TY  - SER
AU  - Soe Myint
AU  - Do,Ba Khang
AU  - Hertzberg,Ellen
AU  - Johri,Lalit M.
ED  - Swiss Development Corporation.,
TI  - Market survey of consumer behavior in personal care products: a case study on P&G products in Myanmar
T2  - Research studies project report
PY  - 1996///
CY  - Bangkok
PB  - Asian Institute of Technology
KW  - Hygiene
KW  - Myanmar
KW  - Consumers' preferences
N1  - 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
N2  - 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.
UR  - http://203.159.5.9/ait-thesis/detail.php?q=B14575
ER  -