1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item The Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, M.H.K.; Wijenayake, S.I.At the initial stage researcher has described about the background of the study. Background consists of brief summary about the sales opportunities and promotional strategies in bicycle industry in Sri Lanka. Research problem centered to "To investigate the impact of personal attitudes on consumer purchasing intention of foot bicycle in western province Sri Lanka ". There were researches about the Personal attitudes. However there's no sufficient empirical evidence in Sri Lanka to know whether which attitude impact most to the consumer purchasing intention. The research gap is knows the most affective personal attitude and use it for promotion strategies. Main objective is to identify the impact of personal attitudes of the bicycles on its purchasing intention. Quantitative data analysis techniques are used to test the derived hypotheses of the study. Different data collection methods were used to collect the data such as primary and secondary. Here priority is given to collect the primary data using a questionnaire. In order to gather data for the research, researcher has selected the respondents pertaining to Gampaha and Kelaniya area. Selected sample size was 150 respondents. The findings provides new insights into the bicycle market of Sri Lanka and it provides insights to understand the impact of the eco- friendliness, been a leisure time activity, low cost transport medium and way of doing exercise (characteristics of a bicycle) on consumer purchase decision. Findings show that the most affective attitude is low cost of the bicycle. These findings can be used to improve the performance of the bicycle market of the country.Item Impact of brand promotional appeals towards the purchasing intention for ladies two wheeler market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Fernando, M.D.K.; Weerasiri, R.A.S.The two wheelers market in Sri Lanka is one of a fastest growing industry along with good number of competitors. Especially targeting Ladies two wheeler market the manufacturers are offering number of light weight and low height two wheelers by targeting young people and ladies age between 18 to 40 years who enjoy middle and average income. Here the research study is focused on “the impact of brand promotional appeals towards the purchasing intention with ladies two wheelers market”. The impact of this study was to find out the how connects the brand promotional appeals with purchasing intention in particular market. It has been take 200 female respondent ages between 18 years to 45 years who is having a motor bike or willing to have motor bike (university student, private and public sector and house wives) and they lives in western province. Research Questionnaire was used to collect the data and Pearson Correlation coefficient Technique used to analyse the data (with the help of SPSS software) According to the findings, female highly consider the factors related with advertising appeals to their purchase decisions than sales promotional and brand promotional appeals. But all appeals were accepted with the positive relationship. The Marketers will have an opportunity to adapt this knowledge to their marketing communication plan and the other marketing activities.