A research submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration, School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996

Consumer behavior lies at the very center of business strategy, especially marketing. Better strategic marketing decisions can be made, if we recognize why and how individuals make their consumption decisions. The objective of the study is to explore the basic information pertaining the marketing strategy planning for Myanmar market by estimating the market potential of toilet-soap and shampoo, analyze the consumer behavior and usage pattern, and measure the consumers' attitudes toward the attributes influencing their buying decision. Nineteen different attributes have been used for evaluating the overall consumers' attitudes for the toilet-soap and shampoo industry as a whole and in the case of P&G products, twelve attribute questions are asked to realize the brand market position of the products. Marketing practices of existing companies and role of the chain members are analyzed as a basic info1mation for setting the marketing strategy. The results of the study ·clearly show that the potential market of toilet-soap and shampoo in Myanmar is fairly large enough to conduct the intensive marketing activities by producing locally or importing . Quality and smell of the products, brand image and advertising are the attributes which consumers perceive as most important for their buying decision. They also emphasize in other four attributes namely Easy Availability, Shelflocation in the store, cheaper price and deals of the sales persons. In the case of P&G products , high quality, good smell, good brand image ,attractive packaging are the strengths of these brands where as higher price, poor in distribution system and promotion mix are the major weakness of them.