Dissertation Title: A Study of Factors Influencing Consumer Purchase Decisions, Satisfaction, and Loyalty in the Yangon Energy Drink Market: A Case Study
Research Methodology: Mixed-Methods Research
Research Design: Cross-sectional Design
Abstract
Energy drinks with global brands such as Red Bull, Carabao, and Predator and local brands such as Speed, Asia Lion, and Jasmine face stiff competition for market shares in Myanmar. While energy drink companies employ the marketing mix to encourage purchases, researchers have yet to identify factors influencing consumer purchase decisions, satisfaction, and loyalty. This study investigated those factors using a modified Value-Attitude-Behaviour (VAB) model, with place and packaging design as new values influencing attitudes (consumer attitudes, perceived quality, and subjective norms), leading to consumer purchase decisions, satisfaction, and loyalty. Since consumption is often contextual, the study used a mixed-methods approach: a cross-sectional quantitative survey among 300 energy drink consumers via a structured questionnaire and qualitative telephone interviews with three energy drink company representatives. It used partial least squares structural equation modeling (PLS-SEM) to investigate multiple variable relationships simultaneously and thematic analysis for the qualitative data. The findings supported eighteen hypotheses, indicating significant positive relationships between the marketing mix (packaging design, promotional tactics, TV advertisements, social media, price, and place) and the three factors. They also confirmed five hypothesized relationships between the three factors and consumer actual purchases: satisfaction and loyalty. The thematic analysis revealed five themes (market performance, marketing strategies, media, target market, and consumption culture). The themes were consistent with the respondent demographics, preferences, and consumption data. The study added knowledge on the VAB model for consumer behaviour research and suggested the marketing mix for energy drink market growth. Key words: Energy drinks, VAB model, Consumer Purchase Decisions, Satisfaction, Loyalty