Browsing by Author "Ubayachandra, E. G."

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Factors Influencing the Consumer Switching Intention from Powdered Milk to Fresh Milk in Sri Lanka: with Special Reference to the Matara District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakshan, W. G. A. R.; Ubayachandra, E. G.
Milk consumption is a vital researchable area to be emphasized in the Sri Lankan context today owing to its dramatically changing pattern taken place among different social strata. So, it was viewed that doing a study along with this area is worthwhile. The problem of the present study involved in the potential movement from powdered milk to fresh milk. The key purpose of this study was to search for factors causing potential switching intention. Also, six objectives and questions were set focusing on the problem. A rigorous search of literature supported to note certain untouched areas of considering object particularly in Sri Lankan context was made. The study design was both exploratory and descriptive. Both quantitative and qualitative methods were used with deductive reasoning. As this is an empirical study in nature, primary data were mainly associated via online questionnaires, emailing, and telephone discussions. Also, secondary data were used for more details. The population was all of the powdered milk consumers in the selected district. For the convenience of analysis, with the help of convenience sampling technique, 250 respondents were selected from seven town areas in the considering district. Some descriptive techniques and correlation and regression analysis were associated for the presentation and analysis of data, respectively. Based on six main findings, it was concluded that intention is mainly impacted by a dominant factor, satisfaction. Including certain related researchable areas, some timely significant suggestions are conveyed by this study at its end part.
The Impact of Brand Image on Customer Purchase Intention with Special Reference to Modern Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sachini, K. W. T.; Ubayachandra, E. G.
Brand image was one of the key factors that had an influence on customer purchase intention. The main purpose of this study was to examine the impact of brand image on customer purchase intention in modern retail industry in Sri Lanka. The identified problem was how brand image impacts customer purchase intention and penetration of the modern retail industry. The gap was concerned about the impact of brand image and a lack of sufficient research done locally related to this industry. The research design was exploratory. Brand image consists of five dimensions: brand identity, brand personality, brand association, brand behavior and attitude, brand competence and benefit. The primary data was collected using online questionnaires from 250 respondents in Sri Lanka's western province. Also, secondary data were used for more details. Correlation and multiple regression were used for analyzing the data. The findings show that the hypotheses derived from the conceptual model supported brand image in part. The findings show that brand identity, brand personality, brand association, brand behavior and attitude, brand competence, and benefit had a negative relationship with the customer's purchase intention. Moreover, this study contributed both to the knowledge domain of future researchers and to their practice.
The Impact of Brand Personality on Brand Loyalty with Special Reference to Licensed Commercial Banking Sector in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramaarachchi, D. N.; Ubayachandra, E. G.
The purpose of this study was to analyze the overall impact of brand personality on brand loyalty in the licensed commercial banking sector. Based on a review of the literature, this study develops an integrative model, and it was tested using data collected from 355 banking customers in Western Province. The research design was both exploratory and descriptive, and the approach was deductive reasoning. For this empirical study, primary data was mainly associated via online questionnaires and for presenting data, a certain number of descriptive statistical tools were applied and using SPSS version 26 statistical package, correlation and multiple regression were employed for analysis of the data. The findings show four independent variables (Sincerity, Excitement, Competence, and Sophistication) are having a positive relationship with the dependent variable (Brand Loyalty). But the Ruggedness variable has no significant relationship with Brand loyalty. It was rejected. The findings contribute to the marketers in designing their marketing campaigns. And also, especially for marketing in the service sector, these findings will help. Thus, these findings can be used to create a competitive advantage in this increasingly growing market. Further, these findings will help the bank managers and front-line employees of the bank to get an idea about the value of brand personality. The study is an original contribution to the field of licensed commercial banks. In previous studies, the impact of brand personality has been tested using different factors in different fields, hence brand personality on brand loyalty in the licensed Commercial banking sector is unique to this study
Impact of Celebrity Endorsement on Consumer Buying Behavior: With Special Reference to Skin Care Products in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Weerasingha, R. S.; Ubayachandra, E. G.
In Sri Lanka, skincare products manufacturing companies increasingly used celebrities as their brand endorsers. The research problem of this study is how far celebrity endorsement encourages consumers to take some kind of action. The key objective of this study was to investigate the impact of celebrity endorsement on consumer buying behavior and there were four specific objectives of this research study; this study was directed at the skincare products industry. The research study depended upon a quantitative and qualitative data collected through a self-administered online questionnaire. Questionnaire was utilized in gathering information from the respondents in Colombo, Gampaha and Kalutara districts in Western Province Sri Lanka. The survey was done on 384 respondents drawn through stratified sampling method, there were no responses made by 37 respondents and 347 respondents were employed analyze data. For this empirical research study, the primary data of the study was collected through questionnaires and secondary data was collected through internet and journals. The study made used of exploratory and descriptive research design and the approach was deductive reasoning. The conceptual model contains four independent variables. It was hypothesized in this study that, celebrity’s attractiveness, trustworthiness, personality and expertise. For presenting data applied descriptive statistical tools and used SPSS version 26 statistical package. For analyzing data employed correlation and multiple regression. The study found out that, trustworthiness, attractiveness and personality of the celebrity have a significant impact on consumer buying behavior. End of the research study specific suggestions including related researchable areas have been made.
Impact of Online Shopping Platforms on Purchase Intention for Consumer Electronic Products (Special Reference to Western Province in Sri Lanka)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Thennakoon, T. M. N. S. B.; Ubayachandra, E. G.
It is known that Internet and developing technologies have paved new paths for both sellers and buyers today. The key purpose of this study was to identify the extent to which online shopping platforms make an impact on purchase intention for electronic products in Sri Lanka. In support of diagnosing the problem, seven objectives were formulated. The research design was both exploratory cum descriptive, and the approach was deductive reasoning. For this empirical study, primary data were mainly associated via online questionnaires. Also, secondary data were used for more details. Out of the approximately 85000 sample population pertaining to considering products in Colombo, Gampaha and Kaluthara districts, for the convenience of analysis, 384 sample size was selected with the help of simple random sampling technique. As there were no responses made by 33 persons, only 351 respondents were emphasized. For presenting data, a certain number of descriptive statistical tools were applied and using SPSS version 26 statistical package, correlation and multiple regression were employed for analyzing the data. Accordingly, the findings show that except perceived risk, Website Design, perceived ease of use, perceived usefulness, subjective norms, and prior online shopping experience have a positive relationship with trust which in turn has a positive relationship with purchase intention. As per the R square value, it was concluded here that there is a dominant impact of online shopping platforms on purchase intention for respective products. At the end of the present study certain vital suggestions including related researchable areas have been made.
The Impact of Retail Store Atmosphere on Customer Purchase Intention: With Special References on Supermarkets in Sabaragamuwa Urban Area
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gunathilaka, W. A. D. S. S.; Ubayachandra, E. G.
In business customers are very important. So as an organizations need to care and attract customers for their outlets. In this outlets, different things impact to customers. This research mainly explores the determinants of studies investigate the impact of store atmospherics on customer purchase intention in different super markets in Sabaragamuwa urban area. Most of study focused store atmospherics on consumer purchase intention. The main objective of this research is to explore the supermarket store atmospherics on buyer behaviour and analyse how it influences cleanliness, music, lightning, temperature, color, images, scent, display and layout of customer’s point of view in Sri Lankan context and give a quick, easiest, comfortable and most attractive services for the customers. Marketing literature has a great deal of empirical evidence confirming the influence of Store atmospherics on consumer buyer behaviour. The findings from the study indicate Store atmospheric factors have significant positive correlation with buyer behavioural variables. And also study found some variable has strong power to impact consumer’s intent of purchase. Research sample was 383 respondents and questionnaires were design in 5 point Likert scale and data collect as survey. Forget the different statistics used SPSS tool 25 version. As well as to test the hypotheses used multiple regression method. These findings very important to future researchers continue their research. The effects of customer purchase intention with retail store atmosphere need to understand before place the stores and get maximum result for it.
An Investigation into Online Purchase Intention for Gift Stores: with Special Reference to Colombo Metropolitan Area
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Haththalla, H. A. U. K.; Ubayachandra, E. G.
Online Gift stores have become very popular among the gift seekers in Sri Lanka today. At present, as online shopping has become highly popular, it was a curiosity that whether gift seekers tend to purchase gift items via an online platform. Additionally, a preliminary descriptive survey was also done in order to identify the characteristics of the problem. From the rigorous literature made, the knowledge of emphasized objects and research gaps were captured. The study's key purpose was to identify the impact of customers' trust on the online gift stores and have focused on the problem; five objectives and research questions consistent with those objectives were also associated. The research design was both exploratory and descriptive, and the approach was deductive reasoning. Online questionnaires of which reliability was tested via pilot study were administered among most respondents, and those who had technological issues were addressed via emailing and telephone discussions. Secondary sources were also associated for more information. The sample size specified under the convenience sampling method consisted of 220 respondents of the Colombo metropolitan area covering 20 cities. Both qualitative and quantitative methods, including descriptive tools such as percentages and graphical illustrations and correlation and multiple regression analyses, were applied. It was identified that purchase intention is impacted by perceived usefulness, perceived ease of use, and social commerce via trust. The majority (more than 90%) of recipients expect closeness to stores in ordering gifts. The present study conveys some timely, important suggestions and related researchable areas too.
Socialization of Consumers: A Phenomenological Review
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Ubayachandra, E. G.; Eldeniya, N. C.
In the field of marketing, the object, socialization of consumers subjected to the discussion made in this concept paper bears a timely significance due to the fact that now the time has come to make a commentary on the contradicting behavior of today’s certain dynamic, complex and in certain cases irrational and impulsive individuals dealing in the arena of market. Having made a rigorous search of respective literature, the authors intended to select some more important conceptual implications given in respect of considering phenomenon. Therefore, this attempt may look like crossing certain respective scholars’ threshold. Though some say existing studies relevant to socialization of consumers have focused on traditional antecedents and parties of the socialization, since those interpretations have somewhat valid nature in making a rigorous review of consumer decision making role, the review made here was extended to each indication of accepted studies. In introducing holistic and comprehensiveperspectives relevant to considering phenomenon, one can base the implications given by prevailing body of knowledge as a corner stone. Based on this view, this paper was outlined to allege meaning of the socialization of consumers, fundamentals of socialization theory, different definitions relevant to socialization of consumers, deviant and compulsive consumer behavior, antecedents of socialization of consumers and different parties of consumer socialization etc. It was found here that social media, mass media, families and peer groups have become key platforms in getting consumers socialized. Furthermore, it was identified that demographics, personality traits and structural variables also play a vital role in socializing consumers. Of them a dominant influence is made by personality traits here.
Study on Customers’ Intention for Mobile Banking Services in Sri Lanka (With Special Reference to Western Province)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Amarasinghe, G. K. A. H.; Ubayachandra, E. G.
The rapid development of mobile technology and its applications and information technology have made banking services more adaptable to mobile banking. Therefore, the key purpose of this study was to identify the extent to which customers will use mobile banking services in Sri Lanka. Perceived Ease of use, Perceived Usefulness, Social Influence and Trust Propensity were taken as the four independent variables and the intention to use mobile banking services as a dependent variable based on the extended TAM Model. From the existing literatures, knowledge, research problem and researcher gaps on the objects were significantly identified and confirmed. The researcher used both qualitative and quantitative research methods for the study. The online questionnaire involved 300 individuals using bank account with smart mobile-phone in Western Province. Of those, 269 responses were used for the analysis. In addition to the primary data, secondary data were also used for the advancement of the study. The online questionnaire was administered covering the Western Province under the stratified sampling method. The study used deductive research approach with both exploratory and descriptive research designs. To present the data, a specific number of descriptive and inferential statistics tools were applied. Further, the SPSS version 26 was used to analyze the correlation and multiple regression. The results of the study reveal that the independent variables significantly influence the intention of customers to use mobile banking services. The present study finally made some important suggestions, including areas where relevant research can be done.
Study on Patients’ Switching Intention from Government Hospitals to Private Hospitals (Special Reference to Western Province in Sri Lanka)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Thathsarani, H. R. D.; Ubayachandra, E. G.
This research was discussed “patients ‘switching intention from government hospitals to private hospitals in Sri Lanka”. The problem of the study was why patients switching from government hospitals to private hospitals in Sri Lanka. From the literature review, the researcher was able to identify a research gap which was filled by the study. Based on the independent variables identified from the literature a conceptual framework was constructed and along with that model. Five hypotheses were formulated also. The research designed was both expletory and descriptive. And also the mixed method was applied in discussing the results. The research approach was deductive reasoning. Further, out of five million populations in the western province for the convenience of analysis as a sample size 250 individual was selected. By using stratified sampling technique as this empirical study more primary data was collected via online and for more information secondary data was used. Descriptive statistical tool was used for presenting data and correlation and multiple regression were run for analyzing data with the help of SPSS version 26. As per the findings customer satisfaction and customer loyalty have strong mediating role of service quality and switching intention. Further there is a significant relationship between service quality and switching intention. Out of the suggestions made, the main suggestion was that it is the responsibility of marketer that in maintaining customer retention with market offering, customer loyalty and customer satisfaction should be emphasized.
Study on the Purchase Intention of Consumers for Organic Food (With Special Reference to Western Province)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijesuriya, K. B. A. M.; Ubayachandra, E. G.
Organic foods now a days are considered as healthy by most of the buyers as these are made up of natural substances. Organic foods are grown without the use of fertilizers, artificial chemicals, and pesticides. The Sri Lankan organic food market although in its nascent stage, has started growing rapidly. This research was conducted to study on the purchase intention of consumer for organic food special reference to Western province. Health consciousness, environment concern, trust, product awareness and availability employed as independent variables purchase intention employed as dependent variable. The study consisted of key objective and five specific objectives involved six research questions in line with the objectives. This research data was obtained from 200 respondents who consume organic food and out of these 200 responses 181 employed for analysis this study. This research applied both descriptive and exploratory research design. This research study used quantitative and qualitative research methods. Data of the research was collected through a well-structured online questionnaire. Data was analyzed to obtain descriptive statistics, comparing mean analysis and other correlation analysis and regression analysis use SPSS statistics software. Through the analysis researcher was able to identify that health consciousness, environment concern, trust, product awareness and availability positively impact on the organic purchasing intention. The present study finally presents some important points, including relevant research areas.