7th-2022

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980

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Impact of Advertising Appeals on Consumer Purchase Intention in Mobile Telecommunication Sector: with Special Reference to Youth Segment in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gunawardana, N. D. D.; Bandara, B. S. S. U.
This study aimed to determine the relationship between advertising appeals and consumer purchase intention in the mobile telecommunications sector, with a particular focus on the youth segment in Sri Lanka. The mobile telecommunications industry is highly competitive and generates significant income. Advertising appeals play a crucial role in increasing revenue, and selecting the most appropriate appeal is essential when creating and executing advertisements. Advertisements are designed to attract customers to purchase a specific product or service, with purchase intention being one of the primary objectives of advertising. This quantitative research study involved distributing a structured questionnaire online to 384 youth mobile connection users in the Western Province, recording their responses to various advertising appeals, such as emotional, rational, and moral appeals. The sample was selected using a convenience sampling method. Data analysis was conducted using the Statistical Package for Social Science (SPSS) version 26. The findings can be utilized to select the most appropriate advertising appeals to influence the purchase intention of certain mobile telecommunications brands, keeping them at the forefront of customers' minds.
Impact of Consumer Sales Promotions on Consumer Impulsive Buying Behavior in Modern Trade Outlets in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Eranga, M. K.; Bandara, B. S. S. U.
This study aims to examine the role of consumer sales promotions in influencing consumer impulse buying behavior in supermarkets located in the Western Province of Sri Lanka. A conceptual framework was developed based on a review of the literature. The sales promotion tools investigated include price discounts, free samples, buy-one-get-one-free offers, coupons, and loyalty cards, and their impact on consumer impulsive buying behavior was assessed. Primary data were collected by administering a structured questionnaire to 387 respondents. The questionnaire utilized a five-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). The multiple regression model was applied to test the hypotheses. The results indicated that consumer sales promotional tools have a significant impact on consumer impulsive buying behavior, with consumers being more attracted to stores due to these promotions. The research revealed that price discounts are the most effective tool in motivating consumers to make impulsive purchases in supermarkets. Consequently, it is suggested that supermarket authorities should prioritize price discounts, followed by buy-one-get-one-free offers, and then free samples as promotional strategies to encourage increased spending on impulse purchases.
Impact of Emotional Appeal Advertising on Consumer Brand Relationship of Vicenarians (20-29 aged) with Special Reference to FMCG Sector in Sri Lanka; Mediating Factor Attitude towards Advertisement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amunugama, G. N.; Bandara, B. S. S. U.
The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, influence, and nurturing of connections between existing and potential consumers, encompassing aspects such as brand love, brand intimacy, brand passion, brand commitment, and brand loyalty. Advertising is a critical component of marketing, and its impact should be assessed across various domains. Therefore, this study employed a systematic methodology to measure the effects of different emotional appeals in advertising, including humor, romance, fear, and guilt, to determine their impact on the consumer-brand relationship. A key finding of the study was that romance appeals add significant depth and meaning to the product and brand context when employed with high intensity. Fear appeals were found to be powerful, but their effectiveness in converting to purchase intention relies on two conditions: the fear depicted in the advertisement must relate to the target group's personal phobias, and the solution offered by the brand or product must be convenient and accessible. Additionally, guilt appeals produced an unusual finding, enhancing viewers' sense of accountability and responsibility regarding a specific issue. Guilt appeals also conveyed a compelling, underlying narrative within the advertisement. In the Sri Lankan context, the impact of emotional appeal advertising on the consumer-brand relationship among vicenarians (aged 20-29), with particular reference to the FMCG sector, remains an area requiring further exploration and understanding.
Impact of Instagram’s Product Reviews on Consumer Purchase Intention of Cosmetic Industry with Special Reference to Youth in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kamburugoda, K. D. G.; Bandara, B. S. S. U.
This study aimed to determine the relationship between Instagram influencers' product reviews and consumer purchase intentions in the cosmetics industry, specifically focusing on young consumers in the Western Province of Sri Lanka. Based on a literature review, an integrative model was developed and tested using data collected from 384 social media users through an online survey. This research is descriptive and quantitative, applying structural equation modeling with SPSS 25 to test the hypotheses. The findings demonstrate a significant impact of Instagram influencers' product reviews on consumer purchase intentions. Results further indicate that the trustworthiness of the review and the popularity of the influencers have p-values of 0.624 and 0.527, respectively, and negatively impact purchase intentions. These findings contribute to understanding the most effective factors for influencer marketing campaigns and illustrate how these factors affect consumer purchase intentions. The impact of Instagram influencers on consumers' perceptions of brands and products in Sri Lanka, and their implications for purchasing behavior, are still poorly understood. Understanding influencer marketing campaigns is important for organizations. This study focused on the cosmetics industry on the Instagram platform and was limited to the Western Province. It is recommended that future research explore other social media platforms and industries, covering the entire country.
Impact of Loyalty Program Benefits on Brand Loyalty: with Special Reference to Dialog Axiata Company in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kolabage, D. R. N.; Bandara, B. S. S. U.
In contemporary society, loyalty programs are considered a crucial variable in establishing customer relationships. Firms place significant importance on loyalty programs. This article investigates the perceived benefits of loyalty programs using a multi-benefits framework encompassing utilitarian, hedonic, and symbolic benefits. The objective of this article is to examine the impact of loyalty program benefits on brand loyalty and to assess the extent to which these benefits influence brand loyalty. Additionally, it aims to identify significant differences in brand loyalty based on usage duration. The Sri Lankan mobile communications industry, known for providing consistent service to customers, has lower customer switching costs compared to other industries. Dialog, the industry leader in mobile communications, serves as the research context. The study population included all Dialog mobile connection users in the Colombo district, and a convenience sampling approach was employed. Data was collected via a questionnaire distributed within the Colombo district and analyzed using SPSS. One-way ANOVA was utilized to identify significant differences concerning usage duration, while co-efficiency was used to determine brand loyalty. The findings demonstrated a substantial relationship between loyalty program benefits and brand loyalty. Symbolic benefits exhibited a strong positive impact on brand loyalty, whereas utilitarian and hedonic benefits showed a moderate positive impact. Additionally, no significant differences were found in brand loyalty based on usage duration. These insights can be utilized by businesses as a marketing strategy when implementing or modifying loyalty programs.
The Impact of TV Advertising on Consumer Buying Behavior in FMCG Industry in Sri Lanka with Special Reference in Personal Care Items (Bathing Soaps)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Madhushan, L. K.; Bandara, B. S. S. U.
Television advertising is a highly effective tool for delivering messages through audio and video to target audiences, playing a crucial role in persuading, informing, and reminding both potential and existing consumers about products. It influences consumer brand purchasing decisions through five stages: Recognition, Information Search, Evaluation, Purchase, and Post-Purchase Decision. Understanding consumer buying behavior patterns is essential for marketers, as it reveals factors that affect purchasing decisions. This study examines the impact of TV advertising on consumer buying behavior in the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on personal care items such as bathing soaps. A quantitative research method was employed, with data collected from a sample of 300 respondents through a survey. Four independent variables: Credibility, Interactivity, Entertainment, and Informativeness were used to measure the impact of TV advertising. The p-values for these variables were found to be Credibility (0.000), Interactivity (0.001), Entertainment (0.008), and Informativeness (0.000), indicating that all hypotheses were accepted at a 90% significance level. The study recommends ensuring strong satisfaction guarantees, employing interactive communication approaches, creating engaging storylines for the target audience, and using clear and understandable content to enhance the effectiveness and impact of TV advertising in the FMCG industry.
Impact of Word-of-mouth Source Credibility on Consumer’s Purchase Intention in Sri Lanka with Special Reference to the Smartphone Industry: Examine the Mediating Effect of Brand Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amarasinghe, G. K. A. G. V.; Bandara, B. S. S. U.
Word-of-mouth plays a significant role in the decision-making process when purchasing a new smartphone. The smartphone industry in Sri Lanka, as well as globally, is highly competitive. This study aimed to investigate the impact of word-of-mouth source credibility on consumer purchase intention in Sri Lanka, with a particular focus on the smartphone industry, and to examine the mediating effect of brand image. Data was collected from 380 respondents in the Western Province using a questionnaire, and the analysis was performed using SPSS Software. Descriptive statistics were utilized to determine the frequency and percentage of personal profiles. The survey results indicated a positive and significant impact of word-of-mouth source credibility on consumer purchase intention. Furthermore, it was confirmed that brand image positively and significantly mediates the relationship between word-of-mouth and consumer purchase intention. The findings provide valuable insights for smartphone retailers regarding the influence of each dimension of word-of-mouth source credibility on consumer purchase intention. Additionally, the results offer benefits to potential customers contemplating smartphone purchases and to other stakeholders interested in the industry.
Social Network Advertising towards Brand Loyalty: with Special Reference to the Shampoo Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Shanaka, G. C.; Bandara, B. S. S. U.
Currently, the majority of businesses are employing social networks as a marketing tool. This research empirically examines the relationship between Social Network Advertising as the independent variable and Brand Loyalty (BL) as the dependent variable, specifically in the context of shampoo brands in Sri Lanka. The study aims to identify the most significant dimensions (Credibility, Entertainment, Informativeness, Irritation) that affect brand loyalty. Data sets were generated through a standardized online survey and analyzed using SPSS Version 26.0. Given the unknown study population, a non-probability sampling technique was used to collect data from 384 respondents. The Cronbach’s Alpha value of the questionnaire exceeded 0.8, indicating its reliability. The findings from the online survey reveal that informativeness and entertainment have a positive, significant impact on brand loyalty. In contrast, irritation and credibility have a negative, significant impact on brand loyalty. The impact of credibility on brand loyalty was found to be insignificant. The results further demonstrate that social network advertising influences brand loyalty. Based on these findings, it is recommended that marketing managers focus on enhancing the components of Social Network Advertising related to informativeness and entertainment, while avoiding an emphasis on irritation and credibility as differentiation tools in the consumer’s mind. This study contributes to understanding the impact of Social Network Advertising on brand loyalty for shampoo brands in Sri Lanka.