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SIU Thesis. Consumer Buying Behavior with Respect to Product Packaging Strategy by FMCG Companies in Nepal / Bhupendra Rawal / Bangkok: Shinawatra University - 2018
Collection Title: SIU Thesis Title : Consumer Buying Behavior with Respect to Product Packaging Strategy by FMCG Companies in Nepal Material Type: printed text Authors: Bhupendra Rawal, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Bajracharya, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2018 Pagination: ix, 53 p. Layout: Tables, ill. Size: 30 cm. Price: 500.00 Baht. General note: SIU THE: SOM-MBA-2018-N11
THE [MS.[MBA]] -- Shinawatra University, 2018Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Product Packaging
[LCSH]StrategyKeywords: Packaging,
Brand Equity,
Brand Recognition,
FMCGs,
Branding,
Innovation,
Labeling,
UsageAbstract: The primary purpose of this research is to assess the level of general consumer influence of the packaging of FMCG’s brands in Nepal. And the other purpose is to know if there was any impact on sales of products as a result of their packaging in present context of Nepal.
For the purpose of linking this research to theoretical background various statistical tools and techniques were used. A set of questionnaire was devised keeping in mind the variables to be observed that have direct or indirect relationship with each other. After the collection of the data from various sources through questionnaire and other project documents, they will be tabulated for the analysis. The data will be then analyzed and interpreted with statistical tools like percentage, average and so on.
The present research used SPSS for coding the collected data, which encode the alphabet into numerical form and derive result from it. Data was processed using statistical tool like mean, t-test, ANNOVA test and many more. And finally processed data will be then used for providing the conclusion regarding the research project and determine the overall outcome of the research project.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27873 SIU Thesis. Consumer Buying Behavior with Respect to Product Packaging Strategy by FMCG Companies in Nepal [printed text] / Bhupendra Rawal, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Bajracharya, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - ix, 53 p. : Tables, ill. ; 30 cm.
500.00 Baht.
SIU THE: SOM-MBA-2018-N11
THE [MS.[MBA]] -- Shinawatra University, 2018
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Product Packaging
[LCSH]StrategyKeywords: Packaging,
Brand Equity,
Brand Recognition,
FMCGs,
Branding,
Innovation,
Labeling,
UsageAbstract: The primary purpose of this research is to assess the level of general consumer influence of the packaging of FMCG’s brands in Nepal. And the other purpose is to know if there was any impact on sales of products as a result of their packaging in present context of Nepal.
For the purpose of linking this research to theoretical background various statistical tools and techniques were used. A set of questionnaire was devised keeping in mind the variables to be observed that have direct or indirect relationship with each other. After the collection of the data from various sources through questionnaire and other project documents, they will be tabulated for the analysis. The data will be then analyzed and interpreted with statistical tools like percentage, average and so on.
The present research used SPSS for coding the collected data, which encode the alphabet into numerical form and derive result from it. Data was processed using statistical tool like mean, t-test, ANNOVA test and many more. And finally processed data will be then used for providing the conclusion regarding the research project and determine the overall outcome of the research project.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27873 Hold
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Barcode Call number Media type Location Section Status 32002000598563 SIU THE: SOM-MBA-2018-N11 c.1 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000598969 SIU THE: SOM-MBA-2018-N11 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available SIU IS. Comparative Study on Customer Based Brand Equity (CBBE) of GSM Mobile Service Provider Nepal Telecom and Ncell / Pradeep Parajuli
Collection Title: SIU IS Title : Comparative Study on Customer Based Brand Equity (CBBE) of GSM Mobile Service Provider Nepal Telecom and Ncell Material Type: printed text Authors: Pradeep Parajuli, Author ; Ousanee Sawagvudcharee, Associated Name ; Puskar Sharma, M. Phil, Associated Name Pagination: ix, 59 p. Layout: ill, Tables Size: 30 cm. Price: 500.00 General note: SIU IS: SOM-MBA-2016-N14
IS [MS. [MBA]] -- Shinawatra University, 2016Languages : English (eng) Descriptors: [LCSH]Branding
[LCSH]Telecommunication -- NepalKeywords: Brand equity,
Telecom,
Customer based brand equity,
Brand Trust,
Branding,
Perceived qualityAbstract: Brand equity is in the minds of consumers and results from what they have learned, felt, seen, and heard about a brand over time. Marketers know that brand equity is not easily or quickly succeeded. The comparative study on CBBE of the two leading and competing telecom, Ncell and NTC is an interesting phenomenon. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity. The study intends to recommend the suggestion for building and developing brand equity for telecom companies. The research adopted a qualitative approach to acquire insights of 271 respondents on the area of study, who have been service receiver of Nepal Telecom and Ncell.
The result showed that the brand awareness of Ncell is higher than NTC among the two mobile service operators. Similarly the perceived quality of the Ncell is higher than NTC however, NTC has higher brand trust and loyalty as compared to Ncell. In the study among the six study variables, call quality is the first important factor while selecting mobile service operator. Similarly, price is the second important factor followed by geographical coverage, internet service, availability of SIM card and promotional offers in order respectively.
This study shows the comparative analysis of both the mobile service brands where the improvement of Nepal Telecom needs to have more awareness and improve perceived quality. Similarly, Ncell needs to improve on the brand trust and brand loyalty. This kind of study on the comparative analysis gives a insight on the attributes to be improved among the brand equity. This will help the telecom service operator performance and make them more comparative by fulfilling the gaps.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26918 SIU IS. Comparative Study on Customer Based Brand Equity (CBBE) of GSM Mobile Service Provider Nepal Telecom and Ncell [printed text] / Pradeep Parajuli, Author ; Ousanee Sawagvudcharee, Associated Name ; Puskar Sharma, M. Phil, Associated Name . - [s.d.] . - ix, 59 p. : ill, Tables ; 30 cm.
500.00
SIU IS: SOM-MBA-2016-N14
IS [MS. [MBA]] -- Shinawatra University, 2016
Languages : English (eng)
Descriptors: [LCSH]Branding
[LCSH]Telecommunication -- NepalKeywords: Brand equity,
Telecom,
Customer based brand equity,
Brand Trust,
Branding,
Perceived qualityAbstract: Brand equity is in the minds of consumers and results from what they have learned, felt, seen, and heard about a brand over time. Marketers know that brand equity is not easily or quickly succeeded. The comparative study on CBBE of the two leading and competing telecom, Ncell and NTC is an interesting phenomenon. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity. The study intends to recommend the suggestion for building and developing brand equity for telecom companies. The research adopted a qualitative approach to acquire insights of 271 respondents on the area of study, who have been service receiver of Nepal Telecom and Ncell.
The result showed that the brand awareness of Ncell is higher than NTC among the two mobile service operators. Similarly the perceived quality of the Ncell is higher than NTC however, NTC has higher brand trust and loyalty as compared to Ncell. In the study among the six study variables, call quality is the first important factor while selecting mobile service operator. Similarly, price is the second important factor followed by geographical coverage, internet service, availability of SIM card and promotional offers in order respectively.
This study shows the comparative analysis of both the mobile service brands where the improvement of Nepal Telecom needs to have more awareness and improve perceived quality. Similarly, Ncell needs to improve on the brand trust and brand loyalty. This kind of study on the comparative analysis gives a insight on the attributes to be improved among the brand equity. This will help the telecom service operator performance and make them more comparative by fulfilling the gaps.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26918 Hold
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Barcode Call number Media type Location Section Status 32002000594075 SIU IS: SOM-MBA-2016-N14 c.1 SIU Independent Study Graduate Library Thesis Corner Available SIU IS. Measuring Customer Based Brand Equity: A Case of MBA Colleges of Nepal / Deepak Thapa / Bangkok: Shinawatra University - 2016
Collection Title: SIU IS Title : Measuring Customer Based Brand Equity: A Case of MBA Colleges of Nepal Material Type: printed text Authors: Deepak Thapa, Author ; Wilaiporn Laohakosol, Associated Name ; Pushkar Sharma, M. Phil, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2016 Pagination: x, 71 p. Layout: ill, Tables Size: 30 cm. Price: 500.00 General note: SIU IS: SOM-MBA-2016-N06
IS [MS. [MBA]] -- Shinawatra University, 2016Languages : English (eng) Descriptors: [LCSH]Branding Keywords: Brand equity,
MBA colleges,
Customer based brand equity,
Educational brand,
Branding,
Perceived qualityAbstract: Brand equity become increasingly important for institutions both service and manufacturing as the consumer perception of brand equity have impact on institutional branding. The concept of customer based brand equity in educational sector is a new phenomenon as education is the high credence service. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity of MBA colleges and signify the importance of brand equity for educational institutions. The study intends to recommend the suggestion for building and developing brand equity for educational institutions. The research adopted a qualitative approach to acquire insights of 264 respondents on the area of study, who have been preparing for MBA entrance exam.
The analysis of acquired data reveals that most of the prospective respondents are aware about the MBA colleges. They are known about the colleges and familiar with the programs and their brand equity. Among the selected five MBA colleges for study it has been found that some of the MBA colleges are in preference for MBA degree based on placement quality, intellectual capital and recognition and relevance of degree for professional life. The overall brand value analysis reveals that some MBA colleges has strength in differentiation, image, recognition and relevance which contributes in development of positive perception about MBA colleges. There are areas of improvement for colleges in overall brand value assessment attributes while influencing the perception the customer via using integrated communication means for communication and awareness
For enhancing brand equity MBA colleges need to use integrated marketing communication means with focus on social media based communication. For building and sustaining brand equity strategic thrust is required with focus on core area of overall brand value assessment attributes. It is vital for MBA colleges to differentiate themselves and build a strong brand in a cluttered education market with the use of right communication tools. The recognition of brand equity has an awareness dimension, thus familiarity to the brand is largely driven by marketing activities including advertising, publicity and word of mouth. In educational branding referral plays vital role as the loyalty dimension of brand equity is largely associated with positive word of mouth. Thus, tools of marketing communication serve important influencers on the overall brand equity.
The college administration need to develop and initiate programs to enhance brand equity, which will have impact on perceive quality of colleges and appears to be vital in building strong and well-differentiated brands that can influence the consumers’ decision-making.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26914 SIU IS. Measuring Customer Based Brand Equity: A Case of MBA Colleges of Nepal [printed text] / Deepak Thapa, Author ; Wilaiporn Laohakosol, Associated Name ; Pushkar Sharma, M. Phil, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2016 . - x, 71 p. : ill, Tables ; 30 cm.
500.00
SIU IS: SOM-MBA-2016-N06
IS [MS. [MBA]] -- Shinawatra University, 2016
Languages : English (eng)
Descriptors: [LCSH]Branding Keywords: Brand equity,
MBA colleges,
Customer based brand equity,
Educational brand,
Branding,
Perceived qualityAbstract: Brand equity become increasingly important for institutions both service and manufacturing as the consumer perception of brand equity have impact on institutional branding. The concept of customer based brand equity in educational sector is a new phenomenon as education is the high credence service. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity of MBA colleges and signify the importance of brand equity for educational institutions. The study intends to recommend the suggestion for building and developing brand equity for educational institutions. The research adopted a qualitative approach to acquire insights of 264 respondents on the area of study, who have been preparing for MBA entrance exam.
The analysis of acquired data reveals that most of the prospective respondents are aware about the MBA colleges. They are known about the colleges and familiar with the programs and their brand equity. Among the selected five MBA colleges for study it has been found that some of the MBA colleges are in preference for MBA degree based on placement quality, intellectual capital and recognition and relevance of degree for professional life. The overall brand value analysis reveals that some MBA colleges has strength in differentiation, image, recognition and relevance which contributes in development of positive perception about MBA colleges. There are areas of improvement for colleges in overall brand value assessment attributes while influencing the perception the customer via using integrated communication means for communication and awareness
For enhancing brand equity MBA colleges need to use integrated marketing communication means with focus on social media based communication. For building and sustaining brand equity strategic thrust is required with focus on core area of overall brand value assessment attributes. It is vital for MBA colleges to differentiate themselves and build a strong brand in a cluttered education market with the use of right communication tools. The recognition of brand equity has an awareness dimension, thus familiarity to the brand is largely driven by marketing activities including advertising, publicity and word of mouth. In educational branding referral plays vital role as the loyalty dimension of brand equity is largely associated with positive word of mouth. Thus, tools of marketing communication serve important influencers on the overall brand equity.
The college administration need to develop and initiate programs to enhance brand equity, which will have impact on perceive quality of colleges and appears to be vital in building strong and well-differentiated brands that can influence the consumers’ decision-making.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26914 Hold
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Barcode Call number Media type Location Section Status 32002000594034 SIU IS: SOM-MBA-2016-N06 c.1 SIU Independent Study Graduate Library Thesis Corner Available SIU IS. A Study of Brand Equity Measurement of NIC Asia Bank Limited / Aarju Dhungel / Bangkok: Shinawatra University - 2016
Collection Title: SIU IS Title : A Study of Brand Equity Measurement of NIC Asia Bank Limited Material Type: printed text Authors: Aarju Dhungel, Author ; Chanchai Bunchapattanasakda, Associated Name ; Puskar Sharma, M. Phil, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2016 Pagination: vii, 64 p. Layout: ill, Tables Size: 30 cm. Price: 500.00 General note: SIU IS: SOM-MBA-2016-N01
IS [MS. [MBA]] -- Shinawatra University, 2016Languages : English (eng) Descriptors: [LCSH]Brand loyalty
[LCSH]Branding
[LCSH]Customer serviceKeywords: Brand equity,
Branding,
Brand awareness,
Brand performance,
Brand ethics,
Customer service,
Brand preference,
Brand loyaltyAbstract: BANK LTD was chosen for the analysis. Branding and brand management has become major challenge and this has increasingly become a key to interest to institution both service and manufacturing. This study thus has been conducted to evaluate the consumer perception of brand equity and its impact on institutional branding in Nepalese context. The study intends to recommend the suggestion for building and developing brand equity for the said bank.
This study has considered some factors such as brand awareness, brand performance, brand ethics, customer service, brand preference and brand loyalty as the dimensions of brand equity In terms of objective, the present study is applied research and based on its data collection method, it is a survey-descriptive study. In terms of data analysis method, applied method in this study would be in kind of correlation method. In order to collect required data for this study, questionnaire would be applied as data collection instrument. Obtained data from the questionnaire would be analyzed using inferential statistical methods and using SPSS software. Presented hypotheses in this study have been examined using Pearson coefficient of correlation and multiple regression method. Obtained results from the study indicate that all the dimensions of brand equity have significantly positive relationship with brand equity.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26910 SIU IS. A Study of Brand Equity Measurement of NIC Asia Bank Limited [printed text] / Aarju Dhungel, Author ; Chanchai Bunchapattanasakda, Associated Name ; Puskar Sharma, M. Phil, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2016 . - vii, 64 p. : ill, Tables ; 30 cm.
500.00
SIU IS: SOM-MBA-2016-N01
IS [MS. [MBA]] -- Shinawatra University, 2016
Languages : English (eng)
Descriptors: [LCSH]Brand loyalty
[LCSH]Branding
[LCSH]Customer serviceKeywords: Brand equity,
Branding,
Brand awareness,
Brand performance,
Brand ethics,
Customer service,
Brand preference,
Brand loyaltyAbstract: BANK LTD was chosen for the analysis. Branding and brand management has become major challenge and this has increasingly become a key to interest to institution both service and manufacturing. This study thus has been conducted to evaluate the consumer perception of brand equity and its impact on institutional branding in Nepalese context. The study intends to recommend the suggestion for building and developing brand equity for the said bank.
This study has considered some factors such as brand awareness, brand performance, brand ethics, customer service, brand preference and brand loyalty as the dimensions of brand equity In terms of objective, the present study is applied research and based on its data collection method, it is a survey-descriptive study. In terms of data analysis method, applied method in this study would be in kind of correlation method. In order to collect required data for this study, questionnaire would be applied as data collection instrument. Obtained data from the questionnaire would be analyzed using inferential statistical methods and using SPSS software. Presented hypotheses in this study have been examined using Pearson coefficient of correlation and multiple regression method. Obtained results from the study indicate that all the dimensions of brand equity have significantly positive relationship with brand equity.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26910 Hold
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Barcode Call number Media type Location Section Status 32002000593994 SIU IS: SOM-MBA-2016-N01 c.1 SIU Independent Study Graduate Library Thesis Corner Available SIU IS. A Study of Brand Impact on Buying Behaviour of Smart Phone in Kathmandu Valley / Babita Mehta / Bangkok: Shinawatra University - 2017
Collection Title: SIU IS Title : A Study of Brand Impact on Buying Behaviour of Smart Phone in Kathmandu Valley Material Type: printed text Authors: Babita Mehta, Author ; Fuangfa Amponstira, Associated Name ; Sushil Bhakta Mathema, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2017 Pagination: vii, 64 p. Layout: ill, Tables Size: 30 cm. Price: 500.00 General note: SIU IS: SOM-MBA-2017-N33
IS [MS. [MBA]] -- Shinawatra University, 2017Languages : English (eng) Descriptors: [LCSH]Consumer behavior -- Nepal
[LCSH]SmartphonesKeywords: Brand, Branding, consumer buying behavior, Price, features, Design, Advertisement, Resale value, Smart Phone Abstract: The study examines the brand impact on consumer buying behavior of Smart Phone. Kathmandu Valley was chosen for the analysis. Branding and brand management has become major challenge and this has increasingly become a key interest to consumer. This study thus has conducted to evaluate the consumer perception of brand and its impact on buying behavior in Nepalese context.
This study has considered some factors such as brand, price, feature, design, advertisement, resale value. In terms of objectives, the present study is applied research and based on its data analysis method, it is descriptive survey study. In terms of data analysis method, applied method in this study would be in kind of correlation method. In order to collect required data for the study, questionnaire would be applied as data collection instrument. Obtained data from the questionnaire would be analyzed using inferential statistical methods and using SPSS software. Presented hypothesis in this study have been examined using Pearson Coefficient of correlation and multiple regression method. Obtained results from the study indicate that all the dimensions of brand have significantly positive relationship with brand.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27421 SIU IS. A Study of Brand Impact on Buying Behaviour of Smart Phone in Kathmandu Valley [printed text] / Babita Mehta, Author ; Fuangfa Amponstira, Associated Name ; Sushil Bhakta Mathema, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2017 . - vii, 64 p. : ill, Tables ; 30 cm.
500.00
SIU IS: SOM-MBA-2017-N33
IS [MS. [MBA]] -- Shinawatra University, 2017
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior -- Nepal
[LCSH]SmartphonesKeywords: Brand, Branding, consumer buying behavior, Price, features, Design, Advertisement, Resale value, Smart Phone Abstract: The study examines the brand impact on consumer buying behavior of Smart Phone. Kathmandu Valley was chosen for the analysis. Branding and brand management has become major challenge and this has increasingly become a key interest to consumer. This study thus has conducted to evaluate the consumer perception of brand and its impact on buying behavior in Nepalese context.
This study has considered some factors such as brand, price, feature, design, advertisement, resale value. In terms of objectives, the present study is applied research and based on its data analysis method, it is descriptive survey study. In terms of data analysis method, applied method in this study would be in kind of correlation method. In order to collect required data for the study, questionnaire would be applied as data collection instrument. Obtained data from the questionnaire would be analyzed using inferential statistical methods and using SPSS software. Presented hypothesis in this study have been examined using Pearson Coefficient of correlation and multiple regression method. Obtained results from the study indicate that all the dimensions of brand have significantly positive relationship with brand.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27421 Hold
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Barcode Call number Media type Location Section Status 32002000595742 SIU IS: SOM-MBA-2017-N33 SIU Independent Study Graduate Library Thesis Corner Available SIU IS. A Study of Concrete Admixture Industry in Myanmar with Implications on Marketing Strategy for MINOKCA / Zay Ya Aung / Bangkok: Shinawatra University - 2018
Collection Title: SIU IS Title : A Study of Concrete Admixture Industry in Myanmar with Implications on Marketing Strategy for MINOKCA Material Type: printed text Authors: Zay Ya Aung, Author ; Wilaiporn Laohakosol, Associated Name ; Buncha Limpabandhu, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2018 Pagination: vii, 60 p. Layout: Tables, ill. Size: 30 cm. Price: 500.00 General note: The purpose of this study is to find out the customer needs, wants and expectations for concrete admixture industry in Myanmar. The local brand, MINOKCA wants to compete with international brands. Therefore, MINOKCA needs to provide a marketing strategy which is competitive, Marketing mix will be needed namely product, price, place and promotion. Nowadays, as Myanmar is developing quickly, more businesses both local and foreign are being opened and the competition gets higher and higher. Therefore, researcher expected to find the level of brand awareness of foreign brands as compared with the local ones, including promotion programs from suppliers. Interviews were used to find out customers’ views. With the first round interview, researcher noticed that the expected information was not relevant. Customers really want quality of admixture with right proportion to match their raw materials, affordable price and technical service.
Interview data were collected from the sample size of 12 people. All of respondents are QC engineers who are executive level in their organizations. The interviews covered customers’ difficulties, benefits of using admixture, advertising channels, after sale service, and criteria for choosing the admixture.
The study revealed that customers need most is quality of product as how much match with their raw materials including cements and secondly they want affordable price for this admixture and their expectation includes technical service from supplier which can solve their problems. Customers do not care about brand of admixture. Most of interviewees do not know about concrete technology properly because this subject covers many areas and innovation.Languages : English (eng) Descriptors: [LCSH]Concrete -- Mixing
[LCSH]MarketingKeywords: Concrete admixture,
Marketing strategy,
Ready mixed concrete,
Competition,
International brand,
InnovationCurricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27707 SIU IS. A Study of Concrete Admixture Industry in Myanmar with Implications on Marketing Strategy for MINOKCA [printed text] / Zay Ya Aung, Author ; Wilaiporn Laohakosol, Associated Name ; Buncha Limpabandhu, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - vii, 60 p. : Tables, ill. ; 30 cm.
500.00
The purpose of this study is to find out the customer needs, wants and expectations for concrete admixture industry in Myanmar. The local brand, MINOKCA wants to compete with international brands. Therefore, MINOKCA needs to provide a marketing strategy which is competitive, Marketing mix will be needed namely product, price, place and promotion. Nowadays, as Myanmar is developing quickly, more businesses both local and foreign are being opened and the competition gets higher and higher. Therefore, researcher expected to find the level of brand awareness of foreign brands as compared with the local ones, including promotion programs from suppliers. Interviews were used to find out customers’ views. With the first round interview, researcher noticed that the expected information was not relevant. Customers really want quality of admixture with right proportion to match their raw materials, affordable price and technical service.
Interview data were collected from the sample size of 12 people. All of respondents are QC engineers who are executive level in their organizations. The interviews covered customers’ difficulties, benefits of using admixture, advertising channels, after sale service, and criteria for choosing the admixture.
The study revealed that customers need most is quality of product as how much match with their raw materials including cements and secondly they want affordable price for this admixture and their expectation includes technical service from supplier which can solve their problems. Customers do not care about brand of admixture. Most of interviewees do not know about concrete technology properly because this subject covers many areas and innovation.
Languages : English (eng)
Descriptors: [LCSH]Concrete -- Mixing
[LCSH]MarketingKeywords: Concrete admixture,
Marketing strategy,
Ready mixed concrete,
Competition,
International brand,
InnovationCurricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27707 Hold
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Barcode Call number Media type Location Section Status 32002000597383 SIU IS: SOM-MBA-2018-M02 SIU Independent Study Graduate Library Thesis Corner Available
Title : The global brand : how to create and develop lasting brand value in the world market Material Type: printed text Authors: Hollis, Nigel Publisher: New York, NY : Palgrave Macmillan Publication Date: 2010 Pagination: xvii, 254 p. Layout: ill. Size: 25 cm ISBN (or other code): 9780230620568 Languages : English (eng) Keywords: Brand name products Branding (Marketing) Link for e-copy: http://www.amazon.com/gp/reader/0230620566 Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=18753 The global brand : how to create and develop lasting brand value in the world market [printed text] / Hollis, Nigel . - New York, NY : Palgrave Macmillan, 2010 . - xvii, 254 p. : ill. ; 25 cm.
ISBN : 9780230620568
Languages : English (eng)
Keywords: Brand name products Branding (Marketing) Link for e-copy: http://www.amazon.com/gp/reader/0230620566 Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=18753 Hold
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Barcode Call number Media type Location Section Status 32002000308807 HD69.B7 H743 2010 Book Main Library General Shelf Available