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Abstract

This study aims to explore the factors influencing consumer attitudes towards Bath & Body Works products in Myanmar and to analyze the effect of consumer attitudes on their purchase intentions. The research investigates how consumer knowledge, pricing perception, product quality, social influences, and brand image shape consumer behavior in the body care market. Data were collected from 384 respondents by using a structured questionnaire based on a five-point Likert Scale.
The findings indicate that consumer knowledge and brand image significantly impact the cognitive attitude towards Bath & Body Works products. Additionally, consumer knowledge, perceived price, and brand image influence the affective attitude, while consumer knowledge, perceived price, perceived quality, social influences, and brand image affect the conative attitude toward these products. This study further reveals
that the affective and conative components of consumer attitude have a significant effect on purchase intention, highlighting the importance of emotional connection and brand perception in consumer decision-making. Therefore, enhancing consumer knowledge, maintaining competitive pricing, ensuring high product quality, leveraging social influences, and strengthening brand image can effectively increase repurchase intentions for Bath & Body Works products. These findings provide valuable insights for brand development and marketing strategies, emphasizing the need for targeted approaches to foster consumer loyalty in Myanmar’s body care market.

Author: LYNN HTET HTET PHYO