1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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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 Study on Consumer Behavior towards Branded Garment Products in Sri Lanka (Special Reference to Gampaha District).(Department of Marketing Management, University of Kelaniya, 2016) Thanushka, K.S.; Jayarathne, W.A.In the current world situation, by each and every minute customer needs and wants are rapidly changing due to globalization. Consumer’s buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. But here the researcher only focuses her attention to four factors, such as social, cultural, psychological and marketing mix. Here in this, the researcher specially focuses the attention into Gampaha district’s consumer and their purchasing behavior. So this research is very important to identify, the role played by branded clothes on consumer’s perception in Sri Lankan context. The Sri Lankan fashion industry also contributes a considerable amount to the economy. Also the research is significant not only to marketers and organizations, but also to other segments like: entire society, business community, entrepreneurs, customers, policy makers, etc. The key objective is to examine the influence of Socio- cultural factors behind customer behavior towards branded garment products. Questionnaire based sample analysis is the base of this study. The sample consisted of 100 respondents who live in Gampaha. Those questions were used to measure the opinions of customers, and critically evaluated by using SPSS. The conclusion of this study is that there is no strong relationship between factors (social, cultural, psychological and marketing mix) with the Gampaha district consumer’s buying behavior.