ICAM-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521
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Item MARKETING STRATEGY OF MSMES IN POST WAR MARKET: A CONCEPTUAL FRAMEWORK.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Vaikunthavasan, S.; Velnampy, T.; Rajumesh, S.Purpose-The reason to produce this paper is to better understanding why many SMEs in Northern Provinces produce poor results and propose a model of marketing strategy for struggling MSMEs in the postwar situation, in Sri Lanka. Design/ approach-This is a conceptual paper which discuss a new insights of Marketing strategic model with considering the factors combined effect of varying degree challenges on performance of SMEs in this postwar environment. Findings: We develop a conceptual framework that identifies three dimension of strategic alternatives of marketing in post war situation as marketing mix, diversification and environmental strategy. Research implications-This conceptualized framework model revealed very practical, realistic and applicable strategic insights of marketing strategic and instead of recommending any common strategies for post war SMEs. Practical implications: There is vast differences in marketing strategic application between the developed and developing countries. Still Northern Province in Sri Lanka has been sustaining the war wound of local war, there is huge need to develop the marketing strategies to face dynamic, competitive world and postwar environment. This marketing strategic framework will contribute some extent to improve the SMEs.Item IMPACT OF MARKETING MIX ON BUYER CHARACTERISTICS TOWARDS THE LIQUOR PRODUCTS IN JAFFNA DISTRICT(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Kumaradeepan, V.; Rajumesh, S.; Sivanenthira, S.The study essentially focuses on consumption pattern towards liquor products. The research study’s conceptualization framework consists of two variables such as marketing mix and buyer’s characteristics. In this manner, the major reasons for undertaking this research study are to be created the awareness about importance of marketing mix and influence of buyer’s characteristics among the liquor consumers. Primary data used in this study were from questionnaires, and secondary data form annual reports and statistics of excise station-Jaffna and articles. Two hundred respondents were selected as a sample and questionnaires were issued to them to collect the data which was analyzed using the Regression Analysis, Correlation Analysis methods and used SPSS 21 package. The research findings show the general attitudes of the consumers towards liquor products in DCSL and Rockland brands. Both DCSL and Rockland consumers have almost same level of behaviors towards the liquor products for determining the research output. Therefore, the key recommendations for the moderate level of influence about overall buyer’s characteristics and for the low level of importance about overall marketing mix are more concerns about liquor buying behavior. We expect this research study on the consumption pattern towards liquor products will be helpful in enabling the manufacturers/marketers to modify the 4Ps towards consumers’ likes and dislikes, and enabling the consumers to change the life style towards the liquor products.Item IMPACT OF MARKETING MIX IN BRAND PREFERENCE SPECIAL REFERENCE IN LUBRICANT IN MARKET IN JAFFNA DISTRICT.(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Rajumesh, S.; Kumaratheepan, V.; Sivanenthira, S.The usage of lubricant among Sri Lankan consumers had been increasing since recent decade while globally accepted & fully localized brands were recording a positive growth in terms of the usage. Purpose of this study is to explore how the marketing mix factors influence the brand preference of lubricants among the lubricant consumers in the greater Jaffna region. Sample consisted of 200 consumers in greater Jaffna region. Data were gathered by administrating questionnaires. The independent variables are product, price, place and promotion and dependent variable is the brand preference. Analysis was done using the correlation and regression at the significant level of 0.05. The results indicated that there were significant relationships between price, product, place, promotion and band preference. There is a huge competition in the lubricant market to retain the market share and grow it there for all the lubricant companies practice varies strategies to acquire the competitive market place in the market. Market could have a better understanding of their target audience and thereby make their marketing more effective. This study mainly focused on marketing mix factors and that can be affected to the brand preference of the lubricant. Marketing mix factors divides in to factors such as price, place, product & promotion. In this study researcher has reveal that relationship of the variables which influence to the brand preference.