Authors : Zay Kaung Myat; Zin Ko Ko; Nan Wai Linn; Yin Ko Ko

Volume/Issue : Volume 10 - 2025, Issue 7 - July

Google Scholar : https://tinyurl.com/8jw8u9xd

Scribd : https://tinyurl.com/2s3u3yc9

DOI : https://doi.org/10.38124/ijisrt/25jul1077

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Note : Google Scholar may take 30 to 40 days to display the article.

Abstract : This study is to analyze the factors influencing consumer buying behavior of Toe Gold and Jewelry shop in Mudon, Myanmar. It is examined four factors with the theory concept that affecting purchase of gold and jewelry. Factors include marketing factors (product, price), psychological factors (believe and attitude), cultural factors (culture, sub- culture, social class) and social factors (influenced of family, influence of reference groups and role and status). Stimulus response model of consumer behavior theory and theory of planned behavior is used to explain the independent and dependent variables. The target population is 504 consumers and sample size is 223 consumers. Stratified random sampling method is used to collect the data . Structure questionnaires are used to collect the data. Multiple regression analysis is used in this study to examine causal relationship between independent and dependent variables. The results showed that social factor, product factor and perception factor is positively and significantly affected on intention to purchase of consumers. Then, purchase intention is positively and significantly affected on purchase of consumers. Therefore, it is suggested to highlight that the marketers need to understand unusual buying behavior of consumers and the factors involved in purchasing decision of consumers. Therefore, marketers will be able to get better positions in the gold and jewelry market.

Keywords : Consumer Buying Behavior, Marketing Factors, Psychological Factors, Cultural Factors, Social Factors, Purchase Intention.

References :

1. Ali, M. A. S. & Ramya, N. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research.
2. Kotler P. & Armstrong G. (2012), Principles of Marketing (14^th ed), New Jersey: Pearson Prentice Hall
3. Kotler, P. & Keller, L.K. (2016). Marketing Management. Pearson Education. Fifteenth Edition
4. Kotler, P. (2003). Marketing Management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
5. Kotler, P. (2017). Principles of Marketing. Pearson Education. Seventh European Edition
6. Muala, Dr. Ayed Al and Qurneh, Dr. Majed Al (2012) “Assessing the Relationship Between Marketing Mix and Loyalty Through Tourists Satisfaction in Jordan Curative Tourism”, American Academic & Scholarly Research Journal Vol. 4, No. 2, March 2012
7. Schiffman, L. & Kanuk, L. L;(2010). Consumer Behavior (10th ed.). New Jersey: Prentice Hall.
8. Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M. and Sherazi., K.(2012), The Impact of Brands on Consumer Purchase Intentions, Asian Journal of Business Management 4(2): 105-110
9. Singh, M. (2012). Marketing mix of 4p’s for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45
10. Solomon, R. (2002), Consumer Behavior, Buying, Having, Being, 6thed, Prentice Hall, New Jersey, USA.
11. Sultana,M , Siddique ,P.,J and  Islam.,S , (2015). Factor Analysis of Consumer Behaviour in Jewellery Business: An Empirical Study on Bangadesh. European Journal of Business and Management, Vol.7, No.5, 2015 .