2nd-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332

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Key Determinant That Influencing On Choices Fast Food for Restaurant.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Upendra, L.U.A.I.; Herath, H.M.R.P.
The purpose of conducting this research project was to examine the key determinants that influenced the choices of fast food restaurant with reference to young generation in Colombo district in Sri Lanka. To attain the objectives of this research project, research questions and seven hypotheses were developed and tested. Furthermore, each hypothesis is measured accordingly and results obtained are subsequently explained. A comprehensive literature review was carried out to identify the determinants of the choice of fast food restaurant. Primary data were collected through a questionnaire and 100 sets of questionnaire were distributed to the target respondents who are youngsters in Colombo district. By using Statistical Package for Social Science (SPSS) version 23.0, data collected through survey questionnaires were analyzed and outcomes obtained were discussed in the form descriptive statistics. In addition, major findings of this research project were discussed in order to understand the relationship between key determinants and restaurant choices. Managerial implications of the results have also discussed referring to the findings of the research.
A study of the Factors influencing on the Selection of Casual Dining Restaurants in Colombo City.
(Department of Marketing Management, University of Kelaniya, 2017) Luckshani, H.D.T.T.; Weerasiri, R.A.S.
Factors Affecting Selection of casual dining restaurant in Colombo City Restaurants provide food services to customers. People who have no time to cook are forced to eat at restaurants. They are also meeting places for these customers who want to arrange their special occasions in the restaurants.. They are becoming more important to the society nowadays. However, restaurants do not provide the same level of services. Some provide poor services to customers. The others provide high level of services. This paper is an attempt to find out the factors that affect consumer selection criteria about the restaurant in Colombo city. The impact of various variables like brand and popularity, quality and taste of food, price, , presentation and decoration of food, quality of staff, comfortable sitting arrangements with quality cutleries-utensils, interior exterior design, location, parking and security, additional services like kid’s corner, celebrity appearance, live performance and advertisement in mass media will be analyzed. The study will be based on the primary data collected from respondents with the help of structured questionnaire. The collected data was analyzed and interpreted by using the SPSS software. Firstly the descriptive analysis of the data was done by using frequency tables, average analysis as well as graphical representations. Then the gathered data was deeply analyzed and explored the relationships between the independent and dependent variables. The stated hypotheses were tested by using the statistical tool of correlation analysis and regression analysis. The finding of the hypotheses analyzed, shows that all the 4 variables showed a positive relationship with influence selection of casual dining restaurants.
Impact of Merchandising on Maintaining the Long Term Relationship With The Retailer (With Special Reference to Apparel Sector)
(Department of Marketing Management, University of Kelaniya, 2017) Madhushani, A.B.N.; Ubayachandra, E.G.
This study examines the study on impact of merchandising on maintaining the long term relationship with the retailer (With special reference to apparel sector in Sri Lanka). Margin maintenance, merchandising support and vendor’s brand equity identified as independent variables and maintaining the long term relationship with the retailer identified as dependent variable. In here research has addressed complex problem related to impact of merchandising on maintaining the long term relationship with the retailer. Meanwhile research gap was identified from the literature review. At the same time the research gap has been filled accordingly. Meanwhile five objectives consistent with five research questions has been revealed. Based on three hypothesis study design was conducted. Mainly primary data was collected and in addition to that secondary data also applied. A total of 150 sample was collected from merchandisers in selected three apparel companies in Sri Lanka which are most considering on retailer brands an retailer relationship. The data set is collected through questionnaire, and convenient non-probability random sampling method. The findings revealed that there is a significant relationship between all independent variables with retailer relationship. Data presented using pie charts and bar charts whilst analyzing data using correlation a regressions analysis. Finally 05 recommendation were presented along with 10 key findings.
Impact of Service Quality towards Brand Image with Special Reference to Youth Segment in Sri Lankan Mobile Service Providers
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Adasooriya, A.M.S.S.; Herath, H.M.R.P.
Mobile industry in Sri Lanka is getting saturated on daily basis but the consumers’ expectations and perceptions towards service is also increasing frequently. Hence, service providers are facing many challenges and issues to satisfy the consumers and obtain competitive advantage. Therefore, service quality has been a focus area for all the service providers to achieve differentiation and hence improve the brand image as a customer caring brand. Taken this situation into consideration, this research targets mainly to measure the Impact of service quality towards brand image with special reference to youth segment in Sri Lankan mobile service providers. Conceptual model was developed based on a comprehensive literature review and hypotheses were tested using SPSS package. Data were collected through survey method from a sample of 100 mobile Telecommunication users on the convenience base.The findings of the study show that tangibility, reliability, responsiveness and empathy and in overall service quality have a critical impact on building brand image among the youth segment in Sri Lankan mobile Telecommunication market.
The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2017) Gamage, W.B.G.P.S.; Herath, H.M.R.P.
35 The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka W.B.G.P.S.Gamage Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka\ H.M.R.P.Herath Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka Researcher has focused to study on the impact of Country of Origin on Brand Equity with special reference to milk powder market in Sri Lanka. The key objective of this research is to identify and investigate the dimensions of Brand Equity, critically analyze image of Country of Origin and, analyze and understand the impact made by Country of Origin on Brand Equity. Based on the Literature review, the dimensions of Brand Equity and Country of origin were analyzed in depth.In order to gain the in depth knowledge required for the thesis, a deductive approach was utilized with Questionnaires to collect data. The validity and reliability of the instruments were tested by using appropriate methods. The relationships between country of origin and Brand Equity were examined along with hypotheses developed. Convenience sampling was incorporated to collect the data from the respondents. Simple Regression & Correlation Analysis was conducted to measure the relationship between country of origin and brand equity. Results revealed that there were significant relationships between Country of origin and Brand Awareness, Brand Association, Brand loyalty and Brand Perceived Quality. Building a successful brand requires using creative marketing and branding strategies to create strong brand equity.
Service Quality and Patients’ Satisfaction (With Special Reference to Hemas Capital Hospital (Pvt) Ltd Thalawathugoda
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kumara, Y.P.D.; Bandara, B.S.S.U.
Private healthcare sector has become most competitive and fast growing service sector in the present business world. In hear quality is the most important icon and most of the patients as customer evaluate the private healthcare organization services base on the quality of services which they are offered. Most of the private healthcare organizations are paying their attention to provide quality service to attract patients and improve their satisfaction. But some are going to generate only income through the various ways. On the other hand providing good quality healthcare service to patients is the key success factor for any private healthcare organization .To build the good healthcare brand and survive in the healthcare market for longer period of time ,always patients should be satisfied with the services which is offered by the private hospitals .Therefore private healthcare organizations have to provide quality service for their patients .Within the literature background, this research paper focus to identify the impact Service Quality And Patients’ Satisfaction in Thalawathugoda Hemas Capital Hospital. So in hear hospital patients were selected as the population. Sample size of this study was 100 and convenience sampling method was used to select the respondent, Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study. Hypotheses were tested by using correlation analysis and results showed there was a positive relationship between service quality and patient’s satisfaction in Thalawathugoda Hemas capital hospital.
The Impact of Packaging on Purchasing Decision with Special Reference to Dairy Brands in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2017) Subothini, S.; Wanninayake, W.M.C.B.
The promotion plays an important role in achieving the organization’s goals and objectives in competitive markets. From the past, advertising and personal selling has been considered as significant promotional tool but the current trend has been changing and packaging is also used to communicate the message. While other modes such as TV advertisements are considered as expensive tool and reach of target crowd also limited, packaging is considered as a comparatively low expensive and it could reach all kind of target crowd. Packages are kept at the house hold with the consumer after purchasing & it’s important that it provides the details consumers’ need. Therefore, this research focuses impact of packaging on purchase decision. Based on the previous literature, it is anticipated that visual and verbal elements could influence customer preference positively, and this could eventually lead to the purchasing of the products. For this purpose, researcher adopted to the quantitative approach and carried out sample survey among 150 respondents in Colombo district. Target population were the people who purchase dairy products at least twice a month and structured questionnaire adopted for data collection. The finding revealed that both visual and verbal elements positively associated with purchasing decisions in dairy market. Further it was found visual elements are more important than verbal element of the packing in respective industry.
The Factors Affecting the Purchase Intention of Motorcycle Market with Special Reference to Colombo and Gampaha Districts.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerasinghe, D.N.M.; Fernando, P.M.P.
Motorcycle industry is a very competitive market with a significant number of market players. Also the statistics indicate that the motorcycles are a sought-after means of transportation among Sri Lankans. This study carried out to understand the factors affecting to the purchase intention of motorcycles in the Sri Lankan context. A comprehensive literature analysis was carried out in order to identify five major factors i.e. promotions, after sales service, product quality, country of origin and brand awareness which are leading to purchase intention within the motorcycle industry from both local and international context. The study focused on Colombo and Gampaha area with a sample of 120 and the survey method was used to gather primary data from the selected group. Hypotheses for the research were tested using correlation analysis. In Sri Lankan context, product quality, country of origin, and promotion are the most important factors when making a decision of purchasing motorcycles.
Factors Affecting the Attitude towards Facebook Advertisements – With Special Reference to Colombo City Customers.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sandaruwan, P.M.D.; Gayathree, D.A.G.P.K.
In today environment, online social networking, especially Facebook is almost impossible to ignore, hence it has become a part of people’s daily life activities. Advertisers, marketers and companies have therefore identified the opportunity of this habit and incorporate Facebook into their marketing strategies. Advertising through the Facebook enhanced the value of advertising in terms of brand awareness, profit and return on investment. But on the other hand, the effect of Facebook advertising depends on the factors that affect to customers’ attitude toward advertising because it would not make any sense for advertisers to put effort in Facebook advertising without knowing the impact on customers’ attitude. The aim of this study is to examine some factors that possibly would have an influence on the customers’ attitude toward Facebook Advertising with special reference to Colombo city customers in Sri Lanka. This research study provides some insights to companies, marketers and advertisers that may draw current and potential consumers’ positive attitude toward advertising on Facebook.
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.
Impact of Packaging on Consumer Purchase Decision with Special Reference to Green Packaging
(Department of Marketing Management, University of Kelaniya, 2017) Lakshani, W.P.A.; Weerasiri, R.A.S.
Here the researcher focused to study the impact of packaging on consumer purchase decision with special reference to “Green Packaging”. Because of increasing self-service systems and changing consumer’s lifestyle, the product packaging is growing increasingly as a tool of sales promotion as well. Package plays an important role in marketing communication and it is influencing consumer’s purchase decision. Researcher has concentrated this in depth in literature review. In this research, the model was developed and tested in order to reveal impact of Green Packaging towards consumer acceptance level. The relationship between customer acceptance level & the green packaging elements were tested. As well as simple regression and correlation were used to measure the relationship in between customer acceptance level and green packaging elements. The sample size was 100 respondents and they represented Western Province in Sri Lanka. As per the research. it revealed that there is a positive relationship in-between the customer acceptance level and the green packaging elements such as Packaging design, Reducibility, Reusability, Recyclability and Rules &Regulations. Accordingto results, majority of the respondents had a moderate extent of acceptance for eco -friendly packaging elements.
Impact of E Service Quality on Customer Satisfaction with Special Reference to Banking Sector in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Deshani, A.A.D.K.; Fernando, P.M.P.
In the last few years we have witnessed a substantial growth of internet based services, both from pure internet businesses and from traditional companies that are developing online services. One of key challenges of the internet as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this research was to gain a better understanding of the e service quality dimensions that affect customer satisfaction in online banking sector from a consumer perspective. Based on a detailed literature review, six service quality dimensions were identified, i.e. Efficiency, Responsiveness, Reliability, Fulfillment, Privacy and Corporate Image to be tested in the online banking sector against customer satisfaction. A sample of 150 respondents was selected through convenience sampling procedure. The results indicate that the Privacy and Efficiency dimensions have a strong impact on customer satisfaction, Reliability and Fulfillment have a moderate impact on customer satisfaction while Responsiveness and Corporate image showing a weak impact on customer satisfaction when it comes to the Sri Lankan context of online banking. It is expected that findings of this research study can be used by the relevant banks to do modifications to their prevailing online banking platforms.
Factors that Impact on Customer Switching Behavior of Sanitary Napkins with Special Reference to Sri Lankan Market.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Somarathna, S.B.D.L.; Patabandige, S.S.J.
The research was implemented with the objective of identifying factors that impact on customer switching behavior of sanitary napkin with special reference to Sri Lankan market. To accomplish the desired objective conceptual framework designed based on the independent and dependent variables. For that brand switching considered as dependent variable and dissatisfaction of previous consumed brand, need of variety, peer influence, sales promotions, impact of advertisement were considered as independent variables. Based on these variables conceptual model was developed. For the purpose of achieving objectives responses were gathered from 100 respondents. After gathering the information, the data were analyzed using different analytical tools. The data was coded and analyzed using SPSS 20.0 statistical tools including descriptive statistics. After testing all hypothesis, it is considered to be a positive impact from all independent variables on dependent variable. So as a final comment this research study will support the marketers who are in sanitary napkin market and who are willing to join this market.
The Impact of Non-Financial Factors on Brand Loyalty with Reference to Leasing Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Herath, H.M.K.N.; Wijenayaka, S.I.
As the result of economical development, post war political stability has heavily contributed to the development of financial market in Sri Lanka. It is observed that the financial companies are using different strategies to enhance and develop the market share in the present vulnerable and competitive market. Therefore, this research attempts to identify the impact of non-financial factors on the brand loyalty of the leasing industry. A questionnaire based survey was carried out to test the hypothesis derived based on the literature survey. Data was analysed using SPSS where multiple regression and correlation analysis was used to test the hypothesis. Study results show that non-financial factors like customer’s personal, psychological, social and cultural factors are also powerful as well as interest rate. These results can be used to identify their customers and develop more customize products and for customers to evaluate different financial products. Further, it implies that considering non-financial factors such as process time, rules and regulations, customer relationship management and flexibility will help to differentiate with one company to other.
Psychological Behavior of Customers When Selecting a Paint’s Brand.
(Department of Marketing Management, University of Kelaniya, 2017) Premarathna, B. T. S.; Medis, A.
The research was conducted to understand the qualitative factors effect on customers when they are selecting a paint’s brands. So this was to identify the psychological behavior of customer’s when selecting a paint’s brand. In literature reviews, it showed, there are some theories and variables affect to the customer’s psychological behavior in brand selection and paints market.The hypotheses were formed depending on the conceptual model. The data collection method was the questionnaire and the methods of analysis were tables, percentages with frequency and SPSS package used for coding and analyzing of the data. Via analysis, it showed there is a significant affect from the customer’s psychological behavior when selecting a paint’s brand. Customer’s core variable was the celebrity endorsement. It gives a better understanding to the industry that customers still believe on the celebrity endorsements creating by brands.
The Impact of Service Quality on Customer Satisfaction in Private Sector Hospitals in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2017) Fernando, L.R.K.; Kumara, W.D.
Private healthcare sector has become most competitive and fast growing service sector in the present business world.. Most of the private healthcare organizations are paying their attention to provide quality service to attract patients and improve their satisfaction. But some are going to generate only income through the various ways. It’s not good situation in the private healthcare sector. This study focus to identify the impact of environment quality, process quality and interaction quality on patient’s satisfaction in private hospitals in Colombo district. This study mainly based on simple survey and Sample size of this study was 150 and convenience sampling method was used to select the respondent, Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study. Hypotheses were tested by using Multiple Regression Analysis and results showed that environment quality, process quality and process quality has a significant positive impact on patients’ satisfaction of the private hospital while interaction quality has not significant impact on patients’ satisfaction. Findings of this study provide implications for hospital management to improve the service quality furthermore and contribute to the existing body of knowledge.
The Impact of Consumer Sales Promotions on the Consumer Purchasing Decision with Reference To Beverage Sector in Gampaha District
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Thilakarathna, R.A.I.H.; Perera, G. N. R.
The purpose of this research is to investigate the effects of sales promotion and various sales promotional tools over the purchasing decision of customer. The research evaluates the impact of sales promotional tools mainly Price discounts, Scratch and win, Advertising specialists, Premiums, POP Promotions. This quantitative cross sectional study has conducted by analyzing the convenient sample through a standard questionnaire. And the final sample consisted of female and male 100 respondents from beverage sector in in Gampaha district. The data was analyzed using SPSS and it was found that price discount is significantly related to the consumer purchasing decision. And furthermore it is found that there is less impact from advertising specialists, scratch and win opportunities, premiums and POP Promotions. It is suggested that managers may establish a strategy of influencing the consumers through implementing price discount promotional programs related to the beverage industry.
The Impact of Product Portfolio Composition on Corporate Brand in FMCG Industry; with Special Reference to Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dias, K.M.G.M.H.; Bandara, B.S.S.U.
Most of large FMCG companies recently focus on corporate brand activities in internationally as well as locally. As a result of that customers becoming aware about the company behind the multiple product brands. There is a huge competition in the FMCG industry, therefore companies use to adopt different strategies to face the competition. Corporate branding is one tool undertaken by the big FMCG companies. Thus the objective of this paper is to understand the impact of multi product brand or different product portfolios on customer’s evaluation of corporate brand practically in Sri Lanka. The paper aims at investigating how corporate brand influenced by different product portfolio compositions in practical context. Mainly these portfolio composition divided into categories homogeneous and heterogeneous portfolio. When develop these portfolios researcher considered real world FMCG environment and investigated its behavior. For this purpose, 200 respondent were selected by using multi stage mix sampling method. The data analysis covered correlation and regression by using the 20.0 of SPSS package. Results revealed that product portfolio composition and corporate brand has positive correlation, especially for homogeneous portfolios. It has identified that the high fit product portfolios or similar range of product portfolio developing FMCG Company has a strong relationship with corporate brand rather diversified product portfolio manufacturing companies (LF).
The Impact of the Marketing Communication Tools on Brand Awareness in Second Hand Automobile Market in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) de Silva, A.K.S.; Wijenayake, S.I.
This study is done to examine the impact of marketing communication tools on brand awareness in second hand automobile industry in Sri Lanka. It was identified that there is an increased usage of automobiles and most of people are buying used automobile from owners and automobile companies. Furthermore, it is observed that people consider many factors in their purchasing decision making process. Therefore the main objective of this study is to identify impact marketing communication tools on brand awareness in second hand automobile industry. A survey was conducted using a structured questionnaire to examine the stated hypothesis. Primary data was collected from 80 respondents who buy second hand automobiles in Colombo district and Gampaha District. Collected data were entered to SPSS software for purpose of basic data analysis. The impact of marketing communication tools on brand awareness in second hand automobile in Sri Lanka was identified as the final result of the study.
A Study on Assessing the Factors and Extent of Brand Loyalty in Sri Lankan Decorative Paint Industry
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Liyanage, T.H.; Fernando, P.M.P.
The number of decorative paint companies in the Sri Lankan market is increasing and similar to that the customer demand is also increasing. Today this particular industry has become one of the profitable industries in Sri Lanka. According to the comprehensive literature review carried out, it was noted that 95% of market share has been captured by seven companies out of the 60 brands. This research study was a step towards understanding the factors affecting to brand loyalty and the extent of the loyalty in the decorative paint industry in Sri Lanka. Consistent with the objectives the research questions were set. The hypothesis were based on selected independent factors from literature review. The research approach was consist of quantitative data and the main data collection method was done through a structured questionnaire. 153 customers were selected using convenience sampling methodology for the study. Descriptive statistics was used to present the data and correlation and regression analysis were employed as inferential statistics. According to the results Brand Image, Price, Referral Marketing, Product Quality, Communication, Environmental Friendliness have a direct impact to the attitudinal brand loyalty in decorative paint industry. But the Availability does not have a direct impact to the brand loyalty in the industry. Companies can use research outcomes in order to increase their brand loyalty and reduce cost in retaining customers.