1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item The impact of celebrity endorsement toward brand image with special reference to men’s wear apparel in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Rashinda, Malshan.; Weerasiri, R.A.S.The working men take a significant role in the function of wearing formal wear apparel for day to day office. Number of factors affects the working men in selecting fashionable, quality apparel in order to fulfill their daily clothing needs. The clothing gives men confidence, more personality and more winning attitude for their day-to-day office work. This study attempts to measure the impact of celebrity of endorsement on brand image with reference to men’s wear formal apparel brands. For this purpose, 150 male respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 23.0 of SPSS package. Results revealed that celebrity endorsement and brand image are positively correlated. The study was conducted of focusing on three main attributes of celebrities. Those celebrity attributes were attractiveness, expertness and trustworthiness. The research findings reveal the most preferred local apparel brand in Sri Lanka, Namely ‘Emerald’. Further it suggests changing the celebrities time to time, rather depending only on cricketers, where the cricketers have been always used for other advertisements as well and suggests moving on towards musicians and actors in order to give the same message with different personalities.Item The Impact of Visual Merchandising on Customer Buying Decision with Special Reference to Fashion Retailing Stores in Colombo and Suburbs in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Pathmila, P.A.M.; Weerasiri, R.A.S.Shopping is an activity that brings customers directly contact with retailer and retail institutions. And it is a series of behaviors of acquiring product or the value of shopping process. The motivation to shop can simply come from finding the products that the shopper needs or attracting other’s attention or killing time. Even though visual merchandising became an important marketing tool to induce customer patronizing behavior towards modern retail outlets there is no sufficient attention made by academics on this area. The key objective of the research is to examine the impact of visual merchandising on customers buying decisions in fashion retailing stores through various visual merchandising tools namely, window display, mannequins/dummy display, design layout, lighting, background music and graphics & signage. Data relevant to the research is gathered through both secondary and primary data sources. To support the research, secondary data is obtained from the sources like; Text books, lecture notes, Websites, press releases. And quantitative research method is used to collect the primary data. The sample consisted of 150 respondents who are interested in fashion and who go shopping frequently Visual merchandising forms a critical element of retailing. Besides the façade, mannequins/dummy and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer’s comfort and convenience while shopping and overall, offer a superior shopping experience.Item Factors Influencing the Purchase Intention of Organic Food Products in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Karunatilleke, A.N.C.; Weerasiri, R.A.S.Organic food industry currently has become one most emerging markets around the world. Considering the recent economic growth in Sri Lanka, agricultural sector inclusive of organic food industry, holds a significant portion over the contribution to economic growth. However Sri Lanka being one of the largest exporters in agricultural sector, understanding the potential and behaviour of the consumers regarding organic food products is vital to expand the industry. Hence the aim of this study is to analyse and discuss the organic market and customer purchasing intention in Sri Lankan context. The key objective of the study would be to study the factors influencing consumer purchasing decision with regard to organic foods whereas the specific objectives are to; identify the impact of marketing mix related factors and pre purchase related factors (attitudes, values, beliefs) on customer purchase intention, identify how the impact of demographic factors towards marketing mixes related factors or pre purchase related factors and customer purchasing intention and identify the prominent factors influencing consumer purchasing decision of organic food and recommend strategies for organic food manufacturers. This research study is descriptive in nature and data has been collected from 150 respondents using well-structured questionnaires. Primary data were collected through a consumer survey conducted in western province using a stratified sampling method and analysed results using mean analysis, regression and frequency measures. Secondary data were collected through rigorous literature review. The date gathered was analyzed using SPSS16.0.However based the research outcome, marketing mix and pre purchase related factors have a clear positive relationship with the customer purchasing decision of organic foods. Hence the recommendation and insights for strategies have been provided via the study that can be used by organic food manufacturers in accordance with their business situation to maximizeItem Impact of brand promotional appeals towards the purchasing intention for ladies two wheeler market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Fernando, M.D.K.; Weerasiri, R.A.S.The two wheelers market in Sri Lanka is one of a fastest growing industry along with good number of competitors. Especially targeting Ladies two wheeler market the manufacturers are offering number of light weight and low height two wheelers by targeting young people and ladies age between 18 to 40 years who enjoy middle and average income. Here the research study is focused on “the impact of brand promotional appeals towards the purchasing intention with ladies two wheelers market”. The impact of this study was to find out the how connects the brand promotional appeals with purchasing intention in particular market. It has been take 200 female respondent ages between 18 years to 45 years who is having a motor bike or willing to have motor bike (university student, private and public sector and house wives) and they lives in western province. Research Questionnaire was used to collect the data and Pearson Correlation coefficient Technique used to analyse the data (with the help of SPSS software) According to the findings, female highly consider the factors related with advertising appeals to their purchase decisions than sales promotional and brand promotional appeals. But all appeals were accepted with the positive relationship. The Marketers will have an opportunity to adapt this knowledge to their marketing communication plan and the other marketing activities.Item Factors Affecting On Consumer Purchasing Intention for Fruit Drinks Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Fasna, M.A.F.; Weerasiri, R.A.S.The purpose of conducting the research is to find out the factors influencing consumer purchase intention for fruit drinks market in Sri Lanka. Based on that, the researcher seeks to answer the research problem of “What are the factors influencing purchase intention for fruit drinks market in Sri Lanka?” Although the consumption of fruit drinks being preferred over carbonated drinks based on health perspective, there is no previous research is conducted on finding the factors influencing the purchasing intention for fruit drinks specializing on Sri Lankan context, has attracted the researcher’s attention to carry out the research. Research is conducted using quantitative techniques. Both primary (questionnaire) and secondary sources (such as internet, publications and books) of data have been used. Data collected from 150 respondents in Colombo district within the age limit of 20-35. Collected data was analyzed using descriptive such as tables, charts & inferential statistical tools using SPSS 20. In conclusion the majority of customers are having high level of consideration of attitudes, package, product quality, reputed brand name, and advertisements when purchasing fruit drinks. Therefore marketer can recognize strengths and weaknesses in their advertisements, packaging, and quality & can improve their performance concerning the extent of each variables impact on purchasing intention.Item Factors Influencing on Purchase Intention for Men’s Fairness Cream Products in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Dabare, G.C.P.; Weerasiri, R.A.S.Changing life style of Sri Lankan youth has leads to strong demand for Fairness creams in Sri Lanka. Sri Lankan market is gradually creating an environment for Cosmetic market. Based on the trend analysis of the market reputed companies and brands have felt the need for behavioral study to reach men’s consumer market in Sri Lanka. In the Global context researchers has taken place with reference to the men’s grooming products but in Sri Lankan context no researches has taken place to find out the purchasing factors affecting for men’s Fairness cream products. According to the finding of the research, readers able to find out the touch pints towards the men’s Fairness cream products. With the help of this research study business organizations be able to gain knowledge regarding what are the mainly highlighting factors which can be highlight in men’s advertisements for Fairness cream, Identify the prominent factors consumers considering when purchasing a men’s Fairness cream. The Main objective of this study was to find out the factors affecting on the Purchasing intention on men’s Fairness cream in Sri Lanka. Sample size was 250, represent male respondents from Colombo area, was selected for the survey, where 40% representing age between 16-25, 20% representing age between 25-30, 20% representing age between 30-35, and balance 20% representing age between 35-40. Descriptive statistic and Inferential statistics was used to analyse the data. Under Descriptive statistic method using charts, mode, median, percentages. Under Inferential statistics method using Quantitative analysis such as Co -relations Coefficient technique. As a software package used SPSS 16th Version. Brand, Product Quality and Place of distribution has a significant strong uphill positive relationship with purchasing intention of Fairness cream products and Price and Promotion is having a moderate uphill positive relationship. Therefore Product quality, price, promotion, Brand, place of distribution having a most influencing factors and sensitive factors to drive sales and to shift the brand.