Browsing by Author "Fernando, P.I.N."

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Does Brand Image Impact on Consumers’ Buying Behavior: Special Reference to Fermented Dairy Products
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Kaushalya, A.M.; Fernando, P.I.N.
Dairy sector is one of the most important of all livestock sub-sectors in Sri Lanka with a grate potentiality to contribute economic development. Categories of fermented dairy products are usually high energy yielding food products as well as popular among consumers. The research question has been developed as whether the brand image effects on consumers’ buying behavior of Fermented dairy products and the main research objective developed to determine the impact of brand image toward consumers’ buying behavior of Fermented dairy products. Both primary and secondary data had been collected and proportionately chosen 200 respondents as the sample. Structured questionnaire has been used as the survey instrument to primary data collection. Brand image dimensions; brand attitude, brand attribute and perceive benefits were considered as the independent variables and consumers’ buying behavior was considered as dependent variable and the SPSS 16 package has been used to analyze. Results indicated that there is positive relationship between the brand images on consumers’ buying behavior as brand attitude, brand attribute and perceive benefits. The study concluded that brand attribute and perceive benefits significantly impact on consumers’ buying behavior of fermented dairy product brands rather than brand attitude. Recommendations provided as to focus on marketing strategies towards brand attributes of price, shelf life, quality and color as well as the perceive benefits of health and safety of the product, need satisfaction through the product, taste, smell, feel, delight, and frequency of use. Further establishing a cost based advertising strategy to be positioned the brand in the consumer’s mind has been proposed.
DOES SOCIAL MEDIA IS AN EFFECTIVE MARKETING TOOL? A STUDY ON FASHION APPAREL BRANDS.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.I.N.
Social media is one of the modern tools to connect people around the world, make relationships regardless of the region as well to marketing products and services. Social Media platforms as Facebook play a vital role within Sri Lanka to pass the message to consumers regarding new trends and products offered by marketers. Traditional modes on marketing still contribute a significant portion from the budget even though the modern technologies let consumer attractions in different angels. The objective of this research to assess impact of firm generated and user generated communication on purchase intention referring the Facebook. The research focused on fashion apparels brands market through the social media platform. Sample consisted with 100Facebook users that already liked at least one fashion apparel brand and standardized online-survey has conducted to collect the primary data. Results revealed the User Generate Communication and Firm-Generated Communication have a positive relationship with brand equity and Brand equity has positive relationship with purchase intention. Accordingly findings revealed user generated communication exhibits higher impact on brand equity compared to firm generated communication. Hence the Social Media Marketing could be used as an effective marketing tool in fashion apparel brands that market in Sri Lanka. As recommendations, the fashion apparel marketers need to develop social media platforms to generate more user contents, combining traditional marketing tools with social media, create a dialog between consumers and potential consumers and open for online purchasing platforms through Social Media platform and online payment systems could be highlighted.
Drivers of Destination Loyalty in Eco-Tourism: Evidence from International Millennial Tourists in Sri Lanka
(International Conference on Business and Information (ICBI – 2019), [Tourism & Hospitality Management], Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2019) Ranaweera, R.A.A.R.; Fernando, P.I.N.; Dilhani, H.A.A.
The primary objective of this study is to identify the drivers of destination loyalty in ecotourism. Non-probability sampling technique was used for this study to collect data from 150 international millennial tourists visiting Ella and Horton Plains regions in Sri Lanka. A structured questionnaire was used to collect data. Descriptive analysis and multiple regression analysis were used to analyze the data. Findings revealed that most of the millennial tourists do not favor Sri Lanka as the preferred eco-tourism destination and they highlighted that resources of the eco-tourism destination is one of the most influential factors which tend to attract tourists to the destination. Under the recommendations, maintain proper waste disposal system, effective promotional method, convergence of facilities, implement the rules and regulations of the country could be proposed. Further, sustainable tourism practices need to be adopted by the eco-tourism destinations to enhance the destination loyalty towards Sri Lanka.
Impact of Distribution Channel Competitiveness: A Case of Floriculture Exporters in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayasooriya, K.K.Y.S.; Fernando, P.I.N.
Floriculture industry is a potential sector to enhance socio-economic development. Further, it is one of the emerging industries. The objective of the study is to identify the relationship between distribution channel and firm competitiveness of export floriculture industry and to recognize the most influencing factor effects on firm competitiveness. Structured interviews were used to collect primary data. In the process, all the registered Export Floriculture Companies were interviewed. Distribution channel dimensions; cost, quality, flexibility, dependability and utilization were considered as independent variables and firm competitiveness as dependent variable. The findings revealed that there is a positive relationship between the distribution channels and firm competitiveness and cost and utilization are the key influencing factors. The Study recommends when selecting a distribution channel, exporters must be highly aware of cost factors; administrative, warehousing, inventory and transportation cost as well as the utilization factors; cube, weight and vehicle utilization. Further on-time arrivals, on-time departures, different entrance times, multiple dedicated lanes, reducing the damages and complicated form fillings, rules and border clearance checking processes have been highlighted.
Ramayana Trail as a Cultural Tourism Product in Sri Lanka; New paradigm for Destination Marketing
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Fernando, P.I.N.; Sarangi, P.
Tourism is the most booming sector in service economy where the novel paradigms are popular among tourism destinations that lead to huge competition. Ramayana Trail is an untapped market which symbolizes eminent synthesis of Sri Lankan and Indian cultural values. Ramayana Trail features novelty nature in tourism industry which has been recognized by the least. Further there are more than fifty Ramayana related sites located in Sri Lanka. Hence it is crucial to promote this trail in order to persuade tourists for diversified experiences. The objective of the study is to identify the potentiality to promote of Ramayana Trail as a cultural tourism product with special reference to Uva and central province through the investigation of tourist‘s profile, existing awareness and destination attributes. Sample size was 120 tourists and for data collection semi structured questionnaire and interview method were adopted. The findings reveal that the existing level of awareness on Ramayana Trail is low among foreign tourists. However, Indian tourists are aware about the legend but not the Ramayana sites. Attraction has been identified as the most significant destination attribute and promotion of Ramayana trail as a cultural tourism product has been recommended through government intervention and websites, blogs and social media marketing tools.
Tea Tourism as a Marketing Tool: A Strategy to Develop the Image of Sri Lanka as a Remarkable Tourism Destination
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Fernando, P.I.N.; Rajapaksha, R.M.P.D.K.; Kumari, K.W.S.N.
Tourism is one of the world’s largest industries which provides employments to more than 100 million people around the world. Niche tourism refers to strategy that specific tourism product is personalized to meet the needs of a particular tourist segment. Hence Tea tourism has been identified as one of niche Tourism segments emerged with novel concept of sustainable and nature based eco-friendly tourism. The research objective of this study is to identify the potentials to promote Sri Lanka as a tea tourism destination with special reference to Badulla and Nuwara Eliya districts by investigating the tea tourists’ attitudes, expectations and destination attributes and local community involvement for tea tourism. Sample consisting of 173 tea tourists, structured questionnaire and semi structured interviews were adopted in primary data collection. The numerous potentials have been identified which will be useful in promoting tea tourism. Destination image building with the brand name of “Ceylon Tea”, global promotional campaigns with the collaboration of Social Media, Marketing tools and introducing sustainable tourism experience packages were recommended in order to promote tea tourism.
Tea tourism as a marketing tool: a strategy to develop the image of Sri Lanka as an attractive tourism destination
(University of Kelaniya, 2016) Fernando, P.I.N.; Rajapaksha, R.M.P.D.K.; Kumari, K.W.S.N.
Tourism is one of the world’s largest industries as well a provider of employments over to 100 million populations around the world. Niche tourism refers to strategy that specific tourism product personalized to meet the needs of a particular tourist segment. Hence Tea tourism has been identified as one niche Tourism segment emerged with novel concept of sustainable and nature based eco-friendly tourism. Research objective is to identify the potentials to promote Sri Lanka as a tea tourism destination with special reference to Badulla and Nuwara Eliya districts by investigating the tea tourists’ attitudes, expectations and destination attributes and local community involvement for tea tourism. Sample consists with 173 tea tourists and structured questionnaire and semi structured interviews were adopted in primary data collection. The numerous potentials have been identified which will be in capable of promoting tea tourism. Destination image building with the brand name of “Ceylon Tea”, global promotional campaigns with the collaboration of Social Media Marketing tools as well introducing sustainable tourism experience packages has been recommended.