1st-2016

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The Product Attributes That Influence the Smart Phone Buying Decision of Young People (Generation Y) In Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Nilukamal, I.L.T.; Gayathree, D.A.G.P.K.
The mobile phone industry is one of the fastest growing industries in the world. The first major transformation occurred in 2002 with buildup of the first color screen and then they introduce multimedia mobile phone during 2004-2006. Between 2000 and 2013, the number of mobile phones in use world-wide grew from fewer than 1 billion to around 9 billion. Finally the birth of smart phone started in 2007 by Nokia. From 2007 to 2010, there are more than 300,000 of mobile apps being developed. It is important for mobile phones companies to attract Generation Y customers with new technologies and designs, and make profit from them by creating good buying decision. The aim of the research is to analyze whether the product attributes of individuals affect the purchasing decision when a customer is going to purchase Smartphones. As such the problem statement can be built up as: “What are the product attributes that influence the Smart phone buying decision of young people (Generation Y) in Sri Lanka” The conceptual framework and the methodology of the study are explained for the variables identified through literature and through discussions with professionals of the smartphone and Smartphone service providing companies are presented in a manner that can be tested empirically. According to the study done by the researcher, we can clearly see that the customers consider the Purchasing Decision factors. Under the Independent variable, affect Smartphone purchasing decision & users consider about the Brand Image, product convenience, Product Price, Product features, Social Influence of the Smartphone. When we conclude on this variable effect of the Smartphone purchasing decision is considered the most important among the smartphone purchaser.
The Effect of Brand Equity for Women’s Purchasing Intention on Clothing Own Brands in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Maduwegedara, N.K.; Gayathree, D.A.G.P.K.
Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study examines the factors which contribute to brand equity in the women’s purchasing intention based on the four respects of brand equity, namely brand awareness, perceived quality, brand loyalty and brand association. The problem statement is “Effect of Brand Equity for Women’s Purchasing Intention on Clothing Own Brands in Sri Lanka”. The study looked at brand equity and women’s purchasing intention on clothing own brands in in Sri Lanka. It was conducted within the Colombo district. A sample of 150 respondents was used. Simple random sampling method was used to select the all respondents. A total of 150 questionnaires were distributed and 138 valid questionnaires were collected, the effective rate was 92%. Data was analysed using SPSS, generating frequencies for the demographic information, then factor loadings in ascertaining factors necessary to establish a successful brand image, then Pearson’s (r) correlations in analysing relationships, then finally regression analysis to examine the predictive potential of the independent variables on the dependent variables. Basing on findings from the study, we can also conclude that brand equity alone without relating it to the customers self, may not have a long lasting impact on the customers purchasing intention. Thus, when promoting brands, we also need to understand the different customer selves and relate them to the brands. So that we can create a customer brand attachment which is very influential in the purchasing decision making process. Findings revealed that brand equity is a key component in influencing women’s purchase intention. Finally this study has provided effective conclusion regarding Sri Lankan women’s own brand clothing market in connection with Brand Equity.
The Impact of Celebrity Endorsements on Customer Buying Intentions of the Sri Lankan Malted Milk Powder Market.
(Department of Marketing Management, University of Kelaniya, 2016) Chandrasiri, N.A.S.S.; Gayathree, D.A.G.P.K.
The celebrity endorsement is mainly used for the malted food drinks when comparing with other milk products. That is mainly due to the “Point of difference” most of the malted food drinks try to emphasize the energy. The research problem is to identify “Does celebrity endorsement influence the customer purchasing intention for malted milk powder brands in Sri Lanka?” The purpose of this study is to identify the association between celebrity endorsement and customer purchase intention of the Malted milk powder products. This research is quantitative and convenience sampling was used to collect data. For the purpose of achieving objectives responses were gathered from 100 respondents. After gathering the information the data were analyzed using different analytical tools. The data was coded and analyzed using SPSS statistical tools including descriptive statistics. Descriptive analysis will be done for the calculation of Mean Median, Mode, Standard deviation, Frequencies, and percentage for the independent and Dependent variables. Dimensions of celebrity endorsement that are celebrity attractiveness, trustworthiness and the expertise affect to customer purchase intention throughout this research report it explains how these three dimensions effect to the main concept of purchase intention for malted milk powder brands. Finally the hypotheses were tested based on the dependent and independent variable. After testing the entire hypothesis it is considered to be a positive relationship between the celebrity endorsement and the purchase intention of malted milk powder.

1st-2016

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