Browsing by Author "Bandara, B. S. S. U."

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Factors Influence on Consumer Purchasing Intention of Ayurvedic Herbal Drinks in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakmal, R. A. N. S.; Bandara, B. S. S. U.
Today consumers have become more aware and concerned about health, natural resources, and the environment. Thus, many people leave-away from foods with chemicals and carbonated drinks. Now they are willing to buy organic and natural foods. The researchers of this study have identified the importance of the area and focused on healthy beverages and tried to investigate the factors influencing ayurvedic herbal drinks' purchasing intention. The study is supported by the theory of planned behaviour, proposed by Icek Ajzen (1985). A descriptive analysis was used to identify respondents’ demographic profile and general data related to the Ayurveda herbal drink's purchase intention. The hypotheses were tested using correlation and regression analysis to achieve a meaningful conclusion. The variables; Health Benefits (0.804), Environmental Concern (0.746), Trust (0.771), Social Influences (0.799) overall results revealed positive standardized beta value and at a significance (P < 0.05) level of the data and thus factors are positively influenced on consumer purchasing intention of ayurvedic herbal drinks. The present study's findings revealed practical implications for herbal beverages in the retail industry, providing marketers with the opportunity to use strategies for their campaigns, which they can use to get more potential customers toward their products. Moreover, it helps marketing firms to analyze consumers’ buying behaviour. However, the study was limited to ayurvedic herbal drinks, and thus it cannot be generalized to other ayurvedic products.
Factors Influence on the Revisiting Intention of Sri Lankan Domestic Tourists in Adventure Tourism
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranasinghe, R. M. B. L.; Bandara, B. S. S. U.
This research study aims to proclaim a greater understanding of the impact of revisiting intention and their antecedents which encourage tourist’ operators to deploy their adventure tourism products to maximize customer satisfaction and marketing efforts. Even though the impact of previous visits and future revisit intentions have been studied, less focus has been given on understanding how previous visits interact with other significant factors of revisiting intention such as experience, expectation, environment, attraction and satisfaction to form future revisit intentions. A sample of 384 domestic visitors drawn using random sampling technique was used in data analysis. This paper provides a framework to research the role of previous visits in predicting future revisit intention to involve in adventure tourism, and the relationship between previous visits and future revisit intentions is modelled in a quality-satisfaction domain. Experience, expectation, environment attraction and satisfaction were identified as significant reliable indicators of adventure tourists' revisiting intention and recommend destination, as well as their natural tendency to engage in adventure tourism in the future. The most important determinant of future revisiting intention was satisfaction. The study's implications are discussed from the standpoint of adventure tourism marketing.
Factors Influencing on Brand Switching Behavior in Tele-Communication Industry among Youngsters in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kumara, U. L.; Bandara, B. S. S. U.
Telecommunication is an industry which has a severe competition. This intense competition leads to reduce the market share of mobile service providers in terms of customer base. The purpose of this study was to check the factors influencing on brand switching behavior in telecommunication industry among youngsters in Sri Lanka. The study was conducted using 384 respondents on the basis of convenient sampling. An online questionnaire was distributed to get the responses. Researcher included mainly three factors which may inspire for brand switching. After the analysis of data, researchers found out that all the three factors including switching cost, services, and promotions have positive and a significant impact on brand switching behavior. Mobile service providers can control these factors to make mobile subscribers loyal and to retain them on their network. Further, future research directions have been specified for researchers who are interested to conduct research studies on this area. Based on the findings of the current study, the researchers attempted to recommend implications for macro level perspective in policy making for mobile service providers and the government.
Factors Influencing Young Consumers’ Purchasing Intention of Organic Food with Special Reference to Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Gunathilaka, K. P. M. S.; Bandara, B. S. S. U.
This research examines the emerging global organic food market, with a particular focus on understanding the factors influencing the purchase intentions of young consumers in Sri Lanka. Using a positivist research philosophy and deductive approach, the study uses a quantitative survey method to collect data. Variables examined include health consciousness, social impact, and young consumers' perceptions of environmentally conscious food. Through rigorous statistical analysis using IBM SPSS Statistics Version 23, the research confirms these factors' significance (P<0.05) in shaping young consumers' purchase intentions toward organic food. Existing literature from various scholars forms the basis of the conceptual framework, and this study makes a significant contribution to theoretical understanding in the Sri Lankan business context and society. However, it acknowledges certain limitations, including the focus on the Western Province, potential inaccuracies in questionnaire responses, time and cost constraints, and a unique consideration of three influencing factors. Also, the research emphasises that most studies related to the organic food industry are conducted in foreign countries, highlighting the novelty of this study in the Sri Lankan context. Further recommendations for future research include a broader examination of other influencing factors to provide a more comprehensive understanding of young consumers' purchase intentions regarding organic foods.
Impact of Advertising Appeals on Consumer Purchase Intention in Mobile Telecommunication Sector: with Special Reference to Youth Segment in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gunawardana, N. D. D.; Bandara, B. S. S. U.
This study aimed to determine the relationship between advertising appeals and consumer purchase intention in the mobile telecommunications sector, with a particular focus on the youth segment in Sri Lanka. The mobile telecommunications industry is highly competitive and generates significant income. Advertising appeals play a crucial role in increasing revenue, and selecting the most appropriate appeal is essential when creating and executing advertisements. Advertisements are designed to attract customers to purchase a specific product or service, with purchase intention being one of the primary objectives of advertising. This quantitative research study involved distributing a structured questionnaire online to 384 youth mobile connection users in the Western Province, recording their responses to various advertising appeals, such as emotional, rational, and moral appeals. The sample was selected using a convenience sampling method. Data analysis was conducted using the Statistical Package for Social Science (SPSS) version 26. The findings can be utilized to select the most appropriate advertising appeals to influence the purchase intention of certain mobile telecommunications brands, keeping them at the forefront of customers' minds.
The Impact of Advertising Appeals on Purchasing Intention: With Special Reference to the Soft Drink Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandara, R. M. R. N.; Bandara, B. S. S. U.
The primary objective of this research was to examine the impact of advertising appeals of soft drink brands on consumer purchase intention in Sri Lankan context. Then the researchers compare the impact of different types of advertising appeals on purchase intention, thus could able to identify the most significant advertising appeal to be used in promoting soft drink brands. A variety of literatures in the relevant fields were gathered to determine the relationship of the independent and dependent variables. The primary data were collected using a well-structured questionnaire while the descriptive and inferential statistical tools in SPSS 26.0 were used to analyze the data collected from a sample of 310 respondents through an online survey. A factor analysis was used to determine the study's reliability and validity. Second, a regression analysis was used to look at the impact of various advertising appeals on purchase intention and their level of significance. In the Sri Lankan soft drink advertising scenario, the researchers could able to found out that rational appeal, emotional appeal and sexual appeal all have a significant impact on purchase intention. While the rational appeal having a more significant positive impact on purchase intention. Therefor the recommendations were given accordingly.
The Impact of Brand Equity on Brand Preference and Purchase Intention of Smart Phone Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Keppetipola, K. G. I. K.; Bandara, B. S. S. U.
This research has focused on ascertaining brand equity's impact on brand preference and purchase intention in Sri Lanka's smartphone market. There has been no previous research conducted to study this relationship in the Sri Lankan market. However, understanding a brand's role in influencing consumers' brand preference and purchase intention is becoming more critical as more choices are available. Thus, this research investigates the impact of brand equity on consumers' brand preference and purchase intention and whether brand preference works as a mediator between brand equity and purchase intention. Researchers collected data using a structured questionnaire circulated via the online platform from 384 respondents. The data were organized according to the chosen statistical criteria and analyzed using linear regression model. The result shows that Brand Equity has a significant impact on Brand Preference and Purchase Intention in Sri Lanka's smartphone market. According to the model summary, brand equity's impact on brand preference is about 0.262, brand equity on brand preference is about 0.266, and brand preference on purchase intention is about 0.155. According to the correlation coefficient table, brand equity and brand preference have 0.207 relationships and brand equity, and purchase intention has a 0.199 and brand preference, and purchase intention has a 0.154 relationship. Moreover, Brand preference is also having a significant positive impact on consumer’s purchase intention. According to the indirect effect, both the upper confidence level, and lower confidence levels are positive: ULCI value is 0.0487 and LLCI value is 0.0025. Finally, brand preference is confirmed to mediate the impact of brand equity on purchase intention. Based on the above findings, researchers recommended different strategic moves to the industry.
The Impact of Brand Equity on Purchase Intention: With Special Reference to the Smartphone Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Anuradha, K. O. R.; Bandara, B. S. S. U.
The strength of a brand is defined by the image that its customers have of it and thus the brand equity is a crucial component that encourages a consumer to choose a smartphone brand over another. This study aims to analyze the impact of brand equity on smartphone brands' purchase intention in Sri Lanka. The brand equity dimensions developed by Aaker (1996) were applied as the foundation for measuring brand equity. A survey-based research strategy in a cross-sectional research design was used to gather primary data and used a simple random sampling technique. For data collection, a structured questionnaire was used, and data were collected from 379 smartphone users in Sri Lanka through an online survey. The researchers used SPSS 26 Version to analyze the relationship between independent and dependent variables and PROCESS v3.0 for SAS was used to analyze the mediating impact. The findings revealed that there is a positive impact of brand equity on purchase intention which is mediated by brand preference. Brand awareness, perceived quality, and brand loyalty have a significant and positive impact on purchase intention except the brand association. The brand association has no significant impact on purchase intention. Therefore, the marketers of smartphone brands in Sri Lanka should focus their marketing strategies on increasing brand awareness, perceived quality, and brand loyalty of linked brands, as well as increasing consumer preferences for the brands to increase purchase intention.
Impact of Brand Equity towards Customer Purchase Intension and the Moderating Effect of Country of Origin Image: with Special Reference to Shampoo Brands in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Premadasa, G. G. N. S.; Bandara, B. S. S. U.
investigate this, many researchers have used Aaker’s brand equity model. However, it is observable that the products like shampoo are having a switching behavior and, thus, confuse understanding how the purchasing intention generates for these kinds of products. Therefore, this study aims to investigate the impact of brand equity on customer purchase intention of shampoo brands. Moreover, researcher’s secondary aim is to examine the moderate role of country of origin image. As this study is quantitative in nature, it has gathered primary data through a structured questionnaire. Moreover, the study population is unknown, and the researchers used a non-probability sample technique for collecting data from 384 respondents. The Cronbach’s Alpha value of the questionnaire was more than 0.7, and it indicated that the questionnaire used in this study is reliable. Furthermore, Pearson’s correlation coefficient and regression analysis was used to analyze the data. Results indicated that brand equity dimensions (brand awareness - 0.742, R,- 0.838, brand association - 0.689, R, - 0.674, perceived quality - 0.748, R, - 0.704, brand loyalty - 0.708, R, - 0.809) positively impacts to the customer purchase intention, but moderate variable results (0.775, R, P-value - 0.7610) rejected the moderating effect of country of origin image. Based on the findings, marketers should focus their efforts primarily on brand equity components and should not focus into position the country of origin of the shampoo products as a differentiation tool in consumers' minds.
Impact of Brand Personality on Brand Commitment and the Mediating Effect of Brand Trust of Smartphone Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayathunga, R. R.; Bandara, B. S. S. U.
Smartphone manufacturers and marketers face restless competition in Sri Lanka and also in the world mobile market. Hence, this study investigates the impact of brand personality on brand commitment and the mediating effect of brand trust in the smartphone market in Sri Lanka. The study was examined through a quantitative method, and the study was carried out with individuals who have used smartphones in the Western Province of Sri Lanka. A random sampling method was used for the research, and data were collected using an online-based structured questionnaire with a sample size of 384 to test the hypotheses. Hypotheses were tested using correlation analysis and linear regression analysis. The study revealed a positive impact of brand personality on brand commitment (R – 0.599, Correlation – 0.774, Sig. – 0.000< 0.05). It was also found that brand trust mediates the relationship between brand personality and brand commitment in the smartphone market (LLCI – 0.1683, ULCI – 0.4834). Research provides many insights about smartphone usage, including the utilitarian, experiential, and symbolic values. Furthermore, this reveals that people stay with a brand and put an extra effort into a brand when they are committed to the brand. This, even strengthening when consumers perceive a close match between their personality and the brands they use. These findings help academia and industry practitioners in building brand trust and brand commitment.
Impact of Brand Personality on Brand Trust of Sport-related Products in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nithyanada, H. K. G.; Bandara, B. S. S. U.
This study aims to investigate the impact of Brand Personality on Brand trust in Sports-related products. The researchers used Brand Personality dimensions developed by Aaker as the basis for this research. Sincerity, Excitement, Competence, Sophistication, and Ruggedness has been selected as the dimensions of an independent variable. Thus, the study investigates how each dimension affected Brand Trust using the quantitative research approach and used a self- administered questionnaire. The population is unknown, and thus researchers used 384 respondents as the sample. The researchers used the convenience sampling method. Cronbach's Alpha value of the questionnaire was 0.7 and thus reliable. Pearson’s correlation coefficient and regression analysis were used. The findings revealed a positively correlated with the brand trust and with each dimension (Sincerity- 0.739, β-0.660, Excitement- 0.812, β-0.701, Competence- 0.656, β-0.820, Sophistication- 0.774, β-0.654 and Ruggedness- 0.722, β-0.635). The researchers have recommended the industry practitioners implement different brand communication activities accordingly.
Impact of Consumer Sales Promotions on Consumer Impulsive Buying Behavior in Modern Trade Outlets in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Eranga, M. K.; Bandara, B. S. S. U.
This study aims to examine the role of consumer sales promotions in influencing consumer impulse buying behavior in supermarkets located in the Western Province of Sri Lanka. A conceptual framework was developed based on a review of the literature. The sales promotion tools investigated include price discounts, free samples, buy-one-get-one-free offers, coupons, and loyalty cards, and their impact on consumer impulsive buying behavior was assessed. Primary data were collected by administering a structured questionnaire to 387 respondents. The questionnaire utilized a five-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). The multiple regression model was applied to test the hypotheses. The results indicated that consumer sales promotional tools have a significant impact on consumer impulsive buying behavior, with consumers being more attracted to stores due to these promotions. The research revealed that price discounts are the most effective tool in motivating consumers to make impulsive purchases in supermarkets. Consequently, it is suggested that supermarket authorities should prioritize price discounts, followed by buy-one-get-one-free offers, and then free samples as promotional strategies to encourage increased spending on impulse purchases.
The Impact of Corporate Social Responsibility (CSR) on Customer Loyalty among Generation Z Consumers in The Mobile Telecommunication Service Provider Industry in Sri Lanka: Mediating Effect of Corporate Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Chandrasekara, N. K.; Bandara, B. S. S. U.
This study investigates the relationship between corporate social responsibility (CSR) and customer loyalty among Generation "Z" consumers in the mobile telecommunications service provider industry in Sri Lanka. Researchers have developed the research model, followed by a systematic literature review. The research used a quantitative strategy to comprehensively understand the subject and a structured questionnaire to obtain primary data from the sample. Finally, the researchers were able to collect 301 responses. The main findings highlight a significant positive correlation between CSR and customer loyalty (CL), and corporate image (CI) identified as a mediating factor in this relationship. Thus, the contribution of this study includes offering practical implications for mobile telecommunications service providers to strategically improve CSR initiatives and corporate image to develop customer loyalty among the dynamic generation "Z" demographic. Additionally, the study sheds light on the need for businesses to align CSR practices with the values and expectations of Generation "Z" consumers for maximum impact. Further research is recommended to explore the long- term effects of CSR initiatives on customer loyalty and corporate image in the rapidly evolving telecommunications industry.
Impact of CSR on Brand Equity and the Mediating Effect of Corporate Image with Special Reference to Cellular Mobile Phone Users in the Telecommunication Industry in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasooriya, J. A. D. C. I.; Bandara, B. S. S. U.
This research explores the intricate relationships between corporate social responsibility, brand equity, and corporate image within the telecommunications sector in Sri Lanka, specifically focusing on cellular mobile phone users in the Western Province. The study used convenience sampling to gather data through self-administered questionnaires from 290 cellular mobile phone users. As quantitative research, the study identifies distinct CSR dimensions, including environmental, ethical, philanthropic, and economic, and assesses their varying impacts on brand equity. Notably, philanthropic CSR emerges as highly influential, while environmental CSR exhibits a nuanced relationship within the telecommunications industry. The study also confirms that corporate image significantly mediates CSR and brand equity. Further, the research acknowledges limitations, particularly the relatively small sample size; recommendations for future research include expanding the study to other provinces to enhance generalisability. Additionally, extending the investigation to different industries is advised to provide more accurate and comprehensive directions for understanding the interplay between CSR, brand equity, and corporate image. The findings contribute to theoretical and practical implications, guiding organisations in strategically aligning CSR practices and effectively managing corporate image to strengthen brand equity in the dynamic context of the telecommunications industry.
Impact of Emotional Appeal Advertising on Consumer Brand Relationship of Vicenarians (20-29 aged) with Special Reference to FMCG Sector in Sri Lanka; Mediating Factor Attitude towards Advertisement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amunugama, G. N.; Bandara, B. S. S. U.
The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, influence, and nurturing of connections between existing and potential consumers, encompassing aspects such as brand love, brand intimacy, brand passion, brand commitment, and brand loyalty. Advertising is a critical component of marketing, and its impact should be assessed across various domains. Therefore, this study employed a systematic methodology to measure the effects of different emotional appeals in advertising, including humor, romance, fear, and guilt, to determine their impact on the consumer-brand relationship. A key finding of the study was that romance appeals add significant depth and meaning to the product and brand context when employed with high intensity. Fear appeals were found to be powerful, but their effectiveness in converting to purchase intention relies on two conditions: the fear depicted in the advertisement must relate to the target group's personal phobias, and the solution offered by the brand or product must be convenient and accessible. Additionally, guilt appeals produced an unusual finding, enhancing viewers' sense of accountability and responsibility regarding a specific issue. Guilt appeals also conveyed a compelling, underlying narrative within the advertisement. In the Sri Lankan context, the impact of emotional appeal advertising on the consumer-brand relationship among vicenarians (aged 20-29), with particular reference to the FMCG sector, remains an area requiring further exploration and understanding.
Impact of Green Marketing Mix on Customers’ Green Purchasing Intention: Special Reference to FMCG Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sandarashmika, W. D.; Bandara, B. S. S. U.
This research in Sri Lanka explores how green marketing strategies influence consumers' decisions to purchase eco-friendly, fast-moving consumer goods (FMCG). As Sri Lankan consumers become more environmentally conscious, businesses are increasingly using green marketing to target this growing demographic. The study examines how different marketing mix elements, like product features, pricing, availability, and promotions, affect customer interest in eco-friendly FMCG products. Researchers surveyed 408 participants to understand Sri Lankan consumer perceptions and preferences regarding green marketing initiatives in the FMCG sector. The analysis focused on how these marketing elements influence a customer's green purchase intention, which is their likelihood to choose eco-friendly options. The study also explored the role of "green concern" as a possible mediator, where a vital concern for the environment strengthens the connection between green marketing and a customer's purchase decision. The findings aim to provide valuable insights for both academics and industry professionals. By understanding what drives Sri Lankan consumers towards eco-friendly FMCG products, businesses can develop better marketing strategies that promote sustainable consumption habits. This knowledge can also inform policymakers and companies on how to best align their practices with the growing demand for environmentally friendly products in Sri Lanka.
Impact of Green Marketing Tools on Customer Purchase Intention of Fast-Moving Consumer Goods: Special Reference to Youth Sector in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Perera, P. S. M.; Bandara, B. S. S. U.
With increased consumer awareness about environmental issues, there is a tendency for customers to pay more attention to the environment. Therefore, organisations have given primary attention to using the green product concept to encourage consumers to buy green products and achieve sustainable business growth. Investigating consumer purchase intention, this study delves into the intricate dynamics of green marketing tools within the fast-moving consumer goods sector. Eco-brands, eco- labels, and environmental advertisements can be mentioned as green marketing tools that are highly used by various businesses. Using Sri Lankan young consumers as the population, a structured questionnaire was utilised to gather the data through Google Forms. The desired number of individuals is 385, and they are between the ages of 15 and 29 in the Western Province. The data was collected and analysed using SPSS (Statistical Package for Social Science) version 23. The results indicate that eco- brands and advertisements have a stronger positive relationship with customer purchase intention than eco-labels. The study also addresses theoretical and practical implications, and these insights contribute to the refinement of sustainable marketing practices, fostering a culture of sustainability among consumers in Sri Lanka.
Impact of Instagram’s Product Reviews on Consumer Purchase Intention of Cosmetic Industry with Special Reference to Youth in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kamburugoda, K. D. G.; Bandara, B. S. S. U.
This study aimed to determine the relationship between Instagram influencers' product reviews and consumer purchase intentions in the cosmetics industry, specifically focusing on young consumers in the Western Province of Sri Lanka. Based on a literature review, an integrative model was developed and tested using data collected from 384 social media users through an online survey. This research is descriptive and quantitative, applying structural equation modeling with SPSS 25 to test the hypotheses. The findings demonstrate a significant impact of Instagram influencers' product reviews on consumer purchase intentions. Results further indicate that the trustworthiness of the review and the popularity of the influencers have p-values of 0.624 and 0.527, respectively, and negatively impact purchase intentions. These findings contribute to understanding the most effective factors for influencer marketing campaigns and illustrate how these factors affect consumer purchase intentions. The impact of Instagram influencers on consumers' perceptions of brands and products in Sri Lanka, and their implications for purchasing behavior, are still poorly understood. Understanding influencer marketing campaigns is important for organizations. This study focused on the cosmetics industry on the Instagram platform and was limited to the Western Province. It is recommended that future research explore other social media platforms and industries, covering the entire country.
Impact of Loyalty Program Benefits on Brand Loyalty: with Special Reference to Dialog Axiata Company in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kolabage, D. R. N.; Bandara, B. S. S. U.
In contemporary society, loyalty programs are considered a crucial variable in establishing customer relationships. Firms place significant importance on loyalty programs. This article investigates the perceived benefits of loyalty programs using a multi-benefits framework encompassing utilitarian, hedonic, and symbolic benefits. The objective of this article is to examine the impact of loyalty program benefits on brand loyalty and to assess the extent to which these benefits influence brand loyalty. Additionally, it aims to identify significant differences in brand loyalty based on usage duration. The Sri Lankan mobile communications industry, known for providing consistent service to customers, has lower customer switching costs compared to other industries. Dialog, the industry leader in mobile communications, serves as the research context. The study population included all Dialog mobile connection users in the Colombo district, and a convenience sampling approach was employed. Data was collected via a questionnaire distributed within the Colombo district and analyzed using SPSS. One-way ANOVA was utilized to identify significant differences concerning usage duration, while co-efficiency was used to determine brand loyalty. The findings demonstrated a substantial relationship between loyalty program benefits and brand loyalty. Symbolic benefits exhibited a strong positive impact on brand loyalty, whereas utilitarian and hedonic benefits showed a moderate positive impact. Additionally, no significant differences were found in brand loyalty based on usage duration. These insights can be utilized by businesses as a marketing strategy when implementing or modifying loyalty programs.
Impact of Multi-Sensory Branding Experience on Consumer Impulsive Buying Tendency and the Mediating Effect of Browsing Behavior within the Store in Modern Trade Outlets in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dilrukshi, K. G. M. I.; Bandara, B. S. S. U.
Multi-sensory marketing creates an impact on the human senses and has greater importance in designing retail environments to be experiential oriented where it affects consumer perception, judgement and behavior. This article aims to analyze how multi-sensory branding experience impacts on consumer impulsive buying tendency in modern trade outlets in Sri Lanka and how browsing behavior within the store mediates this relationship. Based on a review of literature, this study develops an integrative conceptual framework, and it was tested using the data collected from 384 shoppers by adopting a simple random sampling method. The findings demonstrate a positive relationship between variables and there is a significant impact between visual, olfactory and auditory cues towards impulsive buying tendency and the results further indicates that browsing behavior mediates the relationship between multi-sensory cues and impulsive buying tendency. The relevant contribution that emerged from this study is applicable for all the self-servicing modern trade outlets in Sri Lanka by offering significant managerial implications.