1,721,048 research outputs found
Myanmar Television Commercials and Consumer Behavior (Win Mar, 2006)
No full textThis study intended to learn the Myanmar consumer response behavior when a
promotional message stimulates them. In this study, Myanmar TV channels were selected as
rhe media by which the promotional messages are conveyed. The study contributes new
tindings by exploring two new areas of studies, advertising and consumer behaviour in
\ft'anmar. The specific objectives of the study are (l) to study consumer's media habits, (2)
to assess consumer's attitudes toward TV commercials. (3) to analyze consumer's response
behavior towards TV commercials, and (4) to examine possible business implications of
consurner's response behaviour towards TV commercials.
Both qualitative and quantitative studies were carried out in order to analyze thc cfl-cct
of Myanmar T'V commercials on consumer behavior. A qualitative study named Focus Group
Discussion (FGD) was conducted to explore new insights into the eff-ect of TV cclmmercials
trn conSUmer behavior. In order to verify the findings of Focus Group Discussions. a
questionnaire survey with a larger sample was also conducted.
Six lbcus groups were formed with people living in Yangon area according to their social
class and gender. The study' determined three social classes, low. middle, and high. Each
social class was divided into two groups; a male group and a female group. 'fhen. six fbcus
discussions were carried out u,ith the following guideline questions.
1 . l-hc habits of watching TV
2. Tlie usage of other media I
3. The preferred types of TV commercials
4. The perception on the majority of products being advertised on TV
-5. 'fhe attitudes toward TV commercials
6. The believability of niessage from TV commercials
7. The response behavior
8. The choice of outlet for the purchase of products being advertised on TV
The questionnaire survev rvith 400 respondents \\,as carried out to gather the intbnnation
about the consumer behavior influenced b;- TV commercials. To compare with FGD study'.
these respondents rvere selected according to the different social classes and the diltercnl
.,enders. 'l'he convc'nient sample was selected lrom 2A toll'nships in Yangon CitryDevelopment Committee Area. The respondents were interviewed with the structured
.ruestionnaire.
The respondents, especially respondents in low social class, liked to watch TV ads. They
rreferred Korean and Chinese TV series on MWD channel. They appreciated TV ads, which
were dramatized humorous appeal with celebrities. They could comprehend more the
messages from that kind of TV ads. Although they received brand awareness from the TV
ads. they usually confirmed the message of the TV ads with message from the word of mouth
source. The word of mouth source included comments from friends, specialists,
neighborhood vendors, retailers. They perceived that the products advertised on TV were low
involvement products. After watching TV ads the respondents, especially from low social
class, made trial purchase. There were no relationships between trial purchase. source
credibility, and the acceptance of TV ads.
The study brings out some business implications relating to target audience selection,
media strategy. message strategy, and distribution strategy for the advertisers. TV
comnrercials should aim to reach the audience in all social class since they generally
appreciate TV commercials. Especially, it was found out that the respondents in low social
class relied on TV media more because they did not use other media.
This study found out that the respondents living in Yangon preferred to MWD channel.
However. it should be noted that MWD did not reach all rural areas. Therefore, the
advertisers who use TV commercials should take into account the geographical target market
o1'their products when they choose the TV channels. To receive the positive attitude towards
TV ads. which can lead to trial pychase. the advertisers should use TV ads, which arer
dramatized humorous appeal with celebrities. For reliability of the TV ads, the advertisers
should be beware that the quality and the specifications of the product are consistent with the
message of TV ad. So far there is no relationship between the acceptance of TV ads and the
source credibility.
Advertising on TV is the appropriate strategy for the advertisers who produce andlor sell
the lor.r-involvement products in large scale. One reason that the advertising on TV should
accompaltv large-scale production is to reach the huge market of low involvement products
by, using efficient distribution scheme. The other reason is to maintain the price
con-rpetitiveness through allocating capital cxpenditure incurred b,v producing TV ads in large
numbe r of products
The Effect of Managerial Competencies and Leadership Competencies on Project Success of Crown Advanced Construction Company in Yangon(Win Win Mar, 2022)
Full text linkThis study aims to examine the effect of personal factors on managerial
competencies and leadership competencies and to analyze the effect of managerial and
leadership competencies on the project success of Crown Advanced Construction Company
in Yangon. Descriptive and analytical research methods are used in this study. Both primary
and secondary data are gathered to achieve the objectives. For primary data, 120 employees
out of 170 employees whose position are managers, engineers and supervisors, are selected
by using simple random sampling method and collected by using structured questionnaires.
The study found that among the personal factors, personality traits, cognitive abilities and
experience are significant effect on managerial competencies and personality traits and
experience and knowledge are significant effect on leadership competencies. Social
intelligence competencies, business acumen and result driven are significant effect on
project success Therefore, the company should emphasize the development of leadership
competencies and managerial competencies for managers, engineers and supervisors by
involving them human resource development program in order to develop their thinking
skills and analytical skills
Effect of Service Quality, Brand Image and Trust on Customer Satisfaction and Customer Loyalty towards Waterworks Engineering Group Services Co., Ltd (Win Mar Soe, 2025)
Full text linkThe objectives of this study are to examine the influencing factors on service quality, to analyze the effect of service quality, brand image and trust on customer loyalty, brand image and trust, to analyze the mediating effect of customer satisfaction on the relationship between service quality, brand image, trust and customer loyalty towards Waterworks Engineering Group Services Co., Ltd. Total population is 162 and the sample size is 115 customers by using Raosoft sample size calculator. Simple random sampling method is applied to select the respondents. Primary data are collected online survey method. Through the structured questionnaire with 5-point Likert scale. Secondary data are gathered from relevant text books, papers, websites, international dissertations and other MBA research papers from the library. Descriptive statistics and regression analysis are used to analyze the collected data. According to regression results, firstly the results show that both technical quality and functional quality have significant and positive effect on service quality. Secondly, the price has a significant and positive effect on brand image. Thirdly, ability and integrity have positive and significant effect on trust. Fourthly, service quality and trust have significant and positive effect on customer loyalty. Fifthly, there is the mediating effect of customer satisfaction on the relationship between service quality and customer loyalty. Finally, there is the mediating effect of customer satisfaction between trust and customer loyalty. Based on these findings, the company should prioritize enhancing service quality, strengthening brand reputation, and building deeper customer trust in order to improve satisfaction and foster long-term customer loyalty
The Effects of Wages, Welfare Facilities and Work Motivation on Employee Productivity in Textile Palace Co., Ltd. (Win Mar Lwin, 2023)
No full textThis study examines the effects of wages, welfare facilities, and work motivation on employee productivity in Textile Palace Co., Ltd. The main objectives of this study are to analyze the effect of wages and welfare facilities on work motivation and to examine the effect of work motivation on employee productivity in Textile Palace Co., Ltd. Both descriptive and linear regression methods are applied for data analysis to meet the objectives. Primary data are collected by questionnaire survey with 200 respondents, who are working in Textile Palace Co., Ltd. In this study, the sample size was calculated using the Raosoft sample size calculator. The secondary data are collected from the HR department database of Textile Palace Co., Ltd. relevant textbooks, some previous papers, journal articles, and internet websites. This survey’s questionnaire is measured on a Five-Point Likert scale. The findings provide strong evidence that various aspects of employee work motivation are closely related to employee productivity, emphasizing the pivotal role of motivation in enhancing organizational performance. This model offers valuable insights into the factors influencing work motivation within the context of wages and welfare facilities. Based on the findings of this study, salary and increment policies significantly affect work motivation. Overtime and allowances should be better manage systematically to ensure cost-effectiveness. Employee welfare plays a pivotal role, particularly in medical and development programs, which significantly impact work motivation. In addition to financial factors, fostering a motivational work environment is crucial. Continuous monitoring and adaptation are essential, considering the multifaceted nature of employee productivity. Overall, this study contributes to a deeper theoretical understanding of the impact of wages, welfare facilities, and employee motivation on employee productivity while providing practical insights for organizational improvement in the textile industry.
An Analysis of Benefits and Risks of Artificial Intelligence
No full textArtificial intelligence AI is now typical technology in our everyday lives with applications in image and voice recognition, language translations, chatbots, and predictive data analysis. AI technological progress is likely to present us with many challenges. Furthermore, AI increasingly complex algorithms currently influence our lives and our civilization more than ever before. AI should be taken very seriously even if the probability of their rate were low. Our focus on this paper is an analysis of benefits and risks of AI was on highlighting the potential vulnerabilities and inequities that the use of AI executes. Win Mar | Yin Myo Kay Khine Thaw "An Analysis of Benefits and Risks of Artificial Intelligence" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd26667.pd
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Full text linkWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
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