000			03959nas|a2200445 i 4500
005			20260818154425.0
008			120299s1996 th uzm rtt 00| a1eng d
035			_a.b11738820
099		9	_aAIT RSPR no. SM-96-30
100	0		_aSoe Myint
245	1	0	_aMarket survey of consumer behavior in personal care products : _ba case study on P&G products in Myanmar
260			_aBangkok : _bAsian Institute of Technology, _c1996
300			_a134 leaves : _bill.
490	1		_aResearch studies project report ; _vno. SM-96-30
500			_aA research submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration, School of Management
502			_aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996
520			_aConsumer 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.
650	1	0	_aHygiene _zMyanmar
650	1	0	_aConsumers' preferences _zMyanmar
700	1		_aDo, Ba Khang, _eChairperson
700	1		_aHertzberg, Ellen, _eExamination Committee
700	1		_aJohri, Lalit M., _eExamination Committee
710	2		_aSwiss Development Corporation., _eScholarship Donor
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-96-30
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B14575
907			_a.b11738820 _bmulti _cy
902			_a240502
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