6th-2021

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Author: search.filters.author.Herath, H. M. R. P.Has files: Yes

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    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.
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    Impact of Perceived Risk on Online Purchase Intention for Home Appliances: With Special Reference to Western Province Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramanayake, S. H.; Herath, H. M. R. P.
    This study aims to analyze how perceived risk: specifically, financial risk, product risk, convenient risk, psychological risk and social risk impact on customers’ online purchase intention for home appliances. Based on a review of literature, this study developed conceptual model, and it was tested using data collected through an online survey collected from 384 online shoppers by using convenience sampling method and evaluated through SPSS. The findings demonstrated a negative, significant impact of perceived risk for online purchase intention for home appliances. The results further indicated that financial risk, psychological risk and social risk shows a significant negative impact on online purchase intention for home appliances. The findings contribute to a better understanding of the online customers and development of e-commerce for home appliances in Sri Lanka.
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    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.
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    The Impact of Emotional Brand Attachment on Brand Equity of Baby Skin Care Products: With Special Reference to Young Mothers in Colombo District
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Indrarathne, H. S. R.; Herath, H. M. R. P.
    This study aims to analyze extent to which emotional brand attachment impacts on brand equity of baby skin care products with special reference to young mothers in Colombo districts. Based on the reviewed literature, there are three factors that were identified as affection, connection and passion that affects to the brand equity in relation to emotional brand attachment. The study was conducted as a quantitative study and it data collected from 385 respondents of a selected sample of young mothers between ages of 18-35 in Colombo district through a structured questionnaire. The data were analyzed using descriptive statistics and regression analysis with the help of SPSS 23 version of statistical software to test the hypothesis. The findings demonstrate a positive effect that passion, affection and connection has on the brand equity and overall the significance positive effect that the emotional brand attachment has on the brand equity of baby skin care products from young mothers’ perspective. The findings of the study have further elaborated that young mothers are highly brand concerned and they are well aware of brands and their functional benefits. The findings of the study contribute to add value to the various existing marketing theories and can be applied for various marketing strategies in Sri Lankan context to gain insights for policy makers and sound source to grab and retain customers in the organizations.
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    Impact of Relationship Quality on Customer Loyalty: With Special Reference to Insurance Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayasundara, J. M. R. P.; Herath, H. M. R. P.
    This research was conducted to examine the impact of relationship quality on customer loyalty in the insurance industry in Sri Lanka as the evidence shows that majority of the consumers are unwilling or not using insurance policy from insurance companies and it is important to marketers to understand the reasons behind. In this research therefore it examines the impact of relationship quality on customer loyalty in insurance industry in Sri Lanka. Data were collected using 384 respondents and were collected through a well-structured questionnaire. Secondary data were collected through web sites, books, articles and journals. The questionnaire consists of five-point Likert scale questions and conceptual framework was developed to develop hypotheses and through a multiple regression hypotheses were tested Findings of this research showed a significant and positive impact of Relationship Quality (Satisfaction, Trust, Commitment) on Customer Loyalty in the insurance industry of Sri Lanka which emphasizes the value of enhancing relationship quality to grab the loyalty of customers
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    The Impact of Social Media Marketing on Customer Purchase Decision: With Special Reference to Small and Medium Scale Enterprises in Western Province
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gamage, G. G. K.; Herath, H. M. R. P.
    This study aims to analyze how social media marketing, especially the information, trustworthiness, community, and contents finally effect on customer purchasing intention. Based on the reviewed of literature, 384 responses were collected an online survey through Google form. These 384 responses were taken from the western province. These responses were analyzed through the SPSS software. The developed hypotheses were tested using multiple regression analysis and the results showed that Information, Trustworthiness, Community, Content, Attitude, Loyalty, and Awareness are positively impact on customer purchasing intention. The Findings also suggest to the industry on how to use social media strategies in influencing the purchased decision of the customers
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    The Impact of Social Media Advertising on Consumer Purchase Intention of Fashion Clothing Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Piyumanthi, E. A. S.; Herath, H. M. R. P.
    This study focuses on the impact made by social media characteristics on purchasing intention on fashion clothing through online platforms. The main research objective of this study is to identify the level of impact made by the characteristics of trust, perceived online risk, convenience, and online reviews on the consumer buying intention. The survey method was used to collect data from the sample and a sample of 384 consumers was selected through convenience sampling method. The 384 responses were collected from the western province through a properly structured questionnaire which was distributed among the selected sample. These responses analyzed through the SPSS software. A multiple regression was run to test the hypotheses and the results showed that there is a strong positive relationship between online reviews and the consumer purchasing intention. Further, it was found out that there is a moderately positive relationship exists between the trust and the consumer purchasing intention. In conclusion based on the findings it can be recommended that fashion and clothing companies to focus more on their core business activities on online platforms which may lead to positive reviews and recommendations. This would enhance the consumers’ purchasing intention in the long run. Further the study mentions that the online businesses should pay more attention on factors highlighted by the customers in purchasing clothing online.
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    The Impact of Celebrity Endorsement on Consumer Purchase Intention: With Special Reference to Cosmetics Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sammani, H. D.; Herath, H. M. R. P.
    This article focused on investing the impact of celebrity endorsement on consumer purchase intention in cosmetics industry of Sri Lanka. The cosmetics business in Sri Lanka has been steadily growing in recent years. Today companies are using celebrity endorsement as a marketing strategy to influence the consumer purchase intention. Based on the literature this study therefore investigates the impact of celebrity endorsement with the dimensions of attractiveness, expertise and trustworthiness on purchase intention of the consumers. This research follows a quantitative approach and it is also based on analysis of primary data. The data were collected from questionnaire. Target population is all the women aged from 18 to 40 people who live in western province and this study used SPSS software for analysis data. The research revealed that there is an impact on celebrity endorsement on the consumer purchasing intention via the dimensions of celebrity attractiveness, expertise and trustworthiness and it is a positive impact. The findings would useful for the cosmetics industry in selecting the correct dimensions of Celebrity Endorsement to ensure a higher likelihood of purchasing their products.
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    Factors Affecting on Working Women’s Attitudes: With Special Reference to Convenience Food Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Harshamali, K. K. D. R. P.; Herath, H. M. R. P.
    This study focuses on examining factors that effect on working women’s attitudes and their individual impact on working women’s attitudes in convenience food industry. Throughout the last decades, there has been a remarkable growth in women employment in Sri Lanka and the consumption of convenience food products also has significant increase. This study therefore has been conducted with a sample of 110 working women in Gampaha district and their responses were gathered through an online questionnaire. Data has been analyzed using multiple regression model and results showed that ‘Convenience’ variable has a significant positive effect while ‘Health consciousness’ and ‘Price’ has negative impact on working women’s attitudes. Variables such as ‘Familiarity, Mood, Sensory variables’ have positive but not significant impact on their attitudes towards convenience food products. The findings on the study can be useful for marketers who are in the convenience food industry to develop effective strategies and identify promotional tools according to customer needs.
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    The Impact of Facebook Marketing on Brand Equity and Purchase Intention of Beauty Care Brands in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Siriwardhana, R. G. C. M.; Herath, H. M. R. P.
    Organizations frequently use social media platforms like Facebook, Instagram, Tik Tok, and YouTube to improve brand communication and disseminate product information to consumers. However, there has been a small amount of research in the past, and it seems that not much attention has been paid to study how Facebook marketing affects the brand equity and purchase intention of beauty care brands. The purpose of the study therefore is to fill in the gap in the literature on how firm-generated and user-generated social media communication affect brand equity and purchase intention of beauty care brands trough Facebook. The study was conducted through 356 users who are engaged in Facebook and already liked at least one beauty care brand and data were collected through an online survey. Data sets were generated using a standardized online survey and analyzed using SPSS version 22.0. The findings demonstrate that User-generated communication and Firm-generated communication have a positive impact with brand equity, brand equity has positive impact with purchase intention. The results further indicate that social media marketing has a positive impact on purchase intention. Further, the findings contribute to understanding the impact of Facebook marketing on brand equity and purchase intention of beauty care brands in Sri Lanka.