Analysis of the advertisting Effects on Consumer purchase Decision Prcess of Coffee Mix in Oebo Ward of Kyee Myin Daing Township

The study was aimed to analyze the advertising effects on consumer purchase decision process on coffee mix in Oebo ward of Kyee Myin Daing Township, and to explore the most effective media type on consumers and to analyze the most attractive appeals to consumers . In order to fulfill those objectives, 151households from the population of 958 households were randomly selected as a sample by using a simple random sampling method for data collection. It was conducted by using a means of structured questionnaires and face-to-face interview in this study. According to the study, it is found that all respondents drink coffee mix in this survey area. Among 151 respondents, 100 respondents reported that they became awareness of coffee mix from advertising. And 51 respondents reported that they know coffee mix from four other promotional mixes. By the qualitative analysis for the advertising effects on consumer purchase decision process, the results showed that the advertising effects on consumer purchase decision process of coffee mix is positive and thus television is the most effective media type on consumers and the most attractive appeals on consumers is the acting of actors, actresses or singers. Thus, the producers should fulfill the needs and wants of consumers and should advertise to persuade consumers with innovative advertisements continuously