Junior Research Symposia
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Item Impact of the Promotion Tools on the Brand Loyalty in Relevance to Anchor Newdale Flavoured Milk in the Context of Western Province,(Department of Marketing Management, University of Kelaniya, 2017) Balakrishnan, G.P.; Ubayachandra, E.G.In the present business environment, marketers are using different kinds of promotion tools to achieve the organizational communication goals. Companies spend millions of money on developing promotion tools but only very few of the promotion tools which are adopted to achieve the brand loyalty. Considerably a very low amount of researches has been done for the flavored milk industry in Sri Lanka, while in other countries there are many researches evaluating the relationship. With the limitations, a new research is required to evaluate the relationship between promotional tools and brand loyalty with special reference to in Anchor Newdale flavoured in western province Sri Lanka.This research was made based on 6 objectives and made sure that all 6 objectives were met and the research questions were answered. The Hypothesis created based on the objectives was also met by this research. For this purpose, 150 respondents were selected by using non probability sampling method. This research was conducted based on qualitative and quantitative basis and questionnaires, interviews and observation was used to collect data from the respondents. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that promotion tools and brand loyalty are positively correlated.The researcher can conclude the fact that the promotion tools do have a positive significance on the brand loyalty. The analysis proves that this has been met. Although there is a positive significance towards the brand loyalty the relationship is basically moderate.Item Study on Purchasing Intention of Smart Phone Market in Sri Lanka (With Special Reference to University Undergraduates).(Department of Marketing Management, University of Kelaniya, 2017) Madushani, R.H.S.; Ubayachandra, E.G.This research examines the study on purchase intention of smart phone market in Sri Lanka with special reference to university undergraduates. Product Functions, Value for money, social influence and brand image identified as independent variables and purchasing intention identified as dependent variable. Research has addressed complex problem related to study on purchase intention of smart phone market in Sri Lanka with special reference to university undergraduates. Meanwhile research gap was identified as per the literature review and also it has been filled. Based on four hypothesis study was conducted. Mainly primary data was collected. In addition to secondary data also applied. I have selected three national universities and among them 150 sample was selected. Data set is collected through questionnaire, and convenient non-probability random sampling method. In here ten findings and three recommendations were revealed. The findings revealed that there is a significant relationship between all variables with purchasing intention, which indicates that the Smartphone purchase intention of undergraduates in universities of Sri Lanka is influenced by product function, value for money, social influence and brand image. The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the results other than secondary research and questionnaire.Item Impact of Merchandising on Maintaining the Long Term Relationship With The Retailer (With Special Reference to Apparel Sector)(Department of Marketing Management, University of Kelaniya, 2017) Madhushani, A.B.N.; Ubayachandra, E.G.This study examines the study on impact of merchandising on maintaining the long term relationship with the retailer (With special reference to apparel sector in Sri Lanka). Margin maintenance, merchandising support and vendor’s brand equity identified as independent variables and maintaining the long term relationship with the retailer identified as dependent variable. In here research has addressed complex problem related to impact of merchandising on maintaining the long term relationship with the retailer. Meanwhile research gap was identified from the literature review. At the same time the research gap has been filled accordingly. Meanwhile five objectives consistent with five research questions has been revealed. Based on three hypothesis study design was conducted. Mainly primary data was collected and in addition to that secondary data also applied. A total of 150 sample was collected from merchandisers in selected three apparel companies in Sri Lanka which are most considering on retailer brands an retailer relationship. The data set is collected through questionnaire, and convenient non-probability random sampling method. The findings revealed that there is a significant relationship between all independent variables with retailer relationship. Data presented using pie charts and bar charts whilst analyzing data using correlation a regressions analysis. Finally 05 recommendation were presented along with 10 key findings.Item The Impact of Store Atmosphere on Buyer Behavior With Special Reference to Supermarket Chain in Gampaha District.(Department of Marketing Management, University of Kelaniya, 2017) Kanchanamala, M.K.D.; Ubayachandra, E.G.In recent years, there has been an increase the number of studies investigate the impact of store atmospherics on buyer behavior. Most of study focused store atmospherics on consumer purchase intention. The main objective of this research is to explore the supermarket store atmospherics on buyer behavior and analyze how it influences exterior variables, General interior variables, Store Layout, Interior Display variables and Humana variables of customer’s point of view in Sri Lankan context. Marketing literature has a great deal of empirical evidence confirming the influence of Store atmospherics on consumer buyer behavior. The findings from the study indicate Store atmospheric factors have significant positive correlation with buyer behavioral variables. And also study found human variable has strong power to impact consumer’s intent of purchase. Research sample was 100 respondents and questionnaires were design in 5 point Likert scale and data collect as survey.Item A Study on Customer Dissatisfaction through Switching Behavior of Motor Insurance Policy Holders in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Jeewantha, D.A.N.; Ubayachandra, E.G.Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. In the context of a service industry, customer satisfaction is often viewed as a central determinant of customer retention through the development of relationships. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer dissatisfying elements, customer switching behavior and customer retention process, with the use of the concepts of customer satisfaction. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more comprehensive view of the customer’s quality perception. The study considered three cues Price, Empathy and Responsiveness. The objective of the recommendations is to prove further insights of how to minimize the level of customer dissatisfaction occurred within the motor insurance industry. The recommendations will be based on the research findings, their implications and the insights of the findings towards strategy development.Item The Impact of Visual Merchandising on Customer Buying Decisions with Special Reference to Fashion Retailing Stores in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Rathnayaka, R.M .U.R.K.; Ubayachandra, E.G.Fashion retailing industry is one of the fast growing industries in Sri Lanka. Visual Merchandising is an emerging concept, which was focused in this study and the problem centered here is that the extent to which the visual merchandising impact on customer buying decisions. The primary objective of this study is to identify the extent to which visual merchandising makes impact on customer buying decision in fashion retailing stores in Sri Lanka. This study was based on both primary and secondary data. The primary data were collected from the sample survey conducted in seven selected areas in Kandy District. 175 respondents were selected for the sample. Based on the literature, researcher selected five variables namely, Window display, Store Design layout, Mannequin display, Background music and promotional signage. Both inferential and descriptive statistical tools used to analyze the data. The study revealed that, the influence made from Window display and Promotional signage on consumer buying decision is very significant and the mannequins moderately influenced on customer buying decision. The overall conclusion is that, Visual Merchandising has a significant impact on buying decisions of customers in fashion retailing stores in Sri Lanka and it was further suggested that, retailers must strategically allocate their resources wisely towards these tools of visual merchandising to generate a greater appeal to the prospective customers.Item Factors Influencing the Purchase Intention of Fast Moving Consumer Goods from Supermarkets(Department of Marketing Management, University of Kelaniya, 2016) Jayasiri, N.A.; Ubayachandra, E.G.more and more fierce competition in today’s business, require the companies to investigate the influencing factors to their businesses. It is an attempt to develop knowledge and conduct the research in a meaningful and practical way. This research reports on examine the influencing factors on purchase intention in the supermarket in Sri Lanka. There are many different influencing factors (Corporate image, Relationship marketing, Customer trust, New product preannouncement, Price promotion, Service experience, Convenience) for retaining the customer. It was based on the Literature review and other general influencing factors of purchase intention. Then satisfaction customers are intention to buying products from supermarkets. Quantitative research design is used as the research design. Data was collected from 200 respondents using the closed end questionnaire. Respondents were selected from the Kiribathgoda area supermarket shoppers. Collected data were analyzed by using descriptive analysis method, independent T- test one way sample analysis were used to analysis the data. According to the correlation analysis found that there is strongly positive relationship between influencing factors and purchase intention. Therefore developed all null hypotheses were rejected. Supermarkets owners should pay attention to build attitudinal loyalty than behavioral loyalty. Therefore it is essential to identify the influencing factors to get the attraction from the customers.Item The influence of demographic factors on the purchase evaluation criteria of mobile phones in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Chathuranga, P.A.; Ubayachandra, E.G.During this second decade of the new millennium, maximizing the potential of mobile phones is a challenge that will engage governments, the private sector, and the development community alike. Mobile phones manufactures are constantly looking for new ways to differentiate themselves. The communization of this market causes a deeper view into what drives a consumer purchase of one brand over another. so the research problem is to “Identify the influence of demographic factors towards the purchase evaluation criteria of purchasing mobile phones in Sri Lanka” The research objective is to identify the influence of gender, customers’ age groups, level of income, customers’ level of education and customers’ level of occupation towards purchase evaluation criteria of mobile phones in Sri Lanka? The research is quantitative and both primary and secondary data collection methods were used to get information. Primary data was collected from a questionnaire of 100 respondents from the through convenience sampling. The data collected was analysed using SPSS and statistical tools such as frequencies, percentages, mean, mode, median and standard deviation, regression, correlation, r square, ANOVA and hypothesis testing were used to analyse data. According to the study done by the researcher, we can clearly see that the Sri Lankan customers consider the utilitarian criteria as more important when purchasing a mobile phone than the hedonic criteria. Under the utilitarian criteria the Sri Lankan mobile phone users consider more about the durability of the mobile phone they purchase and secondly consider the price of the mobile phone.Item The Impact of Country of Origin on the Brand Equity: The case of University Student in Purchasing Toothpaste in Sri Lankan Market.(Department of Marketing Management, University of Kelaniya, 2016) Gomes, G.H.D.; Ubayachandra, E.G.This study investigates the reflections of country of origin image on consumers brand equity with regard to the Sri Lankan University Students in purchasing toothpaste. The research problem of the study is to check the impact of the Country of Origin on the Brand Equity. Most of the past researchers have focused on impact of country of origin on the consumer buying behavior without considering a specific product category. The key objective of this research is to identify the impact of the country of origin on the dimensions of the brand equity and the specific objectives are to identify the relationship between Country of Origin and the dimensions of Brand Equity which are Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality. This is quantitative research study and the sampling technique includes Judgmental sampling and Quota Sampling. The data collection method was Questionnaires. Sample size was 150 undergraduates from three different universities. To test the hypotheses, correlation analysis and simple regression analysis were performed. According to the Regression Coefficient, Country of Origin affects Brand Equity of Toothpaste purchasing which indicates positive association between the dependent and independent variables. According to the sample analysis, it describes that most of the toothpaste consumers prefer foreign toothpaste brands.Item Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Ganegala, G.W.N.K.; Ubayachandra, E.G.Mobile telecommunication is one of the fast growing industries in Sri Lanka. Currently few numbers of operators engaged in this small market with huge competition. Due to highly competitive market environment service providers attract others customers to sustain. As a result of that the switching behavior of customers’ has been frequently happening. This study was focused on the problem of identifying the Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka. Main objective of this study was to determine the factors impact on switching behavior of mobile telecommunication users in Sri Lanka. Deductive research approach was used for this study and 150 switched respondents between ages 18-55 were selected under convenience sampling method. Both primary and secondary data were used for this study and survey method used to collect most of the primary data. Five independent variables were identified according to the previous literature namely Brand Image, Core service failure, Attraction by competitors, price and Social influence. The data were analyzed using both descriptive statistics and inferential statistics. Data analysis revealed that the brand image had the most impact on brand switching behavior than the other factors. However, all five factors were found significant impact on switching behavior among mobile phone users. Findings of this study provide important implications to the telecommunication operators in their effort to increase their customer base and to retain customers with the organization.