Junior Research Symposia
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Item The Impact of Brand Personality on Purchasing Intension: A Study on Passenger Car Market in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2017) Weerasinghe, K.G.S.K.; Wanninayake, W.M.C.B.Passenger car market is one of the growing and competitive market in Sri Lanka. Hence, market competition is high among main players. The brand personality is one of the main factors the marketer can use to differentiate their products from competitors. The primary purpose of this research is to examine the impact made by brand personality on purchasing intention in the passenger car market in Sri Lanka. The present study is adapted to the positivism research philosophy with deductive approach. Under the primary source of data collection, a physical and the online survey method were adopted by using a structured questionnaire. The target population of the study was the all individuals who are using passenger cars in Sri Lanka. However the research was carried out by collecting data from a sample, consisted with 150 passenger car owners who are living in the western province of Sri Lanka. The descriptive statistics, correlation analysis and regression analysis were adopted as data analysis techniques for achieve objectives and testing hypotheses. The findings revealed that all brand personality dimension such as sincerity, excitements, competence, sophistication and ruggedness of brand personality indeed have a positive relationship with purchasing intention.Item The Impact of Packaging on Purchasing Decision with Special Reference to Dairy Brands in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2017) Subothini, S.; Wanninayake, W.M.C.B.The promotion plays an important role in achieving the organization’s goals and objectives in competitive markets. From the past, advertising and personal selling has been considered as significant promotional tool but the current trend has been changing and packaging is also used to communicate the message. While other modes such as TV advertisements are considered as expensive tool and reach of target crowd also limited, packaging is considered as a comparatively low expensive and it could reach all kind of target crowd. Packages are kept at the house hold with the consumer after purchasing & it’s important that it provides the details consumers’ need. Therefore, this research focuses impact of packaging on purchase decision. Based on the previous literature, it is anticipated that visual and verbal elements could influence customer preference positively, and this could eventually lead to the purchasing of the products. For this purpose, researcher adopted to the quantitative approach and carried out sample survey among 150 respondents in Colombo district. Target population were the people who purchase dairy products at least twice a month and structured questionnaire adopted for data collection. The finding revealed that both visual and verbal elements positively associated with purchasing decisions in dairy market. Further it was found visual elements are more important than verbal element of the packing in respective industry.Item The Impact of Advertising Appeals on Purchase Intention: With Special Reference to TV Advertising Appeals of Mobile Internet Packages(Department of Marketing Management, University of Kelaniya, 2017) Perera, W.A.C.T.; Wanninayake, W.M.C.B.There are many academics argue that advertising appeals have direct impact on customer purchasing intension. However previous researchers found that the argument is valid only for some contexts. Therefore main purpose of this research was to examine the impact of advertising appeals in promoting mobile internet packages on consumer purchase intention. Further it was attempt to compare the effectiveness of the different types of adverting appeals on purchase intention, thus to identify the most significant advertising appeal to be used in promoting mobile internet packages. A variety of literatures in particular fields were reviewed to determine the measurement of independent and dependent variables. The primary data was collected using a well-structured questionnaire and the sample represented any Sri Lankan mobile internet package user or potential user in the Colombo district mainly in age between 18 years – 35 years. To determine the reliability and validity of the study, a factor analysis was carried out. Secondly the impact of different adverting appeals on purchase intention and their significance were examined through a regression analysis. According to the analysis the researchers could make a conclusion that rational appeal and emotional appeal have a significant impact on purchase intention and that rational appeal has a more significantly positive impact on purchase intention than emotional appeal in the Sri Lankan mobile internet package advertising scenario.Item Investigate the influence of In-Store atmosphere on Customer Patronage Intention towards Supermarkets in Western Province.(Department of Marketing Management, University of Kelaniya, 2017) Fernando, D.V.M.; Wanninayake, W.M.C.B.Modern retailers have the ability to influence on customer purchasing decision in many ways. According to the prevailing literature many researchers argued that attractive in-store atmosphere becomes an important determinant for improving the customer patronage behaviour towards shopping at modern retail outlets. Further they explored that it has become an essentially important element in the retailing industry. Therefore in-store atmosphere and customer patronizing behavior become an important area in academic interest to further investigated. Accordingly present study is focused on the impact of in-store atmosphere on patronage intention of customers towards shopping at modern trade outlets in western province in Sri Lanka. Both secondary and primary data were considered for the study. Primary data was collected through a structured questionnaire administrated among 150 supermarket shoppers from western province. Hypotheses were tested by adopting to the correlation and regression analysis employing SPSS software. From six hypotheses, five were supported and only one hypothesis was rejected based on the empirical evidences. Therefore the study revealed that In-store music, In-store lighting, Store layout, and Cleanliness are positively influenced and In-store scent is not significantly influenced on customer patronage behavior of customers. Finally, researchers concluded that internal atmosphere of supermarkets become significant factor for selecting a retail outlet in Sri Lankan context.Item The Impact of Brand Equity on Purchase Intention: With Special Reference to Male Skincare Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Damayanthi, W.A.I.; Wanninayake, W.M.C.B.Male consumers are applying skin care products as a habit in their day to day life and they are considering many factors in purchasing decisions. According to the previous literature brand equity becomes a prominent factor in purchasing decisions relating to the beauty care products. However it is an important issue to clarify whether Sri Lankan customers consider the brand equity in purchasing decision of beauty care products. Specially, whether male customers consider brand equity of skin care products in their buying decisions. With aforesaid background, the main objective of this research is to determine the influence of brand equity on purchase intention of male skin care products in western province in Sri Lanka. The many literature was reviewed in order to develop the conceptual framework for the study. The primary data was gathered by using a structured questionnaire. The sample comprised of 150 male respondents from western province in Sri Lanka as covering the majority of men skin care market. The data analysis was carried out using SPSS 20.0 where reliability test and regression analysis ware initially carried out. The reliability of the scales and assumptions for parametric tests were satisfied. Findings of the study concluded that there has an impact of brand equity on purchasing intension in male skin care product market. The brand equity factors influence to the purchase intention was brand awareness, perceived quality, brand association and brand personality. According to the findings, marketers need to be concerned mainly perceived quality and the brand personality and then they have to pay attention on brand awareness and brand association for encouraging male customers to purchase skin care products in Sri Lankan market.Item The impact of celebrity endorsement on purchasing intention with special reference to malted milk powder market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Ranasinghe, R.A.C.P.; Wanninayake, W.M.C.B.The biggest improvement in the field of Marketing is the celebrity involvement as a promotional technique. Advertises believe that using celebrity endorser will foster, in the mind of the customer, a connection between the celebrity endorser and endorse brand and perceived as a winning formula for brand building. Considering the massive amount of celebrity endorsement practices in advertising, this study is an effort to examine the association between celebrity endorsement and consumers purchasing intension with special reference to malted milk powder market in Sri Lanka. There was no any research found, under this topic in Sri Lanka hence it is considered as beneficial to identify this association. It is anticipated that attractive celebrities and credible celebrities could influence customer preference positively, and that this will eventually lead to the purchasing of the advertised products and services. The main objective of this research was to find out whether the celebrity endorsement can influence the purchasing intension of Sri Lankan consumers. A sample which consists of 100 respondents in Colombo district was used for this research study and was based on both primary & secondary data. A standard questionnaire was used and all the data analysis procedures were accomplished with assistance of SPSS software 16 version. Most of the companies use the Celebrities for their advertisements assuming that their attractiveness, trustworthiness and expertise will positively and largely impact on the sales of the malted milk powder. But this study reveals that the there is no significant relationship between the above characteristics of celebrities and purchasing intention of the consumers.Item 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.Item The Impact Of E- Service Quality on Creating Brand Loyalty in Telecommunication Services: in The Case of Dialog Axiata PLC.(Department of Marketing Management, University of Kelaniya, 2016) Sewwandi, W.A.T.; Wanninayake, W.M.C.B.Sri Lankan Mobile industry is mainly consisting of five operators competing for a total addressable population of 21 million including Dialog, Etisalat, Airtel, Mobitel and Hutch 3 fixed operators. Dialog Broadband services, Sri Lankan telecom and Lanka bell. Primary objective of this research study is to monitor the Impact of the E service quality in telecommunication industry services. In this research study Secondary Data would be collected through research articles, web based information articles, journals, company publications and previous researches. Primary Data would be collected via a predetermined questionnaire based on the conceptual framework. This research is descriptive in nature because after the completion of the research findings can be used in management decision making since it is conclusive in nature. Research Approach – two major steps; first, an exploratory study will be conducted to figure out E service quality Secondly; the survey will be conducted to gather data necessary for recommendations. Research Population & the sample –dialog users in Sri Lanka. The sample size considered would be 250.Descriptive statistics being used to analysis the data. This study investigated the E service quality perception and its impact to create brand loyalty in telecommunication industry and the differences in relative importance they attach to the various quality dimensions using the c conceptual model of this research study propose. These E SQL scale appears to be a reliable scale to measure telecommunication industry E-service quality, and provide a useful diagnostic role to play in assessing the impact of brand loyalty building. The research finding Brand loyalty in telecommunication industry services E-service quality has significantly affected by Reliability, web usability and its design, Empathy, Assurance and Responsiveness.Item Study on Association in between Store Personality and Consumer Brand Loyalty (with especial reference to Fashion Retail industry in Sri Lanka).(Department of Marketing Management, University of Kelaniya, 2016) Peramuna, N.D.; Wanninayake, W.M.C.B.This study is mainly focus on the end result of how store personality effects on consumer brand loyalty in fashion apparel retail industry in Sri Lanka. The research problem of the study is: to what extent store personality of fashion retail brands influence on consumer brand loyalty. Many researchers have been focus on brand personality and brand loyalty, no study has yet systematically investigated store Key objective of this study is to investigate the association in between store personality dimensions namely sophistication, enthusiasm, solidity, genuineness, unpleasantness and consumer brand loyalty. Other objectives are; to identify how consumer “self-image” moderates the association in between store personality and consumer brand loyalty and to recommend the best practices for fashion retail marketers to implement. Research design of the study is Quantitative research. Primary data of the study collected through questionnaire survey in western province by using convenience sampling technique, and secondary data through journals, articles, magazines. Sample size was 200 respondents. A pilot survey was conducted with 25 respondents to pre-test the questionnaire. The data gathers was analyzed by SPSS16.0 software and analyzed following the descriptive statistics and multiple correlations analysis methods. A better understanding of the determinants of fashion store personality is essential for retail managers who wish to (re)position their stores. Retailers and store designers should be aware of the important role of “atmospherics” in this regard.Item 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.