Browsing by Author "Sivasangari, Y. K."

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The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sivasangari, Y. K.; Udovita, P. V. M. V. D.
This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of cultural sensitivity. Positioned within the context of the globalised economy and increased cross-border trade, the research explores the complexities faced by multinational corporations in formulating effective marketing strategies. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 410 participants within the employed population of Sri Lanka. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in the defense stage of cultural sensitivity, characterised by a heightened awareness of cultural differences and a preference for one's own culture, exhibit increased consumer ethnocentrism. Moreover, it highlights the defense stage of cultural sensitivity, where individuals perceive their own culture as superior, leading to increased consumer ethnocentrism. Managerially, the research underscores the need for nuanced cross-cultural advertising strategies, considering the interplay between cultural sensitivity and ethnocentrism. Similarly, the theoretical implications contribute to a more comprehensive understanding of these dynamics, urging scholars to reevaluate existing frameworks. Limitations include a focus on the FMCG industry, regional bias in responses, an age group discrepancy, and oversight of medium-specific impacts. Despite these limitations, the study provides valuable insights for marketers navigating the complex relationship between cross-cultural advertising, cultural sensitivity, and consumer ethnocentrism in the Sri Lankan context.
The Impact of Consumer Attitudes on Green Investment with Reference to the Investment Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayathilake, G. H. S. Y.; Patabendige, S. S. J.; Sivasangari, Y. K.
This research investigates the impact of Consumer attitudes of green investment in Sri Lanka. Positioned within the context of the Sri Lankan economy the research explores the individual green investment opportunities and how it affected by consumer attitudes with effective marketing strategies. This research examines how consumers perceive their tendency to invest in green investments born from the green concept instead of making personal investments through the usual traditional methods such as savings, fixed deposits, and asset purchases. This also aims to see how far consumer opinions and habits have changed regarding green investments, especially after the global pandemic season. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 399 participants within the employed population of Sri Lanka. However, although consumer life is a very wide area, for this study, the previous researchers have identified four basic habits that can fully summarize the consumer life and analyzed the relationship under those four. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in green investment with the attitudes of environmental conciseness, environmental responsibility, health consciousness and social influence. A notable finding of this study reflects a clear difference in response to green investments by gender. A relatively higher contribution is shown especially in the male population. The finding here is that under the concept of green, through an investment, consumers consider their own financial benefits rather than environmental benefits. Moreover, it highlights the expectation and motivation to green investment at an individual level. Where individuals perceive their own decisions and opinion about green investment which leads to increased consumer attitudes. Managerially, the research underscores the need for green marketing strategies, considering the interplay between consumer attitudes and green investment. Also, due to the lack of a specific theory or defense for green investment, this study describes the understanding and belief of general consumers about it. In some very limited green investment research done in Lanka, it has been raised that consumer skepticism affects green investments a lot. The implication of this study is to correctly identify the significance of consumer habits such as social influence and the relationship with green investments and provide a correct guide to avoid that skepticism. This study provides an understanding of the behavior of consumers to green investment projects based on sustainability instead of traditional investment methods for the needs of their life as an individual consumer such as investment and savings.
The Impact of Online Visual Merchandising Strategies on Online Purchase Intention with Special Reference to the Supermarkets in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerakkodi, W. D. D.; Patabendige, S. S. J.; Sivasangari, Y. K.
This study examines the impact of Online Visual Merchandising strategies and their specific elements such as, website registration, website navigation, web graphics, product demonstration, and web advertising on Online Purchase Intention in Sri Lankan supermarkets, With the increasing relevance of e-commerce, particularly post-COVID-19, the research aims to fill the gaps in local literature, focusing on the busy lifestyle of employed individuals in Sri Lanka, primarily from the western province. A quantitative research approach was followed, in which a structured survey was used on 399 employed respondents in Sri Lanka and Majority represented by Western province. In analyzing the data, the relationship between Online Visual Merchandising Strategies and Online Purchase Intention was evaluated by statistical techniques such as correlation and regression analyses. The underlying research adopted a positivism paradigm and followed a deductive methodology to ensure that data collection and interpretation are accurate. Different demographic variables were targeted to make the findings representative using sampling methods. Reliability and validity tests were conducted to ensure the integrity of data. These findings show that Online Purchase Intention is influenced significantly by all the elements of Online Visual Merchandising Strategies. The greatest significant impact on consumers are the issues of ease in website navigation and demonstration of product selection. In a nutshell, good visual looks of an interface will go hand in hand with a user-friendly approach and act as important enhancers in influencing customers, improving purchase behavior. More interactive functions lead to improved levels of users, such as 360-degree view or virtual fitting room, which increases customer engagement. These features support and complement the sensory deficiencies in online shopping, hence giving a near-in-store experience. Statistical results further showed that the integration of trust-building mechanisms, like secure payment gateways and transparent product reviews, was very important for enhancing consumer confidence. Geographically, the study is limited to the Sri Lankan context, most responses from the Western Province, while the focus is on employed population. Hence, the representation is limited. Other external factors that may indirectly influence the consumer's behavior have not been taken into consideration in this study, like economic instability or cultural influences. The need for further research in diverse demographic groups and with longitudinal designs exists to examine the evolutionary nature of consumer behavior. The comparative studies with other South Asian markets may yield more useful insights. The Theoretical contribution of this study enhances the existing literature on consumer behavior and digital marketing by integrating insights specific to Sri Lanka. It underlines the relevance of the Technology Acceptance Model in understanding online purchasing behavior but also suggests refinement toward aspects of cultural and emotional variables. The managerial implications are that strategies should focus on ways in which supermarkets invest in interactivity, targeted advertising, and the appeal to enhance visuals on digital platforms. These will be able to motivate customer engagement, build brand loyalty, and strengthen market competitiveness. It encourages retailers to devise robust analytics that would keep them updated about customer feedback and thus allow dynamic adaptation of strategies. Tangible impacts are investments in augmented reality, AI-driven personalization-producing shoppers' engaging experiences for tech-savvy customers and educating grocery employees on how to operate digital interfaces. By doing so, it will increase the potential online customers and thus support economic growth. It is where policymakers should emphasize the need for communities when there is a lack of services regarding digital literacy. This would be a very good opportunity to further investigate how sensory immersion and emotional involvement in online retail work. The study confirms that the general results are held by studying Online Visual Merchandising Strategies applications in industries such as electronics or fashion. Advanced econometric models can include complex relationships among the components of visual merchandising and consumer behavior.