Browsing by Author "Thilina, D.K."

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    Brand Activation in Driving Customer Engagement: Theoretical and Practice Review
    (The International Journal of Business & Management, Vol 8 Issue 5, 2020) Gunawardane, N.; Thilina, D.K.
    Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.
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    The Impact of Physical Evidences on Customer Store Loyalty with Special Reference to Supermarket Industry in Sri Lanka
    (Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Thilina, D.K.; Liyanage, N.
    In Sri Lanka, when concentrating on previous researches on supermarket environment, the main focus has gone towards how far the customer service has affected on customer satisfaction or customer loyalty. However, other than the service quality there are so many areas to be looked at on the super market environment. There has been no such research conducted to study how physical evidences are made an impact on consumer behavior in super market environment. Therefore, there is a gap on identifying variables, which affect on consumer behavior other than the service quality in Sri Lankan supermarkets. Consumer mind is changing time to time but it is questionable whether that change is captured by retailers when designing their strategies. The overall study focused on whether there is an impact on the physical evidence used in supermarkets towards achieving customer store loyalty. This survey has covered the five major supermarkets in Sri Lanka. The sample is consisted of 100 customers those who are doing shopping at supermarket. To carry out the research there were four physical evidence elements selected such as layout, signage, lighting and signboards of supermarkets. Through the research findings there are several aspects of the customer store loyalty was revealed. One of those is present context customers are moving from general trade to modern just because of the opportunity that they getting to compare prices of the goods, quality and specifications of each products unlike in the general trade shopping. The next reason is most of the people love to have family shopping specially in supermarkets. Nowadays this has become a new trend in supermarkets.
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    IMPACT OF VISUAL MERCHANDISING ON CONSUMER IMPULSE BUYING BEHAVIOR: WITH SPECIAL REFERENCE TO MODERN TRADE SECTOR IN SRI LANKA.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Thilina, D.K.
    The whole purpose of this study was to examine the impact of different selected visual merchandising techniques on consumer impulse buying behavior in modern trade in Sri Lanka, with the intention of proposing constructive recommendations to enhance store atmosphere and attract customers in modern super markets by using different techniques of visual merchandising. These techniques allow super markets to differentiate their offerings from competitors in modern trade industry. Sample of this study were 200 modern trade customers in Sri Lanka and the research instrument was a set of questionnaire. The collected data were analyzed using descriptive statistics to find frequency and percentage of personal profile. Gathered data was undertaken into regression analysis and correlation analysis to find the impact of visual merchandising on consumer impulse buying in modern trade. The result of the study revealed that there is an impact of visual merchandising on impulse buying tendency and from two visual merchandising techniques: in-store product display and floor merchandising. This study gives insights to super markets as to which visual merchandising techniques can significantly influence on consumer impulse buying behavior with special reference to Sri Lankan context