Browsing by Author "Gayathree, D.A.G.P.K."

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The Effect of Brand Equity for Women’s Purchasing Intention on Clothing Own Brands in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Maduwegedara, N.K.; Gayathree, D.A.G.P.K.
Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study examines the factors which contribute to brand equity in the women’s purchasing intention based on the four respects of brand equity, namely brand awareness, perceived quality, brand loyalty and brand association. The problem statement is “Effect of Brand Equity for Women’s Purchasing Intention on Clothing Own Brands in Sri Lanka”. The study looked at brand equity and women’s purchasing intention on clothing own brands in in Sri Lanka. It was conducted within the Colombo district. A sample of 150 respondents was used. Simple random sampling method was used to select the all respondents. A total of 150 questionnaires were distributed and 138 valid questionnaires were collected, the effective rate was 92%. Data was analysed using SPSS, generating frequencies for the demographic information, then factor loadings in ascertaining factors necessary to establish a successful brand image, then Pearson’s (r) correlations in analysing relationships, then finally regression analysis to examine the predictive potential of the independent variables on the dependent variables. Basing on findings from the study, we can also conclude that brand equity alone without relating it to the customers self, may not have a long lasting impact on the customers purchasing intention. Thus, when promoting brands, we also need to understand the different customer selves and relate them to the brands. So that we can create a customer brand attachment which is very influential in the purchasing decision making process. Findings revealed that brand equity is a key component in influencing women’s purchase intention. Finally this study has provided effective conclusion regarding Sri Lankan women’s own brand clothing market in connection with Brand Equity.
Factors Affecting the Attitude towards Facebook Advertisements – With Special Reference to Colombo City Customers.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sandaruwan, P.M.D.; Gayathree, D.A.G.P.K.
In today environment, online social networking, especially Facebook is almost impossible to ignore, hence it has become a part of people’s daily life activities. Advertisers, marketers and companies have therefore identified the opportunity of this habit and incorporate Facebook into their marketing strategies. Advertising through the Facebook enhanced the value of advertising in terms of brand awareness, profit and return on investment. But on the other hand, the effect of Facebook advertising depends on the factors that affect to customers’ attitude toward advertising because it would not make any sense for advertisers to put effort in Facebook advertising without knowing the impact on customers’ attitude. The aim of this study is to examine some factors that possibly would have an influence on the customers’ attitude toward Facebook Advertising with special reference to Colombo city customers in Sri Lanka. This research study provides some insights to companies, marketers and advertisers that may draw current and potential consumers’ positive attitude toward advertising on Facebook.
Factors Affecting the Purchasing Intention of Green Products
(Sri Lanka Journal of Marketing, Vol 2 No 1 Jan – June 2016, 2016) Gayathree, D.A.G.P.K.
Consumer behaviour researchers and scholars throughout the past three decades have given much prominence to the green consumerism related studies due to its significance in the contemporary business world. According to the World Bank statistics the global warming, CO2 emissions and deforestation has become debatable issues. Thus the recent consumer research has focused increasing attention on the sustainable and the ethical consumption. Literature on green buying behaviour has given less attention on researching the characteristics of the green consumers and more prominence has been given on analysing the impact of green marketing elements on the consumer purchasing behaviour. Majority of the green literature has adopted Theory of Planned Behaviour to explain the green buying decisions of the consumers. Literature shows that the predictive ability of the purchasing intention of green products would be enhanced if background factors such as personality traits used. Further, scholars have pointed out that personality traits have a significant influence on the environmental behaviour. Thus, personality traits would have a positive influence on the purchasing intention of the green product.
The Factors Affecting the Revisit Intention of Fast Food Restaurants:(With Special Reference to Generation Y in Western Province Sri Lanka).
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kuruppuarachchi, E.N.; Gayathree, D.A.G.P.K.
The research identifies the determinants of revisit intention of fast food restaurants of Generation Y consumers in Western Province of Sri Lanka. More specifically, the research assesses the degree of influence made by determinants on revisit intention of Generation Y people; identifies the most salient determinant that influences the customer revisit intention of Generation Y to fast food restaurants; and examines whether the revisit intention vary according to their gender in Western Province of Sri Lanka. The data were gathered using a questionnaire and the collected data were analyzed by employing SPSS statistical software version 17.0. In order to test the reliability of the variable indicators, reliability test was done. The study found that revisit intention of fast food consumers of Generation Y is high and also found that all five key determinants influence the individual revisit intention. However, when it comes to group scenario, food quality, perceived value, restaurant location and restaurant image are the main influencing determinants, which is a new empirical finding. Perceived value determinant was proven to be the most salient determinant of revisit intention which is contradictory with the findings of existing literature. The study further concludes that revisit intention does not vary with the gender.
Factors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, H.M.H.N.; Gayathree, D.A.G.P.K.
Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, which adds to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute to create brand loyalty towards the fast food industry in Sri Lanka, with special reference to the internationally franchised fast food brands currently operating in the country. The researcher also intends to investigate the extent to which these factors impact on generating brand loyalty towards the fast food industry. The sample of 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province, using convenience sampling method. A questionnaire based survey method was used to gather the primary data required for the study.
Impact of Brand Knowledge on Consumer Lifetime Value with Special References to Ayurvedic Products in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sudharshana, N.A.; Gayathree, D.A.G.P.K.
In Sri Lanka Ayurvedic industry can be define as growing industry in today context then it is critical to understand about future development of this industry. As marketing student researcher tried to figure it out how it can be applied branding concept in order to develop this ayurvedic industry in Sri Lanka. Researcher found that even though there is a possibility to develop this industry most of companies do not engage with high branding concept and brand development task such as FMCG industry. But if companies develop their brand by taking some effort actually it will be impact to their loyal customer base in other word their cash generating ability will increase. There is story behind to select this topic also that is researcher got job in ayurvedic product manufacturing company and that company do not engage with more branding and particular company not spend more money to develop their Ayurvedic brands. In that sense researcher though that there is opportunity to develop this industry by using brand as mentioned early. Then researcher needed to figure it out is that true? To prove it researcher has done this study. Then researcher finally proved that if company come up with branding concept such as FMCG market then that day will be a great day to ayurvedic industry in Sri Lanka.
The Impact of Celebrity Endorsements on Customer Buying Intentions of the Sri Lankan Malted Milk Powder Market.
(Department of Marketing Management, University of Kelaniya, 2016) Chandrasiri, N.A.S.S.; Gayathree, D.A.G.P.K.
The celebrity endorsement is mainly used for the malted food drinks when comparing with other milk products. That is mainly due to the “Point of difference” most of the malted food drinks try to emphasize the energy. The research problem is to identify “Does celebrity endorsement influence the customer purchasing intention for malted milk powder brands in Sri Lanka?” The purpose of this study is to identify the association between celebrity endorsement and customer purchase intention of the Malted milk powder products. This research is quantitative and convenience sampling was used to collect data. For the purpose of achieving objectives responses were gathered from 100 respondents. After gathering the information the data were analyzed using different analytical tools. The data was coded and analyzed using SPSS statistical tools including descriptive statistics. Descriptive analysis will be done for the calculation of Mean Median, Mode, Standard deviation, Frequencies, and percentage for the independent and Dependent variables. Dimensions of celebrity endorsement that are celebrity attractiveness, trustworthiness and the expertise affect to customer purchase intention throughout this research report it explains how these three dimensions effect to the main concept of purchase intention for malted milk powder brands. Finally the hypotheses were tested based on the dependent and independent variable. After testing the entire hypothesis it is considered to be a positive relationship between the celebrity endorsement and the purchase intention of malted milk powder.
Impact of Promotional Tools on Purchasing Intension of Telecommunication Networks: with special reference to educated youth generation in Colombo in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Abeysinghe, M.G.H.M.; Gayathree, D.A.G.P.K.
This research report was prepared to examine the impact of promotional tools on the purchasing intensions of telecommunication networks; with special reference to educated youth generation in Colombo. As a result of the growing competition in marketing field in the present business world, it is very important to have a vast knowledge regarding the promotional tools of telecommunications networks. It is mandatory to understand the impact of conventional and modern methods of advertising on generating revenue to the advertiser. In here conventional television advertising dimensions and modern promotional dimensions are considered the core elements of advertising. According to past studies, researchers have measured the relationship of advertising and purchasing intension referring to telecommunication networks. According to this study, the survey was conducted to examine hypothesis. Primary data was collected from 150 respondents who use mobile connections. A structured questionnaire was used as a research instrument. Respondents were selected from the university undergraduates, reachable people and employees of private companies in Colombo district. Collected data were entered to SPSS software for purpose of basic data analysis. The result revealed that the promotional tools had high impact on the purchasing intention.
Impact of Social Factors on Consumer Impulsive Buying Behavior in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Basnayaka, B.M.M.G.T.R.; Gayathree, D.A.G.P.K.
Impulse buying is normally thing within the consumers. The purpose of the research is identifying the social factors influencing the impulsive buying behavior: the case FMCG in Sri Lanka. The objectives are to identifying the social factors affect to impulse buying behavior and analysis how demographic variables influence to the impulse buying behavior. Pilot survey conducted before collect data from sample. In pilot survey identify validity and reliability of the questions and some one question remove from the questioner. After that collected data from the sample. Data collection based on the Colombo district by 100 respondents. Date analysis done by using SPSS 20 software and finally identify strong, week and also moderate relationships between the dependent variable and independent variables.
Legend of Entrepreneurial Business Model: A Case Study of Lanka Harness Co. (Pvt) Ltd
(Staff Development Unit, Faculty of Commerce & Management Studies, University of Kelaniya, 2015) Gayathree, D.A.G.P.K.
Lanka Harness Co. (Pvt) Ltd is established in 2002 and involved in assembling automobile seat belt sensor switches, airbag sensor switches, and sun visors. The assembling plant is situated in the block B of the Biyagama export processing zone. The company currently possesses 460,000 pieces capacity per month with 230 well trained labor force by the mother company. Impact sensors for automobile airbags and seat belts are the key products of the company. The products are exported to Japan, Indonesia, Romania, Thailand and India and would be assembled in famous automobile brands such as Toyota, Nissan, Honda, Mitsubishi & Mazda of Japan, Ford, General Motors and Chrysler of USA, Volvo, SAAB, BMW, Aston Martin, Opel and Renault of Europe. The company is maintaining a proper quality management system within its productions and operations which is proved by possessing ISO 9001:2008 certification. Moreover, as per the Managing Director, “the customers are concerned on 100% assurance on our products since even 1% failure would result in losing the life of the users of cars and we would lose the business. Thus, we are concerned on keeping the quality level with 1 parts per million (1 PPM).
The Product Attributes That Influence the Smart Phone Buying Decision of Young People (Generation Y) In Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Nilukamal, I.L.T.; Gayathree, D.A.G.P.K.
The mobile phone industry is one of the fastest growing industries in the world. The first major transformation occurred in 2002 with buildup of the first color screen and then they introduce multimedia mobile phone during 2004-2006. Between 2000 and 2013, the number of mobile phones in use world-wide grew from fewer than 1 billion to around 9 billion. Finally the birth of smart phone started in 2007 by Nokia. From 2007 to 2010, there are more than 300,000 of mobile apps being developed. It is important for mobile phones companies to attract Generation Y customers with new technologies and designs, and make profit from them by creating good buying decision. The aim of the research is to analyze whether the product attributes of individuals affect the purchasing decision when a customer is going to purchase Smartphones. As such the problem statement can be built up as: “What are the product attributes that influence the Smart phone buying decision of young people (Generation Y) in Sri Lanka” The conceptual framework and the methodology of the study are explained for the variables identified through literature and through discussions with professionals of the smartphone and Smartphone service providing companies are presented in a manner that can be tested empirically. According to the study done by the researcher, we can clearly see that the customers consider the Purchasing Decision factors. Under the Independent variable, affect Smartphone purchasing decision & users consider about the Brand Image, product convenience, Product Price, Product features, Social Influence of the Smartphone. When we conclude on this variable effect of the Smartphone purchasing decision is considered the most important among the smartphone purchaser.
Purchasing Intention towards Online Shopping: with special reference to M-shopping in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Gallage, P.M.; Gayathree, D.A.G.P.K.
Expansion of globalization era impacts to revolution of electronic marketing. Online shopping is use e-commerce technology for better marketing performance. Online shopping industry rapidly change because of it works with technology. Therefore, the researcher decided to study purchasing intention toward online shopping with special reference to m-shopping. The population selected for the research is Sri Lanka and research narrowed down to Gampaha and Colombo districts in Sri Lanka. The sample size selected for this research study is 150 and researcher has used convenience sampling technique. Researcher findings indicated that among four factors selected for this research the most influencing and attractive factor for m-shopping in Sri Lanka is convenience, website design and features the second most influencing factor and thirdly security. Result have also showed that time saving is not much influencing factor for m-shopping in Sri Lanka. The findings revealed that the youngsters are highly engaged with the online shopping and elderly people are not so keen to shop online. Further, average income holders are more like to do online shopping than higher income holders.
The Significant Impact of CRM Practices on Customer Satisfaction: with Special Reference to Interior & Exterior Blinds Companies in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, G.D.D.; Gayathree, D.A.G.P.K.
This study examined the impact of customer relationship management (CRM) elements on customer satisfaction. CRM is one of the critical strategies that can be employed by organizations to improve competitive advantage. The organizational context of the study was Interior & Exterior blinds companies in Sri Lanka. It is necessary for the organization to build and maintain a strong relationship with the customers in order to achieve the ultimate goal of customer satisfaction. Four critical CRM elements are measured in this study, behavior of the employees, quality of customer services, complaint handling and Social interaction. The population of the present study is customers with high income who are purchasing blinds from western province, 150 respondents were selected through convenient sampling and data has been collected through questionnaire. Correlation and regression analysis are used to examine the relationship of the variables and effect of the independent variables on dependent variables. According to the study it is recommended initiation of loyalty programs and continuous improvement of CRM activities are essential for further development of industry.
Study on Factors affect on the Consumer Purchase Intension on Fruit Drinks: Special Reference to Sri Lankan Beverages Market
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dhananjaya, M.T.D.; Gayathree, D.A.G.P.K.
When it considers the type of beverages available for consumption, Fruit drinks sector is one of the largest growing subsectors of food industry in Sri Lanka. Within the current context of Fruit drinks, market place in Sri Lanka is very competitive with the presence of both international and local players who can influence consumer choice. Given this increasing demand for Fruit drinks products, this study was conducted with an attempt to identify the factors affect on the consumer purchase intension on fruit drinks, with special reference to Sri Lankan beverages market. Further it identifies the attitude towards Fruit drinks within Sri Lankan consumers. The factors which used for this research study to assess the purchase intention of Fruit drinks were Health aspect, Quality aspect, Price aspect, Brand aspect and Taste aspect. These factors were the independent variables and consumer purchase intention was the dependent variable of the research study. The sample size was 150 respondents, selected through convenience sampling from the Western Province. The data was collected through a questionnaire. The Analyzed data reveals that most of consumers are aware about Fruit drinks and majority of the respondents considered Taste, Quality and Brand aspects are the most influential factors for the consumer purchase intention.