1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item The Impact of Social Media on Brand Image: A Study of Higher Education Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Fernando, S.R.C.; Wijesundara, C.B.The basic purpose behind this research is to find out the impact of successful Social web. Companies are constantly monitor its changes of the brand image. However it’s also necessary for them to take into account the rapid spread of social media and the rising number of social media users. Each company’s aim is to create positive brand image or if not positive, then at least an image that will lead to profitable results, leading positions on the market and opportunities for future growth. Therefore the analysis of social media and what is the effectiveness of social media platforms on organizations image toward brands will provide efficient and helpful insights for companies. Based on a sample of 200 respondents drawn from students of higher education institutes in Colombo, the study measured the relationship between social media and brand image following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. Gathered data was analyzed using SPSS software and correlation and regression were used as the main inferential statistics to verify the relationship. Findings from this study provide some insights for the higher education industry. Firstly, with the use of social media, companies can create and enhance its brand image and subsequently lead to attract customers. Especially in private sector universities need to attract more customers to make the profit. But when it comes to the state universities it is important to create and maintain the relationship between students and university. However, marketers must keep in mind that the Social media is a great tool that influences brand image as social media is two way communication method. While the viral marketing information is seem to be trusted by users, marketers should prioritize and implement them in their advertising strategy.Item A Study on The Factors Influence on Buying Intention of Life Insurance (with Special Reference to Colombo and Gampaha Districts in Sri Lanka) .(Department of Marketing Management, University of Kelaniya, 2016) Fernando, M. R. L.; Wijesundara, C.B.Low penetration levels in life insurance business reflect that the people have lower level of purchasing intention of life insurance. This situation leaves a question on why the purchasing or buying intention of people on life insurance is at a lower level in Sri Lanka despite of the benefits provided by a life insurance policy. Based on this situation, the research problem is formulated as “What are the factors influencing the buying intention of life insurance?” The main research objective of the study is to study the factors influencing the customers’ buying intention of life insurance. In addition to that, specific objectives of the study constitute of identifying key factors, highest influencing factor and demographic factors on buying intention of life insurance while providing valuable recommendations to the management. The methodology for testing the hypothesis contains a quantitative survey. That indicates this research uses the deductive approach. While data gathering was carried out utilizing both primary and secondary sources, a standard questionnaire was used as the main method of gathering data for the research. Descriptive statistics tools such as mean, standard deviation, range, and inferential statistics tools such as correlation, and ANOVA were used in order to analyze the data gathered through questionnaire. According to analyzed data, while there is a positive relationship between independent variables and the dependent variable which represents buying intention, the highest positive correlation exists between the long terms benefits of a life insurance policy and the buying intention on life insurance.Item Factors Affecting on Consumer Attitude towards Mobile Advertising: with Special Reference to Fast Food Industry(Department of Marketing Management, University of Kelaniya, 2016) Chathurangee, Upeshika.K.L.; Wijesundara, C.B.In Sri Lanka mobile advertising is not used hundred present effectively as mobile advertising is not in its maturity stage. But after identifying consumer attitudes towards mobile advertising, it can be made suggestions for the development of the mobile advertising as a new media. The present research is focused on “the factors effect on consumer attitudes toward mobile advertising and the impact made by those factors on customer attitude with special reference to fast food industry”. The key objective of this research is to find out the factors effect on customer attitudes toward mobile advertising. The specific objectives of this study are to investigate the most prominent factor of mobile advertising that effects on customer attitude and to measure the impact of each factor on the customer attitude. The research design used in the research is quantitative and descriptive research design has been used. The researcher used both primary data as well as secondary data. Researcher has collected primary data by a questionnaire and 200 respondents were participated. The collected data was analyzed by using SPSS and Microsoft Excel. Researcher has found that credibility of the mobile advertisement and permission based advertising highly impact on consumer attitude towards mobile advertising.Item The Impact of Web Quality on Consumer’s Offline Patronage Decision (With Special Reference to Casual Dining Restaurant Industry in Colombo).(Department of Marketing Management, University of Kelaniya, 2016) Anushika, B.M.G.L.; Wijesundara, C.B.The role of web sites has grown significantly in recent years. Previously known for being a marketing tool to supplement the efforts of salespeople and retail outlets, web sites now fulfill a vital function in the consumer’s buying behavior. Web sites are frequently utilized because of their convenience, allowing browsers to visit 24 hours a day, seven days a week and provide potential customers the ability to comparison shop multiple brands and/or products. Previous research has shown that web sites can be an important tool for hospitality and tourism marketing. Oftentimes, restaurant companies are found in a position of embracing the presence of a company web site as the complete internet marketing solution. Restaurant websites appear to be fairly strong in providing information in a technologically savvy environment. The primary focus of this research is on web site quality of casual dining restaurants in Colombo to study its relationship with consumer offline patronage decision. Based on a sample of 188 respondents drawn from Colombo district, the study measured the relationship between web quality and patronage decision following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. The results proved that there exists a moderately strong yet positive relationship between web quality and consumer offline patronage decision. This research will give industry practitioners some insight in to the perceptions regarding the quality of web sites and how it will generate more patrons to the business in order to allow the organizations to make changes to their web strategy accordingly.Item An Analysis on Sustainable Tourism Development in Sri Lanka (A study based on Stakeholders’ Attitudes and Actions).(Department of Marketing Management, University of Kelaniya, 2016) Amzal, A.A.M.; Wijesundara, C.B.This study presents a conceptual model for analyzing residents’ attitudes towards sustainable actions in tourism development; define whether there are different kinds of residents in coastal communities in Southern Sri Lanka who have different levels of care for sustainable actions in tourism development. In this study researcher has investigated to find out most significant dimension as community attachment, quality of life, land use, cultural offerings, government services and infrastructure and impacts of tourism; and residents’ attitudes towards sustainable tourism. The purpose of this study was to investigate the factors affecting the stakeholder’s attitudes towards sustainable actions in tourism development and to provide useful information to coastal tourism planners who are trying to incorporate sustainable actions in their societies. Descriptive research method was employed and self administrated questionnaire and face to face interview were used to gather primary data from the 100 respondents Cronbach's alpha has been used to test the reliability of gathered data. SPSS software was used for processing and analyzing the data. The indicators which represent each dimension have high/moderate relationship with the dependent variable and the influence made by each dimension for sustainable tourism explained with specific managerial implications.