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Abstract:

This study explores determinants of consumer buying behavior in Yangon’s apparel market.
The research focuses on three key aspects: marketing mix, personal factors, and social
influences, aiming to understand their impact on consumer purchasing decisions. A quantitative
research method was employed, collecting data from 390 respondents through structured
questionnaires. Descriptive statistics, correlation analysis, and multiple regression analysis
were utilized to analyze the data. The findings reveal that social factors have the most
significant influence on consumer buying behavior, followed by the marketing mix and
personal factors. Specifically, social influences such as family opinions, reference groups, and
social status play a crucial role in shaping apparel choices. Additionally, marketing strategies,
including product quality, pricing, promotions, and accessibility, strongly impact purchasing
decisions. Personal factors like lifestyle, fashion trends, and economic conditions also
contribute but to a lesser extent. The study provides practical recommendations for Myanmar’s
private banking sector, emphasizing the need for sector-specific training strategies. Future
research directions are suggested to further enhance training effectiveness and employee
commitment.

Author: Kyi Lynn Htet