Browsing by Author "Warnakulasooriya, P."

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    Impact of Sales Promotions on Brand Switching Behaviour in Luxury Apparel Brands in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Warnakulasooriya, P.; Weerasiri, R. A. S.
    Sri Lanka's booming luxury apparel market is drawing fierce competition, pushing brands to leverage sales promotions as a growth strategy. However, the effectiveness of these promotions in influencing brand switching remains largely unexplored. This study aims to bridge this gap by investigating the relationship between sales promotions and brand-switching behaviour among Sri Lankan luxury apparel consumers. Using a quantitative approach, the study gathers data through surveys targeted at consumers who have engaged with luxury apparel brand promotions. By analysing diverse promotion techniques and their influence on brand switching while considering demographic factors as potential moderators, the research seeks to unlock valuable insights for the industry. The findings hold the potential to enrich existing knowledge on luxury consumer behaviour and marketing. For Sri Lankan luxury brands, this translates to actionable insights for crafting targeted and effective sales promotion strategies that foster customer loyalty and curb brand switching. By understanding the significant impact of the promotion-switching dynamics in this specific market, luxury brands can optimise their efforts to resonate with the unique preferences of Sri Lankan consumers and drive success in this high-growth sector. The findings will be valuable for luxury apparel brands operating in Sri Lanka, helping them develop targeted and effective sales promotion strategies to enhance customer loyalty and mitigate brand switching.
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    The influence of English language on the Spanish speakers
    (Department of English, Faculty of Humanities, University of Kelaniya, Sri Lanka, 2016) Warnakulasooriya, P.
    This study will be mainly focusing on three sub topics: first how English has influenced the Hispanic community in the United States, secondly how English has influenced the English- Spanish bilinguals and thirdly how English terms have influenced the Spanish language which is also known as “Anglicisms”. The background for this study is mainly based on the passion towards learning popular foreign languages. This passion towards learning languages and to examine their co relationship mainly initiated the study on “The influence of the English language on Spanish speakers”. The study was done using the qualitative research method because this is primarily exploratory research. Individual interviews, participation and observations were the main techniques used to carry out the research project. The interviews were recorded on a CD in order to observe the participants more closely. The focus group was native Spanish speakers who are either undergraduates or graduates who have come to Sri Lanka for an internship. The research gap focuses on how the influence of the English language has affected the attitudes of Spanish speakers. The findings were that although the English language has affected the Latinos on a larger scale their attitude towards the English language is fixed; English will not replace their mother tongue and they will try their best to protect their language and culture.