A Study on Demographic and Marketing Factors Influencing Consumers to Consume Hot Pots in Yangon, Myanmar
The objectives of the study were to identify the demographic and marketing factors influencing by analyzing
and studying the importance level of demographic and marketing factorsinfluencing the decisions of consumers and
provided the concluded recommendations to the investors wishing to invest in the hot pot restaurants in Yangon, Myanmar.
It is a quantitative study focusing on the analysis of factors influencing the decisions of consumers from the areas of
demography of the consumers and the marketing factors in use and addresses the problem of the research. In this study, 400
consumers are participated in the target area among the population of 5.21 million (UNdata, 2015) in Yangon, Myanmar.
A multiple sampling method was used to obtain the participants for this study. The researcher also tested the reliability test
in order to consistence of the survey and observation, or other measurable devices. A questionnaire was used in the study as
the research instrument. The data collecting survey was developed after completing a literature review and this data was
analyzed using the Data Analysis Program.
The results determined that demographic and marketing factors have a significant effect on influencing the consumers to
consume Hot Pots in Yangon, Myanmar and suggest the future investors of hot pot restaurants ensure control not only over
the quality of service but also over the product quality.
Keywords— Studying Demographic and Marketing Factors, Decision Making, Hot Pot, Consumer Behaviors.