7th-2022
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980
Browse
9 results
Search Results
Item The Impact of Visual Merchandising Strategy on Patronage Intentions: with Special References on Supermarket in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dharmasiri, R. M. Madhuranga; Wanninayake, W. M. C. B.The supermarket sector is a significant contributor to Sri Lanka's economy. Given the intense competition within the modern trade sector, attracting new customers and implementing creative strategies to retain a loyal customer base is crucial. This research primarily examines the impact of visual merchandising strategies on patronage intentions in supermarkets located in the Western Province. The existing literature provides substantial empirical evidence regarding the influence of visual merchandising strategies on patronage intentions. The conceptual framework of the study includes five independent variables: Window Display, Product Display, Store Layout, Lighting, and Cleanliness, with Patronage Intention as the dependent variable. As this study is empirical in nature, primary data was collected using a questionnaire. A survey was conducted employing a deductive approach within a positivist research philosophy. The sample consisted of 366 respondents selected through simple random sampling. Descriptive statistics, correlation, and multiple regression analyses were performed using SPSS Version 26. The findings indicate that all visual merchandising strategies positively influence consumer patronage intentions in supermarkets within the Western Province.Item The Impact of Visual Merchandising Strategies on Impulse Buying Behavior towards Fashion Retail Industry: Special Reference to Y Generation Customer in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumari, K. A. G. S.; Wanninayake, W. M. C. B.Retailers utilize visual marketing strategies to differentiate their products from competitors and to enhance product desirability amid increased competition and commodity similarity. Impulse buying occurs when a consumer spontaneously decides to purchase a product, often influenced by their immediate experience. This research was designed as a qualitative study using a deductive approach based on positivist philosophy. Previous findings indicate that visual merchandising significantly affects consumer impulse buying behavior. Therefore, a conceptual framework was developed based on existing literature. An integrative model was created with window display, mannequin display, floor merchandising, and promotional signage as independent variables, and impulsive buying behavior as the dependent variable. Data were collected through a sample survey of 385 consumers who regularly purchase fashion products from modern retailers. SPSS was employed as the primary analytical tool for this study. The results revealed that visual merchandising elements such as window displays, mannequin displays, floor merchandising, and promotional signage effectively stimulate and inspire customers to engage in impulse buying behavior for fashion products. The study concluded that visual merchandising plays a crucial role in influencing customers' impulse buying behavior within the context of fashion retailing in Sri Lanka.Item The Impact of Store Atmosphere on Impulse Buying Behavior: A study in Modern Trade Outlet in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Prarthana, T. G. T.; Wanninayake, W. M. C. B.As modern trade continues to gain popularity in Sri Lanka, competition among modern trade retailers has intensified. This study aims to investigate the effect of store atmosphere on impulse buying behavior. The research adopts a deductive approach, drawing on previous studies and theories to formulate and test hypotheses. Data were collected using a specifically developed questionnaire, and the convenience sampling method was employed, resulting in 401 qualified samples from supermarket visitors in the Western Province. The study finds that external interior elements, layout and design, point of purchase displays, and human variables significantly positively impact impulse buying behavior. In contrast, general exterior attributes were found to have no significant effect on impulse buying behavior. The geographical scope of the research is limited to the Western Province of Sri Lanka, suggesting that the results should be generalized with caution and further investigation. Future research is recommended to expand the study to other provinces in Sri Lanka and to explore additional variables affecting impulse buying behavior. This study employs a model to assess the impact of store atmosphere on impulse buying behavior and offers valuable insights for marketers in the modern trade industry. The findings provide a reference for understanding how store atmosphere influences impulse buying behavior, enabling marketers to refine their strategies for enhanced success.Item The Impact of Store Atmosphere on Customer Patronage Intention with Special Reference to Super Market Industry in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dharmadasa, W. G. R. N.; Wanninayake, W. M. C. B.Supermarkets represent one of the fastest-growing sectors in the retail industry. As competition intensifies, store atmosphere has become an increasingly critical factor for modern trade retailers. With the trends towards retail innovation and evolution, both retailers and store managers are focusing on the shopping experience provided to customers, who are now seeking an experience rather than just a product or service. This study aims to examine the impact of store atmosphere on customer patronage intention. Previous research in various countries and contexts has explored this area using different atmospheric attributes. This study specifically focuses on four key atmospheric attributes: color, music, lighting, and cleanliness, which are pertinent to supermarkets within the current research context. A quantitative research approach was employed for this study. Data were collected using self-administered questionnaires, with a total of 392 questionnaires returned. The data were analyzed using SPSS software. The findings reveal a positive and significant impact of store atmosphere on customer patronage intention. The study identifies managerial implications that contribute to the industry and highlights certain limitations. Recommendations are provided for future researchers to achieve more effective and reliable results.Item The Impact of Store Atmosphere on Consumer Purchase Intention: Moderating Effect of Gender with Special Reference to ARPICO Super Centers in Colombo District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gayathri, D. P.; Wanninayake, W. M. C. B.The purpose of this research is to investigate the impact of store atmosphere on customer purchase intention at ARPICO Super Centers located in the Colombo district and to examine how gender, as a demographic variable, moderates the relationship between store atmosphere and customer purchase intention. Three dimensions of store atmosphere display layout, color and lighting, and cleanliness—have been identified as contributing factors. Purchase intention is considered the dependent variable in this study. The research examines the relationship between these atmospheric properties and consumer purchase intention within the given context. A quantitative research design was utilized, with the conceptual framework developed based on relevant literature. Primary data were collected through a sample survey conducted among 385 respondents in the Colombo district using an online survey. Data were gathered via a convenience sampling method. Hypotheses were tested using regression analysis with the aid of SPSS statistics software. The study's findings reveal positive and significant effects of store atmosphere on purchase intention at ARPICO Super Centers in the Colombo district. Additionally, the analysis indicates an insignificant moderating impact of gender on the relationship between store atmosphere and customer purchase intention. The overall conclusion is that store atmosphere significantly impacts customer purchase intention at ARPICO Super Centers in Colombo, and it is recommended that managers develop a creative store atmosphere to attract more customers.Item The Impact of Consumer Ethnocentrism on Purchase Intention of Batik-Related Products; The Mediation Effect of Attitude towards Local Products with Special Reference to the Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) De Silva, G. B. A. P.; Wanninayake, W. M. C. B.In Sri Lanka, many local brands utilize the concept of "Ethnocentrism" to promote their products among Sri Lankans. This concept, which encourages the purchase of local products as a national movement, can also be applied to enhance the purchase intention of Batik-related products in Sri Lanka. The primary objective of this research is to identify the relationship between Consumer Ethnocentrism and Customer Purchase Intention for Batik-related products, while also examining the mediating role of Consumer Attitudes toward Local Products, with a specific focus on the Western Province of Sri Lanka. This study employed a deductive approach, and the conceptual framework was developed based on a comprehensive review of the literature. Data were collected through an online questionnaire distributed to users of Batik-related products, utilizing a convenience sampling method. A sample of 246 Batik product users was selected for this study, and the data were analyzed using SPSS software. The findings demonstrated a significant impact of Consumer Ethnocentrism on the Purchase Intention of Batik-related Products in Sri Lanka. It is recommended that businesses involved in Batik-related products develop marketing strategies that leverage Ethnocentrism promotional appeals and foster a sense of Ethnocentrism among consumers. The findings and discussions offer valuable insights for managerial implications and contribute to the further development of the Batik industry in Sri Lanka.Item The Impact of Celebrity Endorsement on Purchase Intention of the Telecommunication Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amalka, M. D. H.; Wanninayake, W. M. C. B.This paper aims to determine the definitive impact of celebrity endorsement on purchase intention within the telecommunication industry in Sri Lanka. The study utilized the TEARS model variables as the independent variables, with purchase intention as the dependent variable. The conceptual framework and questionnaire were developed following a comprehensive review of relevant literature and concepts pertaining to the study area. A quantitative research approach was employed, and data were collected using a self-administered questionnaire. Out of the 396 questionnaires distributed, 340 responses were used for analysis after excluding extreme cases. To assess the hypothesized relationship between the independent and dependent variables, a multiple regression analysis was conducted using SPSS version 26. The findings revealed a significant impact of celebrity endorsement on purchase intention within Sri Lanka's telecommunication industry.Item Impact of Visual Merchandising on Purchase Intention, the Mediating Effect of Store Image: with Special Reference to the Branded Fashion Retail Chain Western Province in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Hansika, S. H. P.; Wanninayake, W. M. C. B.The art of visual merchandising is considered one of the most effective methods for improving sales and profitability within an organization. Visual merchandising directly impacts the shopping experience, making it essential for retailers to optimize their business environment positively. This study employs store image as a mediating variable. The primary objective is to identify the visual merchandising elements that influence individual purchase intentions, specifically focusing on branded fashion retail chains in the Western Province of Sri Lanka. Both primary and secondary data were collected for this research. Primary data was gathered through a survey of 384 respondents who frequent various branded fashion retail chains in the Western Province. A quantitative approach was utilized, employing survey methods and convenience sampling techniques. The collected data were numerically coded and analyzed using SPSS software to determine the impact of visual merchandising elements on purchase intention, addressing the significance of each independent variable. The findings are expected to assist decision-makers, marketers, and entrepreneurs in enhancing the appeal of their fashion stores and improving consumer purchasing effectiveness.Item Impact of Internal Atmosphere on Customer Loyalty in Franchise Fast Food Industry: Mediating Effect of Customer Satisfaction with Special Reference to Western Province Residence in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dahanayaka, D. G. P. I.; Wanninayake, W. M. C. B.Over the past decade, franchise fast food restaurants in Sri Lanka have experienced significant growth, now generating nearly 100 million in profits. To sustain customer loyalty, these restaurants strive to achieve high levels of customer satisfaction. Amid the current economic crisis, people increasingly prefer consuming fast foods over preparing meals at home. This article aims to analyze how the internal atmosphere within the franchise fast food industry affects customer loyalty, while examining the mediating role of customer satisfaction, specifically in the Western Province of Sri Lanka. The study employed a deductive approach, grounded in existing literature, and data was collected from 254 respondents through an online survey. The findings demonstrate a positive and significant impact of the internal atmosphere on customer loyalty. Additionally, the results indicate that customer satisfaction mediates the relationship between internal atmosphere and customer loyalty with positive and significant effects. These findings contribute to understanding the importance of the internal atmosphere in the franchise fast food industry.