Browsing by Author "Patabendige, S.S.J."

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The Effect of In-Store Promotion Tools On Purchase Intention of Sri Lankan Supermarket Consumers: With Special Reference to Western Province
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ekanayaka, H.P.R.A.P.; Patabendige, S.S.J.
With rapid changes in customer life style and shopping habits, supermarkets are becoming more popular among Sri Lankan customers. In a competitive nature of supermarket industry, the management of supermarkets practice in-store promotion tools with the purpose of winning this completion. So this research is conducted to investigate the relationship between in-store promotion tools on purchase intention. Sample was gathered from the each district of western province and convenience sample were used to select the sample. 150 respondents were selected from each district according to the population dispersion of the province. The researcher has used the SPSS data analyzing software to analyze gathered data. The research findings show two significant insights of the research. First, it has evaluated the consumers’ shopping behavior. Secondly, findings are shown while achieving the researcher’s main objective of investigating the relationship between in-store promotion tools and the customers purchase intention of Sri Lankan supermarket consumers. The findings indicated that all five in-store promotional tools show a significant relationship to purchase intention. The strongest relationship was shown by the product displays, the second was lighting while others were background music, sales promotions and the audio video broadcasting respectively
Factors Impact on Customer Credit Card Usage Behavior in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) De Silva, L.G.R.V.; Patabendige, S.S.J.
Credit card business is a very dynamic segment within the banking industry with a higher level of competition. Hence identifying the specific variables that would impact on the credit card usage behavior would give a better advantage to the issuer to market credit cards. This research paper makes a valuable contribution, given the fact that there is lack of empirical studies and prior researches of this nature focusing on Sri Lanka. Due to the extreme competition among issuers, customers tend to switch the credit card issuers. So identifying customer behaviors is vital to improve market share & sales. Therefore this research was conducted to identify the major factors that impact on customer credit card usage behavior in Sri Lanka. Conceptual framework was developed to assess the variables, hypothesis build based on customer credit card usage behavior in Sri Lanka. The primary data for the survey was collected through a self-completed questionnaire which was distributed among 100 credit card users in Sri Lanka. The SPSS was used to analyze the primary data, According to the research, credit card attributes emerged as the major determinants of credit card use among Sri Lankan customers. But this can be change based on the research model developed under conceptual framework. The findings are likely to be very important to Sri Lankan banks in marketing of credit cards.
Financial liberalization- “The Correct Sequence”: A Sri Lankan perspective
(University of Kelaniya, 2014) Patabendige, S.S.J.; Senarath, S.A.C.L.
Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).
(Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.
In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.
Impact of Brand Equity on Purchase Intention towards Local Apparel Brands.
(Department of Marketing Management, University of Kelaniya, 2016) Swarnawimala, H.M.R.; Patabendige, S.S.J.
This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand equity to purchasing intention towards local apparel brands in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from the respondents. As per research out comes, brand equity factors such as, perceived quality, brand association, brand loyalty, brand awareness brand image factors have much impact on purchase intention towards local apparel brands. Researcher has found most influencing factors as brand image and perceived quality, .Further has identified recommendation, positive word of mouth, those purchasing intention indicators have a connection between brand equity. According to the study marketers need to focus on brand equity factors according to above findings.
The Impact of Brand Image to Purchasing Intention towards Motor Car Market in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Jayathilake, A.V.H.L.; Patabendige, S.S.J.
This study is undertaken to identify the what extent of brand image influence to purchasing intention towards Sri Lankan motor car market with a special reference to the Colombo and Kandy districts. Due to high competitiveness of the market place and high involvement of customers towards motor cars this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand image to purchasing intention towards motor car market in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from respondents to reach conclusion. As per research out comes, brand image factors such as, country of origin of the motor car brand, available knowledge of the motor car brand, quality of the motor car brand, price of the motor car brand and trustworthiness of the motor car manufacturer have a clear positive relationship between purchasing intention.
Investigation the Effect of Airline Service Quality on Passenger’s Satisfaction and Loyalty in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Gunathilaka, W.A.D.R.M.; Patabendige, S.S.J.
The service sector has grown to be an integral part of Sri Lanka’s economy and aviation is yet another energetic industry which has immense potential due to the country’s strategic geographical location. Therefore, this thesis is to investigate the relationship between airline service quality, passenger satisfaction and passenger loyalty. This study identifies the main factors of airline service quality, passenger satisfaction and passenger loyalty and proposes a model examining the directional relationship among these three constructs. It is based on an empirical investigation of the data collected from 150 of passengers depicturing from Bandaranayke International Airport during November and December 2016. Correlation and regression techniques are used to investigate the relationships among the three constructs namely: service quality, passenger satisfaction and passenger loyalty. The key findings of the study indicate that there is a no positive relationship between Arline Facilities and Passenger’s Loyalty, there is a positive relationship between Airline Performance, Airline Staff Attitude and passenger’s Loyalty, passenger’s satisfaction and passenger’s Loyalty and overall service quality is highly related to both passenger satisfaction and loyalty. An approach to the identification of the dimensions of airline services based on the stages of providing services to passengers is introduced and a loyalty measure, covering both attitudinal and behavioral aspects, is developed and used to examine the applicability of loyalty level in determining segments in the air passenger industry.
Sri Lankan Passenger’s Perception towards adoption on Social Media Marketing in Airline industry.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Subasinghe, S.M.A.N.M.; Patabendige, S.S.J.
The objectives of the study are to identify the level of Sri Lankan passenger’s perception towards adoption of social media marketing and to identify the most significant factor towards adoption of social media marketing of the airline industry in Sri Lanka. Influential factors were grouped into five variables, namely personal needs, tension release needs, active approach, passive approach and the perception towards adoption of social media marketing of the airline industry. Multiple linear regression was used in identifying the relationship between the influential factors and passenger’s perception towards adoption of social media marketing. The result showed, most of the respondent’s perceptions were related to Active approach and they have a strong positive relationship with perception towards adoption of social media marketing. They agreed social media marketing as a method of direct marketing and PR tool and also they agreed social media marketing as a method of accommodating their tension release need. According that, Sri Lankan passengers were adopted social media marketing, because of it is a solid direct marketing and PR tool (Active approach) and accommodate their tension release need when they are using it as a marketing tool in the airline industry. It is recommended that airlines should focus more on the strategies which will make an impact on these two influential factors in order to attract and retain passengers.