1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item Impact of Brand Equity on Purchase Intention towards Local Apparel Brands.(Department of Marketing Management, University of Kelaniya, 2016) Swarnawimala, H.M.R.; Patabendige, S.S.J.This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand equity to purchasing intention towards local apparel brands in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from the respondents. As per research out comes, brand equity factors such as, perceived quality, brand association, brand loyalty, brand awareness brand image factors have much impact on purchase intention towards local apparel brands. Researcher has found most influencing factors as brand image and perceived quality, .Further has identified recommendation, positive word of mouth, those purchasing intention indicators have a connection between brand equity. According to the study marketers need to focus on brand equity factors according to above findings.Item Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).(Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.Item The Impact of Brand Image to Purchasing Intention towards Motor Car Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Jayathilake, A.V.H.L.; Patabendige, S.S.J.This study is undertaken to identify the what extent of brand image influence to purchasing intention towards Sri Lankan motor car market with a special reference to the Colombo and Kandy districts. Due to high competitiveness of the market place and high involvement of customers towards motor cars this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand image to purchasing intention towards motor car market in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from respondents to reach conclusion. As per research out comes, brand image factors such as, country of origin of the motor car brand, available knowledge of the motor car brand, quality of the motor car brand, price of the motor car brand and trustworthiness of the motor car manufacturer have a clear positive relationship between purchasing intention.Item Factors Impact on Customer Credit Card Usage Behavior in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) De Silva, L.G.R.V.; Patabendige, S.S.J.Credit card business is a very dynamic segment within the banking industry with a higher level of competition. Hence identifying the specific variables that would impact on the credit card usage behavior would give a better advantage to the issuer to market credit cards. This research paper makes a valuable contribution, given the fact that there is lack of empirical studies and prior researches of this nature focusing on Sri Lanka. Due to the extreme competition among issuers, customers tend to switch the credit card issuers. So identifying customer behaviors is vital to improve market share & sales. Therefore this research was conducted to identify the major factors that impact on customer credit card usage behavior in Sri Lanka. Conceptual framework was developed to assess the variables, hypothesis build based on customer credit card usage behavior in Sri Lanka. The primary data for the survey was collected through a self-completed questionnaire which was distributed among 100 credit card users in Sri Lanka. The SPSS was used to analyze the primary data, According to the research, credit card attributes emerged as the major determinants of credit card use among Sri Lankan customers. But this can be change based on the research model developed under conceptual framework. The findings are likely to be very important to Sri Lankan banks in marketing of credit cards.