Browsing by Author "Nanayakkara, N. W. O. K. D. S. P."

Now showing 1 - 2 of 2

Application of Artificial Intelligence in Marketing Mix: A Conceptual Review
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Nanayakkara, N. W. O. K. D. S. P.
Integration of technology into the business context is one of the centuries old marvel, where the difference is defined in terms of innovations and processes improvements. In recent years, Artificial Intelligence (AI) has turned out to be an emerging trend in diverse fields: business, education, science, medicine and automotive. AI has also been integrated into marketing and such integrations have become a fast-growing trend which guarantees the competitive advantage in the business context. In order to execute AI in marketing strategy, companies have redefined their marketing mix with AI. Empirical studies are found explaining how AI leverage the marketing mix with the presence of extensive data by encouraging business intelligence decision making related to future business processes, consumer behavior, and market trends which leads to promote decision making, which creates businesses a competitive edge over its rivals. Alongside, this paper attempts to appreciate the application of AI, embedded technologies and automation in aiding the 4Ps of marketing. The literature review was carried out addressing the key sub insights associated with marketing and AI. Journal articles have been reviewed as the main source of information to structure the contents with empirical justifications. Lastly, the paper deliberates how embracement of AI, results in designing marketing mix and the author attempts to explain the future potential implications of AI with regard to the 4Ps.
Conceptual Review on Apparel Disposal Behaviour of Consumers
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Nanayakkara, N. W. O. K. D. S. P.
Conserving resources for future generations through sustainable consumption presents both a unique challenge and an opportunity for individuals in contemporary society. Sustainable consumption which is becoming a growing trend in the society advocates encourage individuals in affluent, developed countries to shift toward consumption that is more socially and ecologically sustainable. These advocates suggest educating consumers on environmental, social, and economic preservation as a means to influence consumption behaviors. As a subsection of general consumption, sustainable consumption also includes acquisition, use, and disposal behaviors. Investigation into disposal is necessary because it provides additional insight into the behaviors of consumers. The study of disposal is of particular importance in the context of apparel because the very nature of the product differs from typical durable and non-durable goods. In apparel consumption, the term disposal refers to whether a garment is simply thrown away, resold, reused, or recycled. Alongside, this study attempts to identify the different types of consumer apparel disposal behaviors and the underlying factors that affect clothing disposal behaviors. Paper followed an extensive literature review to build a discussion on theoretical and empirical contents related to consumer apparel disposal behaviors. Paper attempts to appreciate the application of different types of disposal behaviors with particular reasons. The literature review was executed addressing to key sub contents related to apparel disposal behaviors. It reviewed journal articles as the main source of information to organize the contents with empirical justifications. Finally, paper discusses the concepts of environmental knowledge, motivation, subjective norms in apparel disposal and how these factors affect different types of disposal behavior.