THE EFFECT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOR TOWARDS IDEMITSU LUBRICANT IN YANGON

This paper aims to study the effect of marketing mix on consumer buying behavior towards Idemitsu lubricant in Yangon from lubricant industry perspectives. This study uses systematic random sampling and collects the data from customers at sixty automobile service centers in Yangon. According to the study, it is found that product, place and promotion have the positive effect on attitude component of planned behavior of the customers. Product and people factors have the positive effect on subjective norms component of planned behavior. Product, price and place variables have positive effect on perceived behavior control of planned behavior. The study highlights that product factor is mainly determinant of all components; planned behavior, subjective norms and perceived behavior control. Finally, it is found that perceived behavior control and attitude have positive effect on buying behavior of customers and attitude of customers. These results confirm that Idemitsu lubricant should manage its positioning and branding strategy wisely by using marketing mix components effectively , especially focusing on product factor to win the hearts of targeted customers