1st-2016

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

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Author: search.filters.author.Wanninayake, W.M.C.B.

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    The impact of celebrity endorsement on purchasing intention with special reference to malted milk powder market in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Ranasinghe, R.A.C.P.; Wanninayake, W.M.C.B.
    The biggest improvement in the field of Marketing is the celebrity involvement as a promotional technique. Advertises believe that using celebrity endorser will foster, in the mind of the customer, a connection between the celebrity endorser and endorse brand and perceived as a winning formula for brand building. Considering the massive amount of celebrity endorsement practices in advertising, this study is an effort to examine the association between celebrity endorsement and consumers purchasing intension with special reference to malted milk powder market in Sri Lanka. There was no any research found, under this topic in Sri Lanka hence it is considered as beneficial to identify this association. It is anticipated that attractive celebrities and credible celebrities could influence customer preference positively, and that this will eventually lead to the purchasing of the advertised products and services. The main objective of this research was to find out whether the celebrity endorsement can influence the purchasing intension of Sri Lankan consumers. A sample which consists of 100 respondents in Colombo district was used for this research study and was based on both primary & secondary data. A standard questionnaire was used and all the data analysis procedures were accomplished with assistance of SPSS software 16 version. Most of the companies use the Celebrities for their advertisements assuming that their attractiveness, trustworthiness and expertise will positively and largely impact on the sales of the malted milk powder. But this study reveals that the there is no significant relationship between the above characteristics of celebrities and purchasing intention of the consumers.
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    The Impact of Brand Personality on Customer Buying Intention: In the Case of Charles & Keith Brand in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Wijerathne, W.P.T.U.P.; Wanninayake, W.M.C.B.
    This study was conducted to identify the level of impact a brand’s personality has over a customer’s purchasing intention when it comes to branded apparel shopping in Sri Lanka and to establish the relationship between the brand personality and the consumer purchasing intention when it comes to the branded products market mainly in the case of Charles & Keith brand. In order to create a balance in conducting the research, the researcher is agreed on using quantitative techniques. With the availability of various techniques for conducting a primary research and only survey/questionnaire was used by the researcher as a quantitative technique. The sampling method which was used to select the sample population for this study was simple random sampling method, where using this technique 120 sample respondents were selected. When the brand personality is considered researcher believes that Charles & Keith brand has an exciting and competence brand personality. When considering the purchasing intention, it is proved that both the resources and opportunity should be present in order to have the purchasing intention, also attitude plays a major role in this process. Also personalized service and convenience have been selected by the majority as the crucial motivational factor.
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    The Impact Of E- Service Quality on Creating Brand Loyalty in Telecommunication Services: in The Case of Dialog Axiata PLC.
    (Department of Marketing Management, University of Kelaniya, 2016) Sewwandi, W.A.T.; Wanninayake, W.M.C.B.
    Sri Lankan Mobile industry is mainly consisting of five operators competing for a total addressable population of 21 million including Dialog, Etisalat, Airtel, Mobitel and Hutch 3 fixed operators. Dialog Broadband services, Sri Lankan telecom and Lanka bell. Primary objective of this research study is to monitor the Impact of the E service quality in telecommunication industry services. In this research study Secondary Data would be collected through research articles, web based information articles, journals, company publications and previous researches. Primary Data would be collected via a predetermined questionnaire based on the conceptual framework. This research is descriptive in nature because after the completion of the research findings can be used in management decision making since it is conclusive in nature. Research Approach – two major steps; first, an exploratory study will be conducted to figure out E service quality Secondly; the survey will be conducted to gather data necessary for recommendations. Research Population & the sample –dialog users in Sri Lanka. The sample size considered would be 250.Descriptive statistics being used to analysis the data. This study investigated the E service quality perception and its impact to create brand loyalty in telecommunication industry and the differences in relative importance they attach to the various quality dimensions using the c conceptual model of this research study propose. These E SQL scale appears to be a reliable scale to measure telecommunication industry E-service quality, and provide a useful diagnostic role to play in assessing the impact of brand loyalty building. The research finding Brand loyalty in telecommunication industry services E-service quality has significantly affected by Reliability, web usability and its design, Empathy, Assurance and Responsiveness.
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    Study on Association in between Store Personality and Consumer Brand Loyalty (with especial reference to Fashion Retail industry in Sri Lanka).
    (Department of Marketing Management, University of Kelaniya, 2016) Peramuna, N.D.; Wanninayake, W.M.C.B.
    This study is mainly focus on the end result of how store personality effects on consumer brand loyalty in fashion apparel retail industry in Sri Lanka. The research problem of the study is: to what extent store personality of fashion retail brands influence on consumer brand loyalty. Many researchers have been focus on brand personality and brand loyalty, no study has yet systematically investigated store Key objective of this study is to investigate the association in between store personality dimensions namely sophistication, enthusiasm, solidity, genuineness, unpleasantness and consumer brand loyalty. Other objectives are; to identify how consumer “self-image” moderates the association in between store personality and consumer brand loyalty and to recommend the best practices for fashion retail marketers to implement. Research design of the study is Quantitative research. Primary data of the study collected through questionnaire survey in western province by using convenience sampling technique, and secondary data through journals, articles, magazines. Sample size was 200 respondents. A pilot survey was conducted with 25 respondents to pre-test the questionnaire. The data gathers was analyzed by SPSS16.0 software and analyzed following the descriptive statistics and multiple correlations analysis methods. A better understanding of the determinants of fashion store personality is essential for retail managers who wish to (re)position their stores. Retailers and store designers should be aware of the important role of “atmospherics” in this regard.
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    The impact of Brand Equity on Purchasing Intention with special reference to the Skin Care Brands in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Lakshi, Erandi. W.P.; Wanninayake, W.M.C.B.
    Nowadays, there can be seen a keen competition among the skin care Bands. Marketers use different strategies to attract customers to their skin care brands. Recently, marketers are highly considering on building brand equity to make their customer base fixed and attract more customers over the competition and dynamic nature of the environment. Via this study the researcher tried to find out the impact of brand equity (Brand Awareness, Brand Association, Perceived Quality, Brand Image) on the purchasing intention of Sri Lankan consumers with special reference to the skin care brands. The primary objective of this study was to examine the impact of the brand equity on the purchasing intention of the consumers which are affecting to the Sri Lanka skin care products market. This study was conducted as a quantitative study and used both the primary and secondary data in order to collect the data. Primary data was collected through a survey by using a standardized questionnaire. As a research sample the researcher used 200 residents from Gampaha and Colombo districts. Convenience sampling method was used as the sampling method. The data were analyzed by using SPSS 20.0 version and Microsoft Excel. According to the study the researcher could conclude that there is a positive impact or relationship between the brand equity and the purchasing intention of the skin care brands in Sri Lanka. As the moderating variable used, Health Consciousness moderates this relationship positively.
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    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.