Junior Research Symposia
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Item The Impact of Brand Equity towards the Brand Loyalty with Special Reference to Hotel Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Keerthisoma, S.U.; Bandara, B.S.S.U.Tourists have gained positive mind set about the Sri Lanka after the civil war. Thus it will help to develop a huge demand for the country. Tourism contributes 0.6% to the country from total GDP and was one of the fasters growing sector in the country. This study focuses on recognizing the challenges faced by hotel sector when developing brand loyalty to retain the customers and gain more sustainable profits. The study will enable hotel sector of Sri Lanka to focus on opportunities that enable to enhance brand loyalty and thereby gain a competitive edge over the international rival firms. This study justifies, the impact on brand equity towards the brand loyalty. Elements of brand equity acts as the independent variable whereas the brand loyalty is the dependent variables. For this study data were collected through a consumer survey conducted in Colombo district using random sampling method of 150 respondents. The researcher used the element of the brand equity such as brand image, brand awareness, brand association and perceived quality to measure the brand loyalty. Analysis was done for the individual element of brand equity to identify the impact towards brand loyalty Results from the frequencies, mean analysis and regression analysis showed that there is a positive impact from brand image and perceived quality towards the brand loyalty of hotels in Sri Lanka. Finally, these findings were used to suggest the strategies for industry and government to fit with the consumer expectations.Item A study of the Factors influencing on the Selection of Casual Dining Restaurants in Colombo City.(Department of Marketing Management, University of Kelaniya, 2017) Luckshani, H.D.T.T.; Weerasiri, R.A.S.Factors Affecting Selection of casual dining restaurant in Colombo City Restaurants provide food services to customers. People who have no time to cook are forced to eat at restaurants. They are also meeting places for these customers who want to arrange their special occasions in the restaurants.. They are becoming more important to the society nowadays. However, restaurants do not provide the same level of services. Some provide poor services to customers. The others provide high level of services. This paper is an attempt to find out the factors that affect consumer selection criteria about the restaurant in Colombo city. The impact of various variables like brand and popularity, quality and taste of food, price, , presentation and decoration of food, quality of staff, comfortable sitting arrangements with quality cutleries-utensils, interior exterior design, location, parking and security, additional services like kid’s corner, celebrity appearance, live performance and advertisement in mass media will be analyzed. The study will be based on the primary data collected from respondents with the help of structured questionnaire. The collected data was analyzed and interpreted by using the SPSS software. Firstly the descriptive analysis of the data was done by using frequency tables, average analysis as well as graphical representations. Then the gathered data was deeply analyzed and explored the relationships between the independent and dependent variables. The stated hypotheses were tested by using the statistical tool of correlation analysis and regression analysis. The finding of the hypotheses analyzed, shows that all the 4 variables showed a positive relationship with influence selection of casual dining restaurants.Item Authentic Sri Lankan Experience: Insights from Boutique Hotel Customers(Department of Marketing Management, University of Kelaniya, 2016) Kumbukage, E.U.P.; Gunawardana, H.M.R.S.S.There has been increased attention given in the tourism literature to authenticity of destinations and the experiential consumption of tourism via accommodation products. The purpose of this study is to explore authentic Sri Lankan experience in the eyes of tourists who were at boutique accommodations in Sri Lanka. Mainly, study explored the authentic experience of boutique hotels and overall authenticity experience of Sri Lanka. This study adopted the phenomenology research approach to assess the tourists experience in Sri Lanka. These two phenomena were explored in the perspective of boutique hotel customers in order to identify their experiential needs. Total of 10 in-depth interviews were conducted with 14 boutique hotel customers who had visited Sri Lanka within the past 6 months. Findings indicated boutique hotel customers seek authenticity and their choice of accommodation influences the overall authentic experience they receive from the country. This study presents 5 key elements of Sri Lankan authenticity and 6 key influential factors of boutique hotel experience. Boutique hotels are a form of specialist accommodation product, serving a high-end niche group of customers that has become a trend in the world and minimal academic studies devoted to assess the needs and expectations of the customers in these hotels in Sri Lanka. Therefore, this study addresses the lag of knowledge on Sri Lankan authenticity and the experiential nature of Sri Lankan boutique hotels.Item Factors Affecting On Consumer Purchasing Intention for Fruit Drinks Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Fasna, M.A.F.; Weerasiri, R.A.S.The purpose of conducting the research is to find out the factors influencing consumer purchase intention for fruit drinks market in Sri Lanka. Based on that, the researcher seeks to answer the research problem of “What are the factors influencing purchase intention for fruit drinks market in Sri Lanka?” Although the consumption of fruit drinks being preferred over carbonated drinks based on health perspective, there is no previous research is conducted on finding the factors influencing the purchasing intention for fruit drinks specializing on Sri Lankan context, has attracted the researcher’s attention to carry out the research. Research is conducted using quantitative techniques. Both primary (questionnaire) and secondary sources (such as internet, publications and books) of data have been used. Data collected from 150 respondents in Colombo district within the age limit of 20-35. Collected data was analyzed using descriptive such as tables, charts & inferential statistical tools using SPSS 20. In conclusion the majority of customers are having high level of consideration of attitudes, package, product quality, reputed brand name, and advertisements when purchasing fruit drinks. Therefore marketer can recognize strengths and weaknesses in their advertisements, packaging, and quality & can improve their performance concerning the extent of each variables impact on purchasing intention.Item Factors Influencing on Purchase Intention for Men’s Fairness Cream Products in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Dabare, G.C.P.; Weerasiri, R.A.S.Changing life style of Sri Lankan youth has leads to strong demand for Fairness creams in Sri Lanka. Sri Lankan market is gradually creating an environment for Cosmetic market. Based on the trend analysis of the market reputed companies and brands have felt the need for behavioral study to reach men’s consumer market in Sri Lanka. In the Global context researchers has taken place with reference to the men’s grooming products but in Sri Lankan context no researches has taken place to find out the purchasing factors affecting for men’s Fairness cream products. According to the finding of the research, readers able to find out the touch pints towards the men’s Fairness cream products. With the help of this research study business organizations be able to gain knowledge regarding what are the mainly highlighting factors which can be highlight in men’s advertisements for Fairness cream, Identify the prominent factors consumers considering when purchasing a men’s Fairness cream. The Main objective of this study was to find out the factors affecting on the Purchasing intention on men’s Fairness cream in Sri Lanka. Sample size was 250, represent male respondents from Colombo area, was selected for the survey, where 40% representing age between 16-25, 20% representing age between 25-30, 20% representing age between 30-35, and balance 20% representing age between 35-40. Descriptive statistic and Inferential statistics was used to analyse the data. Under Descriptive statistic method using charts, mode, median, percentages. Under Inferential statistics method using Quantitative analysis such as Co -relations Coefficient technique. As a software package used SPSS 16th Version. Brand, Product Quality and Place of distribution has a significant strong uphill positive relationship with purchasing intention of Fairness cream products and Price and Promotion is having a moderate uphill positive relationship. Therefore Product quality, price, promotion, Brand, place of distribution having a most influencing factors and sensitive factors to drive sales and to shift the brand.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 Relationship between Working Capital Management and Corporate Profitability: Comparison between Manufacturing and Pharmaceutical Chemical companies in Sri Lanka(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Kavishan, D.; Abeywardhana, D.K.Y.The objective of this research is to provide empirical evidence on the Relationship between Working Capital Management (WCM) and Corporate Profitability of Manufacturing and Pharmaceutical and Chemical companies in Sri Lanka. The Regression analysis is used as analytical techniques and the sample data collected for the period of Six years from 2010-2016 for 10 manufacturing companies and for 10 pharmaceutical and chemical companies listed in Colombo Stock Exchange (CSE). This study measures corporate profitability using Return on Assets (ROA) and independent variables are Inventory Turnover period (ITP), Average Collection Period (ACP) and Average Payable Period (APP) and control variables are firm size, debt ratio and sales growth. For pharmaceutical and chemical sector ITP and total assets shows significantly positive relationship with profitability and ACP, and APP is significantly negative with profitability. In contrast, for the manufacturing sector, ACP shows significantly negative relationship with profitability. This study suggests that Pharmaceutical and Chemical sector should focus on reducing the ACP and APP to increase the profitability thereby maximize the wealth of shareholders of the company. The firms in manufacturing sector should reduce the ACP to increase their profitability.Item Internet Adoption in SMEs in Sri Lanka(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Sudarshani, P.E.; Perera, H.A.P.L.The growth of information technology in the business world is spreading at a phenomenal rate. The uses of the internet for e-commerce purposes have seen a high increase due to growth in websites for commercial purposes. The success of a business organization stands at the usage of IT in their business. This paper aims to investigate empirically the decision of small and medium sized enterprises (SMEs) to adopt the internet in their business. This study investigates the major determining factors for e-commerce adoption in Srilankan SMEs. The data were collected using a standard questionnaire. SPSS software was used for analysis purpose. Analysis were carried out to investigate the adoption of Internet in Sri Lankan SMEs. The results show that knowledge of English language, Technical compatibility, perceive benefits and cost of web adoption have significant relationships with internet adoption, the results of the study of highly educated managers of SMEs also exposure a non-significant relationship between innovation adoption tendency and adoption of internet. This study provides more understanding of manager’s perceptions about internet adoption on their businesses. Those in promoting the web may find these results helpful in guiding their efforts.Item Impact of Service Quality on Customer Satisfaction: A Study of State Banks & Private Banks in Sri Lanka(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Siriwardana, D.A.; Rathnasiri, U.A.H.A.Commercial banks play a major role in the economic development of the country. Customers prefer to get the maximum satisfaction; hence providing better service quality is the key to success and gives competitive advantage. This research is solely focused on service quality to determine the customer satisfaction. The aim of this study is to identify the impact of service quality on customer satisfaction using service quality dimensions by comparing government banks and private banks in Sri Lanka. Primary data were collected through a questionnaire and the stratified simple random sampling method used. Data were collected from respondents representing two state banks and two local private banks in Colombo district on SERVQUAL scale measure. Descriptive analysis, correlation analysis and regression analysis were used to evaluate the level of service quality. The results indicated significant positive relationship between service quality and customer satisfaction in the banking sector. The research findings showed the offering of high quality service will increase the customer satisfaction level, which leads to high level of customer loyalty for successful performance of banks.Item Computerized Accounting System Usage of Small & Medium Scale Enterprises in Sri Lanka(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Weerasinghe, H.D.S.S.; Perera, H.A.P.L.Most of the researches were found that, Small and Medium Enterprises (SMEs) play a significant role in almost all economies. For developing countries it is more critical than developed countries. As a developing country SMEs are identified as one of the most important elements in the economy by Sri Lankan government. Accounting system is a main component of an organization which determine the existence if the organization though evaluating the performance. In present most of the businesses are using Computerized Accounting System ot enhance the effectiveness and efficiency of accounting process. This research analyzed the Computerized Accounting System Usage by Small & Medium Scale Enterprises in Sri Lanka with reference to Colombo district. 100 SMEs were selected to obtain data and data collected through a questionnaire from SMEs in Colombo District. Out of the 100 samples selected 75 responses were received. The received data were analyzed using frequency analysis and cross tab analysis in descriptive statistics. It is found that majority of the SMEs are using computerized accounting systems but not the best software available in the market. Also there is a relationship in computerized accounting systems and the level of education of business owner and the accountant, number of accounting staff and the organizational structure. It is recommended to guide and carrying out trainings for SMEs by the government to adopt Computerized the SMEs with the technology and the boost the performance of the SMEs in Sri Lanka.