Browsing by Author "Wijenayake, S.I."

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Application of Package Based Data Analysis: An Explanation with Service Sector Research Study
(Staff Development Unit, Faculty of Commerce & Management Studies, University of Kelaniya, 2015) Wijenayake, S.I.
In the recent past, many changes have happened in all most all the sectors in the world and these changes have inspired the scholars to come up with new initiatives to uplift the living standards of people. One of the key drivers of the changes in the resent past is globalisation. Globalisation has become a crucial phenomenon with profound impacts on many sectors. Most important thing about globalisation is that it can be an opportunity and a threat at the same time. Organisations which are highly adaptable to this changing nature of the global market have been able to capitalise on the opportunities of the globalisation. This unstoppable phenomenon has captured the global banking sector too. There have been many changes happening in the way the certain aspects of the banking industry are conceptualised and functioned.
Blinded by the sand of its burrowing?Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence
(International Journal of Sports Marketing and Sponsorship, 2019) Kashif, M.; Fernando, P.M.P.; Wijenayake, S.I.
Purpose – The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives to follow one-day cricket. Design/methodology/approach – The data are collected by means of a cross-sectional survey conducted among 609 university students enroled in Pakistani and Sri Lankan universities. The collected data are analysed by employing a structural equation modelling procedures to reach meaningful conclusions. Findings – The variables of patriotism, nostalgic associations, excitement and drama of the game, and interest in star players are found to positively relate to the fans’ intentions to follow one-day cricket in near future. However, the moderating effects of social influence only moderated with interest in star players, which has practical and theoretical implications. Originality/value – The study is an original contribution to the field of sports marketing. The proposed relationships are based on social identity theory paradigm. Furthermore, the moderating effects of social influence and a multi-country data are unique to this study. Finally, in previous studies, football fans’ motivation and test-match cricket fans’ motivations are studied, hence one-day cricket as a context is also unique to this study.
Effectiveness of Advertising Appeal on Purchase Intention for Mobile Connection Market of Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) De Silva, S.M.N.S.J.; Wijenayake, S.I.
Mobile connection industry can be identified as one of growing industries in Sri Lanka. Therefore, many multinational and local companies have entered to the market in the recent past. Because of this reason, we can see a huge competition in the mobile connection industry. To win the market share and to survive in the industry, most of the companies use advertising as their major promotional tool. Thus this research attempts to identify the effectiveness of advertising appeals in promoting mobile connections. Further, this study aims to find out the most effective advertising appeal for advertising mobile connection services in Sri Lanka. Objectives of this research are to identify the importance of the advertising appeals and the impact of the demographic variables on the advertising appeal. Population of the study is the individual customers in the mobile connection service market in Sri Lanka. The sample size of 100 respondents are selected from Colombo district. Consumers with diverse demographic characteristics are considered in the study where 50% of the respondents are males. Quantitative data analysis is carried out to identify the impact of advertising appeal on purchase intention of customers. Specifically a correlation analysis was used as the statistical tool in testing the hypotheses and it was conducted in SPSS. According to the findings of the research it can be stated that there is a significant relationship between advertising appeal and purchase intention. Further, it is found that positive emotional appeal and rational appeal are effective when attracting new customers. These findings can be used to improve the organizations in the mobile connection market.
The Factors Influencing on Internet Banking Adoption in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Mangalee, J.D.C.; Wijenayake, S.I.
In this present era of technology, every individual is being affected by technology. E-banking technology has wide acceptance throughout the world. It is getting popular day by day and the development and success of internet banking in Sri Lanka depends on the customers‟ acceptability of this concept. Although there were lots of researches had been conducted related to the adoption of internet banking in foreign countries, the researches relating to Sri Lanka is limited. The underlying purpose of this research is to evaluate the factors influencing on internet banking adoption in Sri Lanka. In here model was developed through online survey. Five hypotheses were developed and this model was tested with 100 respondent western province in Sri Lanka. The response of the respondents was quite appreciated and the response rate was about 82%. Reliability and regression technique are employed to study the relationship. Perceived risk, perceived trust, perceived usefulness, social influence, perceived security factors were used to measure customer adoption of internet banking. The results of data analysis showed that above factors have impact customer adoption of internet banking. The results also propose that demographic factors impact significantly internet banking adoption in Sri Lanka.
The Impact of Consumer Sales Promotion on Customer Buying Behavior: Special Reference to Sri Lankan FMCG Sector
(Department of Marketing Management, University of Kelaniya, 2016) Dissanayake, D.M.U.E.; Wijenayake, S.I.
Literature reveals that sales promotion of the Fast Moving Consumer Goods (FMCG) sector has a big impact on the customer purchasing decision and the frequency of buying. Apart from that the increased number of brands in the market has increased the competition for FMCG products. Therefore business organization spent a lot of money on sales promotion for especially on FMCG sector. This study attempted to identify the impact of consumer sales promotion techniques on consumer purchasing decision of FMCG in the Gampaha district. This research is trying to explore the aspects of a FMCG purchasing decision at the point it is made. For this purpose the consumer decision process is explored and studied. With the aim of studying those aspects the relevant literature were reviewed and a conceptual model was established. The derived hypotheses were tested using the inferential statistics tools with the usage of SPSS as the statistical package. The consumer purchasing decision was the dependent variable and independent variables were samples promotion, coupon promotion, cash refunds promotion, price packs promotion, premiums promotion, advertising specialties promotion, point of purchase promotion and prizes promotion. The study used a convenience sample of 150 respondents from Gampaha district. A questionnaire which consisted of nominal type, scale type, ordinal type, and open ended questions was used to obtain the data on the relevant constructs. According to major findings of the study, it is found that consumer sales promotion techniques have the highest impact on purchasing decision for FMCG. Additionally, the study provides valuable implications and insights for the marketing managers in the FMCG industry to develop effective marketing strategies.
The impact of demographic and social class on purchasing intention, with special reference to fashion luxury good market in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Wijesinghe, J.S.T.; Wijenayake, S.I.
The study is mainly focusing the impact of demographics and social class on purchasing intention; with special reference to fashion luxury good market in Sri Lanka. In the study the demographics and social class has been taken in to consideration to measure the consumer purchasing intention. this study only limited few areas (Gampaha, Colombo, Kegalle, Kurunegala etc.). The sample population of 100 has been analyzed through the survey method and a questionnaire had been distributed in order to collect data. Correlation technique has been used to evaluate the consumer purchasing intention. By using this method Hypothesis were tested. 4 hypotheses were accepted and 1 was rejected. As of the outcome of the study that repercussion the impact of demographical and social factors are positively associated with the purchasing intention respect of the selected sample context. as a matter of fact, that reveal those variables are stimulators which are capable enough to trigger consumers purchasing intentions. Thus, the research has elaborated significant contribution of the contemporary word by proving there is positive relationship of the variables. Therefore, the researcher has suggested the further investigations in the area of purchasing intention.
The Impact of Experiential Marketing on Purchase Intention with Special Reference to Dialog 4G Routers.
(Department of Marketing Management, University of Kelaniya, 2016) Kodagoda, K.W.M.S.; Wijenayake, S.I.
Telecommunication companies face a huge completion in the marketplace today. The increase of offerings to customers and the rise of competition have made it harder for organizations to differentiate themselves. The companies, in order to have a competitive advantage, are pressured by both the market and their customers, to come up with experiences that stimulate their target’s emotions and sensations (Gentile; Spiller; Noci, 2007). Therefore, the focus of market offerings has changed from product to experiences, and for that, marketers have started using experiential marketing. Having this in mind, Dialog Axiata PLC one of the leading telecom service providers in Sri Lanka has come up with an idea of offering their Home Broadband routers with a free 7 day trial. Objective of this idea is to give an opportunity to their customers to trial the unit before purchasing it. So the research problem is “To what extent experiential marketing has been influenced on consumer purchase intention with reference to Dialog 4Grouters”. The study is carried out with the objective of understanding about the impact of experiential marketing on purchase intention for 4G routers and sub objectives are to identify experiential marketing & types of experiences. This research employs the mixed method approach which uses the elements of both qualitative and quantitative research. Research results shows the experiential marketing dimensions and purchase intention have strong relationship. These findings can be used by the companies who sell technological products, like 4G routers to better identify the impact they have from the experiential marketing and can arrange relevant strategies accordingly hence will be able to better compete with its rivals.
Impact of Health Oriented Attitudes on Customer Purchasing Decision in Processed Food Industry
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Jayasiri, G.D.D.M.; Wijenayake, S.I.
Processed food industry is very successful industry with in word and it is growing day by day. Even though it is observed that there is a high consumption of processed food items, there are evidences that methods of food processing can harm the notoriousness of food. s will be damaged the nutritious value of the fresh foods. Therefore, this study is conducted to identify the health oriented attitudes of consumers in making purchasing decision in processed food industry. The population in concern is the people in western province out of which 150 responders were selected. The mean median, mode, correlation such as descriptive statistical methods were used in analyzing the gathered data using SPSS as the analytical tool. Results confirm that health consciousness, health information orientations, health oriented beliefs and orientations toward healthy activities have an effect on the purchasing decision of processed foods industry in Sri Lanka.
Impact of Marketing Mix Element on Customer Purchase Intention With Reference To Lubricant Market in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Bamunusinghe, K.B.H.M.; Wijenayake, S.I.
This research was conducted to find out the Impact of Marketing Mix element on the customer purchase intension for lubricant products market in Sri Lanka. Researcher has found out that there is a positive relationship among marketing mix and customer purchase intension. For the partial perspective, the study suggests some strategies for the management of Lubricant Product industry. Also mention some further research areas. A sample of 100 respondents who are above 20 years of age and who are capable of making decisions of vehicle maintenance from Colombo and Gampaha districts were selected to conduct the study. A questionnaire based survey was conducted to collect data and stated hypotheses were tested using correlation and regression analysis. SPSS was used as the data analysis tool. Results of the research provide insights for lubricant market to make marketing mix decisions.
The Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, M.H.K.; Wijenayake, S.I.
At the initial stage researcher has described about the background of the study. Background consists of brief summary about the sales opportunities and promotional strategies in bicycle industry in Sri Lanka. Research problem centered to "To investigate the impact of personal attitudes on consumer purchasing intention of foot bicycle in western province Sri Lanka ". There were researches about the Personal attitudes. However there's no sufficient empirical evidence in Sri Lanka to know whether which attitude impact most to the consumer purchasing intention. The research gap is knows the most affective personal attitude and use it for promotion strategies. Main objective is to identify the impact of personal attitudes of the bicycles on its purchasing intention. Quantitative data analysis techniques are used to test the derived hypotheses of the study. Different data collection methods were used to collect the data such as primary and secondary. Here priority is given to collect the primary data using a questionnaire. In order to gather data for the research, researcher has selected the respondents pertaining to Gampaha and Kelaniya area. Selected sample size was 150 respondents. The findings provides new insights into the bicycle market of Sri Lanka and it provides insights to understand the impact of the eco- friendliness, been a leisure time activity, low cost transport medium and way of doing exercise (characteristics of a bicycle) on consumer purchase decision. Findings show that the most affective attitude is low cost of the bicycle. These findings can be used to improve the performance of the bicycle market of the country.
IMPACT OF SHARING ECONOMY ON CUSTOMER PURCHASING INTENTION IN THE HOTEL INDUSTRY IN SRI LANKA
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Guruge, M.S.P.; Wijenayake, S.I.
Tourism industry in Sri Lanka has shown an accelerated growth in the recent past and it is one of the key income generators of the county. It is observed that concept of on demand economy/ sharing economy is becoming very popular in the tourism industry of Sri Lanka. As a result of the phenomenal growth of the sharing economy in the tourism industry, investigating its impacts on travellers and tourist destinations is of paramount importance. Accordingly this study attempts to measure the impact of sharing economy on customer purchasing intention in the hotel industry. Based on a survey targeting foreign tourists from the Southern province, it was identified that economic benefit, sustainability consideration, trustworthiness, local experience & facilitating conditions significantly impact on customer purchasing intention in the hotel industry. The statistical outputs revealed that, out of five main factors, trustworthiness and economic benefits are the most impactful variables on customer purchasing intention. Further the empirical evidence from this study suggests several theoretical and practical implications for the tourism and hospitality businesses and directions for future research.
Impact of Sharing Economy on Customer Purchasing Intention in the Hotel Industry in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Guruge, M.S.P.; Wijenayake, S.I.
As a result of the phenomenal growth of the sharing economy in the tourism industry, investigating its impacts on travellers and tourist destinations is of paramount importance. Accordingly this study attempts to measure the impact of sharing economy on customer purchasing intention in the hotel industry. Based on a survey targeting foreign tourists from the Southern province, it was identified that economic benefit, sustainability consideration, trustworthiness, local experience & facilitating conditions significantly impact on customer purchasing intention in the hotel industry. The statistical outputs revealed out of the five main factors, trustworthiness and economic benefits were identified as to be the most impactful variables on customer purchasing intention. Even though the importance of these variables has been different from country to country the situation prevailing within the Sri Lankan context has been identified here. Further the empirical evidence from this study suggests several theoretical and practical implications for the tourism and hospitality businesses and directions for future research.
Impact of Sustainable Logistics Practices on Organizational Performance of Large-Scale Companies in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Paranavithana, B.N.; Senadheera, T.H.; Nandana, T.A.S. Madawa; Liyanaarachchi, L.A.D.P.K.; Herath, H.M.R.P.; Wijenayake, S.I.
Present day business environment evolves globally and competitively than the past eras with shorter or small life cycles and less time to market. Further, modern consumers are well experienced and well informed of the market they are dealing with. Consumers orientation towards environmental impact and sustainability has also increased. Therefore, the organizations are giving more attention and value to the environmentally friendly products and activities that are initiated by their companies. Introduction of Sustainable Logistics Practices (SLP) is another strategy organization use to achieve their sustainability and stability goals (Gunarathne & Priyashani, 2018). Yet, there is a lack of evidence in the Sri Lankan context on the impact of sustainable logistics practices with organizational performance (Zhu & Sarkis, 2004). Thus, this study is aiming at investigating the impact of sustainable logistics practices on organizational performance of large-scale companies in Sri Lanka. Apart from the subject and the industry, many researchers have used a specific geographical area as a criterion to decide the scope. However, here authors have mainly focused on the industry because it would give a clear and unbiased result because the authors have also specifically taken the companies, which, ISO 14000 certified, where they are mostly large-scale organizations located all around Sri Lanka. This research uses a quantitative testing approach, with the deductive reasoning approach. A cross sectional study was carried out with a sample of 127 large scale companies selected out of a total population of 193. Sample size was determined by using Krejcie and Morgan sampling calculation. The data collection tool was a questionnaire. To test the six hypotheses developed with six independent variables (Green Warehouse Management, Green Transportation, Green Procurement, Green Office Management, Green Packaging Management, and Reverse Logistics), PLS-SEM was used with SmartPls and SPSS tools. Data supports all the hypotheses except one hypothesis was supported by. Therefore, according to the research findings, green transportation has no impact on organizational performance but other independent variables have influenced organizational performance. Thus, the findings of this study provides significant and insightful implications to the supply chain and logistics professionals and practitioners to improve their performances.
The Impact of the Marketing Communication Tools on Brand Awareness in Second Hand Automobile Market in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) de Silva, A.K.S.; Wijenayake, S.I.
This study is done to examine the impact of marketing communication tools on brand awareness in second hand automobile industry in Sri Lanka. It was identified that there is an increased usage of automobiles and most of people are buying used automobile from owners and automobile companies. Furthermore, it is observed that people consider many factors in their purchasing decision making process. Therefore the main objective of this study is to identify impact marketing communication tools on brand awareness in second hand automobile industry. A survey was conducted using a structured questionnaire to examine the stated hypothesis. Primary data was collected from 80 respondents who buy second hand automobiles in Colombo district and Gampaha District. Collected data were entered to SPSS software for purpose of basic data analysis. The impact of marketing communication tools on brand awareness in second hand automobile in Sri Lanka was identified as the final result of the study.
Marketing strategies of modern trade and their level of impact on customer based brand equity towards supermarket chains in Sri Lanka: a study in Western province
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Kahatapitiya, K.D.M.A.L.; Wijenayake, S.I.
Motivation factors contribute to job satisfaction of sales and marketing employees in food and beverage industry of Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Madhushanka, U.H.L.; Wijenayake, S.I.
Relationship between Customer Satisfaction and Service Quality in Banking Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.R.S.; Wijenayake, S.I.
The article involves the Gap Model in Service Quality as the theoretical criteria. The gap model is a model, which is covered under service quality. This model helps the organization to identify the difference between the service that the company gives and what the customer expectations are. The industry that chose to run the gap model is banking industry in Sri Lanka. The overall purpose of this article is to introduce and analyze the fifth gap which identifies the difference between the consumer expectations and the service provided. The article involves a critical examination of the satisfaction and service quality relationship. Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. In the context of a service industry, customer satisfaction is often viewed as a central determinant of customer retention through the development of relationships. This model is very helpful for the organization in order to identify what the customers are really expecting from bank. Banks are service oriented organizations, the GAP model is ideal for them to get the feedback from the customers as to whether they are satisfied by the service given to them or not.