Commerce and Management

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Subject: search.filters.subject.Brand Awareness,

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    The Impact of the Marketing Communication Tools on Brand Awareness in Second Hand Automobile Market in Sri Lanka
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) de Silva, A.K.S.; Wijenayake, S.I.
    This study is done to examine the impact of marketing communication tools on brand awareness in second hand automobile industry in Sri Lanka. It was identified that there is an increased usage of automobiles and most of people are buying used automobile from owners and automobile companies. Furthermore, it is observed that people consider many factors in their purchasing decision making process. Therefore the main objective of this study is to identify impact marketing communication tools on brand awareness in second hand automobile industry. A survey was conducted using a structured questionnaire to examine the stated hypothesis. Primary data was collected from 80 respondents who buy second hand automobiles in Colombo district and Gampaha District. Collected data were entered to SPSS software for purpose of basic data analysis. The impact of marketing communication tools on brand awareness in second hand automobile in Sri Lanka was identified as the final result of the study.
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    The impact of Brand Equity on Purchasing Intention with special reference to the Skin Care Brands in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Lakshi, Erandi. W.P.; Wanninayake, W.M.C.B.
    Nowadays, there can be seen a keen competition among the skin care Bands. Marketers use different strategies to attract customers to their skin care brands. Recently, marketers are highly considering on building brand equity to make their customer base fixed and attract more customers over the competition and dynamic nature of the environment. Via this study the researcher tried to find out the impact of brand equity (Brand Awareness, Brand Association, Perceived Quality, Brand Image) on the purchasing intention of Sri Lankan consumers with special reference to the skin care brands. The primary objective of this study was to examine the impact of the brand equity on the purchasing intention of the consumers which are affecting to the Sri Lanka skin care products market. This study was conducted as a quantitative study and used both the primary and secondary data in order to collect the data. Primary data was collected through a survey by using a standardized questionnaire. As a research sample the researcher used 200 residents from Gampaha and Colombo districts. Convenience sampling method was used as the sampling method. The data were analyzed by using SPSS 20.0 version and Microsoft Excel. According to the study the researcher could conclude that there is a positive impact or relationship between the brand equity and the purchasing intention of the skin care brands in Sri Lanka. As the moderating variable used, Health Consciousness moderates this relationship positively.