8th-2024

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086

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Factors Influencing Young Consumers’ Purchasing Intention of Organic Food with Special Reference to Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Gunathilaka, K. P. M. S.; Bandara, B. S. S. U.
This research examines the emerging global organic food market, with a particular focus on understanding the factors influencing the purchase intentions of young consumers in Sri Lanka. Using a positivist research philosophy and deductive approach, the study uses a quantitative survey method to collect data. Variables examined include health consciousness, social impact, and young consumers' perceptions of environmentally conscious food. Through rigorous statistical analysis using IBM SPSS Statistics Version 23, the research confirms these factors' significance (P<0.05) in shaping young consumers' purchase intentions toward organic food. Existing literature from various scholars forms the basis of the conceptual framework, and this study makes a significant contribution to theoretical understanding in the Sri Lankan business context and society. However, it acknowledges certain limitations, including the focus on the Western Province, potential inaccuracies in questionnaire responses, time and cost constraints, and a unique consideration of three influencing factors. Also, the research emphasises that most studies related to the organic food industry are conducted in foreign countries, highlighting the novelty of this study in the Sri Lankan context. Further recommendations for future research include a broader examination of other influencing factors to provide a more comprehensive understanding of young consumers' purchase intentions regarding organic foods.
The Impact of Corporate Social Responsibility (CSR) on Customer Loyalty among Generation Z Consumers in The Mobile Telecommunication Service Provider Industry in Sri Lanka: Mediating Effect of Corporate Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Chandrasekara, N. K.; Bandara, B. S. S. U.
This study investigates the relationship between corporate social responsibility (CSR) and customer loyalty among Generation "Z" consumers in the mobile telecommunications service provider industry in Sri Lanka. Researchers have developed the research model, followed by a systematic literature review. The research used a quantitative strategy to comprehensively understand the subject and a structured questionnaire to obtain primary data from the sample. Finally, the researchers were able to collect 301 responses. The main findings highlight a significant positive correlation between CSR and customer loyalty (CL), and corporate image (CI) identified as a mediating factor in this relationship. Thus, the contribution of this study includes offering practical implications for mobile telecommunications service providers to strategically improve CSR initiatives and corporate image to develop customer loyalty among the dynamic generation "Z" demographic. Additionally, the study sheds light on the need for businesses to align CSR practices with the values and expectations of Generation "Z" consumers for maximum impact. Further research is recommended to explore the long- term effects of CSR initiatives on customer loyalty and corporate image in the rapidly evolving telecommunications industry.
Impact of CSR on Brand Equity and the Mediating Effect of Corporate Image with Special Reference to Cellular Mobile Phone Users in the Telecommunication Industry in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasooriya, J. A. D. C. I.; Bandara, B. S. S. U.
This research explores the intricate relationships between corporate social responsibility, brand equity, and corporate image within the telecommunications sector in Sri Lanka, specifically focusing on cellular mobile phone users in the Western Province. The study used convenience sampling to gather data through self-administered questionnaires from 290 cellular mobile phone users. As quantitative research, the study identifies distinct CSR dimensions, including environmental, ethical, philanthropic, and economic, and assesses their varying impacts on brand equity. Notably, philanthropic CSR emerges as highly influential, while environmental CSR exhibits a nuanced relationship within the telecommunications industry. The study also confirms that corporate image significantly mediates CSR and brand equity. Further, the research acknowledges limitations, particularly the relatively small sample size; recommendations for future research include expanding the study to other provinces to enhance generalisability. Additionally, extending the investigation to different industries is advised to provide more accurate and comprehensive directions for understanding the interplay between CSR, brand equity, and corporate image. The findings contribute to theoretical and practical implications, guiding organisations in strategically aligning CSR practices and effectively managing corporate image to strengthen brand equity in the dynamic context of the telecommunications industry.
Impact of Green Marketing Mix on Customers’ Green Purchasing Intention: Special Reference to FMCG Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sandarashmika, W. D.; Bandara, B. S. S. U.
This research in Sri Lanka explores how green marketing strategies influence consumers' decisions to purchase eco-friendly, fast-moving consumer goods (FMCG). As Sri Lankan consumers become more environmentally conscious, businesses are increasingly using green marketing to target this growing demographic. The study examines how different marketing mix elements, like product features, pricing, availability, and promotions, affect customer interest in eco-friendly FMCG products. Researchers surveyed 408 participants to understand Sri Lankan consumer perceptions and preferences regarding green marketing initiatives in the FMCG sector. The analysis focused on how these marketing elements influence a customer's green purchase intention, which is their likelihood to choose eco-friendly options. The study also explored the role of "green concern" as a possible mediator, where a vital concern for the environment strengthens the connection between green marketing and a customer's purchase decision. The findings aim to provide valuable insights for both academics and industry professionals. By understanding what drives Sri Lankan consumers towards eco-friendly FMCG products, businesses can develop better marketing strategies that promote sustainable consumption habits. This knowledge can also inform policymakers and companies on how to best align their practices with the growing demand for environmentally friendly products in Sri Lanka.
Impact of Green Marketing Tools on Customer Purchase Intention of Fast-Moving Consumer Goods: Special Reference to Youth Sector in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Perera, P. S. M.; Bandara, B. S. S. U.
With increased consumer awareness about environmental issues, there is a tendency for customers to pay more attention to the environment. Therefore, organisations have given primary attention to using the green product concept to encourage consumers to buy green products and achieve sustainable business growth. Investigating consumer purchase intention, this study delves into the intricate dynamics of green marketing tools within the fast-moving consumer goods sector. Eco-brands, eco- labels, and environmental advertisements can be mentioned as green marketing tools that are highly used by various businesses. Using Sri Lankan young consumers as the population, a structured questionnaire was utilised to gather the data through Google Forms. The desired number of individuals is 385, and they are between the ages of 15 and 29 in the Western Province. The data was collected and analysed using SPSS (Statistical Package for Social Science) version 23. The results indicate that eco- brands and advertisements have a stronger positive relationship with customer purchase intention than eco-labels. The study also addresses theoretical and practical implications, and these insights contribute to the refinement of sustainable marketing practices, fostering a culture of sustainability among consumers in Sri Lanka.
Impact of the Effectiveness of Pictorial Health Warnings on Cigarette Packs on the Behavioural Intention among Young Smokers in Sri Lanka with Special Reference to University Students
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, S. M. P.; Bandara, B. S. S. U.
Smoking poses multifaceted challenges in Sri Lanka, extending beyond health concerns to social and economic repercussions. This issue is particularly pronounced in middle-income countries, where smoking significantly burdens household finances. Our study explores the influence of pictorial health warnings on the behavioural intentions of young smokers in Sri Lanka, moving beyond the conventional health-centric view to encompass the broader societal and economic implications of smoking. Conducted with 397 participants selected via the snowball sampling method, this research involved a structured questionnaire distributed among university student smokers. This questionnaire aimed to gauge various aspects: the effectiveness of pictorial health warnings on cigarette packs, general awareness of smoking risks, affective reactions to these warnings, their believability, and the subsequent behavioural intentions of the smokers. The results reveal a notable impact of pictorial health warnings on the behavioural intentions of young smokers in Sri Lanka. Notably, affective reactions emerged as having the most significant influence on these intentions. The study concludes with a discussion on theoretical and practical implications, shedding light on how pictorial health warnings might effectively encourage positive behavioural changes like smoking reduction or cessation.
Impact of Word-of-Mouth Communication (WoM) on Brand Personality with Special Reference to Sri Lankan Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Deshappriya, K. B. V.; Bandara, B. S. S. U.
Word-of-mouth (WOM) communication has been recognised as a pivotal marketing tool across diverse sectors. However, its efficacy varies significantly among these fields, leading to a notable research gap in ascertaining its impact with precision. This research article endeavors to meticulously examine the influence of WOM on brand personality, specifically within the cosmetics industry. This study has refined an established model to explore this relationship by drawing upon extant literature. The empirical investigation was conducted through a rigorously structured questionnaire encompassing 26 items, administered to a sample of 225 participants aged 18 to 60. The methodological approach of this research is anchored in the constructivist paradigm, employing a deductive methodology to interrogate realities through the lens of pre-existing models and theoretical frameworks. This study's outcomes significantly advance the refined model's empirical validation. Furthermore, the findings elucidate critical managerial implications, offering valuable insights for application within the cosmetics industry context. These insights are instrumental for future academic inquiries and serve as a pragmatic guide for industry practitioners.