1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item Perception towards Organic Foods: A Qualitative Approach to Y Generation in Colombo Gampaha Districts in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Fernando, K.G.N.; Gunawardana, H.M.R.S.S.The main purpose of this study is to investigate the perception among young generation in Colombo and Gampaha district of Sri Lanka on organic foods. Mainly it explored the positive and negative beliefs and attitudes towards organic food choices, purchase behavior and consumption values. Total of 20 depth interviews were conducted among 20 males and females who have at least occasionally bought or consumed organic foods and respondents who have not bought and consumed organic foods within last three months by applying quota & snowball sampling techniques. The respondents were mainly chosen from Colombo and Gampaha districts representing A, B and C categories of Socio Economic Class. A means-end chain value map was then constructed showing attributes, consequences and values pertaining to purchasing of organic foods using Atlas.ti software. The key trigger for purchasing organic food products was “health benefits” and the major barriers which hinder purchasing organic foods were “consumers’ inadequate knowledge about organic foods”, the “high price” and the “limited availability”. Hence enlightening consumers about the exclusive traits of organic production methods, the benefits of consuming organic foods and increasing availability at affordable prices help to develop the market for organic food products. This study is limited to Colombo and Gampaha districts in western province in Sri Lanka and attention should be given on generalization of findings. Yet, this study fills the gaps in qualitative research environment of organic food consumption environment in Sri Lanka.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 maximize