The Effect of Attitude and Perception of Consumers in Yangon (Myanmar) towards Purchase Decisions of Thailand Imported Fish Sauce

Abstract

This research aimed to examine the effect of attitude and perception towards purchase decisions of Thailand-imported fish sauce consumers in Yangon (Myanmar). The samples size for this study are 20 individuals for semi-structured one-to-one interview and 402 individuals who have purchased and are actual consumers of Thailand-imported fish sauces in Yangon, Myanmar respectively to collect the survey answers. The instrument of the research is survey questionnaires and the consumer attitude, perception and purchasing decision of Thailand-imported fish sauce consumers in Yangon are analyzed in this study and measured by statistical software program, SPSS, in the form of Percentage, Mean, Standard Deviation, Cronbach’s Alpha and Multiple Regression Analysis. The findings show that the majority of Thailand-imported fish sauce consumers in Yangon are ages of 35 – 44 years and 45 years and above with monthly income of 600,001 – 900,000 MMK and 900,000 MMK and above respectively. The monthly average consumption of Thailand-imported fish sauce ranges from just a small bottle (300 ml) to three quarter of 5L bottle (around 3.75 l) per month. The interview analysis showed that the major factors that are taken into account when buying fish sauce are taste, country of origin, brand, safety, physical appearance, etc. rather than price of the product. The regression analysis showed that cognitive, affective, behavioral – all three components of attitude – positively influence the purchasing decision with behavioral attitude being the strongest. Likewise, perceived image, perceived quality and perceived risk all positively influence the purchasing decision of the consumers and among them, perceived image has the highest influence on the purchasing decision.