2nd-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332

Browse

Now showing 1 - 20 of 91

The effect of green brand image on the behavioral intentions of the customers with special reference to the hotel industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, W.S.M.; Bandara, B.S.S.U.
Today, public is increasingly worried about ecological issues. Thus, environmental management, green management and green marketing are becoming popular concepts among the business organizations which enables them to enhance their competitive edge against their rivals. Similarly in hotel industry, green practices are becoming an important tool to strategically position hotels as green hotels which enables the hoteliers to position them in a strategically strong manner compared with hotels with no green practices and their main competitors. Thus this research study examines, how can the hotels’ overall image be developed and how hotels’ branding practices can be differentiated than their rivals’ in the means of green branding deeming the concepts such as cognitive image and affective image. This research study is based on survey conducted on 100 respondents from Western province who have visited green hotels in Sri Lanka. The research findings indicate that, cognitive image positively affect the affective image of green hotels and the overall image of the green hotels. Also it proves that, affective image positively impacts the overall image. More importantly research findings confirmed that the overall image positively impacts behavioral intentions (intention to positively recommend, willingness to pay a premium and intention to revisit) of the green hotel customers.
The Effect of In-Store Promotion Tools On Purchase Intention of Sri Lankan Supermarket Consumers: With Special Reference to Western Province
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ekanayaka, H.P.R.A.P.; Patabendige, S.S.J.
With rapid changes in customer life style and shopping habits, supermarkets are becoming more popular among Sri Lankan customers. In a competitive nature of supermarket industry, the management of supermarkets practice in-store promotion tools with the purpose of winning this completion. So this research is conducted to investigate the relationship between in-store promotion tools on purchase intention. Sample was gathered from the each district of western province and convenience sample were used to select the sample. 150 respondents were selected from each district according to the population dispersion of the province. The researcher has used the SPSS data analyzing software to analyze gathered data. The research findings show two significant insights of the research. First, it has evaluated the consumers’ shopping behavior. Secondly, findings are shown while achieving the researcher’s main objective of investigating the relationship between in-store promotion tools and the customers purchase intention of Sri Lankan supermarket consumers. The findings indicated that all five in-store promotional tools show a significant relationship to purchase intention. The strongest relationship was shown by the product displays, the second was lighting while others were background music, sales promotions and the audio video broadcasting respectively
Effect of Point of Sale Material on Impulsive Buying Behavior in Western Province with Special Reference to Anchor Newdale in Restaurant Context.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Eranga, M.A.T.D.; Perera, G. N. R.
In the present business environment, marketers are using different kinds of point of sale materials to achieve the organizational communication goals. Companies spend millions on developing and executing POSM strategies as they see fit. Fonterra Brands Lanka is the leading dairy manufacture in Sri Lanka. It has spread its branches to the extents of everyday nutrition and advanced nutrition. Fonterra has been operating in the Sri Lankan market as the market leader in almost every dairy product for more than two decades now, by setting the industry standards to the global level. This study attempts to measure the effect of point of sale material on impulsive buying behavior in the Western province with reference to Anchor Newdale yoghurts in the restaurant context. For this purpose, 122 respondents were selected by using multi stage mix sampling method. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that Point of sale materials and impulsive buying are positively correlated.
The Factors Affecting Consumer Purchase Intention of Organic Food in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Silva, A.S.S.; Fernando, P.M.P.
Due to the current prominence of the concept “Organic Food” this research was conducted to identify relationship between organic food purchasing intension and several considering factors. A comprehensive literature review was carried out in order to identify the major factors leading in to organic food purchase intention among customers in both local and international context. Price, Quality of the foods, Healthiness, Labeling and Place were selected to study under the research as independent variables and customers’ organic food purchase intention was considered as the dependent variable. The study was quantitative in nature and a self-administrative questionnaire was prepared using the available literature to measure the relationship between the independent and dependent variables. This was distributed to 150 sample who are both organic consumers and non-consumers with potential buying power to consume organic foods using convenience sampling technique. Also special attention was given to distribute the questionnaire to a sample from metropolitan areas of the western province due to the higher organic product availability and awareness within the region. In order to analyse the data Pearson Correlation Analysis and Regression a\Analysis were used. Correlation analysis revealed that place, healthiness, quality and labeling are having a positive association with consumers’ purchase intention of organic foods. Also the regression analysis further established these relationships.
The Factors Affecting on Formation Customer Favorable Attitudes on Mobile Banking: with Special Reference to National Development Bank Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Thushani, P.M.; Perera, G.N.R.
Providing innovative services is an important factor for the competitiveness in banking sector. National Development Bank’s Mobile banking is such an innovative service. With this mobile banking facility, all National Development banking customers can make day to day banking activities more quickly than traditional banking. Mobile banking service provides mobility, convenience and speed service. The purpose of this research is study on factors influence on formation of customer favorable attitudes on Mobile Banking. In this study, Technology Acceptance Model has employed as the basic model by adding perceived credibility and perceived cost. To fulfill the research purpose, a survey was conducted to collect primary data by using a self-administered questionnaire. The sample size was 150 respondents through convenience sampling method in non- probability sampling. In order to analyze the data, correlation and multiple linear regression analysis was used. The findings reveals perceived ease of use, perceived usefulness and perceived credibility have positive impact on customer favorable attitude formation while perceived cost not significant, when forming customer favorable attitudes on mobile banking.
Factors Affecting On the Brand Loyalty in the Mobile Phone Market (Special Reference on Youth Segment in Sri Lanka).
(Department of Marketing Management, University of Kelaniya, 2017) Rajapaksha, I.D.M.L.; Medis, A.
In last few years the Sri Lankan mobile phone market has witnessed a sustainable growth and rapid change globally as well as domestically. This study was carried out to investigate the factors affecting on the brand loyalty in the mobile phone market, special reference on youth segment in Sri Lanka. Developing and managing Brand loyalty for a brand is considered as a critical issue for most mobile phone providers. This research focuses to identify the impact of Perceived brand image, Price level and Country of origin on Brand loyalty. The target population consists with 100 respondents. Convenience sampling technique was used to extract 100 respondents as the sample. Hypotheses were tested by using multiple regression analysis and results showed that perceived brand image, price level and country of origin have a significant positive impact on brand loyalty for mobile phone market in Sri Lanka.
Factors Affecting the Attitude towards Facebook Advertisements – With Special Reference to Colombo City Customers.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sandaruwan, P.M.D.; Gayathree, D.A.G.P.K.
In today environment, online social networking, especially Facebook is almost impossible to ignore, hence it has become a part of people’s daily life activities. Advertisers, marketers and companies have therefore identified the opportunity of this habit and incorporate Facebook into their marketing strategies. Advertising through the Facebook enhanced the value of advertising in terms of brand awareness, profit and return on investment. But on the other hand, the effect of Facebook advertising depends on the factors that affect to customers’ attitude toward advertising because it would not make any sense for advertisers to put effort in Facebook advertising without knowing the impact on customers’ attitude. The aim of this study is to examine some factors that possibly would have an influence on the customers’ attitude toward Facebook Advertising with special reference to Colombo city customers in Sri Lanka. This research study provides some insights to companies, marketers and advertisers that may draw current and potential consumers’ positive attitude toward advertising on Facebook.
The Factors Affecting the Purchase Intention of Motorcycle Market with Special Reference to Colombo and Gampaha Districts.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerasinghe, D.N.M.; Fernando, P.M.P.
Motorcycle industry is a very competitive market with a significant number of market players. Also the statistics indicate that the motorcycles are a sought-after means of transportation among Sri Lankans. This study carried out to understand the factors affecting to the purchase intention of motorcycles in the Sri Lankan context. A comprehensive literature analysis was carried out in order to identify five major factors i.e. promotions, after sales service, product quality, country of origin and brand awareness which are leading to purchase intention within the motorcycle industry from both local and international context. The study focused on Colombo and Gampaha area with a sample of 120 and the survey method was used to gather primary data from the selected group. Hypotheses for the research were tested using correlation analysis. In Sri Lankan context, product quality, country of origin, and promotion are the most important factors when making a decision of purchasing motorcycles.
The Factors Affecting the Revisit Intention of Fast Food Restaurants:(With Special Reference to Generation Y in Western Province Sri Lanka).
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kuruppuarachchi, E.N.; Gayathree, D.A.G.P.K.
The research identifies the determinants of revisit intention of fast food restaurants of Generation Y consumers in Western Province of Sri Lanka. More specifically, the research assesses the degree of influence made by determinants on revisit intention of Generation Y people; identifies the most salient determinant that influences the customer revisit intention of Generation Y to fast food restaurants; and examines whether the revisit intention vary according to their gender in Western Province of Sri Lanka. The data were gathered using a questionnaire and the collected data were analyzed by employing SPSS statistical software version 17.0. In order to test the reliability of the variable indicators, reliability test was done. The study found that revisit intention of fast food consumers of Generation Y is high and also found that all five key determinants influence the individual revisit intention. However, when it comes to group scenario, food quality, perceived value, restaurant location and restaurant image are the main influencing determinants, which is a new empirical finding. Perceived value determinant was proven to be the most salient determinant of revisit intention which is contradictory with the findings of existing literature. The study further concludes that revisit intention does not vary with the gender.
Factors Affecting to Brand Loyalty in Fast Food Industry With Special Reference to Colombo District
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, T.M.D.; Fernando, P.M.P.
Developing and managing Brand Equity for a brand is considered as a critical issue for most of the industries. Having too many brands around the customer and competitive marketing and promotion campaigns can be a cause to create a brand confusion in customers mind. Multinational companies like Pizza Hut, KFC and McDonalds’ coming in to the local market using franchise model may use innovative strategies to build up their brand loyalty in local context. On this research, researcher tries to identify the most important factors that affect brand loyalty in fast food restaurants. The researcher identified Atmosphere, Promotion, Value Addition, Food Provided, Price, Brand Image and Service Quality through a comprehensive literature review as factors leading to branding loyalty. The research was conducted in Colombo District with a sample of 140 respondents. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested using regression analysis and results showed that atmosphere is the most prominent factor when it comes to customer brand loyalty of fast food restaurants while other variables indicated a moderate to weak influence on brand loyalty.
Factors Impact on Brand Loyalty with Special Reference to the FMCG Sector in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dulanthi, K.K.D.R.; Bandara, B.S.S.U.
FMCG (Fast Moving Consumer Goods) industry currently has become one most emerging markets around the world. Over the past two decades FMCG industry has gradually developed from small scale business to multinational business increasing the awareness of the sector globally. FMCG products are generally perceived as faster, and safer increasing the attraction of many consumers over the world. However, Sri Lanka being one of the largest consumer in FMCG, understanding the potential and behavior of the consumers with regard to FMCG products is vital in order to enhance the industry. Current literature examines about consumer behavior towards FMCG Brand loyalty special reference to American, European and Asian (specifically China and India) contexts. Hence the aim of this study is to analyze and discuss the FMCG market and the brand loyalty in Sri Lankan context. This study was focused on recognizing the factors influencing brand loyalty reference to FMCG brands in Sri Lanka. Data were collected through a consumer survey conducted in western province deeming two major districts; Colombo and Gampaha using a stratified sampling method of 100 respondents. The findings firstly reveal that the focused on product safeness and the product trustworthiness should highly considered in developing brand trust. Secondly, setting the customer expectations correctly is more important in developing customer satisfaction. Thirdly, brand relationship shows a moderate impact due to the nature of the product. Finally the study highlights a positive impact of functionality and emotional benefits in brand evaluation.
The Factors Influence on Credit Card Ownership
(Department of Marketing Management, University of Kelaniya, 2017) Karunarathna, K.A.; Kumara, W.D.
Credit card has become a popular payment method in the world, because it can use all local and international transactions. In Sri Lankan context use of credit cards are sweeping through upper, middle and lower middle classes across all group in the society. Present situation of the credit card market in Sri Lanka is highly competitive. Most of local and foreign banks as well as financial companies offer their credit card to customer with added different values and benefit. As a result of that competition, customer has a great opportunity to choose the best credit card to compare with each other. In this regard people have considered various factors before purchasing credit card, because they have different needs and wants to fulfill with the use of credit cards. The present study is trying to identify the major factors influence on credit card purchase in Sri Lanka. This study is basically a descriptive in nature and survey is conducted with the use of self-administered questionnaire to gather the information .Data were analyzed with the use of basic descriptive statistical techniques such as mean, median , mode ,range ,and slandered deviation. Correlation analysis was applied for testing hypotheses. This research mainly focused on six factors influence on credit card ownership namely income, education, and number of dependents, awareness, credibility, discount and promotion. Though the journey there are key important things that have been illustrated. Among those factors, “discount and promotion” is the most important factor where strongest relationship is identified with the consumer’s purchase decision. Further the present study revealed that awareness and credibility are important factors for deciding credit card ownership
Factors Influence on the Consumer Attitude towards Organic Food Purchasing in Western Province
(Department of Marketing Management, University of Kelaniya, 2017) Karunadasa, H.H.J.; Weerasiri, R.A.S.
The purpose of this research study examines the factors influencing on the consumer attitude towards organic food and how attitude effect on the purchasing intention of organic food. Since the concept of organic food is becoming increasingly popular concept among food retailing sector which enables the food manufacturers to enhance their competitive edge against their rivals. This study is based on online and offline survey conducted on 200 respondents from Western province who are knowledgeable as well as consumed organic food. This research study tested six hypothesis where all the hypothesis are proved except one hypothesis. The research findings indicate that, the health consciousness, environmental consciousness, consumer knowledge and personal norms positively impacts the consumer attitude towards the organic food whereas only subjective norms do not positively impacts the consumer attitude. Also, the research findings proves the positive relationship between the customer attitudes towards the purchasing intentions of organic food. Finally, these findings were used to suggest the marketing strategies which are most suitable to fit with the consumer expectations
The Factors Influencing on Internet Banking Adoption in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Mangalee, J.D.C.; Wijenayake, S.I.
In this present era of technology, every individual is being affected by technology. E-banking technology has wide acceptance throughout the world. It is getting popular day by day and the development and success of internet banking in Sri Lanka depends on the customers‟ acceptability of this concept. Although there were lots of researches had been conducted related to the adoption of internet banking in foreign countries, the researches relating to Sri Lanka is limited. The underlying purpose of this research is to evaluate the factors influencing on internet banking adoption in Sri Lanka. In here model was developed through online survey. Five hypotheses were developed and this model was tested with 100 respondent western province in Sri Lanka. The response of the respondents was quite appreciated and the response rate was about 82%. Reliability and regression technique are employed to study the relationship. Perceived risk, perceived trust, perceived usefulness, social influence, perceived security factors were used to measure customer adoption of internet banking. The results of data analysis showed that above factors have impact customer adoption of internet banking. The results also propose that demographic factors impact significantly internet banking adoption in Sri Lanka.
Factors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, H.M.H.N.; Gayathree, D.A.G.P.K.
Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, which adds to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute to create brand loyalty towards the fast food industry in Sri Lanka, with special reference to the internationally franchised fast food brands currently operating in the country. The researcher also intends to investigate the extent to which these factors impact on generating brand loyalty towards the fast food industry. The sample of 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province, using convenience sampling method. A questionnaire based survey method was used to gather the primary data required for the study.
Factors that Impact on Customer Switching Behavior of Sanitary Napkins with Special Reference to Sri Lankan Market.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Somarathna, S.B.D.L.; Patabandige, S.S.J.
The research was implemented with the objective of identifying factors that impact on customer switching behavior of sanitary napkin with special reference to Sri Lankan market. To accomplish the desired objective conceptual framework designed based on the independent and dependent variables. For that brand switching considered as dependent variable and dissatisfaction of previous consumed brand, need of variety, peer influence, sales promotions, impact of advertisement were considered as independent variables. Based on these variables conceptual model was developed. 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 20.0 statistical tools including descriptive statistics. After testing all hypothesis, it is considered to be a positive impact from all independent variables on dependent variable. So as a final comment this research study will support the marketers who are in sanitary napkin market and who are willing to join this market.
How far Marketing Strategies followed by the Supermarkets will Impact on a Consumer to be loyal for a specific Super Market chain in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Jayasinghe, B.D.; Perera, G.N.R.
The purpose of the research is to examine the effectiveness of marketing strategies of modern trade and their level of impact on customer loyalty towards supermarket chains in Sri Lanka. For the selected sample, which is from Colombo, Gampaha and Kelaniya areas, 100 questionnaires were distributed both in online and offline and the results gathered from responses were analysed in order to get a meaningful conclusion. To accomplish this, a conceptual framework was designed and relationships among its’ constructs (Above the line advertising, sales promotions, service quality and visual merchandizing) were hypothesized. The hypotheses were tested based on the identified marketing strategies which are above the line advertising, sales promotions, service quality and visual merchandizing in relation to the customer loyalty in supermarkets. Some of the variables are having moderate relationships while some are having strong relationships with customer loyalty. Hypotheses were tested using structural equation modelling and subgroup correlation analysis in SPSS.
The Impact of Advertising Appeals on Purchase Intention: With Special Reference to TV Advertising Appeals of Mobile Internet Packages
(Department of Marketing Management, University of Kelaniya, 2017) Perera, W.A.C.T.; Wanninayake, W.M.C.B.
There are many academics argue that advertising appeals have direct impact on customer purchasing intension. However previous researchers found that the argument is valid only for some contexts. Therefore main purpose of this research was to examine the impact of advertising appeals in promoting mobile internet packages on consumer purchase intention. Further it was attempt to compare the effectiveness of the different types of adverting appeals on purchase intention, thus to identify the most significant advertising appeal to be used in promoting mobile internet packages. A variety of literatures in particular fields were reviewed to determine the measurement of independent and dependent variables. The primary data was collected using a well-structured questionnaire and the sample represented any Sri Lankan mobile internet package user or potential user in the Colombo district mainly in age between 18 years – 35 years. To determine the reliability and validity of the study, a factor analysis was carried out. Secondly the impact of different adverting appeals on purchase intention and their significance were examined through a regression analysis. According to the analysis the researchers could make a conclusion that rational appeal and emotional appeal have a significant impact on purchase intention and that rational appeal has a more significantly positive impact on purchase intention than emotional appeal in the Sri Lankan mobile internet package advertising scenario.
The Impact of Brand Equity Dimensions on purchase intention with special reference to Laugfs Lubricants.
(Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.
This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.
The Impact of Brand Equity on Consumer Purchase Intention: Special Reference to Lifebuoy Soap
(Department of Marketing Management, University of Kelaniya, 2017) Fernando, K.W.N.P.; Weerasiri, R.A.S.
This study provides a better understanding about how brand equity make impact on Purchase Intention on lifebuoy soap brand. Thus, the better understanding of How Brand Awareness, Brand Associations, Perceived Quality and Brand Loyalty of lifebuoy brand affect on Brand Equity helps to develop competitive advantage for Unilever Company. The proper understanding of the concept of Brand Equity provides not only more information to develop strategies towards customers, but also, developing Brand Equity is the key to increase the financial gain to the company. To comply with aim, four basic hypotheses have been instigated for brand equity and purchase intention. To attend the objectives of the study four hypotheses were developed and tested. A survey was conduct to gather primary data by selecting 100 lifebuoy soap consumers around Colombo district. That was analyzed by using multiple regression models. Reliability was the high correlation with purchase intention. The findings revealed that brand equity dimensions have been impact on purchase intention on lifebuoy soap. Among the all dimension brand loyalty, perceived quality and brand awareness factors are impact on purchase intention on life buoy soap.