Marketing Management

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Celebrity advertising and consumer behavior
(Sabaragamuwa University of Sri Lanka, 2006) Weerasiri, R.A.S.; Wanninayake, W.M.C.B.
The marketing trends of Sri Lankan tea exportation
(Sabaragamuwa University of Sri Lanka, 2006) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
The impact of In-store environment on consumer store choice decisions in Sri Lankan supermarkets
(Sabaragamuwa University of Sri Lanka, 2006) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
The impact of visual merchandizing on consumer store choice decisions in Sri Lankan Supermarkets
(2007) Wanninayake, W.M.C.B.; Randiwela, P.
The supermarket concept was initially started in Sri Lanka at 1980’s and the particular industry began to expand after the year 2000. The supermarket industry is at the growing stage of the Industry Life Cycle. The Visual Merchandising of supermarket outlets were focused in this study and major purpose was to examine the consumer reaction to the Visual Merchandising in supermarkets in Sri Lanka. This study was based on both primary and secondary data. The primary data were collected from the sample survey that was conducted in the area of Colombo, Kiribathgoda, Wattala and Maharagama. 200 respondents were selected for the sample. A questionnaire was designed to obtain customer’s attitudes regarding major variables of Visual Merchandising in their store choice decisions. Visual Merchandising was grouped into four variables namely Lighting, Design Layouts, Product Display and Cleanliness. The secondary data were collected from published sources. The study revealed that the influence emerged from Product Display and Cleanliness on consumer store choice decisions is very significant. The Lighting and Design Layouts moderately influenced their store choice behavior. The overall conclusion is that visual merchandising has significant impact on store choice decision of customers in Sri Lanka.
A comparative study of service quality and customer service in public sector and private sector commercial banks
(2007) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
The commercial banking sector in Sri Lanka has been rapidly growing in the last two decades. The entire banking sector consists of both private and public sector banks, and private sector banks have been diversifying tremendously compared to the public sector. The public sector banks are implementing restructuring strategies to face these competitive forces aroused by the private sector commercial bankers. However, the service quality improvements, differentiation of service marketing and continuous customer service enhancements are the critical successive factors in this industry. This study was based on both primary and secondary data. The primary data was collected from a sample survey that was conducted in six districts namely Colombo, Gampaha, Kurunegala, Anuradhapura, Kandy and Galle. Then, 300 respondents who are customers of banks having experiences in both public and private sector banks, were asked to answer the prepared questionnaires. The service quality and customer service were the major two variables of the above-mentioned research study. Finally, the study revealed that customers of public sector banks experienced a higher service gap compared to the private sector banks. However, the perceived satisfaction towards the public sector banks of rural area customers is higher compared to those of urban customers. The study identifies that the process efficiency and interactive service marketing are comparatively poor in public sector banks and yet customers feel a higher level of confidence on public sector banks than on the private sector. Researchers have presented some recommendations for public sector banks to develop service quality and customer service competitively.
A case study approach on impact of branding on society in Sri Lankan context
(Kalasalingam University, 2008) Herath, H.M.R.P.
In the Sri Lankan context the explored area of branding literature is relatively very low. r Nowadays the brands are marketed to the customers not the products. The customers are brand seekers not the product seekers. They are willing to pay premium prices for their favourable brands than the average brands. Today's customer is more sophisticated and challenging due to the unlimited exposure of information with the development of information communication Technology. Thereby it has become a challenge to the marketers when it come6 to differentiate their products from other similar products. How it has been solved is through creating a distinguish name, symbol, logo or combination of them which is known as a brand. The organizations are ready to spend any amount of money in order to improve their brand image because it is an investment for the organization rather than a merely expenditure. I4lhen it is looked at a brand from the organizational point of view, brand equity is a most important asset it their balance sheet. Hence the situation is so, the impact that the brands are made on the day to day lives of the customers is relevant to measure to look at the same phenomenon from the societal point of view.
Gender of the Consumer and Service Quality
(2009) Herath, H.M.R.P.; Wanninayake, W.M.C.B.
Banking and financial services are a demand,driven industry; which constitute an important part of the services iLn.MduwsotLrryJ.. tMfr@antLy! tr9e6g@ulLaqt.ovrrJy,, ns.ttrwuLctwtu,uraL l a@nr.dql iLg?ct htLnrLoUloLUgSiccLaqlL acthruatnLg5ec)s thaauvvce tLaukLeernL PpLliUcLev wyvLitLhtLiLnt, tLhItec wwuolrLlud Management, banking industry, in line with the trend towards a rfuire integrated global banking environment.The banking Faculty of commerce sector in Sri Lanka grew rapidly in the recent years. Services sector accounts 56.2Vo of Gross Domestic and. Management Product in Sri Lankan economy which is the highest in all sectors where as the financial services which ,, . studies' includes banking industry contribute 9.7vo to total Gross Domestic Producti Furthir in Sri tan*a, fi";";;"luniversiry "'rf:':::o:: system of the country mninly depends on banking system because banking sector represents o share of 70.8?o of total financial system of the economy. The rapidly changing and highly competitive environment which banks are forced to operate within are pushing them to rethink about their attitude towards customer satisfoction and optimization of service quality. Therefore identifying the significance of the gender of the consumers' on the evaluation of service quality in the retail commercial banking industry of Sri lnnka is significantly important. Further it is worth to identifu whether there is any dffirence based on the gender of the consumers on evaluation of service quality of the banks that they are dealing with. Based on the stratified sampling technique 150 consumers were selected as the sample. The scope of the study was retail consumers of private and public commercial banks situated in the Gampaha district, who have been dealing with those particular banlcs more than two years. Survey method used to gather primary data and it was developed on SERVQUAL model of sewice quality. The gathered data were analyzed using ANOVA andfindings showed that there is no any dffirence among the consumer groups based on their gender in terms of evaluation of service quality provided by the banks.
Income Level of the Consumer and Service Quality
(2009) Herath, H.M.R.P.; Ranjanee, S.
The bankingsector in Sri feqtp recent years. Services sector accoLr attitudetowardscu eisatisfactionandoptimization ofservice quality. With this background this study is aimed at identifying the significance of the income level of the consumers' on the evaluation of service quality in the retail commercial banking industry of Sri Lanka. Further, to identify whether there is any difference based on the level of income of the consumers on evaluation of service quality of the banks of which they are dealing with. A sample of 150 consumers was selected tfuougli stratified random sampling technique. The scope of the study was retail consumers of private and public commercial banks situated in the Gampahadistrict, who have been dealing with those particular banks rnofe than two years. The 1. lntroduction Deregulation of the banking sector has speed up the competition between banks and expanded the industry to greater extent and also the entrance of foreign banks to Sri Lankan market intensify the competition since the competitive edge that they are having with their huge asset base and advanced technology. Therefore banks need themselves to differentiate from other institutes. But being differentiated is not that easy for banks since their core business is to sell a service. Products can be differentiated easily with its features where as it is difficult with services due to its intangible nature. The only way of differentiating services is tangiblizing the service through improving the quality of the service. Therefore, due to the undifferentiated nature of money and other financial services, banks are now heavily rely on improving qualityof service to getthe competitive edge. Across all service industries, the issue of service quality remains a critical one as businesses strive to maintain a . comparative advantage in the marketplace (Stafford, 1996); ' Because,financi.al services, particularly banks, compete in the marketplace with generally undi{ferentiated products, hence service quatrity becomes a primary competitive weapon (Stafford, 1996). Banks that excel in quality service can,have a data groups based on their income
Application of six sigma in India and Sri Lanka. Review of Professional Management
(New Delhi Institute of Management, 2009) Tannan, S.K.; Herath, H.M.R.P.
India has been pogitioned as the most favored destination for outsourcing in the world. The nation has made significant progress and established itself as a preferred outsourcing destination owing to factors like availability of vast talent pool, good telecom infrastructure, conducive Government policies, and stable economic environment and, above all, cost arbitrage benefits. Thirty Six Indian firms have made it to the 2007 Global Services 100 list of the world,s best InfoTech and Business process Outsourcing (BpO) companies. The USA with 32 companies is the second largest contributor to the list-however, over a dozen of these US firms operate largely through BpO offices in India. Some of the most successful companies today have adopted Six Sigma as a mean to achieve the end of providing a value proposition to clients that encompasses superior quality and competitive pricing. Over the years, Six Sigma has added multiple billions of dollars to the financial bottom-line of numerous organizations and is used in many areas, including financial, healthcare, military and generJl manufacturing. Among the leading companies that emphas,ize,Six Sigma are GE, Motorola, American Express, 3M, and Sun Microsystems, and Dupont, Bank of America, Rolls Royce, Boeing and Wipro. For companies, which are contemplating to embark on the Six Sigma journey, it just takes five basic steps to maintain and improve their competitive position: (1) Define competitiveness for the business (2) What are your customer expectations? (3) How are your competitors peforming? (4) determine the gaps between your competitork pedormance and your own (5) Close the gaps. Companies which have not yet embraced Six Sigma argue that approaches like TeM, Benchmarking, and business excellence are the key to unlock the potential in the organizations.
The Attitudes of Customers towards Green Investments
(2009) Wanninayake, W.M.C.B.; Herath, H.M.R.P.
Wth the arrival of societal Marketing concept to the business environruent, Green Investment has g?ine!-much importance than it had. The societal marketing concept says rhil an organization should deliver the desired satisfaction of the customer in a way thit preserves or enhctnces the consumers' and the socie_ly's well-being. Investment in green sh-ares gives relaliveh,high rates ,.freturn- qs a sort of highly socially responsible investment. In the western countries q domestic growth in green investments introductions at the beginning of the 1990's and currently the market for green investments has been expanded rapti-ly. tn ile "us,a, one out of eight tLS dllturs invested in Green shares. The Sri Lankan market ii Cieen Investments, still not have reachecl to that level of western countries,-but_sr(uatly it has been improved than earlier years. Onbt a.fstv organizations can befomtd in sri Lanka thosewho engage in tropicalforestry. This paper deals with an evalaation of afiintctds of poten-tial "urto*", clientele towards the Green Investmen-ts, specially invest on tropical forgstry. The study was based on secon4ary da1a. and p-'lyory data. Primary data were collected by conducting a representative survey of interviewing 200 respondents through.a structured questionnaire. Tie sample elements were selected using convenience sampling teclniques descriptive statistics were used to analyze gathered clata. Findings showed that only a less percentage of interviewed customeri hid Jhvorable attitudes tgwards invest in tropigal for_eltry and furiher it was revealed that the willingness to invest in forestry is afunction ofvariables of edtlcatrion level, income, environmental awireness, nature of promotions and expected proJits. Based on the results, conclusions are drawn regarding marketing strategies to improve their market in the marketer's point of view.
Effect of promoting country of origin as an ethnocentric appeal in developing local brands: special Reference to telecommunication industry of Sri Lanka
(2010) Weerasiri, S.; Dissanayake, D.M.R.
Sri Lanka is emerging as service sector driven economy with the GDP penetration of 50%-60% from service sector. After imposing the open economy policy in 1977, local brands had to gear ahead with intensive competition came from international brands. Telecommunication industry of Sri Lanka has been dominated by international brands, but local brands are strategically promoting the concept of country of origin (CO) or being local as a motive for citizens to deliberately purchase locally originated brands. In this context researchers viewed this branding practice, and selected 200 respondents from four geographical areas under the stratified probability sampling method to investigate the effect of country of origin in terms of brand performance. Both descriptive and inferential statistical analysis executed by PCA (principal component analysis) factor analysis accompanied with testing two hypotheses revealed that Country of Origin (CO) or promoting as being local had impacted less significantly on brand awareness and recalled power development of telecommunication brands against the competitive foreign brands. However, it has a significant impact on brand recalling power.
Service Failures and Customer Switching Behavior of Mobile Communication Services
(2010) Dissanayake, D.M.R.
Service quality strategies executed among mobile communication service providers of Sri Lanka have been aggressive due to intensive competition exists. Customers do have multiple options to bargain on mobile service providers, and customers switching behavior has been frequent evidence in this industry. This study focused on analyzing the impact of service failures on customer switching behavior. Three types of service failures namely Core Service Failure (CSF), Service Encounter Failures (SEF) and Response to Service Failure (RSF) had been observed on their impact on switching behavior. The sample consisted with 150 respondents selected out of pre paid customers, and the data were collected by using structured questionnaire. Two hypotheses were tested by using descriptive and inferential statistics. It was reported that CSF had the highest impact than SEF and RSF on switching behavior followed by 3. 031 of mean value and 0.674 of standard deviation. CSF has found less correlation with SEF and RSF.
The Impact of Customer Relationship Management Strategies on Customer Brand Loyalty in Telecommunication Industry, Sri Lanka
(2011) Randeni, R.K.S.P.; Wanninayake, W.M.C.B.
Telecommunication corporations are in a constant race to increase profits, retain their customers and gain new customers like never before. Customer Relationship Management (CRM) is aimed at building strong long-term relationships that keep customers coming back. It aims at helping organizations to build individual customer relationships, so that both the company and the customer get the most out of the exchange. The ultimate outcome of CRM is to develop customer loyalty towards organizational brands. The primary objective of this study was to examine the relative impact of CRM strategies on customer brand loyalty in the telecommunication industry. The study was based on primary and secondary data. The primary data was collected through a survey that was conducted within the Colombo city limits as well as in the Gampaha and Kaluthara districts, which are high consumption areas in Sri Lanka. According to the stratified sampling method, a structured questionnaire was distributed among sample of 160 respondents who currently utilize telecommunication services. Five hypotheses were formed on CRM strategies and central tendency, standard deviation, peason correlation testing, multiple regression analysis etc. were used as data analysis techniques. The findings revealed that CRM strategies have a significant impact on customer loyalty in terms of personalization and interactive management. In other words using customized service systems, paying individual attention to customers, providing necessary service information, proper after-sales services and feedback services of suppliers enable to increase their customer loyalty in the telecommunication sector. Finally, researchers have recommended some CRM strategies and practices to enhance customer loyalty towards telecommunication brands to make a strategic sense towards sustainable growth.
Influence of Social Media on Purchasing Behavior – With Special Reference to Facebook Users
(Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.; Jayawickramarathne, S.G.W.K.
Social Media had become a platform for interaction and networking for people around the globe. Online advertisers from various industries are exploring the use of Internet social networking to build brand awareness and loyalty among the users of these sites. With the trend of young adults getting more and more computer savvy and increasing the time they spend in internet, the advertisers are presented with a large crowd with a substantial potential to grow and develop as a profitable segment. At the same time these marketers are facing the challenge of conquering this market of social network users to make them loyal customers. It is immensely important for marketers to understand the role played by the social media and social media marketing when it comes to purchasing behavior of customers. The objective of this research is to analyze the influence of social media and social media marketing on the purchasing behavior among social network users, with the special reference to Facebook. An online survey was conducted among a sample of 250 young adult Facebook users. A factor analysis on the research findings revealed that the respondents are influenced by social media marketing when it comes to their decision making process and also a moderate level influence was revealed on the purchasing decision of these young adults as customers. Thus the research provides a better understanding of social network use among Facebook users, how the experiences they gain on social media affect their decision process of purchasing and provide insight into effective online marketing to young adults.
Impact of Advertising Appeals on Brand Loyalty: Special reference to the Commercial banking Industry in Sri Lanka
(International Business Information Management Association, 2011) Wanninayake, W.M.C.B.; Chovancova, M.
Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors’ offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. Researchers found that stimulating rational appeals has a significant effect on brand loyalty than other appeals. Mean value of rational appeals was 3.92 and it belonged to a highly significant category. Central tendency measurements of other three advertising appeals were in low impact score category. Multiple regressions coefficient (R) of the four independent variables and the customer loyalty towards commercial banks was 0.708 and the R2 was 0.501. Correlation coefficient between Brand loyalty and rational appeals was 0.684. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification about their loyal brands. Researchers have recommended some branding strategies to develop the advertising message to make a strategic sense for sustainable growth of commercial banks.
Type of Account Consumer Maintains with their Banks and Service Quality.
(2011) Herath, H.M.R.P.
In Sri Lanka, financial system of the country mainly dEends on banking system' because banking sector rEresints a share of 70.8i, ( Central BankRryort,2006) of totalfinancial system of the eclnoffiy. Deregutation of the banking sector and entrance of foreign banks to sri Lankan market intensifies the competitiin. Thueford;,,banks need thems.elues to diffe.rentiate ftom other institutes thror,tgh improuing the qualig of the rririrr. Therefore, it is worthwhile to study the significance of the type of the account that the consumer maintains with the bank and the seraice quality in the retail contmercialbankingindustry of sriLanka. Asampre of 1s0 consumerswas selected throughstratified random sampting techniq,e. The scope of the stucry was retail consumers of priaate and public conmtercial banks situ,ated in the Gampaha" district, zoho haaebeen dealingwith thoseparticularbanks .for tnre than two yefirs. The retnit consumers who maintain saaings nccounts, fixed deposit accounts nntr atrrent accoitnts were considered proportionntery in drawing the sample elements- A structured questionnaire deueloped hnsedon SERVO LLAL model of seraice quality was used to collect data' The gathered dttt* were nnalyzed rtsing ANouA and finclings showecl that there is not any impact made by tlte type of the account that the consumer maintain with the bank on eaaluation of seraice quality proaidedby thebanks.
Age of the consumer and service quality
(2011) Ranjanee, R.P.C.; Herath, H.M.R.P.
Attitude of Parents towards Television Viewing and Children’s Advertising in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.
Advertising is the best-known and most widely discussed form of promotion probably because of its pervasiveness. It’s considered as a very cost effective method for communicating with large audiences and also can be used to create brand images and symbolic appeals of the brand. Marketers and advertisers have identified that children are one of the main segments they can target their various appeals. They represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they are the adult consumers of the future. However one of the most controversial topics advertisers must deal with is the issue of advertising on children. This research was done with the purpose to identify the level of attitude of parents towards children’s advertising and its relationship with parental mediation of children’s television viewing behavior. A questionnaire assessing the attitudes was distributed among 200 parents of primary and secondary school children in Western Province of Sri Lanka. The survey results indicated that parents’ hold negative attitude towards television advertising in general and children’s advertising specifically. Further the survey revealed that although parents perceive that they have to control the televising viewing behavior of children, the mediation on this was low among the Sri Lankan parents.
Antecedents of Customer Base Brand Equity: Empirical Evidence from Beer Industry in Sri Lanka
(2011) Wanninayake, W.M.C.B.; Chovancova, M.
Brand equity is strategically crucial element in the marketing programme in any organization. Even though it is strategic element of branding, it is difficult to measure. Previous researchers have made considerable attempt to develop constructs and tools to measure brand equity, but there is no universally accepted way to measure it. Most of the researchers have argued that antecedents and dimension of brand equity can be varied in different industries and different contexts. Therefore researchers have addressed this issue with considering antecedents of brand equity in the beer industry in Sri Lanka. The main objective of the study is to identify the most significant antecedents of brand equity in Sri Lankan beer market. Aaker’s well-known brand equity model was used for developing conceptual framework. Survey method was used to gather primary data from 250 selected customers in age group 18 to 35 years by administrating detailed questionnaire. Structural equation Modeling was employed to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in respective industry. Reliability test was carried out and Cronbach’s Alpha values of every question items were found that a good interring reliability exist with the data. The results indicated that brand association and brand loyalty has direct relationship with brand equity of Sri Lankan beer market and perceived quality and brand awareness has indirect relationship. Therefore this paper shows that brand managers and marketing planners of beer manufacturers should consider the relative importance of brand equity dimensions in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.
Exploring the Impact of Consumer Impulsiveness on Cognitive Dissonance: An Empirical Study
(Faculty of Economics and Administration. Czech Republic, 2012) Wanninayake, W.M.C.B.; Chovancova, M.
Impulsive buying is a common phenomenon in consumer behavior and previous studies found that it has a direct bond with cognitive dissonance. However, the nature of the relationship could not be generalized to each circumstance. In this study, researchers viewed this issue by investigating degree of cognitive dissonance in impulsive purchasing and planned buying and assessed the impact of consumer impulsiveness on cognitive dissonance by paying special attention to the mode of payment. The study was conducted among randomly selected 345 customers who made both planned and impulse purchasing from three main supercenters and two fashion houses located in Colombo, Sri Lanka. Questionnaires were designed based on scales that were already validated in the previous studies. The reliability of scales was measured by Cronbach’s Alpha coefficients. The paired samples t test, multiple regression analysis and independent sample t test were used for the data analysis and testing hypotheses.