Browsing by Author "Kumara, D.W."

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Factors Affecting Customer Satisfaction with Special Reference to Fast Food Restaurants in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Shashikala, G.S.; Kumara, D.W.
This study is focused on factors affecting customer satisfaction in fast food restaurant industry in Sri Lanka, where today various food companies offers many solutions to satisfy customer requirements, but yet no one was spoken and understood the affecting factors of those companies in connecting to the customer needs and wants.. The ultimate purpose of the marketer is to establish customer satisfaction within the fast food outlet through attracting them. Marketers use various tools to attract and satisfy customers. This study aims to identify major factors that customers are attracting and satisfying with fast food restaurants. The study uses quantitative research design method and analysis was done using 100 fast food outlet customers as a sample. The data was collected with standard questionnaire and customers were selected within the food outlets. Data analysis was done using descriptive statistics such as central tendency and dispersion. Correlation and regression analysis was used as inferential statistical techniques. From the analysis it was found that all four factors , namely product quality, service quality, physical design are influencing customer satisfaction of the fast food restaurants and out of four factors product quality is the most influencing factor.
The Impact of Advertising Appeals on Customer Purchase Intention with Special Reference to Fast Moving Consumer Goods ( FMCG) in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Perera, J.I.U.; Kumara, D.W.
Advertising is a one of the promotional tool which is using very effectively to influence to consumer buying behavior in today’s world. Advertising is an essential marketing tool when it comes to FMCG industry. Most of the large scales businesses and also medium scale businesses tend to allocate big budgets for the advertising because it is very effective for increasing sales. Sri Lankans are taking the driving seat in growing Fast Moving Consumer Goods volumes, according to Nielsen, a well-known market research agency. Nielsen says that an analysis of retail audit data shows that there has been a noteworthy change in consumer purchase patterns of FMCG items. This change appears to be linked to both economic circumstances and marketing activity and Advertising activities. Hence, this study aims to investigate the impact of emotional, rational and moral advertising appeal on consumer purchase intention on Fast Moving Consumer Goods (FMCG) in Sri Lanka. This study primary objective is to find out what extent advertising appeals have an impact on consumer purchase intention with regard to FMCG in Sri lanka. To collect data, a researcher-administrated questionnaire was employed this study. Population of this study is supermarket consumers in the city area of Colombo and Gampaha. Data was collected using a convenience sample of 150 respondents. Basic descriptive statistical tools and correlation and regression analysis were employed to analysis the data. In this research results indicated that there is positive, but weak relationship between: rational appeals and consumer purchase intention, emotional appeals and consumer purchase intention has positive, strong relationship. Moral appeals and consumer purchase intention has positive, strong relationship. However, the impact of emotional appeals on consumer purchase intention was at high level. Finally this study found that there is direct impact on advertising appeals towards consumer purchase intention in FMCG Market in Sri Lanka.
The Impact of Advertising Appeals on Customer Purchase Intention with Special Reference to Supermarket Chain in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Wierathne, N.C.I.; Kumara, D.W.
Recently, increasing competitive circumstances in supermarket chain in Sri Lankan market and accelerating private sector growth as well as providing more financial incentives for private sector led to increase the need of marketing and promotional activities, particularly advertising efforts. The influence on advertising on consumer purchase intention is one of the critical issues in the area of advertising. Hence, this study aims to investigate the impact of emotional, rational and moral advertising appeal on consumer purchase intention in supermarket chain in Sri Lanka. This study primary objective is to learn what extent advertising appeals have an impact on consumer purchase intention with regard to modern trade in Sri Lanka (Supermarkets Chain). To collect data, a researcher-administrated questionnaire was employed this study. Population is supermarket consumers in the city area of Colombo and Gampaha. Using a convenience sample of 100 respondents, data was analyzed by descriptive statistics, correlation and regression analysis. In this research results indicated that there is positive, direct and significant relationship between: rational appeals and consumer purchase intention, emotional appeals and consumer purchase intention, moral appeals and consumer purchase intention, advertising appeals and consumer purchase intention. However, the impact of rational appeals on consumer purchase intention was at high level. Finally this study found that there is direct impact on advertising appeals towards consumer purchase intention in supermarket chain in Sri Lanka.
Impact of Television Advertising on Youth Female Purchasing Decisions with Special Reference to Fairness Cream Products .1st Student Research Conference on Marketing (SRCM), Department of Marketing Management, University of Kelaniya, Kelaniya. p 46.
(Department of Marketing Management, University of Kelaniya, 2016) Kariyawasam, K.I.S.S.; Kumara, D.W.
The purpose of conducting the research is to find out the influence of TV advertising on youth female purchasing decision of fairness cream. Based on that the researcher seeks to answer the research problem of “Do TV advertisements have an influence over the youth female buying decision of fairness cream?” There is no previous studies were conducted in Sri Lankan situation and this is one of the reasons to attract the researcher`s attention of conducting the research. Main objective of the study is to identify the influence of TV advertising on youth female purchasing decision of fairness cream. Research is conducted based on AIDA model which is generally used to measure the communication effect of advertising. Both primary (questionnaire) and secondary sources (such as internet, publications and books) of data have been used. Data wes collected from a hundred female respondents in Western province within the age limit of 15-29 years. Collected data was analyzed using descriptive such as tables, charts and inferential statistical tools (Correlation analysis) using SPSS 20. In conclusion it was identified there is a weak relationship between TV presentation and purchasing decision of fairness cream and attention and purchasing decision of fairness cream while persuasive message , interest and desire having a significant moderate relationship with purchasing decision. Brand name has a strong relationship with purchasing decision.
Impact of TV Advertisement on Customer Purchasing Intention: A Study of Fast Moving Consumer Goods (FMCG) Industry with special reference to Biscuit Products.
(Department of Marketing Management, University of Kelaniya, 2016) Amakara, M.H.R.; Kumara, D.W.
Sri Lankan people are today facing to a very busy life style because of the contest with the economy. It’s happened with change of the simple life style of people, in to a very complex lifestyle. According to this lifestyle there is a huge space for instant foods like noodles, sort eats and biscuits etc. When considering about the biscuit market in Sri Lanka, it is expanding day by day and getting competitive with more innovative products. So there is a huge competition with advertising methods to attract consumers towards different biscuit brands and products. The purpose of this study is to examine the impact of TV advertisement on Purchase Intention toward biscuits products in Sri Lanka. This research is mainly focused on quantitative data and sample of 100 respondents was selected from Colombo district using convenience basis in online environment. Data was analyzed by SPSS. Descriptive analysis was done for the calculation of Mean Median, Mode, Standard deviation, Frequencies, and percentage and correlation analysis was used to test hypotheses. Indicators of TV advertisements that are called message, celebrity endorsement, jingle and repetition, affect to customer purchase intention were examined throughout this research and finally it was identified how these four indicators affect to the main concept of purchase intention and demographic factors and purchase behavior of respondents.
The Impact of TV Advertising on Consumer Buying Decision with Special Reference to Soft Drinks Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Jayathunga, D. D.T.N.; Kumara, D.W.
Advertising today uses all the many arrows in its quiver: information, image, personality, and lifestyle. The soft-drink industry comprises companies that manufacture non-alcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Identifying and understanding whether the impact of advertising appeals which are Rational Appeal, Emotional Appeal and Celebrity/ Expert is being used in the advertisement in soft drinks has an effect on consumer buying decision are vital and crucial in this ever growing competitive market place. So, that this research is focused on finding the relevant information about above mentioned variables and its implication towards the consumer buying decision with regard to soft drinks industry in Sri Lanka. This particular research is based on the objective of examining the impact of TV advertising on Consumer Buying Decision. In order to carry out the study, survey method has been selected as the research approach. The population for the research is all the consumers who live in Colombo District. A social media group has been selected from Colombo District and this group members has been taken as population frame. Data has been analyzed using SPSS and descriptive and inferential tools (correlation analysis) have been used to analyze the gathered data. Finally the researcher has made the conclusions based on results whether there is a positive relationship between rational appeal and consumer buying decision, emotional appeal and consumer buying decision and celebrity/ expert and consumer buying decision.
The Impact of Visual Merchandising on Impulsive Buying Decision: A Study Based on Super Market Industry in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Sandamali, W.A.L.; Kumara, D.W.
The supermarket concept was initially started in Sri Lanka at 1980’s and the particular industry began to expand after the year 2000. The supermarket industry is at the growing stage of the Industry Life Cycle. The Visual Merchandising of supermarket outlets were focused in this study and major purpose was to examine the consumer reaction to the Visual Merchandising in supermarkets in Sri Lanka. As this study was empirical in nature, categorized as deductive research and designed as quantitative research. The study was based on both primary and secondary data. 150 respondents were selected for the sample from Kiribathgoda, Wattala and Colombo. A questionnaire was designed to obtain customer’s attitudes regarding major variables of Visual Merchandising in their impulsive buying decisions. Visual Merchandising was grouped into four variables namely Store layout, Product Display, Cleanliness and Lighting. Further moderating variables namely Impulsiveness and Payment method were tested to identify moderate impact on relationship between visual merchandising and impulsive buying behavior The impact of independent variables on dependent variables was analyzed with the help of correlation and multiple regression model. The impact of moderate variables on relationship between visual merchandising and impulsive buying behavior was tested based on hierarchical regression model. This study revealed that, among the four visual merchandising dimension named, product display and lighting have significantly influence on impulse buying behavior. Factors like Store layout and cleanliness are moderately influence the impulsive buying behavior. The overall conclusion is that visual merchandising has significant impact on impulsive buying decision of customers in Sri Lanka. Further the findings show that there was a significant moderating impact in payment method on visual merchandising and impulsive buying behavior. As per the regression output impulsiveness has significant impact on relationship between visual merchandising and impulsive buying behavior.
Internal Marketing and Brand Commitment: An Empirical Review on Employee Perspective in Services Sector
(International Journal of Humanities and Social Science Invention (IJHSSI), 2019) Kumara, D.W.; Dissanayake, D.M.R.
Internal marketing and brand-related behavior of employees are found as extendedly researched notions across the markets and product scopes. The concept of internal marketing has been referred in empirical studies connected to different variables and propositions. In addition, brand-related behavior of employees have been studied with specific variables as different facets of committed behavior. Band commitment is one of the main variables found within the domain of brand-related behavior of employees. Studies have discussed employee brand commitment behavior in relation tointernal branding and brand citizenship behaviors. Alongside, it is clear that the interrelated nature of internal marketing,internal branding, and brand citizenship behavior on employee brand commitment behavior has been a highlighted research avenue. Meanwhile, service sector brands and firms have been extendedly considered in recently held studies when examining the concepts of internal marketing and employee brand commitment behavior. The main argument found with the said is services are fully engaged with employees as a value delivering component, thus, their commitment is a critical factor for the external customer satisfaction. However, empirical studies still claim to investigate how internal marketing practices and brand-related behaviors of employees are interconnected within the services sector firms. Accordingly, this paper also attempted to examine the empirical insights revealing how internal marketing and employee brand commitment behaviors are interconnected. This Paper further highlights the empirical thoughts shared on service sector as a specific matter based on the literature review carried out. Paper concludes the future research priorities by summarizing the content presented in the paper whilst highlighting services sector as a specific research niche.