6th-2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28076

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Consumers’ Attitude Towards Organic Products: The Moderating Role of Health Consciousness
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathna, G. A.; Sumathy, M.
During the last years, we have observed that emergent environmental protection along with health concerns which directed the people to choose recent agricultural practices. There is a direct and indirect impact of health consciousness, to analysis the impact on attitude towards organic foods Nagaraj, S. (2021). In this study, health consciousness is taken as a moderating variable because nowadays consumers are facing various diseases like cancer, obesity, diabetes, etc. due to unhealthy food practices followed by consumers. A structured questioner method was used to collect data from 534 consumers, and the data was collected by using a convenient sampling method. To find out the impact of consumer willingness to consume such foods, using regression analysis to find out the consumers' attitude towards organic foods. By using rotated component matrix grouping the variables under Six –factors like Healthy Lifestyle, Healthy Knowledge, Health concern, Medication, Health & nutritious value, Health care & Work schedule. All these variables are considered to be moderating variables. The present study attempts to find out the consumers' attitude towards organic food by using a moderating variable to assess the role of health consciousness.
The Impact of Brand Equity on Purchase Intention: With Special Reference to the Smartphone Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Anuradha, K. O. R.; Bandara, B. S. S. U.
The strength of a brand is defined by the image that its customers have of it and thus the brand equity is a crucial component that encourages a consumer to choose a smartphone brand over another. This study aims to analyze the impact of brand equity on smartphone brands' purchase intention in Sri Lanka. The brand equity dimensions developed by Aaker (1996) were applied as the foundation for measuring brand equity. A survey-based research strategy in a cross-sectional research design was used to gather primary data and used a simple random sampling technique. For data collection, a structured questionnaire was used, and data were collected from 379 smartphone users in Sri Lanka through an online survey. The researchers used SPSS 26 Version to analyze the relationship between independent and dependent variables and PROCESS v3.0 for SAS was used to analyze the mediating impact. The findings revealed that there is a positive impact of brand equity on purchase intention which is mediated by brand preference. Brand awareness, perceived quality, and brand loyalty have a significant and positive impact on purchase intention except the brand association. The brand association has no significant impact on purchase intention. Therefore, the marketers of smartphone brands in Sri Lanka should focus their marketing strategies on increasing brand awareness, perceived quality, and brand loyalty of linked brands, as well as increasing consumer preferences for the brands to increase purchase intention.
Key Determinants of Online Purchase Intension Towards Online Retail Shopping in Western Province of Sri Lanka
(Department of Finance, Faculty of Commerce and Management Studies University of Kelaniya Sri Lanka, 2021) Lakmini, M. L. D. N.; Wijenayake, S. I.
The development of internet technology has had a significant impact on consumer’s daily activities, and many offline activities have migrated to the online environment. As a result of that, internet retail purchasing has grown in popularity and become a vital aspect of consumer life. During the Covid 19 global pandemic most Sri Lankan consumers tend to use online platforms to make transactions with retailers to satisfy their needs and wants. Thus it is important to investigate which factors effect on online purchase intension to develop retailers’ websites to convince their consumers. Therefore, the major purpose of this study is to investigate the impact of perceived ease of use (PEU), perceived usefulness (PU), perceived risk (PR), prior online purchase experience (PO) and brand orientation (BO) on customer online purchase intension (OPI). The selected constructs borrowed from the literature and there is a huge dilemma in literature to be solved whether PEU, PU, PR, PO and BO have a real impact on OPI. This study is in quantitative nature and prescheduled structural questionnaires were distributed among a sample of 384 respondents those who have internet access to collect primary data based on the convince sampling. In order to investigate the hypothetical impact researcher employed multiple regression and correlation analysis as main statistical tools. The findings of the work revealed that PEU, PU, PR, PO and BO have positive and significant impact on OPI.
Factors Influence on Online Freelancing in Digital Marketing Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kodithuwakku, D. K.; Thilina, D. K.
Freelance of digital marketing is a rapidly grown industry in these days. Since this COVID-19 situation most people were turn in to digital jobs and work from home. Advertisers and freelancers in Sri Lanka very surely know how much their web showcasing procedures, digital marketing strategies are making the clients towards the brand. So they try to go with this industry. But in here some people were very success in their career and some were not. And also there has no any correct guidelines, information for this industry. Main aim of this study to identify the Factors influence on online freelancing of Digital Marketing industry in Sri Lanka. By this research researcher can identify the factors that affecting to that industry. This analysis was quantitative. In here researcher used structured questionnaires for collect primary data. The sample size was two hundred eighty-six. Researcher used convenience sampling method under non-probability sampling. Those responses were collected from the western province. The data were analyzed using the software SPSS 25. The finding of the study demonstrate that online freelancing of digital marketing industry positively influenced by use of social media, awareness, willingness for online freelancing and smart technology. By this research, researcher can identify the favorable and unfavorable factors. So freelancers, future researchers and other relevant parties can use this information for create their strategies and find the best way to improve their carrier. And they can get a better understanding about the industry.
Impact of Green Marketing Tools on Green Purchase Intention of FMCG Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Subasingha, N. E. M.; Gayathree, D. A. G. P. K.
This study aims to examine how green marketing tools, eco-brand, green packaging, green advertising can encourage consumers to engage in green consumption behavior. Furthermore, the Fast-Moving Consumer Goods (FMCG) sector was chosen as a context since it is an industry that is more concerned with environmental issues. Observably there is a significant lack of empirical studies on these tools as this concept is new to the Sri Lankan market. The study is quantitative in nature, and a structured questionnaire was used to gather data using the convenience sampling technique. The study’s objectives statistically tested using IBM SPSS statistical software was. 351 responses were collected through an online survey. The findings demonstrated that each tool has a significant and a positive impact on the customer purchase intention. Accordingly, the study concludes that eco-brand and green advertising have a salient impact on purchase intention than green packaging. Hence, the research recommends that these tools should be communicated more widely in the market.
Impact of Celebrity Endorsement on Customer Purchase Intention: Examining the Mediating Effect of Brand Trust with Special Reference to Telecommunication Industry in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, K. A. H. M.; Wanninayake, W. M. C. B.
In the present context, many marketers in the telecommunication industry are using different methods to influence their customers. Celebrity endorsement is one of the key tools frequently used to influence the purchase intention of customers and to face the competition effectively. Therefore, the purpose of this study is to identify the impact of celebrity endorsement on customer purchase intention by examining the mediating effect of brand trust with special reference to the telecommunication industry in Western province, Sri Lanka. As per the current literature, it has been acknowledged that there is an impact of the celebrity endorsement on the customer purchase intention in general but still empirical gaps are identified in different product scopes and market contexts. Further, research gaps have been justified with literature as there are few studies regarding the mediating impact of brand trust related to this phenomenon. The present study was quantitative in nature and it used a structured questionnaire to collect data based on the convenience sampling method. A total of 384 questionnaires were distributed and 220 responses were gathered and used for the final analysis of this study. The findings demonstrate a significant impact of celebrity endorsement on customer purchase intention in the present research context. Further, it indicates that celebrity endorsement and purchase intention is getting mediated by brand trust. In order to carry out the analysis, the researchers employed multiple regression and correlation analysis as the main statistical tools. Finally, the researchers discussed the management implications of the significant findings and possible future research areas.
Impact of Greenwashing on Green Purchasing Intention of FMCG Products: Mediating Effect of Green Skepticism
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dissanayake, A. G. M. D. C.; Gayathree, D. A. G. P. K.
Consumers’ increasing attention on the environment resulted in companies to come up with deceitful strategies to entice the consumers. This is known as Greenwashing and the study aims to identify the impact of Greenwashing on the Green Purchase Intention with the mediating effect of Green Skepticism with special reference to the FMCG Industry. The researcher has used the convenience sampling technique for selecting the respondents from the Western Province and the data collected from 394 respondents via an online survey. The hypotheses developed were tested using SPSS version 26 statistical package and along with the Hayes process Model 4 to test the mediating impact of Green Skepticism. The findings show that there is a negative relationship between Greenwashing and Green Purchase Intention. Green Skepticism did not mediate the relationship between Greenwashing and Green Purchasing Intention. It is strongly recommended to determine the impact of culture to strengthen the relationship between Greenwashing and Green Purchasing Intention in future studies.
A Study on Augmented Reality: Pillar of Industry 4.0
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Naman, R. R.; Metri, P. G.
Augmented reality is the one of the leading technologies in 21st century imagined by fourth industrial revolution (Industry 4.0). The recent advances in augmented reality (AR) devices and the new challenges introduced by the Industry 4.0 enhance the user experience. Few examples given by Industry 4.0 along with AR are Internet of Things (IoT), big data, analytics, smart sensors, machine networking, self-monitoring etc. The pandemic is already providing a much-needed reality check on industrial digitalization, tearing down the glorified visions of Industry 4.0 and their flashy digital twin showcases with immersive AR experiences. The present study emphasizes on strength, weaknesses and important applications of AR in Industry 4.0. AR-based approach and Industry 4.0 both are attracting many researchers to work on it for further development with new techniques to overcome its limitations.
Pros and Cons of Digitalization
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Panchal, G.; Bharati, B.; Metri, P. G.
Digitalization has changed the rules in both private and public sectors of economy. The study of effects of digitalization has more significance and that can be studied by index of digitalization (which reflects the state of digitalization at the country level), and by validating the index of digitalization using panel data model. To study the digitalization level of the countries, the digital economy and society index is used. During some misery (ex: COVID-19) will cause the dramatic effect on the world’s economy, business and activists and the people in that situation digitalization will help in many ways to adopt and overcome the misery. The negative side of the digitalization is loss or displacement of jobs because of automation and challenges brought by e-commerce (ex: higher rates of the products return because of unrealistic online reviews). Digitalization also affects the work place. Digitalization has been changing organizations from the discovery of internet forward. Digitalization has created many challenges as well as opportunities for organizations. Digitalization improves the job satisfaction; blur work/life balance and promotes more workers autonomy. In digitalization with respect to public transport there are number of challenges that needs to be addressed. There are both technical challenges such as data collection issues, interoperability, scalability and information security and non-technical challenges such as business models, usability, privacy issues, and deployment. Present study presents pros and cons of digitization in different sectors.
The Impact of Social Media Marketing on Brand Loyalty in FMCG Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Chinthake, B. G. S.; Herath, H. M. R. P.
Social media marketing is one of the most popular mode of marketing which most businesses have decided to heavily invest to build the brand loyalty among their consumers through connecting and engaging with them. This research therefore is focused on investigating the impact of the social media marketing, especially the influence of social media advertising, electronic word-of-mouth (eWOM) and online brand community (OBC) on brand loyalty in FMCG industry of Sri Lanka. There is lack of research and theoretical studies carried out within this scope related to the collaborative impact of above-mentioned social media marketing tools (social media advertising, eWOM, OBC) on brand loyalty in FMCG industry. Based on the review of literature this quantitative research study developed conceptual framework which was tested by using the primary data gathered from sample of 384 social media users through an online structured survey. The Findings of this study showcased a positive and significant impact of social media advertising, electronic word of mouth and online brand community on brand loyalty. Those findings help to realize the importance of social media marketing strategies in the modern business world and its effect on brand loyalty of the consumers.
The Impact of Brand Personality on Brand Loyalty with Special Reference to Licensed Commercial Banking Sector in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramaarachchi, D. N.; Ubayachandra, E. G.
The purpose of this study was to analyze the overall impact of brand personality on brand loyalty in the licensed commercial banking sector. Based on a review of the literature, this study develops an integrative model, and it was tested using data collected from 355 banking customers in Western Province. The research design was both exploratory and descriptive, and the approach was deductive reasoning. For this empirical study, primary data was mainly associated via online questionnaires and for presenting data, a certain number of descriptive statistical tools were applied and using SPSS version 26 statistical package, correlation and multiple regression were employed for analysis of the data. The findings show four independent variables (Sincerity, Excitement, Competence, and Sophistication) are having a positive relationship with the dependent variable (Brand Loyalty). But the Ruggedness variable has no significant relationship with Brand loyalty. It was rejected. The findings contribute to the marketers in designing their marketing campaigns. And also, especially for marketing in the service sector, these findings will help. Thus, these findings can be used to create a competitive advantage in this increasingly growing market. Further, these findings will help the bank managers and front-line employees of the bank to get an idea about the value of brand personality. The study is an original contribution to the field of licensed commercial banks. In previous studies, the impact of brand personality has been tested using different factors in different fields, hence brand personality on brand loyalty in the licensed Commercial banking sector is unique to this study
Impact of Sensory Marketing on Customer Loyalty: With Special Reference to Modern Trade Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Alahakoon, P. A. G. S. P.; Bandara, B. S. S. U.
It is useful to understand the sensory stimulation in the human environment in designing the modern trade industry. Thus, this research focused in analyzing the impact of sensory marketing on customer loyalty with special reference to the modern trade industry in Sri Lanka. More and more modern trade outlets are employing stimuli of sight, smell, sound, touch and taste to build stronger customer loyalty and to drive brand preferences positively. Based on a comprehensive review of the literature, this study develops an integrative model which was then tested using data collected through an online survey from 348 responses who have visited modern trade outlets. The researchers adopted a non-probability sampling technique to collect data. The data was analyzed using descriptive and inferential statistical techniques in SPSS 25. The findings demonstrate that there is a positive relationship of sight, smell, sound, touch and taste on customer loyalty. The taste stimulation having a more significant positive impact on customer loyalty. Therefore, the recommendations were giving accordingly.
A Study on the Impact of Sensory Branding on Consumer Purchasing Intention: Examine the Mediating Effect of Brand Attitudes with Special Reference to Franchised Fast Food Outlets in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakmali, H. M. D.; Weerasiri, R. A. S.
The purpose of this article is to analyze how the sensory marketing elements (five sensory aspect) influences user purchasing motivation, especially with sensitive marketing activities in franchised fast-food outlets. It analyzes the impact of consumer purchases on all five senses. Among the objective is to pay special attention to the implementation of brand attitude as a mediate variable between sensory aspect and consumer purchasing intention. Based on a review of the literature this study develops an integrated model. It was tested using data collected from 192 users in the central province through an online survey and distribution of hard copies. The SPSS software was used to analyze the collected data. These finding show a significant positive effect between the sensory aspects and consumer purchasing intention. The results further show that sensory aspect (sensory marketing elements) has a positive effect on brand attitude and that brand attitudes have an impact on consumer purchasing intention. This suggests that brand attitudes operate as a mediate variable on sensory aspect and consumer purchasing intention. These findings help determine how fast-food outlets should be active in achieving a high level of customer attraction and in determining the sensible marketing strategies that companies should use. Fast food outlets also could gain a high level of competitive advantage than other competing companies. The impact of the sensible branding activities of franchised fast-food outlets on influencing the consumer attitudes of the franchised fast-food outlets operating in Sri Lanka and the motivation to buy the product or brand is not yet understood.
Emergence of Online Relationship Marketing in the Age of COVID-19: Importance of Personalization of Websites Towards Customer Loyalty in Retail e-Commerce Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ramachandran, Y; Gunawardane, Nisal
Online presence and technology have recently altered establishing relationships between businesses and their clients due to the interference of COVID-19. Nonetheless, there is a lack of emphasis and theorization in describing the relationship between Online Relationship Marketing activities and their influence on company relationship marketing objectives in Sri Lanka. As a result, this research aims to examine the signaling impact of Online Relationship Marketing operations such as Personalization, E-Service Quality, and Customer Satisfaction of e-commerce websites towards Customer Loyalty and examine the influence made by Online Trust on the relationship of Online Relationship Marketing and Customer Loyalty. A quantitative study was carried out by gathering data from a sample of 384 e-commerce consumers through an online survey. Hypotheses were tested using SPSS software. The study's findings proved that the Personalization of e-commerce websites has a positive and significant impact on Customer Loyalty, and Online Trust significantly mediates this relationship. Moreover, the indirect impact of E-Service Quality and Customer Satisfaction towards Customer Loyalty through Online Trust is higher than the direct impact. This study highlights the importance of online relationship tools used on e-commerce websites and its need to communicate appropriate signals to influence Online Trust and Customer Loyalty. Further, the other factors influencing Customer Loyalty towards e-commerce websites in the Sri Lankan context have yet to be studied.
The Impact of Effective Advertising on Purchase Intention with Moderating Effect of Age – Comparative Analysis of Advertisements for Healthy and Unhealthy Food in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kodithuwakku, K. A. G. G.; Wijesundara, C. B.
When the current global trend of food advertising is analyzed, the influencing power of unhealthy food advertisements is higher in the buying decision of consumers than healthy food advertisements. Exposure to the advertising of unhealthy foods is a widely acknowledged risk factor for the development of obesity and noncommunicable diseases which is an alarming issue for the health sector in Sri Lanka. Hence, the aspects which are more effectively addressed in unhealthy food advertising should be identified in order to promote the consumption of healthy food for better health of Sri Lankans. The main focus of this study is to identify most influential factors persuading consumers to make the buying decision of either healthy or unhealthy foods. To gather primary data, the researchers employed quantitative research approach and distributed a self-administrated questionnaire among respondents who has the exposure to healthy and unhealthy food advertising. Multiple regression analysis was used to test the hypotheses, and the results revealed several dimensions of effective advertising have a positive and significant impact on purchase intention with respect to both healthy and unhealthy food advertising. The age of the consumer has not significantly influenced the purchasing intention in the study sample. Current study provides valuable insights and provide compelling evidence to support that unhealthy food advertising has a greater impact on purchasing intention of foods. Future research is needed with different demographic of consumers to have a better insight. This study has great significance to the existing food suppliers and manufacturers in Sri Lankan market to plan out and develop their techniques of food advertising.
Impact of Instagram Advertising on Youth Impulsive Buying Behavior Towards Apparel Outlets Located in Colombo District: The Moderating Effect of Consumer Personality and Mediating Effect of Digital Literacy
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasinghe, M. M.; Wanninayake, W. M. C. B.
Social media advertisements are one of the most highly utilized communication tools in the current marketing landscape to engage with the audience. In Sri Lanka the most used social media platforms for advertising by companies are Facebook and Instagram. Both platforms can be used to influence on the impulsive purchase behavior of young consumes. The objective of this study is to evaluate the impact that social media advertisements, specifically Instagram advertisements, can have on the youth audience. The impulsiveness of making purchase decisions by youth has been studied in detail referring to the apparel outlets located in Colombo district of Sri Lanka with a moderating effect of consumer personality and mediating effect of digital literacy. The initial part of the paper reviewed previous literature for developing conceptual framework and hypotheses and then it was tested hypotheses based on qualitative findings developed from the questionnaire which was circulated among 384 young consumers who have been exposed to apparel related advertisements on Instagram. The practice gap and the theoretical gap has been identified to develop the conceptual framework where later the validity and reliability of the framework has been tested based on the data gathered using SPSS software. The hypotheses have been tested by using correlation and multiple regression analysis in deriving the conclusion where findings contribute to improving advertising content for better attraction and trial purchase of young consumers. In today’s context, social media advertising is of high importance and the impact of this on Sri Lankan apparel brand impulse purchases can be further investigated upon.
Impact of Store Merchandising Quality on Purchase Intention of Supermarket Industry of Sri Lanka: The Moderating Effect of Demographic Factors
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) De Silva, L. R. D.; Wanninayake, W. M. C. B.
The supermarket concept was initially started in Sri Lanka at 1980’s and the particular industry began to expand after the year 2000. Supermarket industry is one of the fast-growing industries in Sri Lanka. According to the prevailing literature, many researchers are emphasis that store merchandising plays a vital role in the shopping behavior in any retail context. Further, it has become an essential strategy in supermarket industry. There is fierce competition today in the retail industry. As a result, every marketer pays close attention to merchandising strategies attract the customers and survive in the industry. Based on the aforesaid situation, the main objective of this study is to identify the impact of store merchandising quality on purchase intention of supermarkets of Sri Lanka with paying special attention to the moderating roles of demographic factors. As this study was quantitative in nature, it used structured questionnaire to collect primary data from 190 respondents. Researcher analyzing data by using SPSS and findings revealed that in store merchandising plays a significant role in the purchasing intentions of shoppers in the modern trade environment. The present study has more practical contribution for the marketers in the supermarket industry for developing competitive advantage of the respective industry. Finally, the researchers suggested some strategies to improve store merchandising quality of supermarkets for stimulating purchasing intensions of the customers in the domestic market.
The Impact of Plastic Product Packaging on Consumer Perception: With Special Reference to the Sri Lankan Food and Beverage Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sandaruwan, A. M. N.; Herath, H. M. R. P.
The food and beverage industry has become one of the major contributor to the growth of all the economies. In Sri Lanka also, food and beverage industry has become as a thriving sector in the economy. Packaging has become as an essential medium for preserving food and beverage quality, reducing food and beverage wastage while acting as an information provider. Plastic packaging comprises the highest portion of total packaging material market share. In Sri Lanka, plastic waste is arisen day by day. People can reduce the plastic waste to some extent by re-using packages. But consumers do not re-use plastic product packaging. Harmonization of product packaging positively influence on consumers’ perception of usability of product packaging. The main research objective of this study therefore is to investigate the impact of plastic product packaging on consumer perception. The research was carried out by using quantitative method and questionnaire was distributed among consumers who are in Colombo district. The developed hypotheses were tested using data collected from 384 respondents through an online survey. After collecting primary data from the proposed sample, the gathered data were analyzed by using Statistical Package for the Social Science (SPSS) and ran a Correlation and regression analysis. The findings of this study show that packaging form harmonize, packaging color harmonize, packaging material harmonize, packaging size harmonize and separable packaging label have significant and positive relationship with consumers’ perception of plastic product packaging. All variables have significant and positive impact on consumers’ perception of plastic product packaging. According to the findings of this study, marketers and package designers need to take necessary actions to improve package usability.
Factors Influence on the Revisiting Intention of Sri Lankan Domestic Tourists in Adventure Tourism
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranasinghe, R. M. B. L.; Bandara, B. S. S. U.
This research study aims to proclaim a greater understanding of the impact of revisiting intention and their antecedents which encourage tourist’ operators to deploy their adventure tourism products to maximize customer satisfaction and marketing efforts. Even though the impact of previous visits and future revisit intentions have been studied, less focus has been given on understanding how previous visits interact with other significant factors of revisiting intention such as experience, expectation, environment, attraction and satisfaction to form future revisit intentions. A sample of 384 domestic visitors drawn using random sampling technique was used in data analysis. This paper provides a framework to research the role of previous visits in predicting future revisit intention to involve in adventure tourism, and the relationship between previous visits and future revisit intentions is modelled in a quality-satisfaction domain. Experience, expectation, environment attraction and satisfaction were identified as significant reliable indicators of adventure tourists' revisiting intention and recommend destination, as well as their natural tendency to engage in adventure tourism in the future. The most important determinant of future revisiting intention was satisfaction. The study's implications are discussed from the standpoint of adventure tourism marketing.
The Impact of Advertising Appeals on Purchasing Intention: With Special Reference to the Soft Drink Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandara, R. M. R. N.; Bandara, B. S. S. U.
The primary objective of this research was to examine the impact of advertising appeals of soft drink brands on consumer purchase intention in Sri Lankan context. Then the researchers compare the impact of different types of advertising appeals on purchase intention, thus could able to identify the most significant advertising appeal to be used in promoting soft drink brands. A variety of literatures in the relevant fields were gathered to determine the relationship of the independent and dependent variables. The primary data were collected using a well-structured questionnaire while the descriptive and inferential statistical tools in SPSS 26.0 were used to analyze the data collected from a sample of 310 respondents through an online survey. A factor analysis was used to determine the study's reliability and validity. Second, a regression analysis was used to look at the impact of various advertising appeals on purchase intention and their level of significance. In the Sri Lankan soft drink advertising scenario, the researchers could able to found out that rational appeal, emotional appeal and sexual appeal all have a significant impact on purchase intention. While the rational appeal having a more significant positive impact on purchase intention. Therefor the recommendations were given accordingly.