Junior Research Symposia
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10236
Browse
9 results
Search Results
Item The Impact of Non-Financial Factors on Brand Loyalty with Reference to Leasing Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Herath, H.M.K.N.; Wijenayaka, S.I.As the result of economical development, post war political stability has heavily contributed to the development of financial market in Sri Lanka. It is observed that the financial companies are using different strategies to enhance and develop the market share in the present vulnerable and competitive market. Therefore, this research attempts to identify the impact of non-financial factors on the brand loyalty of the leasing industry. A questionnaire based survey was carried out to test the hypothesis derived based on the literature survey. Data was analysed using SPSS where multiple regression and correlation analysis was used to test the hypothesis. Study results show that non-financial factors like customer’s personal, psychological, social and cultural factors are also powerful as well as interest rate. These results can be used to identify their customers and develop more customize products and for customers to evaluate different financial products. Further, it implies that considering non-financial factors such as process time, rules and regulations, customer relationship management and flexibility will help to differentiate with one company to other.Item Factors Affecting to Brand Loyalty in Fast Food Industry With Special Reference to Colombo District(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, T.M.D.; Fernando, P.M.P.Developing and managing Brand Equity for a brand is considered as a critical issue for most of the industries. Having too many brands around the customer and competitive marketing and promotion campaigns can be a cause to create a brand confusion in customers mind. Multinational companies like Pizza Hut, KFC and McDonalds’ coming in to the local market using franchise model may use innovative strategies to build up their brand loyalty in local context. On this research, researcher tries to identify the most important factors that affect brand loyalty in fast food restaurants. The researcher identified Atmosphere, Promotion, Value Addition, Food Provided, Price, Brand Image and Service Quality through a comprehensive literature review as factors leading to branding loyalty. The research was conducted in Colombo District with a sample of 140 respondents. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested using regression analysis and results showed that atmosphere is the most prominent factor when it comes to customer brand loyalty of fast food restaurants while other variables indicated a moderate to weak influence on brand loyalty.Item The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Gamage, W.B.G.P.S.; Herath, H.M.R.P.35 The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka W.B.G.P.S.Gamage Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka\ H.M.R.P.Herath Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka Researcher has focused to study on the impact of Country of Origin on Brand Equity with special reference to milk powder market in Sri Lanka. The key objective of this research is to identify and investigate the dimensions of Brand Equity, critically analyze image of Country of Origin and, analyze and understand the impact made by Country of Origin on Brand Equity. Based on the Literature review, the dimensions of Brand Equity and Country of origin were analyzed in depth.In order to gain the in depth knowledge required for the thesis, a deductive approach was utilized with Questionnaires to collect data. The validity and reliability of the instruments were tested by using appropriate methods. The relationships between country of origin and Brand Equity were examined along with hypotheses developed. Convenience sampling was incorporated to collect the data from the respondents. Simple Regression & Correlation Analysis was conducted to measure the relationship between country of origin and brand equity. Results revealed that there were significant relationships between Country of origin and Brand Awareness, Brand Association, Brand loyalty and Brand Perceived Quality. Building a successful brand requires using creative marketing and branding strategies to create strong brand equity.Item The Impact of Brand Equity Dimensions on purchase intention with special reference to Laugfs Lubricants.(Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.Item 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.Item Factors Influencing on Brand Loyalty towards Fast Food Restaurants in Sri Lanka with Special Reference to Western Province(Department of Marketing Management, University of Kelaniya, 2016) Gunarathne, W.P.G.K.; Jayarathne, W.A.In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Building up a brand loyalty towards the brand is one marketing strategies which is commonly used by organizations to increase their sales other organization goals. This study attempts identify the factors that would influence on building up brand loyalty towards fast food restaurants. There are many previous researches related to this study area which are based on the global context whereas this study is specifically related to the global context. The primary objective of this research study is to identifying the factors that influence in building up a brand loyalty in consumer mind set towards multinational and domestic fast food chains with special reference to western province. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This study specifically comes under descriptive nature and researcher used survey data collection technique to gather data in order to get ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze collected data from respondents to reach conclusion. As per the research findings food provide and atmosphere creates strong positive relationship in building up brand loyalty towards the fast food restaurants where other considered factors have weak and moderate positive relationships in building up brand loyalty.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 The Impact of After Sales Service Quality on Customer Brand Loyalty: With Special Reference to Construction Machinery Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Pushpakumara, J.; Wanninayake, W.M.C.B.In Sri Lanka construction is the 4th largest sector with contributing 6-7% to GDP over past decade and provides employment to 4-5% of labour force. Construction industry mainly depends on construction machineries and there is no heavy construction machinery manufactures in Sri Lanka. Therefore, separate business sector has been developed for importing and distributing construction machineries. However, only few brands are dominating the market with strong CRM strategies and effective aftersales services. However there is no sufficient evidence whether effectiveness of after sales services has significant influence on the brand loyalty of construction companies towards heavy construction machinery brands in Sri Lanka. With the aforesaid background, the present study is focused on the assessing the impact of after sales service quality of heavy machinery providers on brand loyally of their clients towards heavy machinery brands. This study has been designed as quantitative research based on the positivism research paradigm. Both primary and secondary data will be collected for the study. Secondary data will be mainly collected through available online data, published government reports, journals, and company annual reports in construction industry. Primary data will be collected based on the survey among employees of construction companies. Accordingly, survey was conducted among the selected sample which is 396 and sample was selected randomly among the technical officers and other executives who are directly involved with purchasing of machinery from the machinery suppliers of industry. The research instrument will be a self-administrated questionnaire. Data will be analysed based on frequencies, percentages and descriptive statistical tools such as mean value and standard deviation while correlation analysis and regression analysis will be adopted for testing hypothesis. The findings of the study may be helped to develop effective after sales services heavy machinery suppliers for developing brand loyalty towards products among the construction companies in Sri Lanka.Item Impact of Social Media on Brand Loyalty: A Study of Telecommunication Companies in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Herzallah, F.M.F.; Jayarathna, L.C.H.The mobile telecommunication sector in Sri Lanka is very much competitive and this competitive trend is increasing. The subscribers now have various alternatives to choose according to their convenience. Therefore, to maintain the leading position in the market, mobile operators have to identify the factors related to customer satisfaction and loyalty. This paper aims to investigate the relationship between brand community presence on social media platforms and its impact on consumer brand loyalty while empirically analyze the ability of a brand to constantly interact with consumers on social media, and its impact on their loyalty. The study as a causal research will be conducted to understand the significance and impact of social media of telecommunication companies in Sri Lanka on Facebook on customer loyalty on the online platform. Accordingly, brand community and interactivity will consider as the independent variables where brand loyalty be the dependent variable in the conceptual model of the study. The population of the study is represented by the customers of mobile service providers working in the Sri Lankan market (Dialog, Moabitel, Etisalat, Airtel and Hutch). This study will contribute to determine how the social media platforms shape brand loyalty online and to what degree they are effective in making consumers forever be faithful to the brand. Hence, the study will provide a valuable contribution to the mobile service providers in Sri Lanka for decision making on their brand loyalty.