1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item 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.Item 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.Item The Impact of Celebrity Endorsements on Customer Buying Intentions of the Sri Lankan Malted Milk Powder Market.(Department of Marketing Management, University of Kelaniya, 2016) Chandrasiri, N.A.S.S.; Gayathree, D.A.G.P.K.The celebrity endorsement is mainly used for the malted food drinks when comparing with other milk products. That is mainly due to the “Point of difference” most of the malted food drinks try to emphasize the energy. The research problem is to identify “Does celebrity endorsement influence the customer purchasing intention for malted milk powder brands in Sri Lanka?” The purpose of this study is to identify the association between celebrity endorsement and customer purchase intention of the Malted milk powder products. This research is quantitative and convenience sampling was used to collect data. For the purpose of achieving objectives responses were gathered from 100 respondents. After gathering the information the data were analyzed using different analytical tools. The data was coded and analyzed using SPSS statistical tools including descriptive statistics. Descriptive analysis will be done for the calculation of Mean Median, Mode, Standard deviation, Frequencies, and percentage for the independent and Dependent variables. Dimensions of celebrity endorsement that are celebrity attractiveness, trustworthiness and the expertise affect to customer purchase intention throughout this research report it explains how these three dimensions effect to the main concept of purchase intention for malted milk powder brands. Finally the hypotheses were tested based on the dependent and independent variable. After testing the entire hypothesis it is considered to be a positive relationship between the celebrity endorsement and the purchase intention of malted milk powder.Item The Determinant of Purchase of Clothing Products(Department of Marketing Management, University of Kelaniya, 2016) Gamage, E.E.T.I.; Herath, Renuka.There is no denying the fact that the clothing retailers dictate the way we dress ourselves. Youngsters, in particular, are easily influenced by the latest fashion trends. Now fashion shows are being organized even in smaller towns and children as young as three years want to wear the latest model clothes. All of these are signs of the growing influence of clothing industry. Examine the determinants of purchase of clothing products with special reference to university students in Sri Lanka is the main objective of this study. A variety of literature in the particular fields was gathered in order to identify specific elements of determinant factors of clothing purchase intention. The majority of the primary data was gathered using a well-structured questionnaire. The sample comprised of 100 male and female university students who lives in Colombo district. The data analysis carried out using SPSS where a factor analysis was initially carried out to measure Reliability and Validity of the study. Next it was examine of how various determinant factors affect students’ clothing purchase intention and degree of their association with the purchase intention by conducting regression analysis. According to the analysis, Simple Linear regression shows all factors (Country of origin, Reference group influence, perceived quality, Emotional value and Brand) affect significantly to the clothing purchase intention. Therefore the study concludes that all variables that were taken as independent have significant impact on Clothing Purchase intention.Item Impact of Brand Equity on Purchase Intention towards Local Apparel Brands.(Department of Marketing Management, University of Kelaniya, 2016) Swarnawimala, H.M.R.; Patabendige, S.S.J.This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand equity to purchasing intention towards local apparel brands in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from the respondents. As per research out comes, brand equity factors such as, perceived quality, brand association, brand loyalty, brand awareness brand image factors have much impact on purchase intention towards local apparel brands. Researcher has found most influencing factors as brand image and perceived quality, .Further has identified recommendation, positive word of mouth, those purchasing intention indicators have a connection between brand equity. According to the study marketers need to focus on brand equity factors according to above findings.Item The Impact of Brand Image to Purchasing Intention towards Motor Car Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Jayathilake, A.V.H.L.; Patabendige, S.S.J.This study is undertaken to identify the what extent of brand image influence to purchasing intention towards Sri Lankan motor car market with a special reference to the Colombo and Kandy districts. Due to high competitiveness of the market place and high involvement of customers towards motor cars this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand image to purchasing intention towards motor car market in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from respondents to reach conclusion. As per research out comes, brand image factors such as, country of origin of the motor car brand, available knowledge of the motor car brand, quality of the motor car brand, price of the motor car brand and trustworthiness of the motor car manufacturer have a clear positive relationship between purchasing intention.Item Factors Impact on Customer Credit Card Usage Behavior in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) De Silva, L.G.R.V.; Patabendige, S.S.J.Credit card business is a very dynamic segment within the banking industry with a higher level of competition. Hence identifying the specific variables that would impact on the credit card usage behavior would give a better advantage to the issuer to market credit cards. This research paper makes a valuable contribution, given the fact that there is lack of empirical studies and prior researches of this nature focusing on Sri Lanka. Due to the extreme competition among issuers, customers tend to switch the credit card issuers. So identifying customer behaviors is vital to improve market share & sales. Therefore this research was conducted to identify the major factors that impact on customer credit card usage behavior in Sri Lanka. Conceptual framework was developed to assess the variables, hypothesis build based on customer credit card usage behavior in Sri Lanka. The primary data for the survey was collected through a self-completed questionnaire which was distributed among 100 credit card users in Sri Lanka. The SPSS was used to analyze the primary data, According to the research, credit card attributes emerged as the major determinants of credit card use among Sri Lankan customers. But this can be change based on the research model developed under conceptual framework. The findings are likely to be very important to Sri Lankan banks in marketing of credit cards.Item The Impact of Advertising Appeals on Customer Purchase Intention with Special Reference to Supermarket Chain in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Wierathne, N.C.I.; Kumara, D.W.Recently, increasing competitive circumstances in supermarket chain in Sri Lankan market and accelerating private sector growth as well as providing more financial incentives for private sector led to increase the need of marketing and promotional activities, particularly advertising efforts. The influence on advertising on consumer purchase intention is one of the critical issues in the area of advertising. Hence, this study aims to investigate the impact of emotional, rational and moral advertising appeal on consumer purchase intention in supermarket chain in Sri Lanka. This study primary objective is to learn what extent advertising appeals have an impact on consumer purchase intention with regard to modern trade in Sri Lanka (Supermarkets Chain). To collect data, a researcher-administrated questionnaire was employed this study. Population is supermarket consumers in the city area of Colombo and Gampaha. Using a convenience sample of 100 respondents, data was analyzed by descriptive statistics, correlation and regression analysis. In this research results indicated that there is positive, direct and significant relationship between: rational appeals and consumer purchase intention, emotional appeals and consumer purchase intention, moral appeals and consumer purchase intention, advertising appeals and consumer purchase intention. However, the impact of rational appeals on consumer purchase intention was at high level. Finally this study found that there is direct impact on advertising appeals towards consumer purchase intention in supermarket chain in Sri Lanka.Item The Impact of Advertising Appeals on Customer Purchase Intention with Special Reference to Fast Moving Consumer Goods ( FMCG) in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Perera, J.I.U.; Kumara, D.W.Advertising is a one of the promotional tool which is using very effectively to influence to consumer buying behavior in today’s world. Advertising is an essential marketing tool when it comes to FMCG industry. Most of the large scales businesses and also medium scale businesses tend to allocate big budgets for the advertising because it is very effective for increasing sales. Sri Lankans are taking the driving seat in growing Fast Moving Consumer Goods volumes, according to Nielsen, a well-known market research agency. Nielsen says that an analysis of retail audit data shows that there has been a noteworthy change in consumer purchase patterns of FMCG items. This change appears to be linked to both economic circumstances and marketing activity and Advertising activities. Hence, this study aims to investigate the impact of emotional, rational and moral advertising appeal on consumer purchase intention on Fast Moving Consumer Goods (FMCG) in Sri Lanka. This study primary objective is to find out what extent advertising appeals have an impact on consumer purchase intention with regard to FMCG in Sri lanka. To collect data, a researcher-administrated questionnaire was employed this study. Population of this study is supermarket consumers in the city area of Colombo and Gampaha. Data was collected using a convenience sample of 150 respondents. Basic descriptive statistical tools and correlation and regression analysis were employed to analysis the data. In this research results indicated that there is positive, but weak relationship between: rational appeals and consumer purchase intention, emotional appeals and consumer purchase intention has positive, strong relationship. Moral appeals and consumer purchase intention has positive, strong relationship. However, the impact of emotional appeals on consumer purchase intention was at high level. Finally this study found that there is direct impact on advertising appeals towards consumer purchase intention in FMCG Market in Sri Lanka.Item Impact of Perceived Web Site Quality on Consumer Buying Intention: Online Retail Consumers in Colombo District(Department of Marketing Management, University of Kelaniya, 2016) Wijethunga, K.D.S.K.; Gunawardana, H.M.R.S.S.Main purpose of this study is to investigate the perceived web site quality of the online retailers on consumers purchase intention in Sri Lanka. Literature review identified five dimensions namely web site performance, access, sensation, and security and user interface information as web site quality dimensions. This study adopted quantitative research approach to test the relationship between the e-retailer’s site quality and purchase intention. Total of 175 respondents who are in Colombo district in Sri Lanka approached through convenient sampling method and questionnaire was developed to collect the data. Descriptive statistics followed by correlation analysis and regression analysis have been adopted to test the formulated hypothesis. Analysis shows the significant relationship between quality factors and purchase intention and finally regression analysis shows the significant impact of quality dimensions on purchase intention. However, this study limited to Colombo district and therefore generalization of the findings to the larger context has limitations.