7th-2022
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980
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Item The Impact of Opinion Leaders on Consumer Purchasing Intention of Cosmetics Industry in Sri Lanka: Mediating Effect of Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Hansaka, M. P. L.; Herath, H. M. R. P.The study aims to analyze the impact of Opinion Leaders on consumer purchasing intention within the cosmetics industry in Sri Lanka. According to Index Box 2021, the cosmetics industry in Sri Lanka has experienced significant growth. Additionally, as noted in the Strategic Audit of Revlon Inc., the expanding cosmetics industry makes a substantial contribution to the global economy. Companies are increasingly utilizing the concept of Opinion Leadership as a marketing strategy to influence consumer purchasing intentions. Drawing on existing literature, this study examines Opinion Leadership through its dimensions of Expertise, Credibility, and Powerfulness in relation to consumer purchase intention. The research adopts a quantitative approach and primarily considers the Two-Step Flow Communication Theory. This theory was tested using an online survey conducted with 388 cosmetic consumers from the Western Province of Sri Lanka, including the Colombo, Gampaha, and Kaluthara districts. A simple random sampling method was employed to select the sample. Data collected were analyzed using SPSS and MS-Excel 2016 software. The results indicate that brand trust significantly mediates the positive relationship between Opinion Leadership and consumer purchasing intention. The findings further demonstrate that the characteristics of Opinion Leaders such as expertise, credibility, and powerfulness positively impact consumer purchase intention. These results contribute to a better understanding of Opinion Leadership's role in shaping consumer purchase intention within Sri Lanka's cosmetics industry.Item The Impact of Consumer Attitude Towards Use on Continued Intention to Adopt E-Learning, in Sri Lankan A/L Private Tuition Industry: Moderating Effect of Information System Success(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Fernando, P. U. S.; Herath, H. M. R. P.This article aims to analyze the impact of Consumer Attitude Towards Use (CATU) on Continued Intention (CI) for e-learning systems, with Information System Success (ISS) serving as a moderating variable within Sri Lanka's private tuition industry, specifically in the Western Province. The private tuition industry is a crucial area for research due to its established presence and the lack of statistical insights owing to limited research. Following the imposition of online education during the COVID-19 pandemic, many learners have continued with online classes even as conventional classes resumed. Online learning has thus become a new norm. The study examines how Continued Intention (CI) is influenced by Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Confirmation (C), considering the impact of Information Quality (IQ), System Quality (SYQ), and Service Quality (SQ) collectively as Information System Success (ISS). An integrative model was developed based on a literature review. Data were collected from 382 respondents through an online questionnaire, and SPSS version 22 was utilized to test the hypotheses. The findings indicate that the relationship between Consumer Attitude Towards Use (CATU) and Continued Intention (CI) is not particularly strong. Additionally, the moderator analysis revealed that Information System Success (ISS) does not significantly affect the relationship between consumer attitudes and their propensity to continue using e-learning systems.Item The Impact of Advertising Appeals on Purchasing Intention with Special Reference to Social Media Advertisements of Mobile Data Packages in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Vimukthi, U. Sahan; Herath, H. M. R. P.In today's highly competitive business environment, marketers heavily rely on advertising to maintain a competitive edge. The mobile data service market in Sri Lanka is a sector where market players predominantly compete through advertising. The selection of the most suitable advertising appeal is crucial when designing and executing advertisements, as inducing purchase intention is a primary objective. Thus, this study aims to investigate the impact of social media advertising on purchase intention within the mobile data market in Sri Lanka. This research focuses on quantitative data, with a sample of 384 respondents selected on a convenience basis. The sample comprised Sri Lankan mobile data package users or potential users residing in the Western Province, primarily between the ages of 18 and 35. Primary data were collected using a well-structured questionnaire and analyzed with SPSS 26. Factor analysis was employed to assess the reliability and validity of the study, while regression analysis was used to evaluate the impact and significance of various advertising appeals on purchase intention. The findings indicate that both rational and emotional appeals significantly influence purchase intention. However, it was found that rational appeal has a substantially greater positive impact on purchase intention compared to emotional appeal in the context of mobile data package advertising in Sri Lanka.Item Impact of the Consumer Online Product Reviews on Online Purchase Intention: with Special reference to the Online Food Delivery Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Heshani, H. M. S.; Herath, H. M. R. P.The number of Internet users and the growth of online food delivery services have both increased significantly. As online reviews emerge as a crucial source of product information, research into online consumer reviews has become pertinent. Online food delivery represents a valuable tool for restaurants and other dining establishments, offering opportunities for increased profitability. With an effective online delivery system, businesses can gain a competitive edge, and customers benefit from the convenience of placing orders via smart devices without visiting the restaurant. This study aims to examine the effect of online consumer reviews on consumer purchase intentions within the online food delivery industry in Sri Lanka. The research investigates three independent variables: source credibility, review quantity, and review valence, to assess their impact on purchasing intention. A quantitative approach was employed, utilizing a Google Forms online questionnaire distributed to 386 respondents in the Western Province. The questionnaire used a 5-point Likert scale. Data analysis was performed using Multiple Regression Analysis with SPSS 23 to determine the effects of the independent variables on the dependent variable. The study finds that source credibility and review valence have a positive and significant impact on purchase intention, while review quantity has a negative impact. This research provides valuable insights for researchers and marketers, enhancing the understanding of how online reviews influence purchase intentions in the volatile and dynamic online food delivery industry.Item Impact of Online Customer Reviews on Purchase Intension with Special Reference to Sri Lankan Tour Packages(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Herath, H. M. S. A. N.; Herath, H. M. R. P.In today’s constantly connected world, dominated by mobile device usage, social media, and online review sites, traditional word-of-mouth has been supplanted by digital platforms. Previously, businesses relied heavily on word-of-mouth to generate traffic and business. Nowadays, online reviews, whether positive, negative, or lacking, can significantly influence a business's success. Understanding the impact of these reviews on business reputation is crucial. A positive reputation remains a powerful marketing tool, essential for attracting new customers. Companies can leverage information from various websites, including booking.com, agoda.com, and other rating and review platforms, to address customer concerns and complaints. This study examines how consumers are influenced by their own and others' customer care experiences when selecting brands or companies for purchases. Due to challenges in information gathering, a convenience sampling technique was used to select a sample, which aimed to reduce selection errors and accurately represent the population. The sample comprised 100 respondents who had booked Sri Lankan tour packages. Primary data were collected via a structured questionnaire distributed online to respondents in the Central and Uva Provinces. The study tested four independent variables: source credibility, timeliness, valence of reviews, and length of reviews. All alternative hypotheses were accepted, demonstrating a positive impact of these variables on purchase intention. Correlation and regression analyses were conducted to evaluate these impacts.Item Impact of Loyalty Program on Customer Retention with Special Reference to the Fashion Retail Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Peter, G. J.; Herath, H. M. R. P.In the context of a globalized economy, businesses are increasingly focused on attracting and retaining existing customers. To achieve this, organizations are investing in various marketing tools, such as loyalty programs, to maintain and manage enduring relationships with customers. The objective of this study is to gain a comprehensive understanding of the impact of customer loyalty programs on customer retention. The study identifies four primary categories of customer loyalty programs in the fashion retail industry: point systems, loyalty card systems, gift card systems, and non-monetary programs. A quantitative research approach was employed, with data collected from a sample of 350 respondents in the Western Province. Primary data were gathered through a well-structured questionnaire, utilizing a convenience sampling method, a non-probability sampling technique. Data presentation and analysis were performed using descriptive analysis, correlation, and multiple regression analysis, with SPSS as the primary analytical tool. The findings indicate a significant effect of all types of loyalty programs on customer retention. Additionally, over 68.2% of respondents reported a willingness to continue shopping at the selected store due to the loyalty programs offered. It was found that all four types of customer loyalty programs are positively correlated with customer retention. Thus, the research highlights the importance of loyalty programs and their effectiveness as a tool for customer retention.Item Impact of Facebook Marketing on Brand Awareness: With Special Reference to Fast Moving Consumer Goods Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dilhani, E. D. A.; Herath, H. M. R. P.The purpose of this research study was to examine the impact of Facebook marketing tools on brand awareness, with a specific focus on the fast-moving consumer goods industry. The research addressed the issue of how Facebook marketing tools influence brand awareness within this industry. A literature review revealed a research gap, which this study aimed to address. Based on the independent variables identified from the literature, a conceptual framework was constructed, and five hypotheses were formulated. The research design employed both exploratory and descriptive approaches, utilizing a mixed-methods strategy to discuss the results. A sample of 350 individuals was selected from a population of five million in the Western Province for analytical convenience. A stratified sampling technique was used to gather primary data through Google Forms, supplemented by secondary data. Descriptive statistical tools were applied for data presentation, while correlation and multiple regression analyses were conducted using SPSS version 26. The findings indicated a moderate relationship between User-Generated Content (UGC) and brand awareness. It was concluded that UGC and brand equity can mutually benefit from and enhance each other. Successful managers are advised to review and adapt their operational strategies to maximize the benefits derived from these relationships.Item Factors Affecting Consumer Acceptance of Omni-channel Approach with Special Reference to the Supermarket Sector(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Jayamal, S. K. D. I. U.; Herath, H. M. R. P.This research study aims to understand the factors affecting consumer acceptance towards an Omni-channel approach, specifically within the supermarket sector. Conducted with 198 respondents in the Colombo District of Sri Lanka, the study employed a quantitative methodology. Five dependent variables: perceived usefulness, perceived ease of use, perceived compatibility, cost, and risk were tested for their influence on the independent variable, intention to use. The results indicated that perceived usefulness, ease of use, and compatibility have a significant positive impact on consumers' behavioural intention to use an Omni-channel approach. In contrast, cost and risk do not have a significant impact. The study revealed that perceived compatibility is the most salient factor in determining consumers' behavioral intention to use an Omni-channel approach. Additionally, general findings such as awareness of the Omni-channel approach, frequency of use, and respondents' most preferred channel approach were included. This research provides recommendations, suggestions, and insights for marketers and businesses in designing their channel strategies when introducing a novel approach like the Omni-channel approach in the supermarket sector. Furthermore, it offers useful insights for researchers for further investigation in this area.Item An Investigation of the Influence of Marketing Mix (4Ps) and Their Relative Importance on Cosmetic Purchase Intention of Youth Generation in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Ranasinghe, S. C.; Herath, H. M. R. P.This article aims to analyze the impact and the importance of the marketing mix: product, price, place and promotion, on the purchase intention of cosmetics products of the young generation in Sri Lanka. Based on a review of the literature, this study develops an integrative model, and it was tested using data collected from 384 undergraduate candidates of universities and institutions of higher education established under the purview of the University Grants Commission of Sri Lanka through an online survey. Secondary data is obtained from textbooks, journals, articles, websites, and previous theses. According to descriptive statistics, respondents agree upon the influence of product and price on consumer purchase intention. Respondents are less likely to agree upon the influence of place and promotion on consumer purchase intention. The study concluded that product and price have the greatest influence on consumers, which have become major considerations for consumers when purchasing cosmetics. Also, it could be concluded that location and promotion affect the intention to purchase cosmetics products to some extent. These findings contribute to understanding how close marketing mix elements are to consumers today and illustrate how those elements influence purchase intention. Therefore, firms can adopt the results of this study to find out the most appropriate points when marketers try to reach consumers through the marketing mix in the current situation.