ISM: Independent Studies

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https://hdl.handle.net/20.500.14437/8765

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Browsing ISM: Independent Studies by Subject "Consumer behavior -- Burma"

Now showing 1 - 4 of 4
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    Publication
    Factors affecting Myanmar tourists intention to revisit Bangkok, Thailand
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Thu May Mon Myat
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    Nattapan Buavaraporn
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    International Business
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    University of the Thai Chamber of Commerce. International Business
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    University of the Thai Chamber of Commerce. International School of Management
    The study aims to identify the factors that influence the revisit intention of Myanmar tourists toward Bangkok, Thailand. The study focuses on the three main factors, namely destination image, accommodation, food and transportation, and attitudes, which influence the Myanmar tourists’ revisit intention toward Bangkok, Thailand. The study used quantitative research method for cross-sectional study. The study also used the snowball sampling method and simple-random sampling method to collect the questionnaires and able to collect valid 231 questionnaires samples. Further, in order to identify the objectives of the study, the study utilized the descriptive analysis and inferential analysis to analyze the collected data. The findings of this study highlights that there is a strong positive correlation between attitude and revisit intention, followed by a positive correlation between destination image and revisit intention. Moreover, there is no significant relationship between accommodations, food and transportations and revisit intention of Myanmar tourists toward Bangkok Thailand. Therefore, according to the findings of this study, it is suggested that the tourists associations in Bangkok should enhance overall holistic approach to improve Myanmar tourists experience while visiting Bangkok.
      52  833
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    Factors influencing repurchase intention on the mix by SU local skincare products of female consumers in Yangon, Myanmar
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Aung Mya Myint Zu
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    ;
    International Business
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    University of the Thai Chamber of Commerce. International Business
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    University of the Thai Chamber of Commerce. International School of Management
    This study investigates the factors influencing repurchase intension towards the Mix by Su local skincare products on female consumers in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of brand awareness on repurchase intention, 2) to determine the impact of perceived quality on repurchase intention, 3) to determine the impact of perceived value on repurchase intention, 4) to determine the impact of social influence on repurchase intention. The data had been collected from 242 respondents using quantitative approach. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. Based on the results, four factors; social influence, perceived quality, brand awareness and perceived value which are the most from the least dimensions were found to be highly significant factors on repurchase intention. The insight acquired from this study has important implications that could assist in enhancing sales volume, to maintain high quality of products, to improve service quality, to leverage social media platform access, meet customer expectations, and increase customer loyalty for the Mix by Su consumers in Myanmar.
      196  1575
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    Investigating factors affecting Burmese learners' satisfaction : evidence from private universities in Bangkok, Thailand
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Zin Pwint Phyu
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    Saengdow Prasittisuk
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    International Business
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    University of the Thai Chamber of Commerce. International Business
    ;
    University of the Thai Chamber of Commerce. International School of Management
    This research investigates the factors affecting the satisfaction levels of Burmese learners enrolled in private universities in Bangkok, Thailand. The study aims to gain the insights into the key determinants that contribute to student satisfaction within the context of international higher education settings. The study was undertaken with the objectives to investigate factors affecting on Burmese student’s satisfaction with their oversea education at private institutions in Bangkok and to offer suggestions on how to raise the satisfaction of Burmese students. The conceptual framework is generally based on two main factors from product and service perspectives. As a product of an institution, a researcher selected two main subcategories including curriculum relevance and skilled lecturers. For service perceptive, a popular approach to measure the service quality, SERVQUAL model, is being used. Under SERVQUAL model, five subcategories are included, such as Reliable, Assurance, Tangible, Empathy and Responsiveness. Quantitative methodology will be utilized to collect the data from a specific sample size; specifically Burmese students enrolled in private universities in Bangkok. The quantitative approach employs structured questionnaires to assess various factors to measure the learners’ satisfaction based on two main dimension; particularly SERVQUAL model and academic resources. The questionnaires with two languages (Burmese and English) were distributed through social media platform (such as Facebook) by using a mix of sampling approach. The questionnaires are distributed online through snowballing to a group of common friends who are enrolled in Bangkok's private universities. In addition, simple random sampling method is used in order to reach to public. Chapter 1 consists of the introduction, featuring the business context, problem statement, research objectives, expected benefits and scope of the research. Chapter 2 divided into theoretical foundations and relevant research, with a focus on literature review and the formulation of research hypotheses and conceptual frameworks. Chapter 3 outlines the research methodology, covering research design, questionnaires, tools, data collection, and analysis procedures. In Chapter 4, the study's findings are elaborated upon, Microsoft Excel and SPSS software are being used to analyze the data for demographic, descriptive, and hypothesis testing. Cronbach’s Alpha method was used to test the reliability and validity of the questionnaires. The study was used the multiple regression analysis to explore the hypothesis relationships. Chapter 5 provides a conclusion and discussion, addressing research limitations and implications. After identifying and analyzing these factors, the research seeks to provide valuable recommendations for enhancing the quality of educational services and promoting greater satisfaction among Burmese learners in private universities in Bangkok, Thailand.
      86  964
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    Understanding consumer dynamics : factors influencing brand loyalty in pain relief medications : the case of biogesic's consumers in Myanmar
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Moe Myint Shein
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    International Business
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    University of the Thai Chamber of Commerce. International Business
    ;
    University of the Thai Chamber of Commerce. International School of Management
    Myanmar's pharmaceutical market faces significant challenges amidst a turbulent economic landscape marked by conflict, inflation, and logistical disruptions. Despite these adversities, the sector shows resilience, with projected growth in revenue and market volume over the coming years. Biogesic, a leading brand in Myanmar's pain relief medication market, commands a substantial market share despite intense competition and supply chain constraints caused by governmental regulations and current landscape. This study explores the factors influencing brand loyalty among Biogesic consumers in Myanmar, aiming to provide insights crucial for sustaining market leadership. The research employs a quantitative approach to investigate psychographic variables impacting brand loyalty. Findings reveal that brand trust, competitive pricing, and perceived product quality significantly influence consumer loyalty. Specifically, strong brand trust and competitive pricing emerge as robust predictors of brand loyalty, highlighting their pivotal roles in consumer decision-making processes. In contrast, while customer satisfaction and product availability are important, they do not exhibit significant direct impacts on brand loyalty, highlighting interesting consumer behavior dynamics in the pharmaceutical sector. To maintain brand loyalty, the study recommends enhancing brand trust, maintaining competitive pricing strategies, and emphasizing perceived high product quality in marketing efforts. Acknowledging the roles of customersatisfaction and product availability, the study shows the need for a holistic approach to brand loyalty development in Myanmar's pharmaceutical market. This research contributes to the pharmaceutical industry's understanding of consumer behavior in Myanmar, offering actionable insights for Biogesic to refine marketing strategies. It is hopeful to help Biogesic to reinforce brand loyalty, and sustain its competitive edge in Myanmar's evolving healthcare market. Future research directions could explore broader demographic segments to validate findings across diverse consumer groups or employ qualitative methodologies to dive deeper into more consumer perceptions. Additionally, investigating other potential variables such as brand experience and social influences could provide further insights into enhancing brand loyalty strategies in Myanmar's pharmaceutical market. In conclusion, this study serves as a foundational exploration into the complex factors shaping brand loyalty within Myanmar's pain relief medication sector, a sector that has not previously been extensively explored. This research fills a critical gap in understanding consumer behavior in Myanmar's pharmaceutical market, paving the way for strategic advancements in brand management and market positioning although further researches are needed for more extensive insights.
      120  888