1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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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 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 The Impact of TV Advertising on Consumer Buying Decision with Special Reference to Soft Drinks Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Jayathunga, D. D.T.N.; Kumara, D.W.Advertising today uses all the many arrows in its quiver: information, image, personality, and lifestyle. The soft-drink industry comprises companies that manufacture non-alcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Identifying and understanding whether the impact of advertising appeals which are Rational Appeal, Emotional Appeal and Celebrity/ Expert is being used in the advertisement in soft drinks has an effect on consumer buying decision are vital and crucial in this ever growing competitive market place. So, that this research is focused on finding the relevant information about above mentioned variables and its implication towards the consumer buying decision with regard to soft drinks industry in Sri Lanka. This particular research is based on the objective of examining the impact of TV advertising on Consumer Buying Decision. In order to carry out the study, survey method has been selected as the research approach. The population for the research is all the consumers who live in Colombo District. A social media group has been selected from Colombo District and this group members has been taken as population frame. Data has been analyzed using SPSS and descriptive and inferential tools (correlation analysis) have been used to analyze the gathered data. Finally the researcher has made the conclusions based on results whether there is a positive relationship between rational appeal and consumer buying decision, emotional appeal and consumer buying decision and celebrity/ expert and consumer buying decision.