2nd-2017

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

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Author: search.filters.author.Medis, A.Subject: search.filters.subject.Purchase Intention

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    Impact of Gift Promotion on Purchase Intention of the Super Market Shoppers in Colombo District
    (Department of Marketing Management, University of Kelaniya, 2017) Chandrasiri, W.K.A.A.; Medis, A.
    Sri Lankan consumer has been influenced by Western lifestyles and hence now demands greater convenience. Supermarkets offer a wide range of products under one roof. Hence, the consumer need of greater convenience is met with super markets. The purpose of this research study is to assess the impact of gift promotion which is one of the sales promotion types, on purchase intentions of the super market shoppers in Colombo District. A sample of 158 respondents who were familiar with gift promotion and who shop at super markets in Colombo District were selected . Accordingly it was found that there is a moderate negative impact of gift promotion on purchase intentions of the super market shoppers. There was no impact created from three dimensions of gift promotion on purchase intention. The regression model showed that only gift attractiveness and perceived fit negatively impacts the purchase intentions of the super market shoppers in Colombo district when all the dimensions tested separately.
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    The Relationship between Social Media Marketing Activities and Consumer Purchase Intention: A Study with Special Reference to Mobile Telecommunication Industry in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2017) Arachchi, L.A.C.P.L.; Medis, A.
    Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships and the social web has presented a new form of communication through social media which allow people to interact and converse with each other. This presents marketers with the opportunity to affect consumers purchase intention through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase intention. The main objective of this research that follows is to identify the relationship between social media marketing activities and consumer’s purchase intention. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural engage in social media marketing.