1st-2016

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

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Author: search.filters.author.Wijenayake, S.I.Has files: Yes

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    The Impact of Experiential Marketing on Purchase Intention with Special Reference to Dialog 4G Routers.
    (Department of Marketing Management, University of Kelaniya, 2016) Kodagoda, K.W.M.S.; Wijenayake, S.I.
    Telecommunication companies face a huge completion in the marketplace today. The increase of offerings to customers and the rise of competition have made it harder for organizations to differentiate themselves. The companies, in order to have a competitive advantage, are pressured by both the market and their customers, to come up with experiences that stimulate their target’s emotions and sensations (Gentile; Spiller; Noci, 2007). Therefore, the focus of market offerings has changed from product to experiences, and for that, marketers have started using experiential marketing. Having this in mind, Dialog Axiata PLC one of the leading telecom service providers in Sri Lanka has come up with an idea of offering their Home Broadband routers with a free 7 day trial. Objective of this idea is to give an opportunity to their customers to trial the unit before purchasing it. So the research problem is “To what extent experiential marketing has been influenced on consumer purchase intention with reference to Dialog 4Grouters”. The study is carried out with the objective of understanding about the impact of experiential marketing on purchase intention for 4G routers and sub objectives are to identify experiential marketing & types of experiences. This research employs the mixed method approach which uses the elements of both qualitative and quantitative research. Research results shows the experiential marketing dimensions and purchase intention have strong relationship. These findings can be used by the companies who sell technological products, like 4G routers to better identify the impact they have from the experiential marketing and can arrange relevant strategies accordingly hence will be able to better compete with its rivals.
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    The Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, M.H.K.; Wijenayake, S.I.
    At the initial stage researcher has described about the background of the study. Background consists of brief summary about the sales opportunities and promotional strategies in bicycle industry in Sri Lanka. Research problem centered to "To investigate the impact of personal attitudes on consumer purchasing intention of foot bicycle in western province Sri Lanka ". There were researches about the Personal attitudes. However there's no sufficient empirical evidence in Sri Lanka to know whether which attitude impact most to the consumer purchasing intention. The research gap is knows the most affective personal attitude and use it for promotion strategies. Main objective is to identify the impact of personal attitudes of the bicycles on its purchasing intention. Quantitative data analysis techniques are used to test the derived hypotheses of the study. Different data collection methods were used to collect the data such as primary and secondary. Here priority is given to collect the primary data using a questionnaire. In order to gather data for the research, researcher has selected the respondents pertaining to Gampaha and Kelaniya area. Selected sample size was 150 respondents. The findings provides new insights into the bicycle market of Sri Lanka and it provides insights to understand the impact of the eco- friendliness, been a leisure time activity, low cost transport medium and way of doing exercise (characteristics of a bicycle) on consumer purchase decision. Findings show that the most affective attitude is low cost of the bicycle. These findings can be used to improve the performance of the bicycle market of the country.
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    The Impact of Consumer Sales Promotion on Customer Buying Behavior: Special Reference to Sri Lankan FMCG Sector
    (Department of Marketing Management, University of Kelaniya, 2016) Dissanayake, D.M.U.E.; Wijenayake, S.I.
    Literature reveals that sales promotion of the Fast Moving Consumer Goods (FMCG) sector has a big impact on the customer purchasing decision and the frequency of buying. Apart from that the increased number of brands in the market has increased the competition for FMCG products. Therefore business organization spent a lot of money on sales promotion for especially on FMCG sector. This study attempted to identify the impact of consumer sales promotion techniques on consumer purchasing decision of FMCG in the Gampaha district. This research is trying to explore the aspects of a FMCG purchasing decision at the point it is made. For this purpose the consumer decision process is explored and studied. With the aim of studying those aspects the relevant literature were reviewed and a conceptual model was established. The derived hypotheses were tested using the inferential statistics tools with the usage of SPSS as the statistical package. The consumer purchasing decision was the dependent variable and independent variables were samples promotion, coupon promotion, cash refunds promotion, price packs promotion, premiums promotion, advertising specialties promotion, point of purchase promotion and prizes promotion. The study used a convenience sample of 150 respondents from Gampaha district. A questionnaire which consisted of nominal type, scale type, ordinal type, and open ended questions was used to obtain the data on the relevant constructs. According to major findings of the study, it is found that consumer sales promotion techniques have the highest impact on purchasing decision for FMCG. Additionally, the study provides valuable implications and insights for the marketing managers in the FMCG industry to develop effective marketing strategies.
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    Effectiveness of Advertising Appeal on Purchase Intention for Mobile Connection Market of Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) De Silva, S.M.N.S.J.; Wijenayake, S.I.
    Mobile connection industry can be identified as one of growing industries in Sri Lanka. Therefore, many multinational and local companies have entered to the market in the recent past. Because of this reason, we can see a huge competition in the mobile connection industry. To win the market share and to survive in the industry, most of the companies use advertising as their major promotional tool. Thus this research attempts to identify the effectiveness of advertising appeals in promoting mobile connections. Further, this study aims to find out the most effective advertising appeal for advertising mobile connection services in Sri Lanka. Objectives of this research are to identify the importance of the advertising appeals and the impact of the demographic variables on the advertising appeal. Population of the study is the individual customers in the mobile connection service market in Sri Lanka. The sample size of 100 respondents are selected from Colombo district. Consumers with diverse demographic characteristics are considered in the study where 50% of the respondents are males. Quantitative data analysis is carried out to identify the impact of advertising appeal on purchase intention of customers. Specifically a correlation analysis was used as the statistical tool in testing the hypotheses and it was conducted in SPSS. According to the findings of the research it can be stated that there is a significant relationship between advertising appeal and purchase intention. Further, it is found that positive emotional appeal and rational appeal are effective when attracting new customers. These findings can be used to improve the organizations in the mobile connection market.