Browsing by Author "Perera, G. N. R."

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Effect of Point of Sale Material on Impulsive Buying Behavior in Western Province with Special Reference to Anchor Newdale in Restaurant Context.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Eranga, M.A.T.D.; Perera, G. N. R.
In the present business environment, marketers are using different kinds of point of sale materials to achieve the organizational communication goals. Companies spend millions on developing and executing POSM strategies as they see fit. Fonterra Brands Lanka is the leading dairy manufacture in Sri Lanka. It has spread its branches to the extents of everyday nutrition and advanced nutrition. Fonterra has been operating in the Sri Lankan market as the market leader in almost every dairy product for more than two decades now, by setting the industry standards to the global level. This study attempts to measure the effect of point of sale material on impulsive buying behavior in the Western province with reference to Anchor Newdale yoghurts in the restaurant context. For this purpose, 122 respondents were selected by using multi stage mix sampling method. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that Point of sale materials and impulsive buying are positively correlated.
The Impact of Consumer Sales Promotions on the Consumer Purchasing Decision with Reference To Beverage Sector in Gampaha District
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Thilakarathna, R.A.I.H.; Perera, G. N. R.
The purpose of this research is to investigate the effects of sales promotion and various sales promotional tools over the purchasing decision of customer. The research evaluates the impact of sales promotional tools mainly Price discounts, Scratch and win, Advertising specialists, Premiums, POP Promotions. This quantitative cross sectional study has conducted by analyzing the convenient sample through a standard questionnaire. And the final sample consisted of female and male 100 respondents from beverage sector in in Gampaha district. The data was analyzed using SPSS and it was found that price discount is significantly related to the consumer purchasing decision. And furthermore it is found that there is less impact from advertising specialists, scratch and win opportunities, premiums and POP Promotions. It is suggested that managers may establish a strategy of influencing the consumers through implementing price discount promotional programs related to the beverage industry.
The Impact of Point of Sales Materials on Consumer Purchasing Behavior of Anlene Milk Powder
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, L. S. M.; Perera, G. N. R.
In the present business environment, marketers are using different kinds of point of sales materials to achieve the organizational communication goals. Companies spend millions of money on developing and launching point of sales materials campaigns. In Store POSM, Out Store POSM, Special Visibility POSM, and equity Building POSM, are few of the point of sales materials which are adopted to achieve the organizational communication goals. The dealers, store owners/ management’s supports are crucial for these kinds of promotions. This study attempts to measure the effect of point of sales materials adopted in marketing campaigns on consumer buying behaviour with reference to Anlene skimmed milk Powder. In this exercise the researcher has given his concern for the purpose, objectives or expected outcome of each point of sales material. E.g. Equity Building POSM (Dealer board, Hoarding) – brand recall, brand awareness etc. For this purpose, 114 respondents were selected by using multi stage mix sampling method. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that point of sales materials and consumer Purchasing behaviour are positively correlated.