Browsing by Author "Herath, Renuka."

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The Determinant of Purchase of Clothing Products
(Department of Marketing Management, University of Kelaniya, 2016) Gamage, E.E.T.I.; Herath, Renuka.
There is no denying the fact that the clothing retailers dictate the way we dress ourselves. Youngsters, in particular, are easily influenced by the latest fashion trends. Now fashion shows are being organized even in smaller towns and children as young as three years want to wear the latest model clothes. All of these are signs of the growing influence of clothing industry. Examine the determinants of purchase of clothing products with special reference to university students in Sri Lanka is the main objective of this study. A variety of literature in the particular fields was gathered in order to identify specific elements of determinant factors of clothing purchase intention. The majority of the primary data was gathered using a well-structured questionnaire. The sample comprised of 100 male and female university students who lives in Colombo district. The data analysis carried out using SPSS where a factor analysis was initially carried out to measure Reliability and Validity of the study. Next it was examine of how various determinant factors affect students’ clothing purchase intention and degree of their association with the purchase intention by conducting regression analysis. According to the analysis, Simple Linear regression shows all factors (Country of origin, Reference group influence, perceived quality, Emotional value and Brand) affect significantly to the clothing purchase intention. Therefore the study concludes that all variables that were taken as independent have significant impact on Clothing Purchase intention.
The Impact of Product Package Elements on Consumer Purchase Decision with Specific Reference to Dairy Food Product Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.
Today, Packaging is one of the most important factors influencing customers’ mind at the time of purchase. It has become an integral part of modern society and Packaging acts as the language of product and provides necessary information regarding the product to customers. Identifying the extent to which product package elements impact on consumer purchase decisions in dairy food products in Sri Lanka’ can be considered as the research problem. The purpose of this study was set to identify the impact of package elements on consumer purchase decision relating to Dairy product industry in Sri Lanka .Among several elements of packaging, only five elements were considered based on reviewed literature and those are package color, size, material, printed information and package innovation. Qualitative research design has been chosen and data was gathered using questionnaire targeting 150 respondents in Colombo and Gampaha Districts. Sample was selected by using convenience sample technique. Researcher developed five hypotheses and all null hypotheses were rejected based on the correlation coefficients derived from collected data set. Empirical results show that, from five elements of packaging, printed information on dairy product package is the prominent factor which impact to consumer purchase decision. Finally overall results of research suggest that there is an impact of package elements when consumers make the purchase decision on dairy products.
The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.
Package plays an important purchasing trigger for consumers at the event of purchase occasion and it has become an integral part that provides product information to consumers. Accordingly, main purpose of this study is to explore the impact of dairy product packaging elements on purchase decisions in Sri Lankan environment. Among several elements of packaging, only five elements were considered (i.e. package color, size, material, and printed information and package innovation) by doing extensive literature review. This study purely based on quantitative research method and total of 150 respondents have been approached in Gampaha and Colombo districts by using convenient sampling technique. Descriptive statistics and correlation analysis applied as main analysis techniques to test the hypothesis formulated in this study. It shows that, from five elements of packaging, and printed information on dairy product package are the prominent factors which impact to consumer’ purchase decision. Regression analysis shows that product packaging elements have an impact on purchase decisions of dairy products. As for the author’s knowledge, no previous studies exist on impact of packaging elements of dairy products on purchase decision in Sri Lankan context and therefore this study filled the empirical gap in packaging literature. However, due caution should be given in the event of generalization of the research findings.
The Impact of Social Media Marketing on Brand Loyalty (the case in tourist hotel).
(Department of Marketing Management, University of Kelaniya, 2016) Perera, P.K.D.P.; Herath, Renuka.
Tourism is one of most emerging industry in day‘s context. It has widely spread around the every corner of the world. It has able to be a strong source of income for many. Countries such as Brazil, India, China and Sri Lanka social media play a vital role in of promoting the tourism destinations obtaining benefits from this emerging industries and most of the foreign and local tourist‘s use social media as a key information source and they are very assure about the information provided via social media. Social media has created a platform of two way communication and third part can involve with communication by reviewing the ratings and sharing experiences. It leads to improve brand trust and brand loyalty of the companies. Against such a background this study is focused on to understand the social media marketing on brand loyalty in tourist hotels Therefore the main objective of this study is to Identify and critically evaluate the social media marketing practices which effects on brand loyalty Both primary and secondary data were used for this research. Sample for the study was 100 and a structured questionnaire was the instrument for data collection. Using Excel and SPSS data has analysed. sspecially the regression analysis was carried out to identify the relation between the social media marketing and the brand loyalty in the tourist hotels and other descriptive tools such as frequency counts, mean scores, percentages and standard deviation were also calculated to get and overall idea.
The Influence of Sales Promotional Strategies of Savings Accounts Influence on Brand Loyalty in the Banking Industry.
(Department of Marketing Management, University of Kelaniya, 2016) Weerasinghe, C.S.; Herath, Renuka.
This research is mainly focus on to “investigate the extent to which sales promotional strategies of savings accounts influence on brand loyalty in the Banking Industry ". Although internationally there are plenty of studies on this area there's no sufficient empirical research carried out in Sri Lanka to investigate the relationship between promotional strategies of savings accounts and brand loyalty This is a quantitative study and based on both primary and secondary data. Primary data were calculated on survey method and the selected geographical areas were Kiribathgoda and Kelaniya. The Questioner was distributed among 150 respondents. The findings show that the influence of promotional mix elements practice in banking industry related with savings accounts was high for advertising, personal selling, sales promotion and digital marketing, while it was moderate too low for direct marketing, and public