Browsing by Author "Wanninayake, W.M.C.B."

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An Analysis of Switching Behavior of Pre-paid Mobile Users in Sri Lanka
(2010) Dissanayake, D.M.R.; Wanninayake, W.M.C.B.
Sri Lanka is one the fast growing markets for the mobile communication service, and it is nearly 1.2 millions of subscribers are found in Sri Lankan market by 2008 ( TRC statistics: Sri Lanka 2008). Currently there are five industry competitors operate in this market, and it has found an aggressive competition over each other in terms of service factors and value proposition. As a result of that the switching behavior of customers has been frequently happening alone with strong customer bargaining power. This study was focused on the switching behavior of prepaid customers, and 150 respondents were selected under stratified probability sampling method. Data were collected through structured questionnaire alone with Likert scale. Two sets of independent variables were identified as per the literature reviews namely service failure factors and value proposition factors. An inferential statistical analysis was used to analyze the collected data. The ?Logit Regression Model? was used to test three hypotheses developed to test the switching behavior impacted by service failure and value proposition factors. Data analysis revealed that the value proposition factors had more impact on brand switching behavior than service failure factors. However, both value proposition and service failure factors were not found a significant impact on switching behavior among pre paid customers.
An Analysis of the Usage of Telephone Directories and its Importance on Customer Life Style: A case study of Sri Lanka Telecom Ltd (SLT) Directory usage
(University of Kelaniya, 2008) Dissanayake, D.M.R.; Wanninayake, W.M.C.B.
The Telecommunication and Regulatory Commission (TRC) of Sri Lanka has imposed a rule to provide a detail directory for each fixed line telephone customer, as the controlling body of Sri Lankan telecommunication industry. However, due to the sophisticated communication methods currently being used across the country, people have shifted to different alternative quick access of numbers and details that they want to contact in daily life. Anyhow, still customers are received a directory as per the legal requirement though it is not used very frequently. This case study discusses how far the directory is useful and its importance to the customers lifestyle in the context of finding domestic and business telephone numbers and relevant information.Reserchers selected 1000 customers including both business and domestic customers in Colombo,Kalutara,Galle,Kandy and Kurunegala. Field investigators interviewed those customers through telephones provided by SLT Ltd, and researchers conducted few in-depth interviews to get an insight of the customers behavior.Discriptive statistical tools were used to analyze the data. It was found that nearly 89% of customers do not use the Directory to find contacts, and mobile phone memory has been the most frequent method of finding those numbers.Futher, the majority of domestic customers does not know the alternative sophisticated methods provided by fixed line and Code Division Multiple Access (CDMA) operators to find domestic and institutional numbers. It is nearly 80% of customers who are willing to have new methods rather than having bulky Directories to find required contact numbers. The related importance of Telephone Directory compared to other alternative methods has been significantly low in customers' life style, and it has been a hardly using method. Thus, this study highlights the importance of introducing an easy method of obtaining contact numbers in a cost effective manner.
Antecedents of Customer Base Brand Equity: Empirical Evidence from Beer Industry in Sri Lanka
(2011) Wanninayake, W.M.C.B.; Chovancova, M.
Brand equity is strategically crucial element in the marketing programme in any organization. Even though it is strategic element of branding, it is difficult to measure. Previous researchers have made considerable attempt to develop constructs and tools to measure brand equity, but there is no universally accepted way to measure it. Most of the researchers have argued that antecedents and dimension of brand equity can be varied in different industries and different contexts. Therefore researchers have addressed this issue with considering antecedents of brand equity in the beer industry in Sri Lanka. The main objective of the study is to identify the most significant antecedents of brand equity in Sri Lankan beer market. Aaker’s well-known brand equity model was used for developing conceptual framework. Survey method was used to gather primary data from 250 selected customers in age group 18 to 35 years by administrating detailed questionnaire. Structural equation Modeling was employed to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in respective industry. Reliability test was carried out and Cronbach’s Alpha values of every question items were found that a good interring reliability exist with the data. The results indicated that brand association and brand loyalty has direct relationship with brand equity of Sri Lankan beer market and perceived quality and brand awareness has indirect relationship. Therefore this paper shows that brand managers and marketing planners of beer manufacturers should consider the relative importance of brand equity dimensions in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.
The Attitudes of Customers towards Green Investments
(2009) Wanninayake, W.M.C.B.; Herath, H.M.R.P.
Wth the arrival of societal Marketing concept to the business environruent, Green Investment has g?ine!-much importance than it had. The societal marketing concept says rhil an organization should deliver the desired satisfaction of the customer in a way thit preserves or enhctnces the consumers' and the socie_ly's well-being. Investment in green sh-ares gives relaliveh,high rates ,.freturn- qs a sort of highly socially responsible investment. In the western countries q domestic growth in green investments introductions at the beginning of the 1990's and currently the market for green investments has been expanded rapti-ly. tn ile "us,a, one out of eight tLS dllturs invested in Green shares. The Sri Lankan market ii Cieen Investments, still not have reachecl to that level of western countries,-but_sr(uatly it has been improved than earlier years. Onbt a.fstv organizations can befomtd in sri Lanka thosewho engage in tropicalforestry. This paper deals with an evalaation of afiintctds of poten-tial "urto*", clientele towards the Green Investmen-ts, specially invest on tropical forgstry. The study was based on secon4ary da1a. and p-'lyory data. Primary data were collected by conducting a representative survey of interviewing 200 respondents through.a structured questionnaire. Tie sample elements were selected using convenience sampling teclniques descriptive statistics were used to analyze gathered clata. Findings showed that only a less percentage of interviewed customeri hid Jhvorable attitudes tgwards invest in tropigal for_eltry and furiher it was revealed that the willingness to invest in forestry is afunction ofvariables of edtlcatrion level, income, environmental awireness, nature of promotions and expected proJits. Based on the results, conclusions are drawn regarding marketing strategies to improve their market in the marketer's point of view.
Brand personalities of telecommunication service providers in Sri Lanka: an empirical study
(University of Kelaniya, 2008) Wanninayake, W.M.C.B.; Gunawardana, H.M.R.S.S.
Celebrities in advertisements and its impact on consumer buying behavior in the context of Sri Lanka
(University of Kelaniya, 2008) Weerasiri, R.A.S.; Wanninayake, W.M.C.B.
Celebrity advertising and consumer behavior
(Sabaragamuwa University of Sri Lanka, 2006) Weerasiri, R.A.S.; Wanninayake, W.M.C.B.
A comparative study of service quality and customer service in public sector and private sector commercial banks
(2007) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
The commercial banking sector in Sri Lanka has been rapidly growing in the last two decades. The entire banking sector consists of both private and public sector banks, and private sector banks have been diversifying tremendously compared to the public sector. The public sector banks are implementing restructuring strategies to face these competitive forces aroused by the private sector commercial bankers. However, the service quality improvements, differentiation of service marketing and continuous customer service enhancements are the critical successive factors in this industry. This study was based on both primary and secondary data. The primary data was collected from a sample survey that was conducted in six districts namely Colombo, Gampaha, Kurunegala, Anuradhapura, Kandy and Galle. Then, 300 respondents who are customers of banks having experiences in both public and private sector banks, were asked to answer the prepared questionnaires. The service quality and customer service were the major two variables of the above-mentioned research study. Finally, the study revealed that customers of public sector banks experienced a higher service gap compared to the private sector banks. However, the perceived satisfaction towards the public sector banks of rural area customers is higher compared to those of urban customers. The study identifies that the process efficiency and interactive service marketing are comparatively poor in public sector banks and yet customers feel a higher level of confidence on public sector banks than on the private sector. Researchers have presented some recommendations for public sector banks to develop service quality and customer service competitively.
Consumer Evaluation of Brand Extension -with Special Case Reference to the Fast Moving Consumer Goods (FMCG) Sector in Sri Lanka
(University of Kelaniya, 2007) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
Today most of the organizations in FMCG sector have interest on fallowing the brand extension strategy to increase the sales of product lines the FMCG sector in Sri Lanka, both local and multinational FMCG sector companies operate, follow the market penetration and with brand extension strategy in a broader perspective .Brand extension strategy is widely used because of the fact that strongly positioned brand could build and communicate the brand values sucesfuly.Then the customers are motivated to do trial purchasing and averse the risk of new product. However there is no empirical evidence to understand consumer evaluation of brand extension. The purpose of the study was to investigate the perceived quality, perceived fit and the perceived difficulty of the consumers associated with how they behave with a brand. The study was based on both primary and secondary data. Primary data were collected through a survey conducted in Colombo and suburbs. The sample size was 150 customers who were profiled with the environment of Colombo and suburbs. Data were collected using a self administrated questionnaire with multi item scales to measure those constructs. The study revealed that both perceived quality and perceived fit have direct positive effect on consumer evaluation of brand extention.Futher it found that when the extension is fit with the original brand, it has a grater chance to trial the product resulted in brand extension strategy. And also, the study identified that there is a significant effect of the brand experience towards the degree of involvement of the customers for the new product lines. Finally it further revealed the effect of the repetition A TL adv~rtising and consumer sales promotion play a outstanding promotional role to inspire the consumers for brand extension strategy.
Effect of Advertising Appeals on Impulsive Buying Behavior (With Special Reference to Anchor Newdale in Modern Trade Context)
(Department of Marketing Management, University of Kelaniya, 2016) Ekanayake, I.; Wanninayake, W.M.C.B.
In the present business environment, marketers are using different kinds of advertising appeals to achieve the organizational communication goals. Companies spend millions of money on developing and broadcasting TV commercials. Rational, emotional and moral advertising appeals are few of the advertising appeals which are adopted to achieve the organizational communication goals. This study attempts to measure the effect of advertising appeals adopted in TV commercials on impulsive buying behavior with reference to Anchor Newdale yoghurts in modern trade context. For this purpose, 204 respondents were selected by using multi stage mix sampling method. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that advertising appeals and impulsive buying are positively correlated. It was evident that through the research findings that there is a positive significance relationship between the advertising appeals and the impulsive buying behavior for Anchor Newdale yoghurts in modern trade context.
Employer Branding and its Impact on Developing Sales Force Commitment in Pharmaceutical Industry in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayawardene, M.U.; Wanninayake, W.M.C.B.
In today’s fast-changing business environment it is crucial for an organization to possess a highly qualified and motivated workforce in order to keep up with the fast pace of the market. The demand of competent personnel is increasing steadily, in particular for key-positions which require in-depth knowledge and expertise. However most of industries face big challenge to retain their employees within their organizations for long periods. The performances of pharmaceutical companies mainly depend on their Salesforce and it was noted that most of sales persons frequently change their companies and show low commitment towards their organizations. With the aforesaid background the present study is focused on assessing the impact of employer branding strategies on sales force commitment in pharmaceutical industry in Sri Lanka. As per the empirical nature of the study, proposed research has been designed as a quantitative study based on deductive approach. Both primary and secondary data will be collected for the study. Secondary data will be mainly collected through available online data, based on government reports, journals, articles, and publications of pharmaceutical industry. Primary data will be collected based on the survey among medical representatives, field managers and field coordinators who are working in registered pharmaceutical companies in Sri Lanka. All medical representatives, field managers and field coordinators of the pharmaceutical companies will be taken as target population, out of them 200 medical representatives, field managers and field coordinators will be taken as sample, proposed sample method is Random Sampling. The research instrument will be a self-administrated questionnaire. Data will be analyzed based on frequencies, percentages and descriptive statistical while correlation analysis and regression analysis will be adopted for testing hypothesis. The findings of the study will be helped to design employer branding strategies for improving the organizational commitment among Salesforce of pharmaceutical companies in Sri Lanka.
Evaluation of Herbal Brand Values: An Empirical Study
(University of Kelaniya, 2007) Wanninayake, W.M.C.B.; Gunawardana, H.M.R.S.S.
Branding is considered as a process that involves changing external or internal boundaries of any product and it plays immense role in marketing. With that over the past few years, herbal brands and natural brands in fast moving consumer goods market have taken an increasing amount of brand manger's time, and this continues further due to shifting consumers' choice from non - herbal products to herbal products across developing countries and developed countries. For this reason brand managers are trying to attribute herbal values to their products in order to get the competitive advantage in the market place. Nevertheless the major argument is that, how far consumers may consider herbal brands and its value in their buying decision. This study examined the major features of herbal brands and its relative importance to consumer's buying decision. Researchers selected reputed brands from fast moving consumer goods that represent hair care, oral care, beauty care, baby care sectors in the market in order to examine relative importance of their brand features. Values of herbal brands were grouped into four features namely ingredient, package, product design and effective communication. Survey approach was employed to evaluate the consumer attitudes and questionnaire was the major research instrument. Two hundred respondents were selected as the sample from Gampaha and Colombo area. The study revealed that ingredients of the products are significantly influence in evaluating brand values of herbal brands by Sri Lankan consumers. Communication and product design also moderately influence to determine the brand values. The communication is important to position the brands in consumers mind as genuine herbal products. Therefore, researchers recommended that brand managers should emphasize the natural ingredients in their herbal brand with using effective communication.
An Evaluation of Potential Market Segment for Green Investments (An Empirical Study)
(University of Kelaniya, 2007) Wanninayake, W.M.C.B.; Herath, H.M.R.P.
The societal marketing concept stress out that an organization should deliver the desired satisfaction of the customer in a way that preserves or enhances the consumers' and the society's well-being. Investment in green shares gives relatively high rates of return as a sort of highly socially responsible investment. With the arrival of societal Marketing concept to the business environment, Green Investment has gained much importance than it had. · In the western countries a domestic growth in green investments introductions at the beginning of the 1990's and currently the market for green investments has expanded rapidly. In the USA, one out of eight US dollars is invested in Green shares. The Sri Lankan market in Green Investments, still not have reached to that level of western countries, but gradually it has been improved than earlier years. Only a few organizations can be found in Sri Lanka those who engage in tropical forestry. This paper specially deals with an evaluation of attitudes of potential customer clientele towards the Green Investments, specially invest on tropical forestry. The study was based on secondary data and primary data. Primary data were collected by conducting a representative survey of interviewing 1 00 respondents through a structured questionnaire. ·sample was selected from the Gampaha and Colombo district in combination. Sample elements were selected subject to the judgment of the researchers. Finding showed that only a less percentage of respondents had favorable attitudes towards invest in tropical forestry and further it was revealed that the willingness to invest in forestry is a function of variables of education level, income, environmental awareness, nature of promotions and expected profits. Based on the results, conclusions are drawn regarding marketing strategies to improve their market in the marketer's point of view.
Exploring the Impact of Consumer Impulsiveness on Cognitive Dissonance: An Empirical Study
(Faculty of Economics and Administration. Czech Republic, 2012) Wanninayake, W.M.C.B.; Chovancova, M.
Impulsive buying is a common phenomenon in consumer behavior and previous studies found that it has a direct bond with cognitive dissonance. However, the nature of the relationship could not be generalized to each circumstance. In this study, researchers viewed this issue by investigating degree of cognitive dissonance in impulsive purchasing and planned buying and assessed the impact of consumer impulsiveness on cognitive dissonance by paying special attention to the mode of payment. The study was conducted among randomly selected 345 customers who made both planned and impulse purchasing from three main supercenters and two fashion houses located in Colombo, Sri Lanka. Questionnaires were designed based on scales that were already validated in the previous studies. The reliability of scales was measured by Cronbach’s Alpha coefficients. The paired samples t test, multiple regression analysis and independent sample t test were used for the data analysis and testing hypotheses.
Exploring the Impact of CRM Strategies on Customer Loyalty: With Special Reference to State-owned Commercial Banks in Sri Lanka
(2012) Wanninayake, W.M.C.B.; Chovancova, M.
CRM is aimed at building strong long term relationships that keep customers coming back repeatedly. It aims to help organizations building individual customer relationships in such a way that both the firm and the customer get the most out of the exchange, providing both parties to long term benefits. Hence, in this study, researchers attempted to investigate on "The impact of CRM strategies on customer loyalty in the context of state- owned commercial banks in Sri Lanka." Further, literature provides sufficient evidence to support the empirical gap existing in Sri Lankan context. The main objective of the study is to identify the influenced made by CRM strategies on customer brand loyalty and recommending strategies for state-owned commercial banks to develop loyal customer base. The five hypotheses were formulated to determine the relationship among key constructs. Survey method was used to gather primary data from 160 randomly selected customers of two state- owned commercial banks located in Colombo city limits. Reliability test was carried out and Cronbach's Alpha values of each construct was found that a good interring reliability exist with the data. The results indicated that there are positive relationships between CRM strategies and customer brand loyalty towards state- owned commercial banks in Sri Lanka. The results provide evidence to accept three hypotheses and reject two hypotheses. Finally researchers have emphasized some implications to bank marketers to develop their CRM strategies in competitive markets.
Future prospects of value added tea sector of Sri Lanka: comparative study,
(University of Kelaniya, 2006) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
Sri Lanka has been position in the world as one of leading tea manufactures and it has more than 100 years of experience for Sri Lankan tea industry. The world tea market has been rapidly growing with newly emerging customer needs. Specially it could be identified that the relative importance of unbranded (basic) tea consumption is being decreased among those high end segments all over the world. Although Sri Lankan tea industry had been mainly focused on bulk tea from the beginning now, Sri Lankan tea sector is being diversified into value added trends with some value added strategies in terms of new product levels, value features, branding and packaging too. But again, the major international tea competitors such as Kenya, China, India, Indonesia, Vietnam and Argentina are also aggressively following those value added strategies to penetrate and capture the potential markets. With this background Sri Lankan value added tea sector has to scan the existing and potential competitive forces to develop effective competitive strategies for having sustainable marketing results. Here, this research focuses on identifying the present competitive situation of Sri Lankan value added tea sector compared to international competition and further it discusses the existing strategies followed by this sector in terms of international brand development. The research has been broadly based on secondary data published by Central Bank of Sri Lanka, Sri Lankan Tea board, web site published articles, journals and news papers. Further some primary data has been collected through unstructured personal interviews. Finally researchers have found following major findings. 􀂙 The relative importance of value added tea in Sri Lankan tea industry has been growing tremendously. 􀂙 It has achieved relatively higher net gain by Sri Lankan value added tea than other competitive countries. 􀂙 Sri Lankan tea sector is following tea import strategy and re-export them with added values successfully. 􀂙 The overall brand development in Sri Lankan tea industry should be further developed so that it can acquire a higher competitive share. Here the researchers have concluded some recommendations for competitive development in Sri Lankan value added tea sector
Gender of the Consumer and Service Quality
(2009) Herath, H.M.R.P.; Wanninayake, W.M.C.B.
Banking and financial services are a demand,driven industry; which constitute an important part of the services iLn.MduwsotLrryJ.. tMfr@antLy! tr9e6g@ulLaqt.ovrrJy,, ns.ttrwuLctwtu,uraL l a@nr.dql iLg?ct htLnrLoUloLUgSiccLaqlL acthruatnLg5ec)s thaauvvce tLaukLeernL PpLliUcLev wyvLitLhtLiLnt, tLhItec wwuolrLlud Management, banking industry, in line with the trend towards a rfuire integrated global banking environment.The banking Faculty of commerce sector in Sri Lanka grew rapidly in the recent years. Services sector accounts 56.2Vo of Gross Domestic and. Management Product in Sri Lankan economy which is the highest in all sectors where as the financial services which ,, . studies' includes banking industry contribute 9.7vo to total Gross Domestic Producti Furthir in Sri tan*a, fi";";;"luniversiry "'rf:':::o:: system of the country mninly depends on banking system because banking sector represents o share of 70.8?o of total financial system of the economy. The rapidly changing and highly competitive environment which banks are forced to operate within are pushing them to rethink about their attitude towards customer satisfoction and optimization of service quality. Therefore identifying the significance of the gender of the consumers' on the evaluation of service quality in the retail commercial banking industry of Sri lnnka is significantly important. Further it is worth to identifu whether there is any dffirence based on the gender of the consumers on evaluation of service quality of the banks that they are dealing with. Based on the stratified sampling technique 150 consumers were selected as the sample. The scope of the study was retail consumers of private and public commercial banks situated in the Gampaha district, who have been dealing with those particular banlcs more than two years. Survey method used to gather primary data and it was developed on SERVQUAL model of sewice quality. The gathered data were analyzed using ANOVA andfindings showed that there is no any dffirence among the consumer groups based on their gender in terms of evaluation of service quality provided by the banks.
Impact of Advertising Appeals on Brand Loyalty: Special reference to the Commercial banking Industry in Sri Lanka
(International Business Information Management Association, 2011) Wanninayake, W.M.C.B.; Chovancova, M.
Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors’ offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. Researchers found that stimulating rational appeals has a significant effect on brand loyalty than other appeals. Mean value of rational appeals was 3.92 and it belonged to a highly significant category. Central tendency measurements of other three advertising appeals were in low impact score category. Multiple regressions coefficient (R) of the four independent variables and the customer loyalty towards commercial banks was 0.708 and the R2 was 0.501. Correlation coefficient between Brand loyalty and rational appeals was 0.684. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification about their loyal brands. Researchers have recommended some branding strategies to develop the advertising message to make a strategic sense for sustainable growth of commercial banks.
The Impact of Advertising Appeals on Purchase Intention: With Special Reference to TV Advertising Appeals of Mobile Internet Packages
(Department of Marketing Management, University of Kelaniya, 2017) Perera, W.A.C.T.; Wanninayake, W.M.C.B.
There are many academics argue that advertising appeals have direct impact on customer purchasing intension. However previous researchers found that the argument is valid only for some contexts. Therefore main purpose of this research was to examine the impact of advertising appeals in promoting mobile internet packages on consumer purchase intention. Further it was attempt to compare the effectiveness of the different types of adverting appeals on purchase intention, thus to identify the most significant advertising appeal to be used in promoting mobile internet packages. A variety of literatures in particular fields were reviewed to determine the measurement of independent and dependent variables. The primary data was collected using a well-structured questionnaire and the sample represented any Sri Lankan mobile internet package user or potential user in the Colombo district mainly in age between 18 years – 35 years. To determine the reliability and validity of the study, a factor analysis was carried out. Secondly the impact of different adverting appeals on purchase intention and their significance were examined through a regression analysis. According to the analysis the researchers could make a conclusion that rational appeal and emotional appeal have a significant impact on purchase intention and that rational appeal has a more significantly positive impact on purchase intention than emotional appeal in the Sri Lankan mobile internet package advertising scenario.
The Impact of After Sales Service Quality on Customer Brand Loyalty: With Special Reference to Construction Machinery Industry in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Pushpakumara, J.; Wanninayake, W.M.C.B.
In Sri Lanka construction is the 4th largest sector with contributing 6-7% to GDP over past decade and provides employment to 4-5% of labour force. Construction industry mainly depends on construction machineries and there is no heavy construction machinery manufactures in Sri Lanka. Therefore, separate business sector has been developed for importing and distributing construction machineries. However, only few brands are dominating the market with strong CRM strategies and effective aftersales services. However there is no sufficient evidence whether effectiveness of after sales services has significant influence on the brand loyalty of construction companies towards heavy construction machinery brands in Sri Lanka. With the aforesaid background, the present study is focused on the assessing the impact of after sales service quality of heavy machinery providers on brand loyally of their clients towards heavy machinery brands. This study has been designed as quantitative research based on the positivism research paradigm. Both primary and secondary data will be collected for the study. Secondary data will be mainly collected through available online data, published government reports, journals, and company annual reports in construction industry. Primary data will be collected based on the survey among employees of construction companies. Accordingly, survey was conducted among the selected sample which is 396 and sample was selected randomly among the technical officers and other executives who are directly involved with purchasing of machinery from the machinery suppliers of industry. The research instrument will be a self-administrated questionnaire. Data will be analysed based on frequencies, percentages and descriptive statistical tools such as mean value and standard deviation while correlation analysis and regression analysis will be adopted for testing hypothesis. The findings of the study may be helped to develop effective after sales services heavy machinery suppliers for developing brand loyalty towards products among the construction companies in Sri Lanka.