Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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Item The impact of brand awareness, brand association and brand perceived quality on female consumers' purchase decision of foreign makeup products (a study on youth segment)(2013) Perera, W.L.M.V.; Dissanayake, D.M.R.Personal grooming is one of the fast growing markets in anywhere in the world whereas huge brand completion is noticed at a hype even in Sri Lanka. The foreign makeup products brands found in local market is evidence in Sri Lankan context to study the brand related behavior referring to one of the product scopes found in personal care categories. The purchasing decision related to foreign made makeup products referring to female segment has been recognized by the researchers as worth to study depending on the life style rationale of ladies in local market since it could provide constructive insights for crafting marketing related decisions. In par with the same, researchers have focused on studying the impact of Brand Awareness, Brand Association and Brand Perceived Quality on female consumers‟ buying decision of foreign makeup products. The research approach of the study is deductive discipline and primary data were gathered followed by a structured questionnaire. The relationships between each selected brand equity element and female consumer purchase decision were examined along with hypotheses developed. The sample size was 200 female consumers who represented the youth segment. Results revealed that there were significant relationships between Brand Awareness, Brand Association and Brand Perceived Quality and female consumers‟ buying decision of foreign makeup products and those elements were having a high impact on female consumers‟ buying decision of foreign makeup products. Further, the researchers were able to recognize that, among the selected brand equity determinants, brand awareness was the most influential element towards purchase decision with a correlation value of 0.918. It has discussed the findings followed by both descriptive and inferential statistics. The managerial implications have been discussed specially referring to the contexts branding and marketing promotion as to produce knowledge contribution through this empirical study.Item Impact of Brand Equity towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka(American Research Institute for Policy Development, 2015) Gunawardane, N.R.The purpose of the research is to examine the impact of brand equity on purchase intention on Mobile connection service provider in Sri Lanka. For the selected sample which is from the Colombo and Gampaha districts, 300 questionnaires were distributed and the results gathered from the respondents were analyzed in order to get a meaningful conclusion. To accomplish these, a conceptual framework was designed and relationships among its constructs (Brand equity, purchase intention) were hypothesized. The hypotheses which are tested based on the brand equity and purchase intention. Therefore all the hypothesis was accepted but the relationship between the independent variable dependent variables identified is varying. There is a strong positive relationship between the brand awareness and perceived quality with purchase intention. But rest of the other factor’s relationship with purchase intention is having less or moderate level relationship. Hypotheses were tested using structural equation modeling and subgroup correlation analysis in SPSS. Results indicated that brand equity positively influences consumer’s purchase intention.