1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item Impact of Brand Image on Consumer Purchasing Behaviour in Women’s Intimate Market in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Weerakoon, L.D.R.; Fernando, P.M.P.The concept of ‘brand image’ has drawn a great attention from marketing practitioners, academics as well as consumers ever since it was populated, because it plays an important role in marketing practices of a company. A good brand image not only creates a clear brand differentiation but also increases consumer preference and brand loyalty. This study is aiming to fulfill the gap in studying the role brand image play in consumer purchasing behaviour in women’s intimate market in Sri Lanka. The literature review highlighted that functional benefits, emotional benefits and brand awareness create impact on consumer purchasing behaviour and these variables lead to the development of conceptual model for the study. An online self-administrated questionnaire was used to conduct a survey among a sample of 100 respondents who were selected through convenience sampling technique. Findings revealed that brand image is a key component in influencing consumer purchasing behaviour in women’s intimates market in Sri Lanka. The Pearson's correlation coefficients for all three sub variables showed moderate to higher correlation to purchasing behaviour which was once again proved through the multiple regressions analysis.Item Effectiveness of Mentoring in the Career Progression of Protégés.(Department of Marketing Management, University of Kelaniya, 2016) Ranatunga, R.W.M.C.B.; Fernando, P.M.P.Mentoring is a nurturing relationship where an individual who has progressed in his or her career guides, supports and advices those of more junior personnel in order to boost the junior personnel’s career progression. Hezlett & Gibson, (2005) revealed that among the benefits of mentoring; those with effective mentors earn greater compensation, promote more rapidly and have greater career mobility than the ones with no mentors at all. Thus the researchers found such relationships are intriguing and sought to assess the effectiveness of such relationships in delivering career progression. The same was interested in justifying the expenses companies spend on formal mentoring programs. As such, this study was focused on how effective mentoring programs are in affecting career progression of the mentees who undergo such relationship. Data were collected from 100 respondents, using online questionnaires to assess the level of existence of factors that affect effective mentoring. At the latter part of the questionnaire, a self-evaluation of the respondent with regard to the career progression aspects was conducted to measure how a cause and effect relationship can be built between career progressions and mentoring. The analysis revealed that an effective mentoring program does have an effect on career progression of protégés. Furthermore, factors affecting effective mentoring including, requiring commitment, career goal and risk orientation and role modelling aspects proved to be have a higher significant effect on the career progression of protégés.Item Factors Affecting Customer Loyalty Towards Licensed Commercial Banks in Sri Lanka : (With Special Reference to Colombo District).(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, P.U.; Fernando, P.M.P.Customer Loyalty has been identified as a significant dimension in the achievement of competitive edge in services sectors. Loyalty can increase overall business value for the firm giving it the opportunity of decreasing serving costs for customers. The financial sector in Sri Lanka has a number of licensed commercial banks which further increases the competition and complexity among the banks. Analyzed closely it is evident that there are only slight differences which are existing in different financial services across companies and due to this reason, many banks have initiated a variety of activities to improve customer loyalty. The purpose of the study is to establish the factors affecting customer loyalty in the banking sector with special reference to the Licensed Commercial Banks in the Colombo District. The literature review contributed to identify six factors leading into customer loyalty, i.e. customer value, switching cost, reputation, habit, trust and service quality. The sub objectives of the research looked into analyzing the effect of each factor on building customer loyalty towards licensed commercial banks in Sri Lanka. The primary data collection was done using a self-administrated questionnaire from 150 banking customers, selected using cluster sampling method and convenience sampling method. The study revealed that all six factors are positively affecting towards building customer loyalty in the banking sector. Further the trust, service quality and reputation are generating the highest correlation with the dependent variable customer loyalty.Item Study of the Organizational Culture and its Impact on Job Satisfaction among Executive Level Employees: A Case of MAS Intimates - MAS Design.(Department of Marketing Management, University of Kelaniya, 2016) Gooneratne, R.K.; Fernando, P.M.P.Analysis of the corporate culture is very essential for the organization in dealing with irrational, intractable and frustrating situations effectively. This is because if the management is unable to be conscious of the corporate culture, they will not be able to utilize that effectively, and instead the culture will manage them. Prime aim of this study is to clarify the impact of organizational culture on employee job satisfaction of the executive level employees of MAS Intimates. Literature findings were mapped to the conceptual model and was used as a framework to conduct the questionnaire survey of the study. Questionnaires had been distributed among 100 executive level employees in MAS Intimates using Probability Sampling Technique. Both open-ended and close-ended questions were included in the questionnaire to gather quantitative and qualitative data to achieve research objectives. It was found according to the mean value calculations that employee satisfaction and organizational culture that exist within the organization is at a moderate level. The correlation analysis indicated that there is a moderately strong and significantly positive relationship between Innovative & Risk Taking Culture and People Oriented Culture with Employee Job Satisfaction. The Outcome Oriented Culture demonstrated a moderately weak and significantly positive relationship with Employee Job Satisfaction while Team Oriented Culture and the Employee Job Satisfaction showed the highest positive correlation of 0.753. Considering the findings, improvements are required to cultivate the employee willingness to take risk, and organization should encourage employee’s new ideas, raise achievement quality, and eliminate the routine nature of jobs and competitive & hardworking lines among employees.Item A Behavioral Study on Leisure Shopping in Supermarkets: With Special Reference to Sri Lankan Context.(Department of Marketing Management, University of Kelaniya, 2016) Fergus, Valarie. A.; Fernando, P.M.P.Within past few years, shopping has become one of the most common leisure activities in the world and different modern trade formats are being introduced by marketers, persuading consumers to spend their leisure time at shopping centers. This study was carried out with the objective of investigating the extent of leisure shopping behavior among supermarket consumers in Sri Lanka. Also the study aimed to explore the main factors which lead the consumers on leisure shopping in supermarkets. The literature review lead into identification of five main factors on leisure shopping behavior which was instrumental in developing the conceptual framework and the questionnaire. A total of 200 sample was conveniently selected from the selected supermall customers in Sri Lanka to conduct the primary data collection. The correlation analysis revealed that all five variables, i.e. wide choice, atmosphere, convenience, sales people and promotional activities are having moderate to higher correlation with the leisure shopping behavior among customers. Apart from the main findings a further analysis on to demographic factors were also carried out to investigate the demographic characteristics of leisure shoppers.