2nd-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332
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Item The Impact of Consumer Attitude towards Purchase Intention on Green Packaged Products.(Department of Marketing Management, University of Kelaniya, 2017) Sewwandi, H.G.D.M.; Weerasiri, R.A.S.Environmental concern is the newest trend in the markets as a marketing point and at the consumers’ side as well. The extent to which the customers respond to this newest trend is a problematic to the marketers. That problem was the basic for the research. This study attempted to gain knowledge about consumer attitude towards purchase intention on green packaged products in Sri Lanka with special reference to Colombo District. Data collection has been undertaken as an anonymous survey during the week. A total of 100 questionnaires were distributed to consumers. 50 was distributed as online Google form to achieve target group of people between 15 years and 35. Rest 50 was distributed to randomly selected customers who attend to shopping malls in Colombo District to reach above 35 generation. Statistical package for social science (SPSS) 20 was used for statistical analysis and the survey analyzed descriptively using tables, frequencies and percentages. The hypotheses have been tested using Pearson correlation and Regression analysis. Based on literature review customer attitude was related to the factors of Environmental Concern, Knowledge, Trust, Familiarity and Perceived quality. The research results showed that there is positive and significant relationship between factors of Customer attitudes towards purchase intention on Green packaged products in Sri Lanka. Further suggestion were provided by the researcher.Item A Study on Impact of Social Media Marketing Of Fashion Retailer Brands in Sri Lanka on Customer Purchase Intention.(Department of Marketing Management, University of Kelaniya, 2017) Wijegunawardhana, S.M.; Weerasiri, R.A.S.Due to the high competition of the fashion industry and the rapidly changing customer trends a fashion market has been challenging to the marketers like never before. The degree of customer involvement in the social media has further revoked industry by opening more avenues to the marketers while challenging them at the same time by making customers more knowledgeable and powerful. The purpose of this study to check how this social media marketing is actually affects the overall purchasing decision dynamics of the customers. This is an exploratory research; a pre tested questionnaire distributed among 100 young adults who purchase clothing with the use of convenience sampling technique to capture data for the study. The analysis of the study attempts to find whether social media usage affect purchase intention of fashion related products. The findings clearly states that more than 60% of the respondents are engaging with the social media posts of fashion retail outlets in Sri Lanka.. So this gives an idea if these social media posts are creating more impressions that its reach. So there is a chance of these social media posts making sales not only to their followers list but to others as well.Item A study of the Factors influencing on the Selection of Casual Dining Restaurants in Colombo City.(Department of Marketing Management, University of Kelaniya, 2017) Luckshani, H.D.T.T.; Weerasiri, R.A.S.Factors Affecting Selection of casual dining restaurant in Colombo City Restaurants provide food services to customers. People who have no time to cook are forced to eat at restaurants. They are also meeting places for these customers who want to arrange their special occasions in the restaurants.. They are becoming more important to the society nowadays. However, restaurants do not provide the same level of services. Some provide poor services to customers. The others provide high level of services. This paper is an attempt to find out the factors that affect consumer selection criteria about the restaurant in Colombo city. The impact of various variables like brand and popularity, quality and taste of food, price, , presentation and decoration of food, quality of staff, comfortable sitting arrangements with quality cutleries-utensils, interior exterior design, location, parking and security, additional services like kid’s corner, celebrity appearance, live performance and advertisement in mass media will be analyzed. The study will be based on the primary data collected from respondents with the help of structured questionnaire. The collected data was analyzed and interpreted by using the SPSS software. Firstly the descriptive analysis of the data was done by using frequency tables, average analysis as well as graphical representations. Then the gathered data was deeply analyzed and explored the relationships between the independent and dependent variables. The stated hypotheses were tested by using the statistical tool of correlation analysis and regression analysis. The finding of the hypotheses analyzed, shows that all the 4 variables showed a positive relationship with influence selection of casual dining restaurants.Item Impact of Packaging on Consumer Purchase Decision with Special Reference to Green Packaging(Department of Marketing Management, University of Kelaniya, 2017) Lakshani, W.P.A.; Weerasiri, R.A.S.Here the researcher focused to study the impact of packaging on consumer purchase decision with special reference to “Green Packaging”. Because of increasing self-service systems and changing consumer’s lifestyle, the product packaging is growing increasingly as a tool of sales promotion as well. Package plays an important role in marketing communication and it is influencing consumer’s purchase decision. Researcher has concentrated this in depth in literature review. In this research, the model was developed and tested in order to reveal impact of Green Packaging towards consumer acceptance level. The relationship between customer acceptance level & the green packaging elements were tested. As well as simple regression and correlation were used to measure the relationship in between customer acceptance level and green packaging elements. The sample size was 100 respondents and they represented Western Province in Sri Lanka. As per the research. it revealed that there is a positive relationship in-between the customer acceptance level and the green packaging elements such as Packaging design, Reducibility, Reusability, Recyclability and Rules &Regulations. Accordingto results, majority of the respondents had a moderate extent of acceptance for eco -friendly packaging elements.Item Impact of Celebrity Endorsement on Consumer Buying Behavior: With Special Reference to Telecommunication Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2017) Kavindya, M.D.A.; Weerasiri, R.A.S.The purpose of this study is to identify the impact of celebrity endorsement towards consumer buying behaviour in telecommunication services sector in Sri Lanka. It provides the support in identifying the impact of celebrity endorsers and discuss the characteristics a celebrity should have for an effective brand endorsement by helping decision makers in selecting the right celebrity to represent their brand. The data of the study has been conducted using both secondary and primary data sources and sample selection has been done using selective sampling to proportionately define the sample. The sample was a representation of Sri Lankan telecommunication subscribers comprises with 20 – 40 age range and size of the sample was 100 respondents. Descriptive and inferential statistical results are obtained through data analysis and it is hypothetically proven that there is a significant relationship between four independent variables; trustworthiness, expertise, attractiveness, respect of the celebrity and consumer buying behaviour.Item 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 expectationsItem 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.