFC fast food at Parami outlet through\nstructured questionnaires. The marketing mix evaluated in this study includes seven\nelements: product, place, price, promotion, people, process, and physical evidence. The\nfindings of the regression analysis reveal that price, place, promotion, people, process,\nand physical evidence exhibit a significant effect on consumer purchase decision. This\nstudy proposes that the fast food chains should focus on enhancing their pricing\nstrategies, distribution channels, promotional activities, staff interactions, operational\nprocesses, and physical evidence to effectively improve consumer purchase decision.\nAdditionally, continuously monitoring and adapting marketing strategies should be\nconducted by the fast food chains to maintain high levels of consumer purchase\ndecision."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-08-13"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Mya Kyu Thin, MMM-058, 1st Batch.pdf", "filesize": [{"value": "638 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 638000.0, "url": {"url": "https://meral.edu.mm/record/9724/files/Mya Kyu Thin, MMM-058, 1st Batch.pdf"}, "version_id": "982dd4eb-8d95-4971-bb08-17041b9c5e92"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Aye Thu Htun"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Mya Kyu Thin"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2024-08-13"}, "item_title": "The Effect of Marketing Mix on Consumer Purchase Decision Towards KFC Fast Food(Mya Kyu Thin, 2024)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/9724", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-08-13"}, "publish_date": "2024-08-13", "publish_status": "0", "recid": "9724", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Marketing Mix on Consumer Purchase Decision Towards KFC Fast Food(Mya Kyu Thin, 2024)"], "weko_shared_id": -1}