6th-2021
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28076
Browse
9 results
Search Results
Item 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.Item Impact of Visual Merchandising on Consumer Repurchase Intention: Examining the Mediating Effect of Consumer Attitude with Special Reference to Restaurant Industry in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gunawardhana, N. B. I. S.; Wanninayake, W. M. C. B.Throughout last few years, food consumption patterns of consumers have drastically changed with the expansion of restaurant industry. Therefore, the restaurant industry is having a significant competition. Based on that, visual merchandising is a frequently used strategy that marketers used to influence the repurchase intention of consumers. Therefore, this research aims on identifying the impact of visual merchandising on consumer repurchase intention with special reference to restaurant industry in Western province, Sri Lanka. When conferring the literature, researchers widely discussed positively about this relationship. However, the researchers explored that there is a controversial argument about this relationship in this context in literature. Further, there are few studies regarding the mediating impact made by consumer attitude in the above relationship in this context. This study was quantitative in nature, and it used structured questionnaire to collect primary data. Therefore, to get the findings, the researcher distributed 400 questionnaires and collected 320 responses through online survey. The findings revealed that the positive impact of visual merchandising on consumers repurchase intention. Further, findings proved that consumer attitude has a mediating effect on the relationship between visual merchandising on repurchase intention. Main statistical tools used for this study was regression and correlation analysis using SPSS version 26. Finally, with findings, the researchers suggest some recommendations and possible future research areas that will be beneficial for marketers and future researchers.Item Impact of Celebrity Endorsement on Brand Switching Behavior of Customers: With Special Reference to Sri Lankan Mobile Telecommunication Industry in Puttlam District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madushani, S. M. W.; Wanninayake, W. M. C. B.The mobile telecommunications business has evolved into a vital aspect of today's fast-paced, technologically advanced world. As the market matures, mobile communication services become more similar, resulting in increased rivalry for new customer acquisition and retention in order to maintain and improve market share and profitability. Therefore, all industry players in the telecommunication industry trying to retaining the existing customers and attract new customers to increase their customer base, to achieve these, aims marketers are spending a huge sum of money on celebrity endorsement. As a result, the main purpose of this research is to look at the impact of celebrity endorsement on brand switching behavior in the Puttlam district's mobile telecommunications business. This research has one independent variable and four dimensions namely celebrity endorsement, trustworthiness, expertise, attractiveness, and respect. 150 customers who are using mobile telecommunication services were selected from Puttlam district as the sample for the study. As this study was quantitative in nature, structured questionnaire was employed to gather primary data. The Descriptive statistics, Correlation analysis, and Regression analysis were employed to analyses the data and testing hypotheses. The findings revealed that there is a moderate of to celebrity endorsement, specially, trustworthiness, expertise, attractiveness, on brand switching behavior of the customers’ mobile telecommunication industry. However, findings further noted that there is no significant impact on expertise of the endorser for switching behavior of the customer in mobile telecommunication industry in the present research context.Item Impact of Sensory Branding Elements on Customer Loyalty with the Mediating Impact of Brand Experience and Moderating Impact of Brand Resonance: With Special Reference to Franchised Fast Food Chains Located in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rahuman, F. A.; Wanninayake, W. M. C. B.In today’s context, many franchised fast food chains are adopting different techniques to stand out from the other competitors. Sensory branding elements play a vital role in creating a loyal relationship with consumers. This relationship is widely examined research scope but still, empirical gaps are claimed due to the lack of previous works regarding the mediating role and moderating role relating to this phenomenon. The purpose of this research is to identify the impact of sensory branding elements on customer loyalty by examining the mediating effect of brand experience and moderating effect of brand resonance with special reference to franchised fast food chains located in Western province. As this study was quantitative, it has used a structured questionnaire survey method to gather primary data based on the convenient sampling method through online platforms. Total, 384 questionnaires were distributed and 200 responses were collected to analyze using the SPSS 26 software version. In order to investigate the hypothetical impacts researchers employed various statistical techniques such as Multiple Regression, Macro Process and Pearson Correlation Coefficient Analysis. The findings of the research revealed that there is a significant positive relationship between sensory branding elements and customer loyalty. Also, it further proved that there is a mediating and moderating impact of brand experience and brand resonance on the relationship between sensory branding elements and customer loyalty. Finally, the researcher recommends several strategies for marketing practitioners of franchised fast food chains to develop customer loyalty through sensory branding elements, brand experience and brand resonance.Item Impact of Visual Merchandising Strategies on Impulsive Buying Behavior Towards Fashion Products: With Special Reference to Y Generation Customers in Colombo District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayasinghe, N. M. P. T.; Wanninayake, W. M. C. B.The new dynamic of the environment creates the fierce competition in the fashion industry and visual merchandising strategies are adopted by fashion companies to maintain the competitive advantages. However, there is no sufficient studies to identify the effectiveness of visual merchandising of fashion industry. Therefore, this article aims to analyze the impact of visual merchandising strategies on impulsive buying behavior towards the fashion product among the customers of generation Y. Based on a review of the literature, this study develops an integrative model, using window display, mannequin display, floor merchandising, promotional signage as independent variables and impulsive buying behavior as dependent variable. The data was collected by using sample survey among 157 consumers of who are regularly purchasing fashion products from the modern retailers. The findings demonstrated that the window display, mannequin display, floor merchandising have positive and significant impact on the impulsive buying behavior towards the fashion product in the present research context. Further, promotional signage has negative impact for impulsive buying behavior. The results of this study proved that elements of visual merchandising like window display, mannequin display and floor merchandising serve as strong stimulus for reminding and inspiring the customer to do impulse buying choice of fashion product. And also promotional signage was not attractive tool of visual merchandising in Sri Lankan context. Finally, the researchers concluded that the visual merchandising plays a vital role in developing customer’s impulse buying behavior in the fashion retailing context in Sri Lanka.Item 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.Item Impact of Country-of-Origin on Purchase Intention Toward Automobile Brands in Sri Lanka with Special Reference to Japan and Indian Automobiles(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, L. O. T.; Wanninayake, W. M. C. B.The research was conducted to examine the factors influencing the purchase intention of automobile users in Sri Lanka. Automobile purchasing intention is major problem faced by automobile companies and it is important to marketers to understand the reason for switch the automobile. The objective of the research is to understand the level of importance Sri Lankan consumers have given for country of origin between Japan and Indian vehicles as an informational cue when evaluating automobiles and understand how country of origin has an impact on the factors that consumers consider when making a purchase decision of an automobile, and how country of origin has influenced the purchase decision in relation between Japan and Indian vehicles used in the study. Prior to the study, several interviews have been done with customers to determine what drives them to automobile purchase intention. Primary data of the research was collected through a structured questionnaire. Secondary data was collected through web sites, books, articles and journals. The questionnaire consisted with five-point Likert scaling questions and conceptual framework was developed to investigate the impact of independent variables towards purchase intention. The research was carried out by using 384 sample and regression analysis was carried out to test the hypotheses. The findings revealed that country of origin has a significant impact for customer purchasing intension of automobiles and the researchers recommended several strategies for marketing practitioners of automobile industry in Sri Lankan to develop brand loyalty towards the Japan and Indian Automobiles.Item Impact of Social Media Influencer Marketing on Customer Purchase Intention: Examining the Mediator Effect of Customer Attitude 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, 2021) Sharma, M. F.; Wanninayake, W. M. C. B.Due to diverse needs of fashion consumers, competition in the fashion retail industry is reaching new heights and the ever-changing customer preferences the fashion market has proven to be difficult for marketers. The level of customer participation in social media has further challenged the sector by providing more opportunities for marketers while also challenging them by making customers more aware and influential. Also, there are lack of previous works regarding mediator role of customer attitude relating to this phenomenon. Therefore, the major purpose of the study is to investigate the impact of social media influencer marketing on customer purchase intention the fashion retail industry. From literature review, this study developed an integrated model and further literature has shown, customer attitude mediates the relationship between social media influencer marketing and customer purchase intention. In order to test hypothesis, researcher used macro process, correlation analysis and regression analysis as main statistical tools. A structured questionnaire was used to collect primary data based on convenient sampling method. Primary data was collected from 162 respondents via online survey method. Data analysis made with SPSS software. The findings of this study revealed that there is a direct relationship between social media influencer marketing and customer purchase intention as well as customer attitude has mediating effect on the relationship between social media influencer marketing and customer purchase intention in the present research context. Therefore, the findings contribute to developing effective social media marketing strategies in fashion retail industry. Further researcher recommends several strategies for marketing practitioners in fashion retail industry to encourage purchase intention of customers through customer attitude.Item 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.