ICAM-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521

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    THE ELECTRONIC WORD OF MOUTH AND CUSTOMER RETENTION AT RETAIL STORES IN JAFFNA MARKET.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Suganya, A.; Mary Theresha, S.; Queenmary Figurado, X.M.; Glodiya Fernando, N.I.; Lathursha, S.; Sinduja, K.; Shivany, S.
    Nowadays people mostly access social media therefore they get information regarding goods and service through e-WOM . E-WOM can be found in several different typologies known as one-to-one communication ,one-to-many communication(websites) or many-to-many communication .Lack of Research Work on the topic of how Electronic Word of Mouth (E-WOM) has impact on customer retention made a gap for the research. Many researchers studied the influencing variable of customer retention in retail sector in other countries. Jaffna market, an developing retail plat-form needs the kind of research for strategic implication on technology application for E-WOM therefore, this research tries to make a link with E-WOM and customer retention. A frame work was developed based on extensive review of Literature with two variables E-WOM and customer retention. a structured questionnaire was distributed among 100 customers who engaged with E-WOM in Jaffna retail market. The findings show that E-WOM has a significant positive impact on customer retention. There is a positive significant impact on customer retention on E-WOM. Findings clearly indicate that is imperative for retail sector to enhance customer retention. This due to growth of information Technology, instant popularity of websites such as face book, Twitter, Youtube and Wikipedia which have given liberty to customers in spreading there feedback quickly and conveniently.
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    THE BEGINNING OF MARKETING TO INDIVIDUALS WILL NOT THE END OF MASS MARKETING
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ekanayake, E.A.
    Mass marketing (MM) is an attempt to attract whole market with one basic marketing strategy utilizing mass distribution and mass media. With marketers increasingly adopting exceeding refined market segmentation schemes fueled by the internet and other customization efforts some claim MM is dead. But we are surrounded by mass market firms, multinationals aiming to maximize profits, market share and economies of scale by producing and selling huge quantities. There is marketing myth as targeted marketing is the smart, modern way to market. Consumers can split in to nonbuyers, light, medium, and heavy buyers and most consumers are light buyers while diminutive percentage is heavy buyers. Companies should MM to non- and light buyers. Companies like Ford, Microsoft, Macdonald and Coca-Cola achieve market saturation by using developing product width and depth from ranges of products aimed at targeting large proportion of the market. The success of MM is contingent on the probability within the huge audience exposed to the marketing strategy. Heavy advertising, development and market research costs, Establish and keep brands in public eye and fierce Competition are disadvantages of MM while Maximizes income, Decline of one sector likely to compensated by growth in other sectors, Reduction in average costs through economies of scale, Allows Brands to use their full value are overtaken advantages. MM is more effective than targeted marketing. Light buyers heavily dominate brands’ consumer bases, so targeting them will provide the greatest penetration and Brand growth lies in increasing market penetration.