Download PDF

Abstract

This study examines the impact of the marketing mix on consumer buying behavior at Hlwan Pyae Sone Electrical Company. A random sample of 200 consumers (20%) was selected from a total of 1,000 customers. The study aims to describe the marketing mix factors and buying behavior and analyze their effect on consumer behavior at Hlwan Pyae Sone Electrical Company. Data were collected using questionnaires via simple random sampling. The research uses descriptive methods and regression analysis, applying Marketing Mix theory. Results show that product, price, and promotion significantly influence buying behavior. The marketing manager should focus on building brand image to boost product credibility. Pricing should reflect product quality to ensure customers see value. The company should also sponsor events to raise brand awareness.

Author: KHIN KHIN MOE