1st-2016

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159

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Analysis of Consumer Behaviour on Food Restaurants in Sri Lanka (With Special Reference on Western Province)
(Department of Marketing Management, University of Kelaniya, 2016) Hansaka, W.A.S.P.; Jayarathne, W.A.
Restaurant sector has become one of the most popular business entities with the busy life of people all around the world. There are number of restaurants arise successfully in the Sri Lankan restaurant industry. The problem comes to the place where the reasons for their success and the customer satisfaction towards their service. Therefore this study is focus on analysis of factors which are influencing consumer behaviour on food restaurant industry. The primary objective of the study is to analyse the determinants/factors affect on consumer behaviour related to food restaurants in Sri Lanka with special reference to western province. The main idea is identified the factors affect on customer satisfaction in the restaurant industry and analyse in which context those factors are affect on the consumer behaviour. This study is based on quantitative research design. As the research subjects, considered as 150 individuals who are using restaurants in western province. For the purpose of analysis of data, the SPSS research analysis system was used. To analyse more qualitative data, Descriptive tools were used. Such as frequency counts, descriptive statistic, correlation analysis, mean scores, percentages and standard deviation were calculated to analyse the data collected using the questionnaire. Analysis of the data in the study indicated that considered independent variables positively affect on the dependent variable. In this research I selected consumer behaviour, food quality, service quality and advertising and promotions as variables. All the independent variables are positively affected on consumer behaviour of food restaurant in Sri Lanka with the special reference to western province.
An Analysis on Sustainable Tourism Development in Sri Lanka (A study based on Stakeholders’ Attitudes and Actions).
(Department of Marketing Management, University of Kelaniya, 2016) Amzal, A.A.M.; Wijesundara, C.B.
This study presents a conceptual model for analyzing residents’ attitudes towards sustainable actions in tourism development; define whether there are different kinds of residents in coastal communities in Southern Sri Lanka who have different levels of care for sustainable actions in tourism development. In this study researcher has investigated to find out most significant dimension as community attachment, quality of life, land use, cultural offerings, government services and infrastructure and impacts of tourism; and residents’ attitudes towards sustainable tourism. The purpose of this study was to investigate the factors affecting the stakeholder’s attitudes towards sustainable actions in tourism development and to provide useful information to coastal tourism planners who are trying to incorporate sustainable actions in their societies. Descriptive research method was employed and self administrated questionnaire and face to face interview were used to gather primary data from the 100 respondents Cronbach's alpha has been used to test the reliability of gathered data. SPSS software was used for processing and analyzing the data. The indicators which represent each dimension have high/moderate relationship with the dependent variable and the influence made by each dimension for sustainable tourism explained with specific managerial implications.
Authentic Sri Lankan Experience: Insights from Boutique Hotel Customers
(Department of Marketing Management, University of Kelaniya, 2016) Kumbukage, E.U.P.; Gunawardana, H.M.R.S.S.
There has been increased attention given in the tourism literature to authenticity of destinations and the experiential consumption of tourism via accommodation products. The purpose of this study is to explore authentic Sri Lankan experience in the eyes of tourists who were at boutique accommodations in Sri Lanka. Mainly, study explored the authentic experience of boutique hotels and overall authenticity experience of Sri Lanka. This study adopted the phenomenology research approach to assess the tourists experience in Sri Lanka. These two phenomena were explored in the perspective of boutique hotel customers in order to identify their experiential needs. Total of 10 in-depth interviews were conducted with 14 boutique hotel customers who had visited Sri Lanka within the past 6 months. Findings indicated boutique hotel customers seek authenticity and their choice of accommodation influences the overall authentic experience they receive from the country. This study presents 5 key elements of Sri Lankan authenticity and 6 key influential factors of boutique hotel experience. Boutique hotels are a form of specialist accommodation product, serving a high-end niche group of customers that has become a trend in the world and minimal academic studies devoted to assess the needs and expectations of the customers in these hotels in Sri Lanka. Therefore, this study addresses the lag of knowledge on Sri Lankan authenticity and the experiential nature of Sri Lankan boutique hotels.
A Behavioral Study on Leisure Shopping in Supermarkets: With Special Reference to Sri Lankan Context.
(Department of Marketing Management, University of Kelaniya, 2016) Fergus, Valarie. A.; Fernando, P.M.P.
Within past few years, shopping has become one of the most common leisure activities in the world and different modern trade formats are being introduced by marketers, persuading consumers to spend their leisure time at shopping centers. This study was carried out with the objective of investigating the extent of leisure shopping behavior among supermarket consumers in Sri Lanka. Also the study aimed to explore the main factors which lead the consumers on leisure shopping in supermarkets. The literature review lead into identification of five main factors on leisure shopping behavior which was instrumental in developing the conceptual framework and the questionnaire. A total of 200 sample was conveniently selected from the selected supermall customers in Sri Lanka to conduct the primary data collection. The correlation analysis revealed that all five variables, i.e. wide choice, atmosphere, convenience, sales people and promotional activities are having moderate to higher correlation with the leisure shopping behavior among customers. Apart from the main findings a further analysis on to demographic factors were also carried out to investigate the demographic characteristics of leisure shoppers.
The Determinant of Purchase of Clothing Products
(Department of Marketing Management, University of Kelaniya, 2016) Gamage, E.E.T.I.; Herath, Renuka.
There is no denying the fact that the clothing retailers dictate the way we dress ourselves. Youngsters, in particular, are easily influenced by the latest fashion trends. Now fashion shows are being organized even in smaller towns and children as young as three years want to wear the latest model clothes. All of these are signs of the growing influence of clothing industry. Examine the determinants of purchase of clothing products with special reference to university students in Sri Lanka is the main objective of this study. A variety of literature in the particular fields was gathered in order to identify specific elements of determinant factors of clothing purchase intention. The majority of the primary data was gathered using a well-structured questionnaire. The sample comprised of 100 male and female university students who lives in Colombo district. The data analysis carried out using SPSS where a factor analysis was initially carried out to measure Reliability and Validity of the study. Next it was examine of how various determinant factors affect students’ clothing purchase intention and degree of their association with the purchase intention by conducting regression analysis. According to the analysis, Simple Linear regression shows all factors (Country of origin, Reference group influence, perceived quality, Emotional value and Brand) affect significantly to the clothing purchase intention. Therefore the study concludes that all variables that were taken as independent have significant impact on Clothing Purchase intention.
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.
The Effect of Brand Equity for Women’s Purchasing Intention on Clothing Own Brands in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Maduwegedara, N.K.; Gayathree, D.A.G.P.K.
Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study examines the factors which contribute to brand equity in the women’s purchasing intention based on the four respects of brand equity, namely brand awareness, perceived quality, brand loyalty and brand association. The problem statement is “Effect of Brand Equity for Women’s Purchasing Intention on Clothing Own Brands in Sri Lanka”. The study looked at brand equity and women’s purchasing intention on clothing own brands in in Sri Lanka. It was conducted within the Colombo district. A sample of 150 respondents was used. Simple random sampling method was used to select the all respondents. A total of 150 questionnaires were distributed and 138 valid questionnaires were collected, the effective rate was 92%. Data was analysed using SPSS, generating frequencies for the demographic information, then factor loadings in ascertaining factors necessary to establish a successful brand image, then Pearson’s (r) correlations in analysing relationships, then finally regression analysis to examine the predictive potential of the independent variables on the dependent variables. Basing on findings from the study, we can also conclude that brand equity alone without relating it to the customers self, may not have a long lasting impact on the customers purchasing intention. Thus, when promoting brands, we also need to understand the different customer selves and relate them to the brands. So that we can create a customer brand attachment which is very influential in the purchasing decision making process. Findings revealed that brand equity is a key component in influencing women’s purchase intention. Finally this study has provided effective conclusion regarding Sri Lankan women’s own brand clothing market in connection with Brand Equity.
The Effect of Brand Image on Men’s Purchasing Intention; With Special Reference to Sportswear Products in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Chathuranaga, A.A.D.K.; Bandara, B.S.S.U.
Brand image has become increasingly important for any brand in the present business context. A good brand image not only can create a clear brand differentiation but also can increase loyalty and consumer preference as well. Also the personalities developed by the brands have different gender characteristics which clearly can differentiate the products as feminine and masculine. However the researchers conducted in Sri Lankan context have not yet concentrated on how the men’s purchasing intention creates with regards to different products. Therefore this study focus on the effect of brand image on men’s purchasing intention: with special reference to sportswear products in Sri Lanka. The study was conducted within the Colombo district. A sample of 200 respondents was used and adopted simple random sampling method to select the respondents. A total of 200 questionnaires were distributed and 180 valid questionnaires were collected, the effective rate was 90%. Data was analysed using SPSS, generating frequencies for the demographic information, factor loadings in ascertaining factors necessary to establish a successful brand image, Pearson’s (r) correlations in analysing relationships and finally regression analysis to examine the predictive potential of the independent variables on the dependent variables. Findings revealed that brand image is a key component in influencing customer’s purchasing intention. However from the brand image determinants, the findings disclosed that focusing on the product benefits is the most important element in building a successful brand image. Based on the research findings, recommendations like recruiting people who are highly interpersonal skilled, trained and experienced in brand management, focusing a lot of attention on promoting product benefits, always try to use successful sporty characters as celebrity endorsement to positioned the brand in the customer mind set were made. Finally this study has provided effective conclusion regarding Sri Lankan Men’s Sportswear products market in connection with Brand Image.
Effectiveness of Advertising Appeal on Purchase Intention for Mobile Connection Market of Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) De Silva, S.M.N.S.J.; Wijenayake, S.I.
Mobile connection industry can be identified as one of growing industries in Sri Lanka. Therefore, many multinational and local companies have entered to the market in the recent past. Because of this reason, we can see a huge competition in the mobile connection industry. To win the market share and to survive in the industry, most of the companies use advertising as their major promotional tool. Thus this research attempts to identify the effectiveness of advertising appeals in promoting mobile connections. Further, this study aims to find out the most effective advertising appeal for advertising mobile connection services in Sri Lanka. Objectives of this research are to identify the importance of the advertising appeals and the impact of the demographic variables on the advertising appeal. Population of the study is the individual customers in the mobile connection service market in Sri Lanka. The sample size of 100 respondents are selected from Colombo district. Consumers with diverse demographic characteristics are considered in the study where 50% of the respondents are males. Quantitative data analysis is carried out to identify the impact of advertising appeal on purchase intention of customers. Specifically a correlation analysis was used as the statistical tool in testing the hypotheses and it was conducted in SPSS. According to the findings of the research it can be stated that there is a significant relationship between advertising appeal and purchase intention. Further, it is found that positive emotional appeal and rational appeal are effective when attracting new customers. These findings can be used to improve the organizations in the mobile connection market.
Effectiveness of Mentoring in the Career Progression of Protégés.
(Department of Marketing Management, University of Kelaniya, 2016) Ranatunga, R.W.M.C.B.; Fernando, P.M.P.
Mentoring is a nurturing relationship where an individual who has progressed in his or her career guides, supports and advices those of more junior personnel in order to boost the junior personnel’s career progression. Hezlett & Gibson, (2005) revealed that among the benefits of mentoring; those with effective mentors earn greater compensation, promote more rapidly and have greater career mobility than the ones with no mentors at all. Thus the researchers found such relationships are intriguing and sought to assess the effectiveness of such relationships in delivering career progression. The same was interested in justifying the expenses companies spend on formal mentoring programs. As such, this study was focused on how effective mentoring programs are in affecting career progression of the mentees who undergo such relationship. Data were collected from 100 respondents, using online questionnaires to assess the level of existence of factors that affect effective mentoring. At the latter part of the questionnaire, a self-evaluation of the respondent with regard to the career progression aspects was conducted to measure how a cause and effect relationship can be built between career progressions and mentoring. The analysis revealed that an effective mentoring program does have an effect on career progression of protégés. Furthermore, factors affecting effective mentoring including, requiring commitment, career goal and risk orientation and role modelling aspects proved to be have a higher significant effect on the career progression of protégés.
Factors Affecting Customer Loyalty Towards Licensed Commercial Banks in Sri Lanka : (With Special Reference to Colombo District).
(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, P.U.; Fernando, P.M.P.
Customer Loyalty has been identified as a significant dimension in the achievement of competitive edge in services sectors. Loyalty can increase overall business value for the firm giving it the opportunity of decreasing serving costs for customers. The financial sector in Sri Lanka has a number of licensed commercial banks which further increases the competition and complexity among the banks. Analyzed closely it is evident that there are only slight differences which are existing in different financial services across companies and due to this reason, many banks have initiated a variety of activities to improve customer loyalty. The purpose of the study is to establish the factors affecting customer loyalty in the banking sector with special reference to the Licensed Commercial Banks in the Colombo District. The literature review contributed to identify six factors leading into customer loyalty, i.e. customer value, switching cost, reputation, habit, trust and service quality. The sub objectives of the research looked into analyzing the effect of each factor on building customer loyalty towards licensed commercial banks in Sri Lanka. The primary data collection was done using a self-administrated questionnaire from 150 banking customers, selected using cluster sampling method and convenience sampling method. The study revealed that all six factors are positively affecting towards building customer loyalty in the banking sector. Further the trust, service quality and reputation are generating the highest correlation with the dependent variable customer loyalty.
Factors Affecting Customer Satisfaction with Special Reference to Fast Food Restaurants in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Shashikala, G.S.; Kumara, D.W.
This study is focused on factors affecting customer satisfaction in fast food restaurant industry in Sri Lanka, where today various food companies offers many solutions to satisfy customer requirements, but yet no one was spoken and understood the affecting factors of those companies in connecting to the customer needs and wants.. The ultimate purpose of the marketer is to establish customer satisfaction within the fast food outlet through attracting them. Marketers use various tools to attract and satisfy customers. This study aims to identify major factors that customers are attracting and satisfying with fast food restaurants. The study uses quantitative research design method and analysis was done using 100 fast food outlet customers as a sample. The data was collected with standard questionnaire and customers were selected within the food outlets. Data analysis was done using descriptive statistics such as central tendency and dispersion. Correlation and regression analysis was used as inferential statistical techniques. From the analysis it was found that all four factors , namely product quality, service quality, physical design are influencing customer satisfaction of the fast food restaurants and out of four factors product quality is the most influencing factor.
Factors Affecting for Consumer Switching Behavior from Toilet Soap to Face Wash in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Senavirathna, W.S.M.S.; Perera, G.N.R.
The research problem in the study was to identify the boom in face wash market, to understand what factors have motivated the soap users to switch from soap to face wash in their cleansing purposes. Use of face wash for face cleansing purpose has become the current trend among female segment. The research problem was based on finding factors which have motivated consumers heavily in switching from soap to face wash. This study was focused on the problem of identifying the factors Influencing on customer switching behavior from soap to face wash in Sri Lanka with special reference to Gampaha District. 150 respondents between ages 18-40 were selected under convenience sampling method, who has switched from soap to face wash. Data were collected through well structured, detailed questionnaire alone with Likert scale questions. Four independent variables were identified according to the previous literature namely Advertising, Word of Mouth, Product related attributes and Celebrity endorsers. The data were analyzed using both descriptive statistics and inferential statistics. Mean, mode, median, and standard deviation is used as descriptive statistics and Pearson Correlation used as inferential statistics. Data analysis revealed that the celebrity endorser had the most impact on switching behavior from soap to face wash than the other factors. However, all four factors were found significant impact on switching behavior from soap to face wash.
Factors Affecting on Consumer Attitude towards Mobile Advertising: with Special Reference to Fast Food Industry
(Department of Marketing Management, University of Kelaniya, 2016) Chathurangee, Upeshika.K.L.; Wijesundara, C.B.
In Sri Lanka mobile advertising is not used hundred present effectively as mobile advertising is not in its maturity stage. But after identifying consumer attitudes towards mobile advertising, it can be made suggestions for the development of the mobile advertising as a new media. The present research is focused on “the factors effect on consumer attitudes toward mobile advertising and the impact made by those factors on customer attitude with special reference to fast food industry”. The key objective of this research is to find out the factors effect on customer attitudes toward mobile advertising. The specific objectives of this study are to investigate the most prominent factor of mobile advertising that effects on customer attitude and to measure the impact of each factor on the customer attitude. The research design used in the research is quantitative and descriptive research design has been used. The researcher used both primary data as well as secondary data. Researcher has collected primary data by a questionnaire and 200 respondents were participated. The collected data was analyzed by using SPSS and Microsoft Excel. Researcher has found that credibility of the mobile advertisement and permission based advertising highly impact on consumer attitude towards mobile advertising.
Factors Affecting On Consumer Purchasing Intention for Fruit Drinks Market in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Fasna, M.A.F.; Weerasiri, R.A.S.
The purpose of conducting the research is to find out the factors influencing consumer purchase intention for fruit drinks market in Sri Lanka. Based on that, the researcher seeks to answer the research problem of “What are the factors influencing purchase intention for fruit drinks market in Sri Lanka?” Although the consumption of fruit drinks being preferred over carbonated drinks based on health perspective, there is no previous research is conducted on finding the factors influencing the purchasing intention for fruit drinks specializing on Sri Lankan context, has attracted the researcher’s attention to carry out the research. Research is conducted using quantitative techniques. Both primary (questionnaire) and secondary sources (such as internet, publications and books) of data have been used. Data collected from 150 respondents in Colombo district within the age limit of 20-35. Collected data was analyzed using descriptive such as tables, charts & inferential statistical tools using SPSS 20. In conclusion the majority of customers are having high level of consideration of attitudes, package, product quality, reputed brand name, and advertisements when purchasing fruit drinks. Therefore marketer can recognize strengths and weaknesses in their advertisements, packaging, and quality & can improve their performance concerning the extent of each variables impact on purchasing intention.
Factors Impact on Buying Behavior towards Luxury Fashion Products among Millennial Generation.
(Department of Marketing Management, University of Kelaniya, 2016) Perera, K.R.T.; Perera, G.N.R.
With the increase of consumer confidence index between age groups of 25-30, 31-35, 35 above and also spending on their discretionary purchases is an arising situation in Sri Lanka, firmly Nielsen report has identified as millennial consumers’ second best spending category ‘buying new clothes/shoes’ In Sri Lankan luxury fashion products market, businesses need to identify different age groups’ behaviors and attitudes are different. Millennial generations’ buying evaluation is different to their age group. Therefore this research is to seek what extent how these different millennial generations’ consumer life style, status consumption, fashion involvement impact on luxury fashion products buying behavior. This research has focused on to find whether consumer life style, status consumption, fashion involvement of millennial consumers’ impact on purchase behavior towards luxury fashion goods. And to recommend marketing strategies to luxury goods retailers targeting millennial consumers with different age groups. Research has used Judgmental sampling method was used and 117 proper respondents were selected in university and working millennial group and data was collected via face book and email. Primary data was collected by using quantitative research method and secondary were previous journals, magazines, books, newspapers. Research has concluded with the idea of Gaining a better understanding of millennial consumers at different age groups would allow luxury product retailers to be more confident to meet the demands of customers in different age groups and secure the opportunity to enhance their chances of success in this market.
Factors Impact on Customer Credit Card Usage Behavior in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) De Silva, L.G.R.V.; Patabendige, S.S.J.
Credit card business is a very dynamic segment within the banking industry with a higher level of competition. Hence identifying the specific variables that would impact on the credit card usage behavior would give a better advantage to the issuer to market credit cards. This research paper makes a valuable contribution, given the fact that there is lack of empirical studies and prior researches of this nature focusing on Sri Lanka. Due to the extreme competition among issuers, customers tend to switch the credit card issuers. So identifying customer behaviors is vital to improve market share & sales. Therefore this research was conducted to identify the major factors that impact on customer credit card usage behavior in Sri Lanka. Conceptual framework was developed to assess the variables, hypothesis build based on customer credit card usage behavior in Sri Lanka. The primary data for the survey was collected through a self-completed questionnaire which was distributed among 100 credit card users in Sri Lanka. The SPSS was used to analyze the primary data, According to the research, credit card attributes emerged as the major determinants of credit card use among Sri Lankan customers. But this can be change based on the research model developed under conceptual framework. The findings are likely to be very important to Sri Lankan banks in marketing of credit cards.
Factors Influencing on Brand Loyalty towards Fast Food Restaurants in Sri Lanka with Special Reference to Western Province
(Department of Marketing Management, University of Kelaniya, 2016) Gunarathne, W.P.G.K.; Jayarathne, W.A.
In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Building up a brand loyalty towards the brand is one marketing strategies which is commonly used by organizations to increase their sales other organization goals. This study attempts identify the factors that would influence on building up brand loyalty towards fast food restaurants. There are many previous researches related to this study area which are based on the global context whereas this study is specifically related to the global context. The primary objective of this research study is to identifying the factors that influence in building up a brand loyalty in consumer mind set towards multinational and domestic fast food chains with special reference to western province. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This study specifically comes under descriptive nature and researcher used survey data collection technique to gather data in order to get ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze collected data from respondents to reach conclusion. As per the research findings food provide and atmosphere creates strong positive relationship in building up brand loyalty towards the fast food restaurants where other considered factors have weak and moderate positive relationships in building up brand loyalty.
Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Ganegala, G.W.N.K.; Ubayachandra, E.G.
Mobile telecommunication is one of the fast growing industries in Sri Lanka. Currently few numbers of operators engaged in this small market with huge competition. Due to highly competitive market environment service providers attract others customers to sustain. As a result of that the switching behavior of customers’ has been frequently happening. This study was focused on the problem of identifying the Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka. Main objective of this study was to determine the factors impact on switching behavior of mobile telecommunication users in Sri Lanka. Deductive research approach was used for this study and 150 switched respondents between ages 18-55 were selected under convenience sampling method. Both primary and secondary data were used for this study and survey method used to collect most of the primary data. Five independent variables were identified according to the previous literature namely Brand Image, Core service failure, Attraction by competitors, price and Social influence. The data were analyzed using both descriptive statistics and inferential statistics. Data analysis revealed that the brand image had the most impact on brand switching behavior than the other factors. However, all five factors were found significant impact on switching behavior among mobile phone users. Findings of this study provide important implications to the telecommunication operators in their effort to increase their customer base and to retain customers with the organization.
Factors Influencing on Purchase Intention for Men’s Fairness Cream Products in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Dabare, G.C.P.; Weerasiri, R.A.S.
Changing life style of Sri Lankan youth has leads to strong demand for Fairness creams in Sri Lanka. Sri Lankan market is gradually creating an environment for Cosmetic market. Based on the trend analysis of the market reputed companies and brands have felt the need for behavioral study to reach men’s consumer market in Sri Lanka. In the Global context researchers has taken place with reference to the men’s grooming products but in Sri Lankan context no researches has taken place to find out the purchasing factors affecting for men’s Fairness cream products. According to the finding of the research, readers able to find out the touch pints towards the men’s Fairness cream products. With the help of this research study business organizations be able to gain knowledge regarding what are the mainly highlighting factors which can be highlight in men’s advertisements for Fairness cream, Identify the prominent factors consumers considering when purchasing a men’s Fairness cream. The Main objective of this study was to find out the factors affecting on the Purchasing intention on men’s Fairness cream in Sri Lanka. Sample size was 250, represent male respondents from Colombo area, was selected for the survey, where 40% representing age between 16-25, 20% representing age between 25-30, 20% representing age between 30-35, and balance 20% representing age between 35-40. Descriptive statistic and Inferential statistics was used to analyse the data. Under Descriptive statistic method using charts, mode, median, percentages. Under Inferential statistics method using Quantitative analysis such as Co -relations Coefficient technique. As a software package used SPSS 16th Version. Brand, Product Quality and Place of distribution has a significant strong uphill positive relationship with purchasing intention of Fairness cream products and Price and Promotion is having a moderate uphill positive relationship. Therefore Product quality, price, promotion, Brand, place of distribution having a most influencing factors and sensitive factors to drive sales and to shift the brand.