Download PDF

Abstract:

The main objective of the study is to analyze the relationship between marketing mix 4Ps (product, price, place, promotion) and customer purchase intention of Seinyadanar Automatic Concrete Brick in Myanmar. Marketing mix 4Ps such as product, price, place and promotions are independent variables while customer purchase intention is the dependent variable in this study. Both primary should offer free calculation of for the required number of bricks according to the projects of customers during promotion events and secondary data are used in this study. Primary data are collected from 200 customers of Seinyadanar Automatic Concrete Brick factory by simple random sampling method. Structured questionnaire with 5-point Likert scale is used to collect primary data. Online survey method is applied to collect the data. Reliability test, descriptive statistics and regression analysis methods are used to analyze the data. Findings indicate that all marketing mix 4Ps have significant and positive effect on customer purchase intention. Among them, promotions of the factory is the most effective factor on customer purchase intention. To improve customer purchase intention, Seinyadanar Automatic Concrete Brick factory. Furthermore, the factory should offer flexible payment schedules based on the request of the customers. It should emphasize production processes to achieve the desired hardness and durability. Finally, the factory should partner with truck owners to deliver the products across the country.

Author: MOE THANT KYAW