Student Research Conference on Marketing(SRCM)

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The Impact of Web Quality on Consumer’s Offline Patronage Decision (With Special Reference to Casual Dining Restaurant Industry in Colombo).
(Department of Marketing Management, University of Kelaniya, 2016) Anushika, B.M.G.L.; Wijesundara, C.B.
The role of web sites has grown significantly in recent years. Previously known for being a marketing tool to supplement the efforts of salespeople and retail outlets, web sites now fulfill a vital function in the consumer’s buying behavior. Web sites are frequently utilized because of their convenience, allowing browsers to visit 24 hours a day, seven days a week and provide potential customers the ability to comparison shop multiple brands and/or products. Previous research has shown that web sites can be an important tool for hospitality and tourism marketing. Oftentimes, restaurant companies are found in a position of embracing the presence of a company web site as the complete internet marketing solution. Restaurant websites appear to be fairly strong in providing information in a technologically savvy environment. The primary focus of this research is on web site quality of casual dining restaurants in Colombo to study its relationship with consumer offline patronage decision. Based on a sample of 188 respondents drawn from Colombo district, the study measured the relationship between web quality and patronage decision following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. The results proved that there exists a moderately strong yet positive relationship between web quality and consumer offline patronage decision. This research will give industry practitioners some insight in to the perceptions regarding the quality of web sites and how it will generate more patrons to the business in order to allow the organizations to make changes to their web strategy accordingly.
The Impact of Brand Personality on Customer Buying Intention: In the Case of Charles & Keith Brand in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Wijerathne, W.P.T.U.P.; Wanninayake, W.M.C.B.
This study was conducted to identify the level of impact a brand’s personality has over a customer’s purchasing intention when it comes to branded apparel shopping in Sri Lanka and to establish the relationship between the brand personality and the consumer purchasing intention when it comes to the branded products market mainly in the case of Charles & Keith brand. In order to create a balance in conducting the research, the researcher is agreed on using quantitative techniques. With the availability of various techniques for conducting a primary research and only survey/questionnaire was used by the researcher as a quantitative technique. The sampling method which was used to select the sample population for this study was simple random sampling method, where using this technique 120 sample respondents were selected. When the brand personality is considered researcher believes that Charles & Keith brand has an exciting and competence brand personality. When considering the purchasing intention, it is proved that both the resources and opportunity should be present in order to have the purchasing intention, also attitude plays a major role in this process. Also personalized service and convenience have been selected by the majority as the crucial motivational factor.
Impact of Television Advertising on Youth Female Purchasing Decisions with Special Reference to Fairness Cream Products .1st Student Research Conference on Marketing (SRCM), Department of Marketing Management, University of Kelaniya, Kelaniya. p 46.
(Department of Marketing Management, University of Kelaniya, 2016) Kariyawasam, K.I.S.S.; Kumara, D.W.
The purpose of conducting the research is to find out the influence of TV advertising on youth female purchasing decision of fairness cream. Based on that the researcher seeks to answer the research problem of “Do TV advertisements have an influence over the youth female buying decision of fairness cream?” There is no previous studies were conducted in Sri Lankan situation and this is one of the reasons to attract the researcher`s attention of conducting the research. Main objective of the study is to identify the influence of TV advertising on youth female purchasing decision of fairness cream. Research is conducted based on AIDA model which is generally used to measure the communication effect of advertising. Both primary (questionnaire) and secondary sources (such as internet, publications and books) of data have been used. Data wes collected from a hundred female respondents in Western province within the age limit of 15-29 years. Collected data was analyzed using descriptive such as tables, charts and inferential statistical tools (Correlation analysis) using SPSS 20. In conclusion it was identified there is a weak relationship between TV presentation and purchasing decision of fairness cream and attention and purchasing decision of fairness cream while persuasive message , interest and desire having a significant moderate relationship with purchasing decision. Brand name has a strong relationship with purchasing decision.
Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).
(Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.
In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.
Factors Affecting for Consumer Switching Behavior from Toilet Soap to Face Wash in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Senavirathna, W.S.M.S.; Perera, G.N.R.
The research problem in the study was to identify the boom in face wash market, to understand what factors have motivated the soap users to switch from soap to face wash in their cleansing purposes. Use of face wash for face cleansing purpose has become the current trend among female segment. The research problem was based on finding factors which have motivated consumers heavily in switching from soap to face wash. This study was focused on the problem of identifying the factors Influencing on customer switching behavior from soap to face wash in Sri Lanka with special reference to Gampaha District. 150 respondents between ages 18-40 were selected under convenience sampling method, who has switched from soap to face wash. Data were collected through well structured, detailed questionnaire alone with Likert scale questions. Four independent variables were identified according to the previous literature namely Advertising, Word of Mouth, Product related attributes and Celebrity endorsers. The data were analyzed using both descriptive statistics and inferential statistics. Mean, mode, median, and standard deviation is used as descriptive statistics and Pearson Correlation used as inferential statistics. Data analysis revealed that the celebrity endorser had the most impact on switching behavior from soap to face wash than the other factors. However, all four factors were found significant impact on switching behavior from soap to face wash.
The Impact of Social Media on Brand Image: A Study of Higher Education Industry in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Fernando, S.R.C.; Wijesundara, C.B.
The basic purpose behind this research is to find out the impact of successful Social web. Companies are constantly monitor its changes of the brand image. However it’s also necessary for them to take into account the rapid spread of social media and the rising number of social media users. Each company’s aim is to create positive brand image or if not positive, then at least an image that will lead to profitable results, leading positions on the market and opportunities for future growth. Therefore the analysis of social media and what is the effectiveness of social media platforms on organizations image toward brands will provide efficient and helpful insights for companies. Based on a sample of 200 respondents drawn from students of higher education institutes in Colombo, the study measured the relationship between social media and brand image following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. Gathered data was analyzed using SPSS software and correlation and regression were used as the main inferential statistics to verify the relationship. Findings from this study provide some insights for the higher education industry. Firstly, with the use of social media, companies can create and enhance its brand image and subsequently lead to attract customers. Especially in private sector universities need to attract more customers to make the profit. But when it comes to the state universities it is important to create and maintain the relationship between students and university. However, marketers must keep in mind that the Social media is a great tool that influences brand image as social media is two way communication method. While the viral marketing information is seem to be trusted by users, marketers should prioritize and implement them in their advertising strategy.
Impact of Brand Image on Consumer Purchasing Behaviour in Women’s Intimate Market in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Weerakoon, L.D.R.; Fernando, P.M.P.
The concept of ‘brand image’ has drawn a great attention from marketing practitioners, academics as well as consumers ever since it was populated, because it plays an important role in marketing practices of a company. A good brand image not only creates a clear brand differentiation but also increases consumer preference and brand loyalty. This study is aiming to fulfill the gap in studying the role brand image play in consumer purchasing behaviour in women’s intimate market in Sri Lanka. The literature review highlighted that functional benefits, emotional benefits and brand awareness create impact on consumer purchasing behaviour and these variables lead to the development of conceptual model for the study. An online self-administrated questionnaire was used to conduct a survey among a sample of 100 respondents who were selected through convenience sampling technique. Findings revealed that brand image is a key component in influencing consumer purchasing behaviour in women’s intimates market in Sri Lanka. The Pearson's correlation coefficients for all three sub variables showed moderate to higher correlation to purchasing behaviour which was once again proved through the multiple regressions analysis.
The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.
Package plays an important purchasing trigger for consumers at the event of purchase occasion and it has become an integral part that provides product information to consumers. Accordingly, main purpose of this study is to explore the impact of dairy product packaging elements on purchase decisions in Sri Lankan environment. Among several elements of packaging, only five elements were considered (i.e. package color, size, material, and printed information and package innovation) by doing extensive literature review. This study purely based on quantitative research method and total of 150 respondents have been approached in Gampaha and Colombo districts by using convenient sampling technique. Descriptive statistics and correlation analysis applied as main analysis techniques to test the hypothesis formulated in this study. It shows that, from five elements of packaging, and printed information on dairy product package are the prominent factors which impact to consumer’ purchase decision. Regression analysis shows that product packaging elements have an impact on purchase decisions of dairy products. As for the author’s knowledge, no previous studies exist on impact of packaging elements of dairy products on purchase decision in Sri Lankan context and therefore this study filled the empirical gap in packaging literature. However, due caution should be given in the event of generalization of the research findings.
The Impact of TV Advertising on Consumer Buying Decision with Special Reference to Soft Drinks Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Jayathunga, D. D.T.N.; Kumara, D.W.
Advertising today uses all the many arrows in its quiver: information, image, personality, and lifestyle. The soft-drink industry comprises companies that manufacture non-alcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Identifying and understanding whether the impact of advertising appeals which are Rational Appeal, Emotional Appeal and Celebrity/ Expert is being used in the advertisement in soft drinks has an effect on consumer buying decision are vital and crucial in this ever growing competitive market place. So, that this research is focused on finding the relevant information about above mentioned variables and its implication towards the consumer buying decision with regard to soft drinks industry in Sri Lanka. This particular research is based on the objective of examining the impact of TV advertising on Consumer Buying Decision. In order to carry out the study, survey method has been selected as the research approach. The population for the research is all the consumers who live in Colombo District. A social media group has been selected from Colombo District and this group members has been taken as population frame. Data has been analyzed using SPSS and descriptive and inferential tools (correlation analysis) have been used to analyze the gathered data. Finally the researcher has made the conclusions based on results whether there is a positive relationship between rational appeal and consumer buying decision, emotional appeal and consumer buying decision and celebrity/ expert and consumer buying decision.
Impact of Brand Equity on Purchase Intention towards Local Apparel Brands.
(Department of Marketing Management, University of Kelaniya, 2016) Swarnawimala, H.M.R.; Patabendige, S.S.J.
This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand equity to purchasing intention towards local apparel brands in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from the respondents. As per research out comes, brand equity factors such as, perceived quality, brand association, brand loyalty, brand awareness brand image factors have much impact on purchase intention towards local apparel brands. Researcher has found most influencing factors as brand image and perceived quality, .Further has identified recommendation, positive word of mouth, those purchasing intention indicators have a connection between brand equity. According to the study marketers need to focus on brand equity factors according to above findings.
The Impact of Brand Image to Purchasing Intention towards Motor Car Market in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Jayathilake, A.V.H.L.; Patabendige, S.S.J.
This study is undertaken to identify the what extent of brand image influence to purchasing intention towards Sri Lankan motor car market with a special reference to the Colombo and Kandy districts. Due to high competitiveness of the market place and high involvement of customers towards motor cars this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand image to purchasing intention towards motor car market in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from respondents to reach conclusion. As per research out comes, brand image factors such as, country of origin of the motor car brand, available knowledge of the motor car brand, quality of the motor car brand, price of the motor car brand and trustworthiness of the motor car manufacturer have a clear positive relationship between purchasing intention.
A Study on Impact of Building Brand Awareness of Fashion Retailer Brands Using Social Media in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Madusanka, K.A.D.; Gayathree, D.A.P.G.K.
Social media has been identified as one of the most innovative and impactful communication tools which facilitate two way communications. This 2 way communication makes the brand visibility and trust far better than traditional marketing communication methods. On the background of this, a research problem can be identified with special reference to fashion retailer industry in Sri Lanka. “How does the social media marketing effect on brand awareness when selecting a fashion retailer brand” The purpose of this research is to critically analyze the social media marketing practices which effect to consumers brand awareness when selecting a fashion retailer in Sri Lanka. The data required for the study will be collected from both primary and secondary sources. A structured questionnaire will be used to collect data in a formation. The sample for this study is going consider as a 100 respondents (Covering Colombo, Gampaha and Kaluthara areas) Collected data will be analyzed and interpreted to identify the solution for the research objectives. Since this is quantitative research findings will be interpreted using Bar charts, Pie charts and line charts and it will be more convenient to understand the weightings. The SPSS research analysis system will be used to analyze the research. There are 5 hypotheses have been tested and interpreted separately. According to the data collected, all hypotheses are proven and a conclusion can be taken as there is an impact to brand awareness of fashion retailer brands by the social media marketing activities. Thus it can be concluded that use of social media marketing on this industry and other related and similar industries will build brand awareness of the customers
Study on Consumer Behavior towards Branded Garment Products in Sri Lanka (Special Reference to Gampaha District).
(Department of Marketing Management, University of Kelaniya, 2016) Thanushka, K.S.; Jayarathne, W.A.
In the current world situation, by each and every minute customer needs and wants are rapidly changing due to globalization. Consumer’s buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. But here the researcher only focuses her attention to four factors, such as social, cultural, psychological and marketing mix. Here in this, the researcher specially focuses the attention into Gampaha district’s consumer and their purchasing behavior. So this research is very important to identify, the role played by branded clothes on consumer’s perception in Sri Lankan context. The Sri Lankan fashion industry also contributes a considerable amount to the economy. Also the research is significant not only to marketers and organizations, but also to other segments like: entire society, business community, entrepreneurs, customers, policy makers, etc. The key objective is to examine the influence of Socio- cultural factors behind customer behavior towards branded garment products. Questionnaire based sample analysis is the base of this study. The sample consisted of 100 respondents who live in Gampaha. Those questions were used to measure the opinions of customers, and critically evaluated by using SPSS. The conclusion of this study is that there is no strong relationship between factors (social, cultural, psychological and marketing mix) with the Gampaha district consumer’s buying behavior.
Impact of Brand Personality on Consumer Brand Loyalty: With Special Reference to the Fashion Apparel Retail Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Molagoda, S.M.T.D.; Gyathree, D.A.G.P.K.
Fashion Apparel is one of the most consumed goods in a Quick Service format due to its unique attributes such as convenience, cloth quality and less price. Today, the twenty first century, Fashion Apparel has become so popular despite the fact that there is a relatively small number of companies selling and succeed Fashion Apparel Retail Industry in Sri Lankan context. Apart from the purchasing power one may possess, it is interesting to find out what other factors may influence an individual’s choice of fashion apparel retail brands. The Fashion Apparel retail industry in Sri Lanka is yet to be defined, as there is no clear demarcated line to separate the fashion apparel retail brands from the other fashion outlets, which is available in Sri Lanka. Primary purpose of this research is to examine the impact made by brand personality dimensions of Fashion Apparel Retail brands on consumer brand loyalty. As the research descriptive in nature a descriptive research design is used. . Under the primary sources of data collection, an online survey method will be used with a well-constructed questionnaire. The Non-Probability sampling method will be used in order to determine the sample as convenience sampling will be used as a technique. It was established that the elements of Sincerity, Competence, Excitement, sophistication and ruggedness of brand personality indeed have a positive relationship with brand loyalty.
Impact of Perceived Web Site Quality on Consumer Buying Intention: Online Retail Consumers in Colombo District
(Department of Marketing Management, University of Kelaniya, 2016) Wijethunga, K.D.S.K.; Gunawardana, H.M.R.S.S.
Main purpose of this study is to investigate the perceived web site quality of the online retailers on consumers purchase intention in Sri Lanka. Literature review identified five dimensions namely web site performance, access, sensation, and security and user interface information as web site quality dimensions. This study adopted quantitative research approach to test the relationship between the e-retailer’s site quality and purchase intention. Total of 175 respondents who are in Colombo district in Sri Lanka approached through convenient sampling method and questionnaire was developed to collect the data. Descriptive statistics followed by correlation analysis and regression analysis have been adopted to test the formulated hypothesis. Analysis shows the significant relationship between quality factors and purchase intention and finally regression analysis shows the significant impact of quality dimensions on purchase intention. However, this study limited to Colombo district and therefore generalization of the findings to the larger context has limitations.
Effect of Advertising Appeals on Impulsive Buying Behavior (With Special Reference to Anchor Newdale in Modern Trade Context)
(Department of Marketing Management, University of Kelaniya, 2016) Ekanayake, I.; Wanninayake, W.M.C.B.
In the present business environment, marketers are using different kinds of advertising appeals to achieve the organizational communication goals. Companies spend millions of money on developing and broadcasting TV commercials. Rational, emotional and moral advertising appeals are few of the advertising appeals which are adopted to achieve the organizational communication goals. This study attempts to measure the effect of advertising appeals adopted in TV commercials on impulsive buying behavior with reference to Anchor Newdale yoghurts in modern trade context. For this purpose, 204 respondents were selected by using multi stage mix sampling method. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that advertising appeals and impulsive buying are positively correlated. It was evident that through the research findings that there is a positive significance relationship between the advertising appeals and the impulsive buying behavior for Anchor Newdale yoghurts in modern trade context.
The Product Attributes That Influence the Smart Phone Buying Decision of Young People (Generation Y) In Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Nilukamal, I.L.T.; Gayathree, D.A.G.P.K.
The mobile phone industry is one of the fastest growing industries in the world. The first major transformation occurred in 2002 with buildup of the first color screen and then they introduce multimedia mobile phone during 2004-2006. Between 2000 and 2013, the number of mobile phones in use world-wide grew from fewer than 1 billion to around 9 billion. Finally the birth of smart phone started in 2007 by Nokia. From 2007 to 2010, there are more than 300,000 of mobile apps being developed. It is important for mobile phones companies to attract Generation Y customers with new technologies and designs, and make profit from them by creating good buying decision. The aim of the research is to analyze whether the product attributes of individuals affect the purchasing decision when a customer is going to purchase Smartphones. As such the problem statement can be built up as: “What are the product attributes that influence the Smart phone buying decision of young people (Generation Y) in Sri Lanka” The conceptual framework and the methodology of the study are explained for the variables identified through literature and through discussions with professionals of the smartphone and Smartphone service providing companies are presented in a manner that can be tested empirically. According to the study done by the researcher, we can clearly see that the customers consider the Purchasing Decision factors. Under the Independent variable, affect Smartphone purchasing decision & users consider about the Brand Image, product convenience, Product Price, Product features, Social Influence of the Smartphone. When we conclude on this variable effect of the Smartphone purchasing decision is considered the most important among the smartphone purchaser.
Factors Influencing on Purchase Intention for Men’s Fairness Cream Products in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Dabare, G.C.P.; Weerasiri, R.A.S.
Changing life style of Sri Lankan youth has leads to strong demand for Fairness creams in Sri Lanka. Sri Lankan market is gradually creating an environment for Cosmetic market. Based on the trend analysis of the market reputed companies and brands have felt the need for behavioral study to reach men’s consumer market in Sri Lanka. In the Global context researchers has taken place with reference to the men’s grooming products but in Sri Lankan context no researches has taken place to find out the purchasing factors affecting for men’s Fairness cream products. According to the finding of the research, readers able to find out the touch pints towards the men’s Fairness cream products. With the help of this research study business organizations be able to gain knowledge regarding what are the mainly highlighting factors which can be highlight in men’s advertisements for Fairness cream, Identify the prominent factors consumers considering when purchasing a men’s Fairness cream. The Main objective of this study was to find out the factors affecting on the Purchasing intention on men’s Fairness cream in Sri Lanka. Sample size was 250, represent male respondents from Colombo area, was selected for the survey, where 40% representing age between 16-25, 20% representing age between 25-30, 20% representing age between 30-35, and balance 20% representing age between 35-40. Descriptive statistic and Inferential statistics was used to analyse the data. Under Descriptive statistic method using charts, mode, median, percentages. Under Inferential statistics method using Quantitative analysis such as Co -relations Coefficient technique. As a software package used SPSS 16th Version. Brand, Product Quality and Place of distribution has a significant strong uphill positive relationship with purchasing intention of Fairness cream products and Price and Promotion is having a moderate uphill positive relationship. Therefore Product quality, price, promotion, Brand, place of distribution having a most influencing factors and sensitive factors to drive sales and to shift the brand.
The Impact of Advertising Appeals on Customer Purchase Intention with Special Reference to Fast Moving Consumer Goods ( FMCG) in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Perera, J.I.U.; Kumara, D.W.
Advertising is a one of the promotional tool which is using very effectively to influence to consumer buying behavior in today’s world. Advertising is an essential marketing tool when it comes to FMCG industry. Most of the large scales businesses and also medium scale businesses tend to allocate big budgets for the advertising because it is very effective for increasing sales. Sri Lankans are taking the driving seat in growing Fast Moving Consumer Goods volumes, according to Nielsen, a well-known market research agency. Nielsen says that an analysis of retail audit data shows that there has been a noteworthy change in consumer purchase patterns of FMCG items. This change appears to be linked to both economic circumstances and marketing activity and Advertising activities. Hence, this study aims to investigate the impact of emotional, rational and moral advertising appeal on consumer purchase intention on Fast Moving Consumer Goods (FMCG) in Sri Lanka. This study primary objective is to find out what extent advertising appeals have an impact on consumer purchase intention with regard to FMCG in Sri lanka. To collect data, a researcher-administrated questionnaire was employed this study. Population of this study is supermarket consumers in the city area of Colombo and Gampaha. Data was collected using a convenience sample of 150 respondents. Basic descriptive statistical tools and correlation and regression analysis were employed to analysis the data. In this research results indicated that there is positive, but weak relationship between: rational appeals and consumer purchase intention, emotional appeals and consumer purchase intention has positive, strong relationship. Moral appeals and consumer purchase intention has positive, strong relationship. However, the impact of emotional appeals on consumer purchase intention was at high level. Finally this study found that there is direct impact on advertising appeals towards consumer purchase intention in FMCG Market in Sri Lanka.
A Behavioral Study on Leisure Shopping in Supermarkets: With Special Reference to Sri Lankan Context.
(Department of Marketing Management, University of Kelaniya, 2016) Fergus, Valarie. A.; Fernando, P.M.P.
Within past few years, shopping has become one of the most common leisure activities in the world and different modern trade formats are being introduced by marketers, persuading consumers to spend their leisure time at shopping centers. This study was carried out with the objective of investigating the extent of leisure shopping behavior among supermarket consumers in Sri Lanka. Also the study aimed to explore the main factors which lead the consumers on leisure shopping in supermarkets. The literature review lead into identification of five main factors on leisure shopping behavior which was instrumental in developing the conceptual framework and the questionnaire. A total of 200 sample was conveniently selected from the selected supermall customers in Sri Lanka to conduct the primary data collection. The correlation analysis revealed that all five variables, i.e. wide choice, atmosphere, convenience, sales people and promotional activities are having moderate to higher correlation with the leisure shopping behavior among customers. Apart from the main findings a further analysis on to demographic factors were also carried out to investigate the demographic characteristics of leisure shoppers.