Symposia & Conferences
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Item The Impact of Visual Merchandising Strategies on Impulsive Buying Behaviour in Fashion Retail Stores in Sri Lanka: The Mediating role of Customer Emotions, among the Youth Generation(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhuwanthi, K. P. P. S.; Wanninayake, W. M. C. B.; Ekanayake, G. D.As the fashion retail industry is highly competitive and growing rapidly. So, retailers are using visual merchandising strategies to differentiate their offerings from others and enhance product satisfaction. The present study mainly aspires to explore how visual merchandising strategies affect impulsive buying behaviour together with the mediating effect of customer emotions among the youth generation, with an emphasis on the fashion retail industry in Sri Lanka. Based on these facts, the study has pointed out six visual merchandising strategies such as window display, mannequin display, promotional signage, floor merchandising, lighting arrangement, and colour combination to study its effect on impulsive purchase behaviour. And also, present research talks about positive customer emotions such as pleasure (happiness, joy), arousal (energy, excitement), dominance (freedom). The present study uses quantitative research approach. So, primary data was collected from 385 valid respondents who have visited the fashion retail stores in Sri Lanka, during the last six months of year 2024. The data collected through structured questionnaire. The findings showed that customer emotions act as a mediator in the relationship between the visual merchandising strategies and impulsive buying behaviour. Convenience sampling method used for making the sampling framework of the study and quantitative research approach has been used in this study. Data analysis was done by descriptive, correlation analysis, simple regression, and multiple regression analysis using IBM SPSS Statistics 25. The result of this present study gives evidence that four dimensions of Visual Merchandising Strategies Mannequin Display, Promotional Signage, Lighting Arrangement, and Floor Merchandising significantly influence Impulsive Buying Behaviour. Within these four strategies, mannequin display, promotional signage and lighting arrangement have a positive significant relationship whereas floor merchandising has a negative impact upon impulsive buying behaviour. Again, the other two dimensions are Window Display as well as Colour Combination, which have not significantly affected impulsive buying behaviour. However overall, the relation of visual merchandising strategies appears to be significantly positive in its positive influence upon impulsive buying behaviour and customer emotions. Furthermore, Customer Emotions mediates the relationship between Visual Merchandising Strategies and Impulsive Buying Behaviour. Therefore, this research contributes to newness in knowledge by elaborating that the influence of visual merchandising strategies on impulsive buying behaviour is strengthened by the mediating role of customer emotions. Despite these useful insights, the study has some of limitations. The geographical distribution of the sample is biased, with 50% of the responses coming from the Western and Northwestern provinces. This could affect the generalization of the findings to the whole country since consumer behaviour in those less-representative provinces may be very different. Also, the use of self-administered online questionnaires opens up the opportunity for response bias in that participants might misinterpret some questions or answer less truthfully without guidance. Again, the exclusion of qualitative methods such as interviews or focus groups restricts the possibility of deep exploration into the motivations and emotions of respondents. The study’s findings provide actionable recommendations for retailers, both large and small, to improve their store environments. Retailers should prioritize impactful strategies such as mannequin displays, promotional signage, and effective lighting arrangement to evoke positive emotions and drive impulsive buying behaviour. Visual merchandising strategies that resonate with the preferences and emotions of the younger demographic will help drive consumer engagement and increase market share by providing value to consumers. The study will also help consumers understand marketing strategies and how they should behave during shopping. Furthermore, policymakers can make better decisions by optimizing their knowledge of the fashion retail industry and consumer behaviour.Item The Impact of Visual Merchandising on Gen Z's Impulsive Buying Behaviour on E-commerce Platforms in The Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Riptha, M. P. A. F.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This research primarily attempts to try concerning the difference that visual merchandising creates on an impulsive buying behaviour as well as established such behaviour by consumers but particularly Generation Z (Gen Z) who are into online buying going across an e-commerce platform in the Western Province of Sri Lanka. The emergence of online shopping demanded that one understands the various consumer behaviour phenomena on impulsive buying. Particularly investigated were how such display strategies were applied in triggering impulsive buying by product displays, websites, colour schemes, and promotional visuals. The study is to fill the gap in the existing literature regarding how visual elements help to shape Gen Z's purchasing decisions while offering a window into the Sri Lankan e-commerce market. The fundamental argument proposition is that well-structured, visually stimulating websites can convince impulsive purchases very well, all channelling personal to time-limited promotional elements. This study employs a quantitative method through a structured questionnaire survey of 384 respondents. Convenience sampling is used to select respondents who frequently interact with e-commerce from the western province of Sri Lanka. This research survey was organized to find the effects of some visual merchandising techniques on impulsive buying behaviour. The setting of this research is in a country that is currently advancing into an online market: becoming popular within the young, tech-savvy audience in Sri Lanka. Descriptive and inferential statistical techniques were utilized in analysing the data to come up with meaningful insights with respect to the relationships posited between visual merchandising factors and consumer behaviour. This research indicates that an appealing web-design, flashy display of products, and colourful promotional graphics trigger impulsive buyer behaviour among consumers of Generation Z. Another effect was that personalizing visuals by formulating them according to individuals' preferences drew remarkably high impulse buying. Time-limited sales such as flash sales and countdown timers have also been confirmed to be the most prominent key contributors to impulse purchases. These results agree with prior studies that underline the stimulation of such consumer behaviour by visuals. However, in the modern mobile world, a well-optimized visual merchandising strategy becomes necessary because the majority of respondents use smartphones to access e-commerce. The integration of social media with e-commerce platforms also represents an effective way to entice spontaneous purchases through instant interactive content delivery. A few limitations attached to the present study exist, even though the study contributes immensely. The restrictions on generalizability might be processed because of convenient sampling, making the participants in the sample not very representative of the whole population of e-commerce consumers in Sri Lanka. Secondly, the inclusion of online surveys restricts the depiction of consumer decision-making in context because it appears that the data is not collected, mostly acquired from the participants via survey questions. Generally speaking, data collection is cross-sectional; thus, these cannot be expressions of cause-outcomes between visual merchandising strategies and impulsive buying behaviour. The consideration for future research might be seen factoring these two variables by longitudinal designs or engaging qualitative methods of research like interviews or focus groups for deeper insights into consumer motivations. Theoretical implications of this study with respect to consumer behaviour in the era of e-commerce mainly centre on how Generation Z responds to visual merchandising. Extending the studies of impulsive buying, the study identifies and analyses the key role of visual components in defining online shopping experiences. Based on results obtained, this study has some practical implications for e-commerce businesses in Sri Lanka. To better optimize visual merchandising strategies and to convincingly prompt consumption, the design of websites should focus on having visually attractive and mobile-optimized websites, use personalized product displays, and launch time-sensitive promotions that aim to grab consumers' attention. These can also be supplemented by getting social media involved with the experience of shopping online along with putting in interactivity aspects for better engagement and bigger impulses to purchase. Future studies can even explore the effectiveness of new technology such as augmented reality (AR) or virtual reality (VR) toward the improvement of efforts in visual merchandising and the effects of ethical consumerism and sustainability on Gen Z's decision-making processes.Item The Impact of Social Media Influencer Marketing on Brand Loyalty Towards Luxury Cosmetic Brands: with Special Reference to Gen Z in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ekanayake, K. B. P.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This study investigates the relationship between brand loyalty and social media influencer marketing among Generation Z customers in Sri Lanka's luxury cosmetics sector, namely in the Western Province. Because of their knowledge, credibility, and attractiveness, as well as the informational and entertaining value of their content, social media influencers are becoming more and more important in digital marketing. The study fills gaps in understanding how these aspects generate long-term brand loyalty in emerging economies by providing insights into the dynamic convergence of digital and luxury brand marketing.The study used a quantitative research methodology to examine 375 Generation Z customers living in Sri Lanka's Western Province, who were between the ages of 12 and 27. A structured questionnaire assessed how influencer marketing elements, such as informational and entertainment content, as well as influencer attributes like trustworthiness, expertise, and attractiveness, shape brand loyalty. To evaluate these relationships, statistical techniques such as regression analysis and correlation were used. were also investigated in order to determine how they affected the process of establishing loyalty. The findings show that influencers' expertise and trustworthiness are crucial for building strong brand loyalty, followed by their attractiveness. Content with high entertainment value enhances consumer engagement, while informational content bolsters decision-making confidence, fostering brand loyalty. Stronger emotional bonds between influencers and their audiences are produced when they successfully reflect brand values. This results in brand endorsement, repeat business, and resistance against competing efforts to market. The study also shows that Gen Z consumers are increasingly choosing relatable and genuine influencers over conventional advertising.The study's focus on Generation Z customers and Sri Lanka's Western Province may limit its applicability to other age groups or regions. Because the study uses self-reported data, response bias may be present. Additionally, the cross-sectional design captures data at a single point in time, providing a snapshot rather than longitudinal insights into evolving trends. To capture long-term loyalty patterns, future research could use longitudinal designs, qualitative approaches, or a wider demographic reach. This study provides theoretical contributions by expanding the existing body of literature on influencer marketing and consumer behavior within emerging markets. Practically speaking, it provides useful data for marketers looking to create efficient influencer marketing campaigns geared to Generation Z's unique taste in the luxury cosmetics sector. Marketers should prioritize collaborations with influencers that represent integrity and knowledge, while also ensuring that the content is consistent with brand values and customer expectations. This study contributes to the ongoing discussion about influencer marketing in developing economies by demonstrating how cultural and socioeconomic characteristics influence customer behavior in digital arenas. It emphasizes the unrealized potential of targeted influencer collaborations for developing long-term brand relationships in the premium category. Future research might investigate these patterns in a variety of geographic and cultural contexts, as well as the influence of emerging platforms such as TikTok in luxury brand marketing.Item The Impact of Consumer Barriers on The Slow Adoption of Electric Vehicles in The Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, G. O. A. N.; Wanninayake, W. M. C. B.; Ekanayake, G. D.The purpose of this study is to investigate the macro-environmental constraints that contribute to the sluggish adoption of electric vehicles (EVs) in Sri Lanka, with a focus on the Western Province. While many countries are moving toward more ecologically friendly modes of transportation, the adoption of electric vehicles in Sri Lanka remains gradual. This study aims to identify the major barriers limiting customers from purchasing EVs, such as financial, technological, environmental, and infrastructural issues. Furthermore, the study intends to analyze how these barriers influence consumer views and decisions, which contribute to the overall reluctance to switch from traditional fuel-powered vehicles to electric alternatives. The study adopts a quantitative research design, with survey data obtained from 402 Western Province inhabitants, the majority of whom do not possess electric vehicles. A systematic questionnaire was sent to collect data on customer views toward EVs and the macro-environmental factors influencing their purchasing decisions. The collected data was analyzed using SPSS software, including tests for reliability, validity, and normality. Cronbach’s Alpha was applied to measure the internal consistency of the constructs, while demographic analysis helped identify trends across different consumer segments, such as age, gender, and income. The study focused on determining how technological, financial, environmental, and infrastructural factors collectively influence consumer behavior in Sri Lanka’s Western Province. The findings of the study reveal several significant barriers to EV adoption. Financial constraints emerged as one of the leading factors, with the high upfront cost of EVs acting as a primary deterrent. Many respondents expressed concerns about the lack of financial incentives and the affordability of EVs compared to traditional vehicles. Infrastructural inadequacies, particularly the limited availability of charging stations, contribute to “range anxiety,” which further discourages potential EV buyers. Technological barriers, such as doubts about battery life and maintenance challenges, also play a role in slowing down EV adoption. Although many consumers acknowledge the environmental benefits of EVs, the study found that these advantages are often outweighed by concerns about cost and practicality. The research is confined to the Western Province of Sri Lanka, which may limit the generalizability of the findings to other regions. Furthermore, the use of convenience sampling may induce bias because the sample may not fully represent the overall population. More research is needed to determine the long-term effects of policy measures, like as subsidies or tax cuts, on EV adoption rates throughout different parts of the country. Furthermore, qualitative research could provide more detailed insights into consumer attitudes and cultural aspects influencing EV adoption decisions in Sri Lanka. This study's findings have major consequences for policymakers and industry stakeholders. The findings emphasize the importance of specific financial incentives, such as subsidies or low-interest loans, in making electric vehicles more accessible to the general population. Advancing EV infrastructure, like charging stations, would eventually be a breakthrough in favor of defeating the range anxiety caused by electric vehicles thereby boosting consumer confidence in the use of electric vehicles. Campaigns designed to raise awareness among the masses regarding the long-term benefits economic or environmental would be more effective in changing consumer attitudes by encouraging them to adopt sustainable forms of transportation. The study also recommended that the government collaborate with the private sector in drawing up a holistic EV adoption strategy that covers both infrastructure development and consumer education.Item Impact of eWOM in Social Networking Sites on Purchasing Intention in Fast Food Restaurant Industry: A Study among Facebook Users(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijesinghe, M. P.; Wanninayake, W. M. C. B.With the increasing usage of social media apps, the rate of TV viewership is declining, and online ad blocking is taking place with providing implications to businesses for finding alternative ways of approaching their target audiences. Therefore, marketers find new ways to reach potential customers via social networking sites (SNS) to promote their brands. With the aforesaid background, this study is designed to explore the impact of eWOM in SNS on the purchase intention of Facebook users in the context of the fast-food restaurant industry in Sri Lanka. This study adopts a positivist research paradigm with the deductive research approach and employed self-administrated questionnaires to gather primary data from the conveniently selected sample in the Western province of Sri Lanka. The regression analysis and several statistical techniques have been adopted to analyze the collected data to achieve meaningful conclusions. Overall results revealed that eWOM positively affects purchase intention and found that credible influencers and useful content are vital for the success of eWOM marketing, which affects the fast-food restaurants' performance in Sri Lanka. Therefore, the study outcomes encourage marketers to harness the opportunities that SNS create for businesses and encourage them to develop viral marketing campaigns to spread C2C eWOM to improve purchase intentions. Hence, overall implications indicate positive commercial and economic impact in the present context, even though some limitations are associated with the study.Item Impact of Corporate Reputation on Customer Patronizing Behavior: A Moderating Effect of CRM Practices in Supermarket Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayaweera, S. M.; Wanninayake, W. M. C. B.The competitiveness of the local supermarket industry is increasing unprecedentedly with the impact of various macro-environment factors. That Corporate Reputation is one strategic element available at companies to gain a competitive advantage and win more customers within the supermarket industry. However, sufficient empirical studies were not carried out in the local context to investigate those concepts' association. Therefore, this study aims to investigate the impact of Corporate Reputation on Customer Patronizing Behaviour with moderating effect of Customer Relationships Management (CRM) strategies within the supermarket industry, Sri Lanka. The present research was carried out based on the quantitative research strategy under the positivist research paradigm. The primary data was collected from the individuals who are frequently shopping at any supermarket in Sri Lanka. The non-probability convenience sampling method was used for the study, and data were collected by using a structured questionnaire with a sample size of 250. The finding revealed that Corporate Reputation towards customer patronizing behavior is positive, with the companies' CRM practices adopted by the companies in the present context. Further findings explore that all the independent variables have a significant positive relationship with the dependent variable. The study provides practical implications for developing marketing strategies and communication activities in supermarket chains in the domestic market. Further findings can build modern trade retailers' corporate reputation to enhance customer patronizing behavior by using effective CRM strategiesItem Impact of Corporate Brand Identity on Customer Store Loyalty towards Retail Fashion Industry in Western Province of Sri Lanka: The Mediating Effect of Brand Citizenship Behavior(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Mapa, M. M. D. T. H.; Wanninayake, W. M. C. B.The purpose of this study is to investigate the impact of corporate brand identity on customer store loyalty. The literature on service and corporate branding in retail contexts has acknowledged staff's influences on customers' brand perceptions. When conferring to the literature, there is a huge dilemma to be solved, whether the corporate brand identity has a real impact on customer store loyalty toward the fashion retail outlets in the Sri Lankan context. Hence, this study reviews how theoretical and empirical contributions will be able to address that dilemma. As this study was quantitative in nature, it used structured questionnaires to collect primary data based on the multilevel mixed sampling method. Researchers employed multiple regression, macro process, and correlation analysis as main statistical tools to investigate the hypothetical impacts. The finding revealed that the direct relationship between corporate brand identity and store loyalty has been statistically proven. Results proved that the role of brand citizenship behavior has a partial mediating effect on the relationship between corporate brand identity and store loyalty. The study's findings have a more practical contribution for the fashion retail sector marketers for making effective corporate branding decisions. Finally, the researchers recommend several strategies for the fashion retail industry's marketing practitioners to develop brand loyalty through the corporate brand identity and brand citizenship behavior.Item Impact of Sensory Marketing on Customer Repurchasing Intention with Special Reference to Modern Trade Industry in Sri Lankan(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madusanka, U. G. G.; Wanninayake, W. M. C. B.Sensory marketing is simply the process of winning a customer's trust and attention by appealing to each of these five senses sight, hearing, taste, touch, and smell. Even though this practice is strongly applied in the modern trade sector in Sri Lanka, there is insufficient empirical evidence to evaluate the effectiveness of sensory marketing practices in the present research context. Accordingly, this study aims to examine the impact of sensory marketing on customers' repurchasing behavior in the domestic market's modern trade sector. The researchers applied the quantitative approach based on the positivist research paradigm, and the researchers employed a structured questionnaire to collect the primary data. The sample of 384 was drawn among customers who are regularly visiting modern retail shops based on the non-probability sampling method. The data were analyzed using SPSS statistical software, and the findings revealed that modern retailers' sensory marketing strategies have a significant contribution to trigger customer's positive emotion. It is identified that sight is the strongest sense in humans' sensory systems. Consumers are largely replying to this sense and often make a purchasing decision based on their first impression. Further, hypothesis tests proved that sensory marketing strategies have a significant positive relationship between customer repurchasing intention. Hence, the researcher has drawn the retailers who run modern retail shops to enhance sensory stimuli, including sight, hearing, taste, touch, and smell, to develop customer patronizing behavior towards their retail outlets.Item Impact of Brand Crisis on Brand Avoidance in Electronic Retailing Portal with the Mediating Effect of Brand Love and E-Brand Trust: with Special Reference to Fast Moving Consumer Good Consumption in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dabare, P. U. I.; Wanninayake, W. M. C. B.The fast-moving consumer goods (FMCG) market is one of the most competitive and aggressive markets globally. Even though many branding concepts were investigated by the previous researchers, brand crisis and brand avoidance behavior were not sufficiently investigated in the local context. Therefore, the purpose of this study is to identify the impact of the brand crisis on brand avoidance with the mediating effect of brand love and e-brand trust within the FMCG purchases via e-retailing portal in Western Province, Sri Lanka. As this study is quantitative in nature, it has used structured survey questionnaires, identifying a sample of 325, which consist of online users especially referring to generation Y and Z, using a multistage mix sampling method. In terms of testing hypothesis, the researchers have followed Partial Least Square (PLS), and Structural Equation Modeling (SEM). The structural model's bootstrapping results demonstrated that brand crisis positively impacts brand avoidance, negative relationships in between brand crisis and e-brand trust, brand love and brand avoidance, e-brand trust, and brand avoidance. Since the study focuses only on the FMCG category within an online context, the generalization of findings is framed only for the given context. However, along with the mediation of e-brand trust, it has proved that e-brand trust prevents brand avoidance in FMCG online retailing in times of crisis.Item Impact of Instagram Advertising on Youth Impulsive Buying Behavior Towards Apparel Outlets Located in Colombo District: The Moderating Effect of Consumer Personality and Mediating Effect of Digital Literacy(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasinghe, M. M.; Wanninayake, W. M. C. B.Social media advertisements are one of the most highly utilized communication tools in the current marketing landscape to engage with the audience. In Sri Lanka the most used social media platforms for advertising by companies are Facebook and Instagram. Both platforms can be used to influence on the impulsive purchase behavior of young consumes. The objective of this study is to evaluate the impact that social media advertisements, specifically Instagram advertisements, can have on the youth audience. The impulsiveness of making purchase decisions by youth has been studied in detail referring to the apparel outlets located in Colombo district of Sri Lanka with a moderating effect of consumer personality and mediating effect of digital literacy. The initial part of the paper reviewed previous literature for developing conceptual framework and hypotheses and then it was tested hypotheses based on qualitative findings developed from the questionnaire which was circulated among 384 young consumers who have been exposed to apparel related advertisements on Instagram. The practice gap and the theoretical gap has been identified to develop the conceptual framework where later the validity and reliability of the framework has been tested based on the data gathered using SPSS software. The hypotheses have been tested by using correlation and multiple regression analysis in deriving the conclusion where findings contribute to improving advertising content for better attraction and trial purchase of young consumers. In today’s context, social media advertising is of high importance and the impact of this on Sri Lankan apparel brand impulse purchases can be further investigated upon.