1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
Browse
6 results
Search Results
Item The Impact of Visual Merchandising on Customer Buying Decisions with Special Reference to Fashion Retailing Stores in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Rathnayaka, R.M .U.R.K.; Ubayachandra, E.G.Fashion retailing industry is one of the fast growing industries in Sri Lanka. Visual Merchandising is an emerging concept, which was focused in this study and the problem centered here is that the extent to which the visual merchandising impact on customer buying decisions. The primary objective of this study is to identify the extent to which visual merchandising makes impact on customer buying decision in fashion retailing stores in Sri Lanka. This study was based on both primary and secondary data. The primary data were collected from the sample survey conducted in seven selected areas in Kandy District. 175 respondents were selected for the sample. Based on the literature, researcher selected five variables namely, Window display, Store Design layout, Mannequin display, Background music and promotional signage. Both inferential and descriptive statistical tools used to analyze the data. The study revealed that, the influence made from Window display and Promotional signage on consumer buying decision is very significant and the mannequins moderately influenced on customer buying decision. The overall conclusion is that, Visual Merchandising has a significant impact on buying decisions of customers in fashion retailing stores in Sri Lanka and it was further suggested that, retailers must strategically allocate their resources wisely towards these tools of visual merchandising to generate a greater appeal to the prospective customers.Item Factors Influencing the Purchase Intention of Fast Moving Consumer Goods from Supermarkets(Department of Marketing Management, University of Kelaniya, 2016) Jayasiri, N.A.; Ubayachandra, E.G.more and more fierce competition in today’s business, require the companies to investigate the influencing factors to their businesses. It is an attempt to develop knowledge and conduct the research in a meaningful and practical way. This research reports on examine the influencing factors on purchase intention in the supermarket in Sri Lanka. There are many different influencing factors (Corporate image, Relationship marketing, Customer trust, New product preannouncement, Price promotion, Service experience, Convenience) for retaining the customer. It was based on the Literature review and other general influencing factors of purchase intention. Then satisfaction customers are intention to buying products from supermarkets. Quantitative research design is used as the research design. Data was collected from 200 respondents using the closed end questionnaire. Respondents were selected from the Kiribathgoda area supermarket shoppers. Collected data were analyzed by using descriptive analysis method, independent T- test one way sample analysis were used to analysis the data. According to the correlation analysis found that there is strongly positive relationship between influencing factors and purchase intention. Therefore developed all null hypotheses were rejected. Supermarkets owners should pay attention to build attitudinal loyalty than behavioral loyalty. Therefore it is essential to identify the influencing factors to get the attraction from the customers.Item The influence of demographic factors on the purchase evaluation criteria of mobile phones in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Chathuranga, P.A.; Ubayachandra, E.G.During this second decade of the new millennium, maximizing the potential of mobile phones is a challenge that will engage governments, the private sector, and the development community alike. Mobile phones manufactures are constantly looking for new ways to differentiate themselves. The communization of this market causes a deeper view into what drives a consumer purchase of one brand over another. so the research problem is to “Identify the influence of demographic factors towards the purchase evaluation criteria of purchasing mobile phones in Sri Lanka” The research objective is to identify the influence of gender, customers’ age groups, level of income, customers’ level of education and customers’ level of occupation towards purchase evaluation criteria of mobile phones in Sri Lanka? The research is quantitative and both primary and secondary data collection methods were used to get information. Primary data was collected from a questionnaire of 100 respondents from the 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. According to the study done by the researcher, we can clearly see that the Sri Lankan customers consider the utilitarian criteria as more important when purchasing a mobile phone than the hedonic criteria. Under the utilitarian criteria the Sri Lankan mobile phone users consider more about the durability of the mobile phone they purchase and secondly consider the price of the mobile phone.Item The Impact of Country of Origin on the Brand Equity: The case of University Student in Purchasing Toothpaste in Sri Lankan Market.(Department of Marketing Management, University of Kelaniya, 2016) Gomes, G.H.D.; Ubayachandra, E.G.This study investigates the reflections of country of origin image on consumers brand equity with regard to the Sri Lankan University Students in purchasing toothpaste. The research problem of the study is to check the impact of the Country of Origin on the Brand Equity. Most of the past researchers have focused on impact of country of origin on the consumer buying behavior without considering a specific product category. The key objective of this research is to identify the impact of the country of origin on the dimensions of the brand equity and the specific objectives are to identify the relationship between Country of Origin and the dimensions of Brand Equity which are Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality. This is quantitative research study and the sampling technique includes Judgmental sampling and Quota Sampling. The data collection method was Questionnaires. Sample size was 150 undergraduates from three different universities. To test the hypotheses, correlation analysis and simple regression analysis were performed. According to the Regression Coefficient, Country of Origin affects Brand Equity of Toothpaste purchasing which indicates positive association between the dependent and independent variables. According to the sample analysis, it describes that most of the toothpaste consumers prefer foreign toothpaste brands.Item Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Ganegala, G.W.N.K.; Ubayachandra, E.G.Mobile telecommunication is one of the fast growing industries in Sri Lanka. Currently few numbers of operators engaged in this small market with huge competition. Due to highly competitive market environment service providers attract others customers to sustain. As a result of that the switching behavior of customers’ has been frequently happening. This study was focused on the problem of identifying the Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka. Main objective of this study was to determine the factors impact on switching behavior of mobile telecommunication users in Sri Lanka. Deductive research approach was used for this study and 150 switched respondents between ages 18-55 were selected under convenience sampling method. Both primary and secondary data were used for this study and survey method used to collect most of the primary data. Five independent variables were identified according to the previous literature namely Brand Image, Core service failure, Attraction by competitors, price and Social influence. The data were analyzed using both descriptive statistics and inferential statistics. Data analysis revealed that the brand image had the most impact on brand switching behavior than the other factors. However, all five factors were found significant impact on switching behavior among mobile phone users. Findings of this study provide important implications to the telecommunication operators in their effort to increase their customer base and to retain customers with the organization.Item Impacts of Social Network Advertising on Brand Loyalty (With Special Reference to Consumer Electronics Industry).(Department of Marketing Management, University of Kelaniya, 2016) Asees, F.A.; Ubayachandra, E.G.This study focuses on how current marketing- branding strategies incorporate various aspects of social media to positively affect consumer loyalty to a brand. Within the past few years, social media has become an increasingly popular medium for brand, consumer engagement and making customers more loyal to the brands. Specially, in this study researcher has investigated to accomplish objectives such as find out most significant dimension as Informativness, entertainment, irritation, credibility which affect towards brand loyalty. The main reason for this study and the gap is less awareness about social network advertising campaign in Sri-Lankan market, Because of this reason there can be seen a big gap between the research related to this topic between Sri-Lankan context and international context. Main objective is to evaluate the consumer expectations in social network advertising while finding the Impacts of Social network advertising on brand loyalty and finding most effective dimension of social network advertising mostly affect towards Brand loyalty. A total of 216 respondents were selected to participate in the survey by building a questionnaire using face to face interviews method, structured interview method and in the end, the following results was sought: The indicators which represent each dimension have a high reliability & by looking at the reliability of each dimension can ensure there is a high internal consistency in this research.