1st-2016

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159

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Author: search.filters.author.Jayarathne, W.A.Has files: Yes

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    Study on Consumer Behavior towards Branded Garment Products in Sri Lanka (Special Reference to Gampaha District).
    (Department of Marketing Management, University of Kelaniya, 2016) Thanushka, K.S.; Jayarathne, W.A.
    In the current world situation, by each and every minute customer needs and wants are rapidly changing due to globalization. Consumer’s buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. But here the researcher only focuses her attention to four factors, such as social, cultural, psychological and marketing mix. Here in this, the researcher specially focuses the attention into Gampaha district’s consumer and their purchasing behavior. So this research is very important to identify, the role played by branded clothes on consumer’s perception in Sri Lankan context. The Sri Lankan fashion industry also contributes a considerable amount to the economy. Also the research is significant not only to marketers and organizations, but also to other segments like: entire society, business community, entrepreneurs, customers, policy makers, etc. The key objective is to examine the influence of Socio- cultural factors behind customer behavior towards branded garment products. Questionnaire based sample analysis is the base of this study. The sample consisted of 100 respondents who live in Gampaha. Those questions were used to measure the opinions of customers, and critically evaluated by using SPSS. The conclusion of this study is that there is no strong relationship between factors (social, cultural, psychological and marketing mix) with the Gampaha district consumer’s buying behavior.
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    Research Study on the Impact of Bottled Water Packaging for Consumer Buying Decision in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Kalahe, Narmada.H.; Jayarathne, W.A.
    The bottled water market has shown a huge increase over the last years, locally and globally. More specific, the global bottled water market has grown with 44% and the local market with 62% over the last five years. The problem of the study was to find out the way of bottled water package influence on the consumer buying behavior. The main objective of the study was to examine the impact of the bottled water package on consumer buying decision in Sri Lanka. The theoretical framework was based on the secondary data (articles and books) and included core concepts of bottled water packaging, packaging elements, consumer behavior, consumer perception, and consumer attraction. The Quantitative method was selected for acquiring and analyzing the research results. Quantitative data was collected from 100 questionnaire responses and was analyzed with the SPSS Version 19. By examining the consumer behavior, it was found out that packaging element such as, color, size and shape and product information play a key role in decision-making and ensure consumer’s attention. Therefore it is recommended that bottled water producers/marketers should focus (more) on these consumer groups, since they seem to be the target groups of the bottled water. However, since only packaging elements, demographic and psychological factors are investigated, further research with other influencing factors is recommended to gain more insights. So bottled water package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision.
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    Analysis of Consumer Behaviour on Food Restaurants in Sri Lanka (With Special Reference on Western Province)
    (Department of Marketing Management, University of Kelaniya, 2016) Hansaka, W.A.S.P.; Jayarathne, W.A.
    Restaurant sector has become one of the most popular business entities with the busy life of people all around the world. There are number of restaurants arise successfully in the Sri Lankan restaurant industry. The problem comes to the place where the reasons for their success and the customer satisfaction towards their service. Therefore this study is focus on analysis of factors which are influencing consumer behaviour on food restaurant industry. The primary objective of the study is to analyse the determinants/factors affect on consumer behaviour related to food restaurants in Sri Lanka with special reference to western province. The main idea is identified the factors affect on customer satisfaction in the restaurant industry and analyse in which context those factors are affect on the consumer behaviour. This study is based on quantitative research design. As the research subjects, considered as 150 individuals who are using restaurants in western province. For the purpose of analysis of data, the SPSS research analysis system was used. To analyse more qualitative data, Descriptive tools were used. Such as frequency counts, descriptive statistic, correlation analysis, mean scores, percentages and standard deviation were calculated to analyse the data collected using the questionnaire. Analysis of the data in the study indicated that considered independent variables positively affect on the dependent variable. In this research I selected consumer behaviour, food quality, service quality and advertising and promotions as variables. All the independent variables are positively affected on consumer behaviour of food restaurant in Sri Lanka with the special reference to western province.
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    Factors Influencing on Brand Loyalty towards Fast Food Restaurants in Sri Lanka with Special Reference to Western Province
    (Department of Marketing Management, University of Kelaniya, 2016) Gunarathne, W.P.G.K.; Jayarathne, W.A.
    In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Building up a brand loyalty towards the brand is one marketing strategies which is commonly used by organizations to increase their sales other organization goals. This study attempts identify the factors that would influence on building up brand loyalty towards fast food restaurants. There are many previous researches related to this study area which are based on the global context whereas this study is specifically related to the global context. The primary objective of this research study is to identifying the factors that influence in building up a brand loyalty in consumer mind set towards multinational and domestic fast food chains with special reference to western province. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This study specifically comes under descriptive nature and researcher used survey data collection technique to gather data in order to get ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze collected data from respondents to reach conclusion. As per the research findings food provide and atmosphere creates strong positive relationship in building up brand loyalty towards the fast food restaurants where other considered factors have weak and moderate positive relationships in building up brand loyalty.
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    Study on consumer behaviour on healthy food in Sri Lanka (Special reference to Western Province).
    (Department of Marketing Management, University of Kelaniya, 2016) De Silva, L.B.M.S.; Jayarathne, W.A.
    Due to many reasons such as busy lifestyles, lack of exercises, engaging in less energy consuming jobs, being victims of non-communicable diseases, there is an increasing demand among people for healthy food over the world and in Sri Lanka too. So the research problem is to study about the consumer behaviour on healthy food in Sri Lanka. The Key objective is to measure “how much the consumers are paying attention on healthy food when making buying decisions.” The research is quantitative and both primary and secondary data collection methods were used to get information. Primary data was collected from a questionnaire from a sample of 200 respondents from the Western Province selected through convenience sampling. The data collected was analysed using SPSS and statistical tools such as frequencies, percentages, mean, mode, median and standard deviation, regression, correlation, r square, ANOVA and hypothesis testing were used to analyse data. The hypothesis testing proved that the economic, social & cultural, personal, psychological, product and situational factors affect the purchasing behaviour of healthy food. There is an opportunity in the market for healthy food. Most of the respondents were health concerned when purchasing food. Further it was recommended to improve the brand loyalty, quality, cleanliness and the service provided. Having a good STP strategy and making use of situational factors is also important.
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    Study on Consumer Buying Behavior on Vegetable Purchase in Sri Lanka (Special Reference to Gampaha District).
    (Department of Marketing Management, University of Kelaniya, 2016) Abeysundara, A.H.A.C.L.; Jayarathne, W.A.
    25 Study on Consumer Buying Behavior on Vegetable Purchase in Sri Lanka (Special Reference to Gampaha District) A.H.A.C.L.Abeysundara, Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka W.A. Jayarathne Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka Vegetables are most significant food for huan being and they are consumption day to day as a food. When purchasing the vegetables by consumer they are behaving different way in the market. Each consumer is considering purchasing factors and that factor can be different from each other. So this research problem is “which factors affecting to the purchasing decision of vegetables”. Specially identify in the based on Gampaha district. The main objective of this research is identifying consumer buying behaviour towards vegetable purchase and which factors most affecting to the consumer when they purchasing vegetables. This research is quantitative and both primary and secondary data were used to get information. Primary data was collected from a questionnaire from a sample of 100 respondents from the Gampaha District. The data collected was analysed using SPSS and statistical tools such as frequencies, percentages, mean, mode, median and standard deviation, correlation and hypothesis testing were used to analyse data. This research is study to identify which factor affecting to the consumer regarding of purchasing decision of vegetables. Therefore it could be identify which factors most are considering by the consumers. That result could be getting from analysing relationship between purchasing factors. Therefore it could be identify consumers are considering some factors for their purchasing decision.