1st-2016

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

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Author: search.filters.author.Perera, G.N.R.

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    Impact of Visual Merchandising on Consumer Impulse Buying Behavior: With Special Reference to Modern Trade Sector in Sri Lanka
    (Department of Marketing Management, University of Kelaniya, 2016) Wijegunarathne, K.V.D.J.K.B.; Perera, G.N.R.
    Modern trade has become a popular channel in Sri Lanka and it continuously calls for a growing market share in each year. Due to the fact that modern trade’s expanding dominance, marketers focus on improving sales in modern trade outlets. This situation has created modern trade channel a highly competitive one. Visual merchandising has become very popular in current modern trade marketing communication mix. Marketing text books refers impulse buying and visual merchandising has a strong relationship. According to previous research findings, it is identified that Visual Merchandising as one of the important factors which influence consumers impulse buying behavior. Therefore it is important to identify the relationship between visual merchandising factors and impulse buying behavior. The purpose of this study is to examine the impact of different selected visual merchandising techniques on consumer impulse buying behavior in modern trade. In order to enhance store atmosphere and attract customers in modern trade, they plan and execute different techniques and among them a key technique is visual merchandising. These techniques allow super markets to differentiate their offerings from competitors. Sample of this study were 200 modern trade customers in Sri Lanka. The research instrument was a set of questionnaires. The data were analyzed using descriptive statistics to find frequency and percentage of personal profile. Then the data were tested using regression analysis and correlation analysis to find the impact of visual merchandising on consumer impulse buying in modern trade. The result of the study shows that there is an impact of visual merchandising on impulse buying behavior and two visual merchandising techniques are imperative: in-store product display and floor merchandising. This study gives insights to super markets as to which visual merchandising techniques can significantly influence on consumer impulse buying behavior.
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    Factors Affecting for Consumer Switching Behavior from Toilet Soap to Face Wash in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Senavirathna, W.S.M.S.; Perera, G.N.R.
    The research problem in the study was to identify the boom in face wash market, to understand what factors have motivated the soap users to switch from soap to face wash in their cleansing purposes. Use of face wash for face cleansing purpose has become the current trend among female segment. The research problem was based on finding factors which have motivated consumers heavily in switching from soap to face wash. This study was focused on the problem of identifying the factors Influencing on customer switching behavior from soap to face wash in Sri Lanka with special reference to Gampaha District. 150 respondents between ages 18-40 were selected under convenience sampling method, who has switched from soap to face wash. Data were collected through well structured, detailed questionnaire alone with Likert scale questions. Four independent variables were identified according to the previous literature namely Advertising, Word of Mouth, Product related attributes and Celebrity endorsers. The data were analyzed using both descriptive statistics and inferential statistics. Mean, mode, median, and standard deviation is used as descriptive statistics and Pearson Correlation used as inferential statistics. Data analysis revealed that the celebrity endorser had the most impact on switching behavior from soap to face wash than the other factors. However, all four factors were found significant impact on switching behavior from soap to face wash.
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    Factors Impact on Buying Behavior towards Luxury Fashion Products among Millennial Generation.
    (Department of Marketing Management, University of Kelaniya, 2016) Perera, K.R.T.; Perera, G.N.R.
    With the increase of consumer confidence index between age groups of 25-30, 31-35, 35 above and also spending on their discretionary purchases is an arising situation in Sri Lanka, firmly Nielsen report has identified as millennial consumers’ second best spending category ‘buying new clothes/shoes’ In Sri Lankan luxury fashion products market, businesses need to identify different age groups’ behaviors and attitudes are different. Millennial generations’ buying evaluation is different to their age group. Therefore this research is to seek what extent how these different millennial generations’ consumer life style, status consumption, fashion involvement impact on luxury fashion products buying behavior. This research has focused on to find whether consumer life style, status consumption, fashion involvement of millennial consumers’ impact on purchase behavior towards luxury fashion goods. And to recommend marketing strategies to luxury goods retailers targeting millennial consumers with different age groups. Research has used Judgmental sampling method was used and 117 proper respondents were selected in university and working millennial group and data was collected via face book and email. Primary data was collected by using quantitative research method and secondary were previous journals, magazines, books, newspapers. Research has concluded with the idea of Gaining a better understanding of millennial consumers at different age groups would allow luxury product retailers to be more confident to meet the demands of customers in different age groups and secure the opportunity to enhance their chances of success in this market.
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    The Impact of Store Atmospherics on Purchasing Intention with Reference to Retail Fashion Outlet.
    (Department of Marketing Management, University of Kelaniya, 2016) Madushani, J.; Perera, G.N.R.
    Retailing in Sri Lanka is gaining attention like never before. Organized retailing especially has created euphoria amongst Sri Lanka consumers drawing them into malls and trade areas in huge number. Retailers are offering never service dimension to create unique shopping experiences for the customers. However, whether consumers are able to perceive newer service dimensions and getting affected foe store patronage in new store formats or not, remains to be found out. A customer purchasing intention is critical component in store choice and satisfaction. Perception about stores is driven substantially by tangible characteristics of stores. The main purpose of this study was to determine the impact of store atmospherics on purchasing intention on retail fashion outlet. 150 respondents were selected from Gampaha area, and across these dimensions: Background music, Layout and Design, Promotional signage and Lighting, the study also investigated differences in purchasing intention of retail fashion outlets in demographic variables: age, gender and monthly income. Analyses were dong using the SPSS and MS Excel. Primary data was gathered through research questionnaire given to respondents in Gampaha area. Descriptive and inferential statistical methods such as mean and correlation were used to analyze the data in this way. The overall purchasing intention of retail stores was “good”. Across the four dimensions of purchasing intention in retail fashion outlet, the respondent’s purchasing intention in terms of background music, promotional signage and lighting was good.
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    The Impact of Sales Promotions on Consumer Buying Behavior - With Special Reference to the Mobile Telecommunication Industry in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Madushanka, W.A.I.; Perera, G.N.R.
    Sri Lankan mobile telecommunication industry is poised for growth at the moment. With the growth in the industry, the head – on competition between service operators has also become intense. So in order to ensure that their customers are satisfied and catered better than competitors, telecommunication firms seek for different communication mix strategies in the market. One such tool executed by all of them is the sales promotion. This study mainly investigates different sales promotions carried out by companies and the impact those activities have on end consumer behavior. The main objective of this research is to identify the impact of sales promotions towards consumer buying behavior in the mobile telecommunication industry. It will specifically assess the practice of sales promotions, factors that affect the effectiveness of such promotions and their impact on consumer behavior. Data for the research was collected by disseminating a questionnaire among a sample of 100 respondents chosen randomly. The collected data was then analyzed using statistical models to identify the findings and to form an opinion regarding the research problem. The study revealed that sales promotion has an impact on consumer buying behavior. Bonus talk times, discounts, display items, appearance of sales persons, location of showrooms have a significant impact on consumer purchase decision. So sales promotions should be used aggressively by telecom service providers as a strategic tool to influence the purchase decision of the consumer.
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    Study on Customer Based Brand Equity of Munchee Lemon Puff Brand with Special Reference to Wattala Area.
    (Department of Marketing Management, University of Kelaniya, 2016) Attanayake, N.I.; Perera, G.N.R.
    Understanding the concept of Customer Based Brand Equity (CBBE) is critically important in order to stand out the brand from the competitive brands. When number of brands and flavors operating in the market it leads to create immense competition in the market place. This research paper focuses to identify the impact of brand awareness, brand association, perceived quality and brand loyalty on customer based brand equity of Munchee lemon puff brand by adopting the Aaker’s brand equity model. The study follows the deductive approach since it tries to analyze the hypothesis. Quantitative research analysis method is used as the research technique. All male and female youth and adults who lives in Wattala area were selected as the population. Convenience sampling technique has been used to extract 100 respondents as the sample since the limitation of time and resources. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among the respondents to collect data for the study. Multiple regression analysis is used to test hypothesis to identify the factors which have the greatest impact on customer based brand equity. Results of the analysis showed that brand awareness, brand association and brand loyalty have significant and positive impact on customer based brand equity while perceived quality does not significantly and positively effect on customer based brand equity. Outcome of this study provides insights for both managerial and academic field.