ARS - 2007

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/165

Browse

Author: search.filters.author.Dissanayake, D.M.R.

Search Results

Now showing 1 - 3 of 3
  • No Thumbnail Available
    Item
    Consumer Evaluation of Brand Extension -with Special Case Reference to the Fast Moving Consumer Goods (FMCG) Sector in Sri Lanka
    (University of Kelaniya, 2007) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
    Today most of the organizations in FMCG sector have interest on fallowing the brand extension strategy to increase the sales of product lines the FMCG sector in Sri Lanka, both local and multinational FMCG sector companies operate, follow the market penetration and with brand extension strategy in a broader perspective .Brand extension strategy is widely used because of the fact that strongly positioned brand could build and communicate the brand values sucesfuly.Then the customers are motivated to do trial purchasing and averse the risk of new product. However there is no empirical evidence to understand consumer evaluation of brand extension. The purpose of the study was to investigate the perceived quality, perceived fit and the perceived difficulty of the consumers associated with how they behave with a brand. The study was based on both primary and secondary data. Primary data were collected through a survey conducted in Colombo and suburbs. The sample size was 150 customers who were profiled with the environment of Colombo and suburbs. Data were collected using a self administrated questionnaire with multi item scales to measure those constructs. The study revealed that both perceived quality and perceived fit have direct positive effect on consumer evaluation of brand extention.Futher it found that when the extension is fit with the original brand, it has a grater chance to trial the product resulted in brand extension strategy. And also, the study identified that there is a significant effect of the brand experience towards the degree of involvement of the customers for the new product lines. Finally it further revealed the effect of the repetition A TL adv~rtising and consumer sales promotion play a outstanding promotional role to inspire the consumers for brand extension strategy.
  • No Thumbnail Available
    Item
    Involvement of Personnel Endorsements for Building Brand Preference: A Study in FMCG Sector
    (University of Kelaniya, 2007) Weerasiri, R.A.S.; Dissanayake, D.M.R.
    The Fast moving Consumer Goods (FMCG) sector in Sri Lanka is rapidly growing and seems to be aggressively competitive among the both local and international brands. High frequency of purchasing, less involvement and number of varieties have made this sector a competitive one. Branding is the key determinant factor in the context of acquiring brand loyalty and the high involvement for the brand which are the results of brand preference at large. Marketing communication is the strategically important tool for celebrities developing the brand preference and both of above the line (ATL) and below the line (BTL) promotional tools use as an endorsement or testimonial to promote their brands.Therefor, the research focused to study the degree of involvement of those celebrity endorsements in the context of advertising. The study was confined to three variables namely expertness, populatity, matuarity and the trustworthiness of the celebrities used in the advertising. Researches used a 75 of randomly sample from the areas of Kelaniya, Gampaha, Jaela and Kadawatha. They were administered with a pre-prepared questionnaire. In addition, the secondary data were also collected to study the industry background. The research was confined to three categories of product namely foods, beverages and soaps. The statistical analysis revealed that there is a significant influence of celebrity endorsements for the food brands than the others.Futher, customers are highly attractive for the popularity of those celebrities to trust what they endorse. It was revealed that the celebrities of sport sector are more significant than the cinema and other fields in the context of celebrity endorsements. Trustworthiness was significantly considered in soap categories and cinema sector celebrities were prioritized in that segment only.
  • No Thumbnail Available
    Item
    The Impact of Corporate Social Responsibility (CSR) on the Brand Loyalty:•A Case Study on Insurance Sector of Sri Lanka
    (University of Kelaniya, 2007) Dissanayake, D.M.R.; Jayawickramarathne, S.G.W.K.
    The insurance sector, involving in risk collection, is highly competitive due to the fact that aggressive marketing and sales promotions. The customer service and loyalty programs have become a must to retain the customers in this scenario.Insuarance companies promote their brand values and safety professionalism to attract and retain the customers proactively and reactively. The trend of the CSR contribution to the stakeholders like community development, environment concerned, ethical consideration and other general social welfare has become more significant in terms of the corporate values of the businesses. Then, this research studied the degree of impact of the companies' contribution to social responsibi,lity for making customers loyal to the brand.Here,the degree of awareness on CSR activities, perception towards the social benefits and the customers' attitude for the brand as a socially concerned entity were highly examined to determine the impact for the brand loyalty. Research was based on a sample of 60 respondents from Colombo and suburbs, and those interviewees were the existing customers for more than 5 years for the brand. Primary data were collected through the self-administered questionnaire that had some attitude testing scales too. Researches conducted few informal discussions with some customers and the companies to get a comprehensive insight. Statistical tools were used to analyze the primary data Study revealed that customers do not consider the CSR activities implemented by the insurance companies to perceive the brand values and to be the brand loyal.Futher, the awareness level of CSR activities among the existing customers was very low.However, high involvement business sector (B2B) customers had an average awareness, but they are also not significantly considering CSR practices to be brand loyal.Futher, study disclosed that there is higher degree of awareness on social welfare CSR practices among the customers and the frequency of communicating through the advertising had a direct impact for the awareness level too.