7th-2022
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980
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Item The Impact of Online Relationship Marketing Strategies on Brand Loyalty During the COVID19 Pandemic with Special Reference to Life Insurance Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Liyange, L. S. M.; Weerasiri, R. A. S.The focus of this study is on the digital marketing strategies for life insurance during the pandemic and the consequent lockdown and shutdown periods. The objective was to analyze the digital transformation of marketing practices and its effect on customers' purchase intentions. COVID-19, as the prevailing pandemic, was examined for its impact on the digital transformation of marketing strategies. This study explores the relationship between relationship marketing strategies and consumer brand loyalty, specifically within the life insurance industry. The research includes four key dimensions of online relationship marketing: Consumer Engagement, Conflict Handling, Communication, and Consumer Interactivity. Their impact on brand loyalty in the life insurance sector was assessed. Using an intercept approach, a sample of 150 insurance customers was selected, with a focus on customers from the main branches of five insurance companies in Sri Lanka. Data analysis was conducted using SPSS Version 20 software. After valid cases were entered into the software, various statistical analyses were performed. The findings indicate a positive impact of online relationship marketing strategies: Consumer Engagement, Communication, Interactivity, and Conflict Handling on brand loyalty. Enhancing online interactions between insurance companies and their customers is likely to improve customer convenience during the pandemic.Item The Impact of Green Marketing Mix on Green Purchase Intention towards Green Cosmetic Products: with the Moderating Effect of the Environment Knowledge(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakshani, T. A. H. C.; Weerasiri, R. A. S.This research aimed to analyze the impact of the green marketing mix on green purchase intention within the green cosmetic industry in Sri Lanka, with a focus on the moderating effect of environmental knowledge. Increasingly, green cosmetic brands are adopting the green marketing mix elements: green product, green price, green place, and green promotion to enhance green purchase intention among consumers. The framework of this study was tested using a quantitative approach. Based on a thorough review of the literature, an integrative model was developed and tested using data collected from 353 respondents who have used green cosmetic products, employing a non-probability sampling technique. The data were analyzed using descriptive and inferential statistical techniques in SPSS 26. The findings indicate a positive relationship between green product, green price, green place, and green promotion on green purchase intention, with green product showing a more significant positive impact. Additionally, environmental knowledge was found to moderate the relationship between the green marketing mix and green purchase intention for green cosmetic products. Accordingly, recommendations were provided based on these findings.Item The Impact of Green Marketing Mix on Customer Purchase Intention in the Colombo and Gampaha District of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Alawattegama, N. N. K.; Weerasiri, R. A. S.This study aims to investigate the influence of the green marketing mix on consumers' intentions to purchase fast-moving consumer goods (FMCG) and to examine the role of gender in moderating the relationship between the green marketing mix and consumer purchase intentions. The focus of this article is on the elements of green marketing and their impact on consumers' propensity to make purchases. The study seeks to identify which factors: green product, green place, green pricing, and green promotion are most strongly associated with "green purchasing intention." Gender was employed as a moderator to assess how the green marketing mix affects consumers' willingness to spend. A structured questionnaire was administered to 150 shoppers at supermarkets in the Colombo and Gampaha districts, using a convenience sampling method. The quantitative data were analyzed using SPSS. A review of the literature indicates a gap in the thorough examination of the impact of the green marketing mix on customer purchase intentions in the Colombo and Gampaha districts of Sri Lanka. This study aims to address this gap. The findings are expected to benefit researchers interested in green consumer behavior and may assist business executives in planning environmentally conscious marketing strategies. Additionally, policymakers may find the study's results and recommendations useful for enhancing environmental protection and related policies. The research suggests, based on existing literature, that a marketing strategy emphasizing environmental sustainability can significantly influence consumers' propensity to make purchases.Item The Impact of Celebrity Endorsement on Purchase Intention: Examining the Mediating Effect of Customer Trust: with Special Reference to Fashion Retail Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Janith, H. N. Naveen; Weerasiri, R. A. S.In contemporary society, celebrities are often regarded as role models, leading individuals to make lifestyle changes to emulate their favorite stars. This influence significantly impacts purchase intentions within the retail fashion sector, resulting in intense competition among businesses. To address this, marketers frequently employ celebrity endorsement strategies to affect consumer purchase intentions. The purpose of this study is to examine how celebrity endorsement influences customer purchase intention, specifically within Sri Lanka's fashion retail industry. A review of existing literature revealed a contentious conclusion regarding this relationship. Additionally, there is a scarcity of research on the mediating role of customer trust in this context. Data for this quantitative study were collected using a standardized questionnaire. A total of 418 questionnaires were distributed, and 389 responses were obtained through an online survey. The results demonstrated a positive impact of celebrity endorsement on purchase intention. Furthermore, it was found that consumer trust mediates the relationship between celebrity endorsement and purchase intention. SPSS version 26 was utilized for regression and correlation analyses. Based on the findings, recommendations and directions for future research were proposed, which are intended to aid marketers and researchers in the fashion retail industry.Item The Impact of Celebrity Endorsement on Consumer Buying Behavior: with Special Reference to Confectionery Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amarasekara, D. C. A.; Weerasiri, R. A. S.Sri Lanka, as a South Asian country with a growing economy, presents numerous areas for research. Among these, the confectionery industry, which plays a significant role in the economy, has garnered attention. This study focuses on the impact of celebrity endorsement on consumer buying behavior within this sector. The confectionery industry has experienced substantial growth over the past decade, and forecasts suggest continued rapid expansion in the coming years. Consequently, intense competition has emerged among industry players. Celebrity endorsement is identified as a potentially effective strategy to address these competitive challenges. Empirical studies indicate that celebrity endorsement positively influences consumer buying behavior in the confectionery sector. Specifically, attributes such as celebrity expertise, trustworthiness, and attractiveness are found to motivate consumer purchase intentions. This research examines the effect of celebrity endorsement on consumer buying behavior in Sri Lanka’s confectionery industry. A simple random sampling technique was employed to select a sample of 384 consumers from across Sri Lanka. Data were analyzed using correlation matrix analysis. Given the limited existing research on the impact of celebrity endorsement within this industry in Sri Lanka, this study provides valuable insights for organizations in the sector, helping them to develop and implement effective marketing strategies.Item Impact of Celebrity Endorsement towards Brand Switching Behavior of Customers with Special Reference to Mobile Telecommunication Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Heshan, K. A. S.; Weerasiri, R. A. S.The research focuses on analyzing the impact of celebrity endorsement on brand switching behavior (BSB) within the telecommunication industry in Sri Lanka. The competition in the mobile telecommunication sector in Sri Lanka has rapidly increased, not only in terms of subscriber numbers but also in the diversity of service providers. Celebrity endorsement has emerged as a prominent marketing strategy to attract customers. However, there is limited evidence regarding the impact of celebrity endorsement on brand switching behavior in this industry. Primary data were collected using a structured questionnaire, employing the judgmental sampling technique, from a total of 395 responses. The analysis was conducted using a quantitative approach. Descriptive statistics were used to analyze the demographic information of the respondents, while inferential analysis was performed using mean values, correlation, and regression techniques. The results indicated that trustworthiness, expertise, and attractiveness were positively correlated with brand switching behavior, suggesting that celebrity endorsement has a positive influence on this behavior. Regression analysis revealed that expertise had a positive and significant impact at the 1% level, implying that an increase in expertise leads to an increase in brand switching behavior. It is recommended that decision-makers place greater emphasis on the characteristic of expertise when selecting endorsers to enhance market success.Item Impact of Celebrity Endorsement on Customer Purchase Intention towards Personal Care Products in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gunaweera, D. S.; Weerasiri, R. A. S.In this era, celebrities are becoming increasingly personable with their audience. Consequently, the concept of celebrity endorsement has emerged as a prominent trend, with consumers more likely to emulate their favored celebrities. This research aims to examine the relationship between celebrity endorsements and customer purchase intentions, with a specific focus on the personal care product category. The population considered for this study includes individuals from across Sri Lanka, ranging from ages 16 to over 50. A structured questionnaire was developed to collect data from the sample, which yielded 440 valid responses. Correlation and regression analyses were performed using IBM SPSS version 26 to test the hypotheses. The findings confirmed that the hypotheses were valid. The research demonstrated that celebrity endorsement has a positive and significant impact on consumer purchase intention for personal care products within the Sri Lankan context. It is anticipated that local consumers are inclined to align with celebrity-endorsed personal care products. Therefore, firms should not disregard the influence of celebrity endorsement when branding their products.Item Impact of Celebrity Endorsement on Consumer Purchasing Behavior in Sri Lankan Cosmetic Industry Specifically Considering Products; Hair Oil, Shampoo and Beauty Soap(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Padukka, L. U.; Weerasiri, R. A. S.This research study was developed by rationalizing existing literature sources to construct arguments regarding two primary concepts: celebrity endorsement and consumer purchasing behavior in the Sri Lankan cosmetic industry, with a specific focus on products such as hair oil, shampoo, and beauty soap. The study focused on the impact of celebrity endorsement in the cosmetic sector, which plays a significant role in the local economy. Empirical research was conducted using the TEARS model, which includes variables such as trustworthiness, expertise, attractiveness, respect, and similarity of the celebrity as key factors influencing celebrity endorsement. Data were collected from 200 respondents through a convenience sampling method, resulting in a final sample size of 193 respondents from the University of Colombo, University of Sri Jayewardenepura, and University of Kelaniya. The findings of the research, based on an online survey questionnaire, are presented in graphs and pie charts. Data analysis was carried out using the Statistical Package for Social Sciences (SPSS). The findings revealed a positive relationship between celebrity endorsement and consumer purchase intention. The survey indicated that each variable of celebrity endorsement has a direct and significant positive impact on consumer purchase intention. The data analysis confirmed the reliability of all variables and demonstrated that celebrity endorsement significantly influenced the dependent variable, consumer purchase intention. Furthermore, the research findings suggest that celebrity endorsement should be considered a complex marketing communication strategy with the potential to yield highly positive results.Item Factors Influencing on Customer’s Switching Behavior of Mobile Service Providers in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Rashmila, R. M. R.; Weerasiri, R. A. S.The mobile telecommunications industry is one of the fastest-growing sectors in Sri Lanka. Due to the highly competitive market environment, service providers need to sustain their customers and attract new ones. Consequently, customer switching behavior has become frequent. This study focused on identifying the factors influencing customers' switching behavior among mobile service providers in Sri Lanka. Six independent variables were identified from the previous literature: pricing, inconvenience, core service failure, service encounter failure, attraction by competitors, and switching cost, which influence customers' switching behavior in the mobile telecommunications industry. According to the Morgan formulation, the sample size for the study was determined to be 384. Therefore, 384 questionnaires were distributed to mobile telecommunications customers in Sri Lanka, with a response rate of 75%. The convenience sampling method was used. The questionnaire contained 33 items measured on a seven-point Likert scale. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS). The study revealed that all independent variables: pricing, core service failure, service encounter failure, attraction by competitors, and switching cost had a significant effect on the switching behavior of mobile telecommunications customers, except for inconvenience. Strategies were proposed for service providers, and suggestions were offered for future researchers to obtain more reliable outcomes in their studies.