ARS - 2007
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/165
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Item Evaluation of Herbal Brand Values: An Empirical Study(University of Kelaniya, 2007) Wanninayake, W.M.C.B.; Gunawardana, H.M.R.S.S.Branding is considered as a process that involves changing external or internal boundaries of any product and it plays immense role in marketing. With that over the past few years, herbal brands and natural brands in fast moving consumer goods market have taken an increasing amount of brand manger's time, and this continues further due to shifting consumers' choice from non - herbal products to herbal products across developing countries and developed countries. For this reason brand managers are trying to attribute herbal values to their products in order to get the competitive advantage in the market place. Nevertheless the major argument is that, how far consumers may consider herbal brands and its value in their buying decision. This study examined the major features of herbal brands and its relative importance to consumer's buying decision. Researchers selected reputed brands from fast moving consumer goods that represent hair care, oral care, beauty care, baby care sectors in the market in order to examine relative importance of their brand features. Values of herbal brands were grouped into four features namely ingredient, package, product design and effective communication. Survey approach was employed to evaluate the consumer attitudes and questionnaire was the major research instrument. Two hundred respondents were selected as the sample from Gampaha and Colombo area. The study revealed that ingredients of the products are significantly influence in evaluating brand values of herbal brands by Sri Lankan consumers. Communication and product design also moderately influence to determine the brand values. The communication is important to position the brands in consumers mind as genuine herbal products. Therefore, researchers recommended that brand managers should emphasize the natural ingredients in their herbal brand with using effective communication.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.Item An Evaluation of Potential Market Segment for Green Investments (An Empirical Study)(University of Kelaniya, 2007) Wanninayake, W.M.C.B.; Herath, H.M.R.P.The societal marketing concept stress out that an organization should deliver the desired satisfaction of the customer in a way that preserves or enhances the consumers' and the society's well-being. Investment in green shares gives relatively high rates of return as a sort of highly socially responsible investment. With the arrival of societal Marketing concept to the business environment, Green Investment has gained much importance than it had. · In the western countries a domestic growth in green investments introductions at the beginning of the 1990's and currently the market for green investments has expanded rapidly. In the USA, one out of eight US dollars is invested in Green shares. The Sri Lankan market in Green Investments, still not have reached to that level of western countries, but gradually it has been improved than earlier years. Only a few organizations can be found in Sri Lanka those who engage in tropical forestry. This paper specially deals with an evaluation of attitudes of potential customer clientele towards the Green Investments, specially invest on tropical forestry. The study was based on secondary data and primary data. Primary data were collected by conducting a representative survey of interviewing 1 00 respondents through a structured questionnaire. ·sample was selected from the Gampaha and Colombo district in combination. Sample elements were selected subject to the judgment of the researchers. Finding showed that only a less percentage of respondents had favorable attitudes towards invest in tropical forestry and further it was revealed that the willingness to invest in forestry is a function of variables of education level, income, environmental awareness, nature of promotions and expected profits. Based on the results, conclusions are drawn regarding marketing strategies to improve their market in the marketer's point of view.Item The Impact of Packaging on Customer Buying Decisions: with Special Reference to the Fast Moving Consumer Goods (FMCG) Sector in Sri Lanka(University of Kelaniya, 2007) Mendis, A.; Wanninayake, W.M.C.B.Packaging is one of the most important factors in the face of purchasing made at the point of sale, where it becomes an essential part of the selling process. The package standing out on the shelf affects the consumer's buying decisions, and package design should be more favorable in the eyes of the consumers. Packaged FMCG products are moving into ever larger supermarkets and hypermarkets, and there is a proliferation of products, offering consumers vast choice. The competitive context is ever more intense, both in the retail store and household. With the move to self-service retail formats, packaging increases its key characteristic as the "salesman on the shelf' at the point of sale. The study examines how packaging influences buying decision of local consumer. The primary data were collected from a sample survey that was conducted in the areas of Colombo, Gampaha, Kurunegala and Kandy. Two hundred respondents were selected for the survey and respondents were asked to answer the prepared structured questionnaire. The questionnaire was designed to obtain the information of customer's perception on packaging among rural and urban consumers. Package was grouped into two variables namely Visual element and informative elements. The visual elements consist of graphics and size/shape of packaging, and relate more to the affective aspect of decision-making. Informational elements relate to information provided and technologies used in the package, and are more likely to the addressed in cognitive aspect of decision. The study revealed that both rural and urban consumers perceived certain value from packaging and this plays different roles in different circumstances. Further there is a positive correlation between freshness of the products and the good packaging.