Browsing by Author "Wijenayake, S. I."

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Exploring the Impact of Green Practices in Sri Lankan Hotels on Customers’ Visiting Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Siriwardhana, M. A. T.; Wijenayake, S. I.
Going green is no more a new concept to the industries due to the artificiality world is facing. As consumers have become sensitive to the organizations’ green practices in their buying behaviours, the hospitality industry, as one of the booming industries in Sri Lanka, is also adapting green practices to be competitive and sustain in the business environment. Therefore, this study’s main objective is to examine the relationship between green practices and visiting intention of customers’ in the Sri Lanka hotel sector. For the study purpose, 11 practices suitable for Sri Lankan hotels were evaluated under five aspects of green practices identified through literature. A quantitative study was designed where the people who have visited a hotel were selected as the population. 220 responses were collected through an online questionnaire, and multiple regression analysis was used in SPSS to test the hypothesis. The analysis revealed significant relationships between organic food practices, wastage reduction practices, recycling practices, water-saving practices at hotels, and customers’ visiting intention where energy- saving practices do not show any significant relationship with customers’ visiting intention. Furthermore, these research study’s findings indicated that adaptation and sustainability of green practices across hotels in Sri Lanka can positively influence customers’ visiting intention as there are not many hotels that implement green practices in Sri Lanka.
Impact of Brand Image on Customer Retention with the Mediating Effect of Customer Satisfaction: Special Reference to Sri Lankan Telecommunication Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Prabodya, H. G. K.; Wijenayake, S. I.
The telecommunications industry is one of the main economic contributors of any country with the internet penetration and advancement of communication technologies. This industry has grown at an accelerated rate, and customer retention has become a challenging task for the key players in the marketplace. Hence, this study aims to explore how brand image influences customer retention and to discuss the mediating role of customer satisfaction in the telecommunications industry in Sri Lanka. A quantitative study was conducted with the deductive approach, in which three hypotheses were deduced. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. A convenience sample of 384 was collected using a structured questionnaire survey. The sample was mainly collected from the 20–50 age category. The findings demonstrate a significant impact of brand image on customer retention and further indicate that customer satisfaction significantly mediates the relationship between brand image and customer retention. These findings can be utilised to improve customer satisfaction in the telecommunications industry and thereby improve customer retention.
Impact of Brand on Brand Love Examining the Mediation Effect of Brand Trust of Franchised Fast-food Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dasanayake, D. M. R. T.; Wijenayake, S. I.
Amidst the rapid proliferation of the product and services in the market, business organizations have to keep their customers satisfied and build up strong relationships with them to remain competitive. Literature suggests building a strong long term customer relationship, concepts of brand personality, brand love, and brand trust play a vital role. This study focused on exploring the impact of brand personality on brand love examining the mediation effect of brand trust of franchised fast-food brands in Sri Lanka. A modified brand personality scale was deductively framed in this study. A quantitative study was conducted with a sample of 366. The sampling technique was convenience sampling, where data was collected through an online structured questionnaire. A filtering question was used to select respondents from the western province. S.P.S.S. was used as the data analysis tool and multiple regression analysis to analyze and test the hypotheses. Findings revealed a significant relationship between brand personality and brand love and the brand trust positively mediating the relationship between brand personality and brand love. This study is limited to the franchised fast-food industry therefore, further investigations can be done on the fashion industry and FMCG to generalized the results. This study can be taken as a literature source for future researchers and contributes managerial aspects to building strong brand relationships.
The Impact of Customer Experience Management on Customer Loyalty in the Banking Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Gunarathna, M. H. P. S.; Wijenayake, S. I.
This research examines the relationship between customer experience management (CEM) practices and customer loyalty in the context of the Sri Lankan banking sector. As the financial services sector becomes increasingly competitive, understanding the dynamics of customer loyalty has become critical to maintaining and improving market conditions. Therefore, the purpose of this research is to study the impact of customer experience management (virtual interactions, physical interactions, and service interactions) on customer loyalty in the banking industry in Sri Lanka. The study observed customer experience management as an independent variable and customer loyalty as the dependent variable. This is a quantitative research study in which a structured questionnaire was distributed among 384 bank account holders under the convenience sampling method. Correlation and multiple linear regression analysis were employed to analyse the hypotheses. The results revealed that customer experience management positively influences customer loyalty in the banking industry. Finally, the findings of this research aim to contribute to existing knowledge by providing practical insights for banks operating in Sri Lanka and similar emerging markets. The study has practical implications for how banks and other financial institutions gain competitive advantage by managing the customer experience in a volatile business environment.
The Impact of Customer Perspective of Relationship Marketing on Customer Loyalty in State Sector Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Namrada, E. D.; Wijenayake, S. I.
In recent years, there has been a growing interest in achieving customer loyalty in general, but especially in the service sector. Customer Relationship Marketing (CRM) is becoming the most powerful tool to make this a reality. Banking sector in Sri Lanka is also attempting to create a loyal customer base and lot of investment is done for this purpose. Yet, there is a puzzle whether the customers perceive those favorably. Thus, the purpose of this study is to investigate the impact of customer perspective of relationship marketing on customer loyalty in state sector commercial banks in Sri Lanka. In the study trust, commitment, communication, and conflict handling were used as independent variables under the main construct of CRM, with Customer Loyalty as the dependent variable by the researcher. A questionnaire derived from previous studies and relevant literature was completed and tested by 152 customers who have done transactions with state commercial banks in Sri Lanka. The findings revealed that, trust, communication, and conflict handling in the relationship marketing (RM) contribute significant to customer loyalty and customer loyalty is not contributed significant by commitment of RM in state sector commercial banks in Sri Lanka. As a result, banks should focus on customer commitment by providing personalized and flexible services to gain more customer loyalty in state sector commercial banks in Sri Lanka.
Impact of Experiential Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction: Special Reference to The Hotel and Hospitality Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jeewantha, M. M.; Wijenayake, S. I.
The hospitality sector in Sri Lanka stands as a cornerstone of the country's economic landscape, with the hotel sector playing a pivotal role within this dynamic industry. However, the challenge of establishing a loyal customer base persists among many hotels. Despite concerted efforts to provide memorable guest experiences, instances where customer expectations remain unmet have become a critical issue. Thus, this research seeks to unravel this challenge by investigating the impact of experiential marketing strategies on customer satisfaction and brand loyalty. Employing a quantitative research design, this study gathered data from 410 hotel visitors through a non-probability convenience sampling method, utilising an electronic questionnaire as the data collection instrument. The collected data was analysed using the SPSS software. The findings of the study illuminate a discernible connection between experiential marketing, customer satisfaction, and brand loyalty. Notably, the creation of positive and memorable experiences emerged as a pivotal factor in enhancing customer satisfaction and subsequently fostering brand loyalty. Furthermore, the research reveals the mediating role of customer satisfaction in establishing brand loyalty, underscoring its significance as a critical variable in the dynamic interplay of these factors. This study contributes significantly to the existing literature by addressing empirical gaps in understanding the relationships among experiential marketing, customer satisfaction, and brand loyalty, specifically within the hotel sector in Sri Lanka. As a practical implication, the research offers valuable insights to hotel practitioners, providing strategic guidance on harnessing experiential marketing to bolster brand loyalty and customer satisfaction.
Impact of Experiential Marketing on Customer Satisfaction: Special Reference to Restaurant Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sandaruwan, K. M. H. M.; Wijenayake, S. I.
This research aims to investigate the impact of experiential marketing on customer satisfaction, with special reference to the restaurant sector in Sri Lanka. Delivering valuable and unforgettable experiences to customers is critical for an organisation with changing customer requirements. Experiential marketing can be recognised as an effective approach to satisfying customer needs and retaining them loyal to the organisation. Nowadays, one of the key developments in the restaurant industry is that individuals not only come to restaurants for a meal but also to spend their time extraordinarily and gain spontaneous excitement. Therefore, this trend shows the growing importance of experiential marketing activities to satisfy customers. To achieve research objectives, a quantitative approach was utilised. Six hypotheses were developed for the five dimensions of experiential marketing and the dependent variable. For this purpose, data was collected from 384 respondents who have visited restaurants located in the western province through the convenience sampling method. A web-based survey was conducted with a Google form to collect data. SPSS was used to analyse the data, and the findings show that there is a significant impact of experiential marketing on customer satisfaction. Further, the results show that there is a high degree of customer satisfaction in the selected sample. Overall results suggested that this study satisfactorily demonstrates the impact of experiential marketing on customer satisfaction, proving the purpose of the study. However, managers of restaurants can adopt the findings of the current study to gain a much deeper understanding of visitors' ‟ experiences” to promote their services more efficiently and formulate marketing strategies to maximise customer satisfaction, which could ultimately improve the repurchase intention of customers.
The Impact of Facebook Marketing on Purchase Intention of Fashion Retail Brands: Examine the Moderating Effect of Gender
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Megasooriya, M. M. A.; Wijenayake, S. I.
Social media platforms, such as Facebook, Instagram, and YouTube, are extensively utilized by companies worldwide to enhance brand communication and disseminate product information to consumers. However, limited research has been conducted on how Facebook marketing influences the purchase intention for fashion retail brands, particularly with respect to the moderating effect of gender. Therefore, this study aims to examine the impact of Facebook marketing on the purchase intention of fashion retail brands and to explore the moderating effect of gender. The research involved 383 Facebook users who had liked at least one fashion retail brand and participated in an online survey. Data were collected through a standardized online questionnaire and analyzed using SPSS analytics software. The findings indicate that both user-generated and firm-generated communication have a significant positive impact on purchase intention. However, neither user-generated communication nor firm-generated communication demonstrated a significant positive relationship with gender. Additionally, Facebook marketing was found to have a positive impact on purchase intention. The study's results contribute to the understanding of how Facebook marketing affects purchase intention for fashion retail brands in Sri Lanka.
Impact of Materialism on Buying: in the Context of Retail Fashion Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Liyanage, R. P.; Wijenayake, S. I.
The purpose of this study is to examine the impact of materialism on the compulsive buying behavior of the retail fashion industry in the western province, Sri Lanka. Compulsive buying behavior is one of the more negative aspects of consumer behavior; it is a growing trend in many countries due to changes in lifestyles and shopping habits. With the enhancement of customer’s behaviors and lifestyles, people tend to demonstrate materialistic behavior. Materialism can be operationalized as desire, possessiveness, and acquisitiveness. There are implications in research that materialism has an impact on compulsive buying behavior. Therefore, this study will explore the same in Sri Lanka with special reference to the retail fashion industry. A deductive and a quantitative study was conducted. A structured questionnaire was distributed online to collect data from a sample of 360 responses identified through a non-probabilistic, convenience sampling technique. This research found that materialism and its values as success, centrality, and happiness significantly positively predict compulsive buying behavior in the retail fashion industry. Furthermore, the result also showed the dimension of happiness of materialism is the best predictor of compulsive buying behavior compared to other materialistic values. The main limitation of the study is in the sample and the time frame of the study. The findings of the study can be utilized in drawing up the strategies in the retail fashion industry.
Impact of Online Shopping Satisfaction on Repurchase Intention of Sri Lankan Modern Trade
(Department of Finance, Faculty of Commerce and Management Studies University of Kelaniya Sri Lanka, 2021) Wijesiri, G. H. C. M.; Wijenayake, S. I.
The modern trade is a significant contributor to the economy of Sri Lanka. The changing consumer behavior since the Covid pandemic has made online grocery shopping popular among customers and supermarket e-commerce websites are one of the most popular online grocery shopping methods used. This study was conducted to examine the impact of online shopping satisfaction on repurchase intention. Based on a review of the literature, this study develops an integrative model, and data for this research was collected from 283 online customers who have had an online shopping experience at least once on a supermarket website employing convenience sampling method. Quantitative research approach was used with an online survey questionnaire to collect primary data. Collected data was analyzed using a statistical package for social science (SPSS) version 26. To test the developed hypotheses, correlation and regression analysis were used. Results of the hypotheses testing revealed that repurchase intention is positively influenced by website quality, perceived ease of use, perceived usefulness, and delivery quality. Study revealed that there is a significant relationship between online shopping satisfaction and repurchase intention. The research findings are used to give future researchers and marketers better insight into how online shopping satisfaction influences the customer repurchase intention.
The Impact of Online Visual Merchandising on Customer Purchasing Intention in Online Fashion Retail Industry of Sri Lanka Z Generation: Examining Moderating Impact of Customer Involvement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Chathurangi, H. D. S. C.; Wijenayake, S. I.
This study aims to investigate the effect of online visual merchandising on the purchase intention of Generation Z customers for online retail fashion stores in Sri Lanka, and to examine the role of customer involvement in modifying the relationship between each online visual merchandising cue and purchase intention. A quantitative design was adopted using a deductive approach, grounded in the positivism paradigm, to meet the study's objectives. Under a survey strategy, relevant data was collected from 385 Generation Z residents of Sri Lanka currently residing in the Western Province and engaging with online retail fashion stores. A well-structured questionnaire was disseminated via the internet, and the collected data was analyzed. The analytical results indicated that online retail fashion stores in Sri Lanka maintain visually appealing and well-organized web environments. These stores also employ extensive web advertising and offer easy and flexible website navigation. It was further revealed that Generation Z consumers exhibit a higher level of intention and involvement in purchasing fashion items from online fashion retail stores. Each online visual merchandising cue was found to have a significant and positive effect on the purchase intention of Generation Z customers. Additionally, customer involvement was shown to significantly moderate the relationship between online visual merchandising and purchase intention. This study is empirically valuable as it represents a pioneering effort to address a gap in the existing literature on online visual merchandising, particularly within the context of Sri Lanka's online fashion industry.
The Impact of Perceived Risk towards Online Shopping Purchase Intention of Fast-Moving Consumer Goods (FMCG): Special Reference to Colombo & Gampaha Districts
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Harischandra, H. M. C. M.; Wijenayake, S. I.
Online shopping has become a crucial concept in the world. However, in Sri Lanka, online shopping is less likely to be used to purchase FMCG products. Hence this study focuses on the impact of perceived risk on e-purchase intention of FMCG: special reference to Colombo & Gampaha districts. Perceived risk is explored as financial risk, product performance risk, psychological risk, social risk and privacy risk. This secondary data was collected through web sites, articles. The research was carried out by using multiple regression analysis to test the hypotheses. A total of 206 Colombo and Gampaha district respondents were selected as a sample to carry out the research. The convenience sampling method that comes under nonprobability sampling was used when collecting data and S.P.S.S. software to analyze the data. This study’s findings indicate that perceived risk (financial risk, product performance risk, psychological risk, social risk, and privacy risk) has a significant positive impact on the online shopping purchase intention of FMCG. Limitations of the study include the sampling strategy, population, and sample size. It is recommended to study other factors affecting on e-purchase intention of FMCG in Sri Lanka. The study’s findings are useful in proposing strategies to improve the e-purchasing experience of FMCG in the Sri Lankan market.
The Impact of Private Label Characteristics on Purchase Intention of Private Label FMCG Products in Sri Lankan Supermarkets: A Study of the Mediating Effect of Supermarket Brand Loyalty
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Norman, N.; Wijenayake, S. I.
In recent years, the global retail industry has witnessed a significant transformation in consumer behaviour and preferences, leading to an increased demand for Private Label Products (PLP). The Sri Lankan supermarket sector has also rapidly expanded, leading to increased competition. Retailers have responded by adopting innovative strategies, with Private Label Brands (PLBs) proving to be an effective way to differentiate themselves and gain a competitive edge. This research’s purpose is to study the impact of private label characteristics (price, quality, features, shelf space allocation, and brand image) on the purchase intention of private label FMCG products in Sri Lankan supermarkets while considering the mediating effect of supermarket brand loyalty. The study is quantitative in nature, where a structured online questionnaire was distributed and collected data from 401 individuals who purchase PLPs (FMCG) from any supermarket chain in Sri Lanka. The convenience sampling method was adopted in data collection, and SPSS V.25 software was used for data analysis. The findings of the study demonstrate that as participants perceive private label characteristics more positively, they are more likely to exhibit strong supermarket brand loyalty and a higher intention to purchase PLPs (FMCG). Quality and price have been identified as the most influential characteristics. These findings contribute to retailers, consumers, and the academic community, enhancing their understanding of this study area. The influence of social media sustainability or demographic factors on customers' attitudes and consumer preferences towards PLPs (FMCG) in the Sri Lankan context has yet to be better understood.
Impact of Social Media Advertising on Consumer Purchasing Intention towards Fast Food Industry in Sri Lanka: Mediating Effect of Brand Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Sithara, K. K. G.; Wijenayake, S. I.
The research on "Impact of Social Media Advertising on Consumer Purchasing Intention Towards the Fast Food Industry in Sri Lanka: Mediating Effect of Brand Image" aims to examine whether social media advertising attracts and influences consumer purchasing intentions within the Sri Lankan fast food industry. The study sought to identify the most significant dimensions affecting consumer purchasing intention. The population for this study consisted of all social media users, with data collected from a sample of 393 respondents through a survey method. The non-probability sampling technique of convenience sampling was utilized for data collection. The collected data were analyzed using SPSS, focusing on the fast food industry. Key aspects measured included reliability, validity, normality, correlation, regression, and chi-square of relevant variables. The findings indicate that the independent variables (advertising spending, social image, entertainment, and familiarity) exhibit a positive correlation with consumer purchasing intention. Additionally, the mediating effect of brand image shows a positive and significant relationship between social media advertising and consumer purchasing intention. Based on the statistical analysis, the study concludes with recommendations and suggestions for future research.
The Impact of Social Media Influencer Marketing on Purchase Intention of Personal Care Products Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Priyadarshani, J. A. T.; Wijenayake, S. I.
Today, social media marketing has become a popular choice in marketing management and advertising of products and services. With the rapid growth of digital marketing, many companies and agencies use social media influencers to instill purchase intention in the consumer mind. This study focused on examining the impact of social media influencer marketing on purchase intention of the personal care products market in Sri Lanka. A sample of 337 respondents were selected through convenience sampling method and data was collected through an online survey. Quantitative research design was followed and SPSS was used to analyze the data for this study. The findings revealed a positive relationship between social media influencer marketing and consumer purchase intention. As per the hypothesis testing, the researcher proves the significant positive impact of social media influencer marketing on consumer purchase intention. The finding reveals that trustworthiness, similarity, likability, familiarity, and product match-up have a significant positive impact on purchase intention, and there is no significant relationship between attractiveness and expertise to purchase intention. Findings of the study imply that application of social media influencer marketing to instill purchase intention on consumer mind as the hypothesizes proves that social media influencer marketing has an impact on consumer purchase intention.
Impact of Social Media Influencers’ Attributes on Buying Intention in the Beauty Care Industry: Special Reference to Z Generation in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Fernando, W. D. N.; Wijenayake, S. I.
In the dynamic landscape of Sri Lanka's beauty care business, this research focuses on unraveling the relationship between the features of social media influencers and consumer purchase intentions, particularly among the tech-savvy Generation Z, born between 1997 and 2012. The research focuses on four essential attributes: expertise, trustworthiness, attractiveness, and likability, which were carefully selected based on a thorough analysis of previous literature. The research attempts to provide detailed knowledge of how influencers shape the preferences and decisions of this distinct group by delving into these factors. A systematically constructed questionnaire was delivered to a representative sample of 384 respondents to collect meaningful data, ensuring a comprehensive study of Generation Z's opinions. Using SPSS 17.0's analytical power, the acquired data was subjected to both descriptive and inferential statistical analyses, providing a quantitative lens through which to interpret the findings. A factor analysis was used to confirm the study's dependability and ensure the robustness of the conclusions reached. As the beauty care industry evolves, the findings of this study will be a significant tool for both industry practitioners and scholars. It delivers actionable information for marketers looking to optimise influencer tactics by throwing light on the precise traits that resonate with Generation Z. Furthermore, the study adds to the larger conversation around influencer marketing by emphasising the importance of a tailored strategy that corresponds with the features and interests of the targeted population. In short, this research serves as a compass for navigating the convergence of social media influence, consumer behaviour, and Sri Lanka's developing beauty care market.
The Impact of Social Media Marketing Activities on Consumers’ Booking Intention with Special Reference to Hotel Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) De Zoysa, A. S. P.; Wijenayake, S. I.
Social media marketing activities are the most important concept related to purchase intention in the digital era. In relation to the hotel industry, social media marketing activities impact consumers’ booking intention is different. Therefore, this study investigates the impact of social media marketing activities on consumers’ booking intentions in the hotel industry in the Western province, Sri Lanka. This study is deductive and quantitative in nature, and it has employed a structured questionnaire for data collection. Questionnaires were distributed online, and 360 valid responses were collected as primary data from a sample, which was identified through a convenience sampling technique. This research found that social media marketing activities and its dimensions, namely entertainment, interaction, trendiness, e-WOM, and customization, significantly positively affect the consumers’ booking intention in the Sri Lankan hotel industry. Results showed that the dimension of e-WOM value is a better predictor of booking intention than other dimensions of social media marketing activities. The study’s findings can be utilized to improve the Sri Lankan hotel industry’s social media marketing activities. This research study’s main limitation is that although there are many social media platforms that hotels can use for their marketing activities, only the Facebook platform is concerned in this study. To better understand the role of social media marketing activities, further research is required on users of social media in certain geographical markets on various social media platforms such as Instagram and YouTube.
The Impact of Social Media Marketing on Consumer Purchase Intention Towards e-Tailers in Sri Lanka: The Mediating Role of e-Brand Trust
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Udayanga, M. I. S.; Wijenayake, S. I.
The advancement of web 2.0 technology has enabled the businesses to have expanded their operations to the online platform. They are considering using the website's development to promote their businesses in the online world. As a result, businesses will spend a large amount of money on social media marketing to provide customers with more straightforward, faster, and increasingly personalized experiences. Platforms like Facebook, Instagram, and YouTube are pushing marketing companies to use social media marketing in new ways. Social media has penetrated so many people's lives around the world that it has grabbed the attention of marketers, specifically in e-tailers. Brand community, entertainment, interactions and customization were identified as the independent variables through literature. Brand trust was identified as a mediator. In this study, researchers adopted a quantitative research design with a deductive research approach and a convenient sampling method for the data collection. The data was collected in Western provinces from people who are active on social media and are willing to buy the products from an online platform, with a sample size of 384 people. Only 296 of the 384 questions were accepted. The results show that e-brand trust and social media influence the consumers’ purchase intentions significantly. Further, this study reveals the best practices for social media marketing that can be used by e-tailers in Sri Lanka. Moreover, findings of the study can be used to improve the usage of social media marketing for e-tailing.
The Impact of Sports Sponsorship on Purchasing Intention with Special Reference to the Paint Industry in Sri Lanka: Mediating Effect of Brand Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ranasingha, R. J. E. M. E. G. L. B.; Wijenayake, S. I.
Sports sponsorships are a widely used promotional strategy all over the world, and there is empirical evidence that the Sri Lankan paint industry is also using sports sponsorships. Therefore, this study examines the impact of sports sponsorship on purchasing intention with special reference to the paint industry in Sri Lanka, with the mediating effect of brand image. Three independent variables were identified according to the previous literature, namely attitude toward the event, sponsorship awareness, and sports sponsorship fit, which influence the purchasing intention of the paint industry. The deductive approach was followed to conduct this research study, and hypotheses were developed with previous literature support. A quantitative study was conducted with a sample size of 384, and the convenience sampling technique was used. 452 questionnaires were distributed among the population, and data was collected with an 86.94% response rate. SPSS was used as the data analysis tool, and the findings revealed that there is a positive relationship between sports sponsorship and purchasing intention. Further, it has been found that all independent variables have a significant positive impact on purchase intention. Also, it has been found that brand image is influenced by all independent variables, and brand image mediates the relationship between all the independent variables and the dependent variable. The findings of this study can be used to improve the promotional campaigns conducted by the paint industry in an informed manner. Further, this paper provides directions and suggestions for future research in this context.
Impact of the Attitude towards Traffic Light Signposting Labels (TLL) and Health Consciousness on Customer Purchase Intention of Sugar Sweetened Beverages (SSB) in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Prabodhani, W. S.; Wijenayake, S. I.
In Sri Lanka, diabetes has emerged as a significant health issue, affecting 9.8% of adults. According to data published by the WHO in 2020, diabetes results in approximately 12,460 deaths annually. Sugar-sweetened beverages (SSBs) are identified as major contributors to high-sugar diets, with 26.5% of children consuming carbonated beverages one or more times per day. In response to these concerns, the Ministry of Health and Indigenous Medicine implemented a Color Coding System to indicate whether the sugar content in soft drinks is high, moderate, or low. This research aimed to evaluate the performance, effectiveness, and impact of these regulations on consumers' consumption of sugar-sweetened beverages. The Theory of Reasoned Action (TRA) framework was utilized to assess attitudes and behaviors. A quantitative approach was employed, involving data collection from 384 respondents through self-administered structured questionnaires distributed online. The findings reveal a significant positive impact of Health Attitude and Label Attitude on the purchase intention of low sugar-sweetened beverages. However, Label Attitude alone did not significantly impact Purchase Intention, indicating that these two variables are independent. The study includes a detailed discussion of the results in relation to existing literature and outlines the managerial implications of the findings.