Commerce and Management
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Item Factors Influencing Milk Powder Brand Preference: A Case from Kegalle District of Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2020) Wijesinghe, A. G. K.; Abeynayake, N. R.; Priyadarshani, R. L. C.Recent information released through the mass media related to contamination of imported milk powder with hazardous components has made a considerable effect on the preference of milk powder brands among the consumers in Sri Lanka. This study was focused to investigate: (1) the factors influencing consumer brand preference for local and imported milk powder brands, (2) whether these identified factors have significant influences on consumer preference in milk powder brands. A questionnaire survey was conducted by means of face to face interview to gather primary data from a sample of 250 respondents covering five Divisional Secretariats in Kegalle District. Data were analyzed by using confirmatory factor analysis in AMOS in SPSS. The study shows that trust on the brand, product factors and brand loyalty are the main factors that significant and highly influence consumer brand preference for a particular milk powder brand. Findings of this study are important to milk brand producers, investors, policymakers, marketers, relevant enterprises and government to implement necessary product improvements and quality enhancement in the milk powder industry.Item Building Relations Between a Company and Consumers Through Cocreation: Polish and Chinese Context(Faculty of Commerce and Management Studies, University of Kelaniya., 2017) Wiścicka, M.; Misiak-Kwit, S.The paper consists of two parts, i.e. theoretical and practical. The theoretical deliberations are devoted to the explanation of supporting the process of product co-creation. The practical part of this paper reports the findings of a study concerning the interest of young people in participation in co-creation in Poland and China. The aim of the article is finding whether the Polish and Chinese Y generation client’s role understanding about the cocreation process and their feelings regarding the usefulness about the co-creation process. To gather primary data field survey method has been adopted with a structured questionnaire. The target group (population) of the survey was constituted by young people (generation Y) who, by virtue of their psycho-physical characteristics, are more prone to share their experience and engage in various activities. Percentage analysis has been applied to analysis the primary data. Based on the analysis, it can be concluded that the potential interest in the participation in co-creation is high among both groups of respondents (the Poles 56%, the Chinese 90%).Item Brand Equity of Stocks and the COVID-19 Stock Market Crash:Evidence-Based on the Companies Listed in the Colombo Stock Exchange(Department of Finance, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Yapa, Y. M. D. N. B.; Hettiarachchi, T. R.Introduction: This paper examines the mediating effect of brand equity in modulating the effects of the Covid-19 stock market crash on the CSE-listed firms. Brand equity, a measure of consumer trust and brand power, is increasingly recognized as an element contributing to market resilience in economic shocks. This study is focused on determining if the branded firms performed better than the non-branded firms during the crash, thus shedding light on the role of brand equity in financial stability. Methodology: The study adopts a quantitative method with WLS regression method herein to handle the heteroscedasticity of the dataset. The research extends over two temporal periods—crash and non-crash—using stock performance information from branded and non-branded firms. Dependent variables are Raw Return, Abnormal Return, Systematic Risk, and Idiosyncratic Risk, while Brand Equity is the independent variable and Firm Age is a control variable. Data were analyzed with SPSS software under pre-tests for normality, autocorrelation, and homoscedasticity for strong statistical modeling. Findings: Raw Return: Branded stocks demonstrated a positive yet statistically weak relationship with returns during the crash period, whereas non-branded stocks showed minimal impact. Abnormal Return: Non-branded stocks outperformed branded stocks in producing high abnormal returns, the opposite of prediction. Systematic Risk: Branded firms showed less systematic risk, supporting the protective effect of brand equity in a volatile market. Idiosyncratic Risk: Notably, there was no significant difference between branded and non-branded stocks in terms of idiosyncratic risk, which implies that brand equity necessarily fails to provide a shield against all kinds of market risk. Conclusion: The results provide evidence for a nuanced mediating effect of brand equity in the modulation of stock performance in crisis periods. However, compared with branded firms, whose advantage was less apparent in returns, they did provide stability in the form of reduced systematic risk. The findings indicate that brand equity can be considered as a partial absorber of market shocks, with implications for branding and financial planning in times of economic shocks.Item CONSUMER DECISION MAKING STYLE: AN ASSESSMENT OF RESEARCH.(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Choudhary, P.; Gangotia, A.The consumer behaviour is one of the highly researched areas in marketing and still it’s one of the most important and needed area to be researched. Keeping in mind the difference in individual choices and decisions, the present study will review the previous literature and identify the decision making styles highlighted in the related studies. This paper will bring together the review 25 empirical articles and highlight the decision making style found in their respective area of studies. The result of this study will provide significant contribution to the literature discussing decision making style in more detail.Item Impact of Social Media Marketing on Consumer Buying Decision Making(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Puvendran, A.People use social media to share their experiences, reviews, information, advice, warnings, tips and any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media contents as the guideline for their future purchase. Also, social media is used as advertising for the marketer. Marketers take this advantage and create marketing strategy, which in turn could help them gain more customers. The social media environment is very easy to apply and to reach the reach customer. These benefits give persons convenience to achieve what they are looking for. People tend to believe in what their friends recommend. Posting information could lead their friends to do the same thing or use their information to make decisions. The samples counted 220 respondents are choose by convenient sampling method and from the statistical perspective, the conclusions were established in terms of the univariate and bivariate analysis. Likewise, after doing the complex statistical analysis using SPSS and the analysis offered by the online platform the host of questionnaire, it can be seen how much it is influenced and the real impact of social media marketing reflected in the consumer buying decision making process.