2nd-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332
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Item The Impact of Product Portfolio Composition on Corporate Brand in FMCG Industry; with Special Reference to Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dias, K.M.G.M.H.; Bandara, B.S.S.U.Most of large FMCG companies recently focus on corporate brand activities in internationally as well as locally. As a result of that customers becoming aware about the company behind the multiple product brands. There is a huge competition in the FMCG industry, therefore companies use to adopt different strategies to face the competition. Corporate branding is one tool undertaken by the big FMCG companies. Thus the objective of this paper is to understand the impact of multi product brand or different product portfolios on customer’s evaluation of corporate brand practically in Sri Lanka. The paper aims at investigating how corporate brand influenced by different product portfolio compositions in practical context. Mainly these portfolio composition divided into categories homogeneous and heterogeneous portfolio. When develop these portfolios researcher considered real world FMCG environment and investigated its behavior. For this purpose, 200 respondent were selected by using multi stage mix sampling method. The data analysis covered correlation and regression by using the 20.0 of SPSS package. Results revealed that product portfolio composition and corporate brand has positive correlation, especially for homogeneous portfolios. It has identified that the high fit product portfolios or similar range of product portfolio developing FMCG Company has a strong relationship with corporate brand rather diversified product portfolio manufacturing companies (LF).Item An Investigation of Factors Influencing Customer Purchase Intention of FMCG Products with Special Reference to Growing Up Milk Powder.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerakkody, S.A.A.; Bandara, B.S.S.U.The Brain development of a human takes place during the period of 1- 5 years out of which 80% of the brain development gets completed at the age of 3 years according to scientists. Up to 90% of the brain growth and development completed at the age of 5 years. This is a critical time-period to provide proper nutrition and brain stimulation to help optimum brain growth and development of kids. The growing up milk formulas are specialized for this segment of the market which serves the nutritional supplementation for children between 1-5 years of age which supports the brain growth, overall growth and the immunity development. Thus this research is to find factors that influence customer purchase intention of FMCG products with special reference to growing up milk powder (GUMP) and to identify the marketing mix elements (i.e. Product motive, Price motive, Place motive, promotional motives) which create a customer purchase intention towards a growing up milk powder and the relationship between those elements.The data were gathered from a self-administrated questionnaire and through the analysis and hypothesis tests it was revealed that there is a significant relationship between marketing mix elements towards the customer purchase intention towards a GUMP product. Further analysis highlighted marketing mix elements which has higher significance towards the purchase intention such as product related elements (Ingredients, Food safety, Nutritional value, smell, taste and flavors) over availability or price factors. With relevance to the promotions the impact of ATL was identified lower impactful compared to BTL promotions like recommendations through doctors to trigger a purchase intention towards a growing up milk products.Item The Impact of Customer Perception on Purchasing Intention of Banking Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Rohan, G.R.; Bandara, B.S.S.U.Consumer banking is very famous in every business markets all over the world. In this study, the researcher has studied the impact of how customer perception has impact towards banks on purchasing intention. There are two main objectives of this research as, (1) to understand the perception on banks and its impact to purchasing intention. And to examine how far socio-economic factors effecting to the consumer perception and to inquire factors which influence to dealing with banks. This research used secondary data collection methods to identify operational and service value of fincial products and then used survey method with a standard questionnaire to obtain necessary primary data to accomplish the objectives. Study identified three major operational and service values that impact on customer perception towards banks as customer’s reliance, customer’s value and safety value. Result of the study show that opinion & the direction of the manager as the most impacting value on increasing the purchasing intention of banking services. Also this paper provides an understanding of different factors that affect consumer perception on general banking activities.Item 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.Item Service Quality and Patients’ Satisfaction (With Special Reference to Hemas Capital Hospital (Pvt) Ltd Thalawathugoda(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kumara, Y.P.D.; Bandara, B.S.S.U.Private healthcare sector has become most competitive and fast growing service sector in the present business world. In hear quality is the most important icon and most of the patients as customer evaluate the private healthcare organization services base on the quality of services which they are offered. Most of the private healthcare organizations are paying their attention to provide quality service to attract patients and improve their satisfaction. But some are going to generate only income through the various ways. On the other hand providing good quality healthcare service to patients is the key success factor for any private healthcare organization .To build the good healthcare brand and survive in the healthcare market for longer period of time ,always patients should be satisfied with the services which is offered by the private hospitals .Therefore private healthcare organizations have to provide quality service for their patients .Within the literature background, this research paper focus to identify the impact Service Quality And Patients’ Satisfaction in Thalawathugoda Hemas Capital Hospital. So in hear hospital patients were selected as the population. Sample size of this study was 100 and convenience sampling method was used to select the respondent, 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. Hypotheses were tested by using correlation analysis and results showed there was a positive relationship between service quality and patient’s satisfaction in Thalawathugoda Hemas capital hospital.Item The Impact of Brand Equity towards the Brand Loyalty with Special Reference to Hotel Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Keerthisoma, S.U.; Bandara, B.S.S.U.Tourists have gained positive mind set about the Sri Lanka after the civil war. Thus it will help to develop a huge demand for the country. Tourism contributes 0.6% to the country from total GDP and was one of the fasters growing sector in the country. This study focuses on recognizing the challenges faced by hotel sector when developing brand loyalty to retain the customers and gain more sustainable profits. The study will enable hotel sector of Sri Lanka to focus on opportunities that enable to enhance brand loyalty and thereby gain a competitive edge over the international rival firms. This study justifies, the impact on brand equity towards the brand loyalty. Elements of brand equity acts as the independent variable whereas the brand loyalty is the dependent variables. For this study data were collected through a consumer survey conducted in Colombo district using random sampling method of 150 respondents. The researcher used the element of the brand equity such as brand image, brand awareness, brand association and perceived quality to measure the brand loyalty. Analysis was done for the individual element of brand equity to identify the impact towards brand loyalty Results from the frequencies, mean analysis and regression analysis showed that there is a positive impact from brand image and perceived quality towards the brand loyalty of hotels in Sri Lanka. Finally, these findings were used to suggest the strategies for industry and government to fit with the consumer expectations.Item The Impact of Consumers’ Belief Factors Affecting on Attitude towards Online Advertising.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Katukurunda, S.G.; Bandara, B.S.S.U.At present with the technological development, internet usage and online activities of people have been expanded rapidly. Hence, it has converted to a part of peoples’ ordinary activity. People spend more time on internet. Thus marketers, advertisers and companies have recognized this behavior of consumers as an opportunity to integrate internet into their marketing strategies. With this novel focus, a new concept called digital marketing, has been developed in the world. But the effect of online advertising depends on the factors that affect to customers’ attitude toward online advertising. It would not make any sense for advertisers to put effort in online advertising without identifying the impact on customers’ attitude. The purpose of this study is to examine some factors that have an influence on customers’ attitude towards online advertising in restaurant industry in Colombo. The research model of this study is based on 5 factors, namely Information, Entertainment, Credibility, Economy and Value to identify the level of impact. Random sampling technique was used to extract 150 respondents from Colombo district as the sample. Results showed the value belief factor has a low impact. Other four belief factors have moderate and high influence on customers’ attitude towards online advertising in the restaurant industry. This research study provides some insights to companies, marketers and advertising agencies that may attract current and potential consumers’ positive attitude toward online advertising.Item 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.