2nd-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332
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Item Impact of the Promotion Tools on the Brand Loyalty in Relevance to Anchor Newdale Flavoured Milk in the Context of Western Province,(Department of Marketing Management, University of Kelaniya, 2017) Balakrishnan, G.P.; Ubayachandra, E.G.In the present business environment, marketers are using different kinds of promotion tools to achieve the organizational communication goals. Companies spend millions of money on developing promotion tools but only very few of the promotion tools which are adopted to achieve the brand loyalty. Considerably a very low amount of researches has been done for the flavored milk industry in Sri Lanka, while in other countries there are many researches evaluating the relationship. With the limitations, a new research is required to evaluate the relationship between promotional tools and brand loyalty with special reference to in Anchor Newdale flavoured in western province Sri Lanka.This research was made based on 6 objectives and made sure that all 6 objectives were met and the research questions were answered. The Hypothesis created based on the objectives was also met by this research. For this purpose, 150 respondents were selected by using non probability sampling method. This research was conducted based on qualitative and quantitative basis and questionnaires, interviews and observation was used to collect data from the respondents. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that promotion tools and brand loyalty are positively correlated.The researcher can conclude the fact that the promotion tools do have a positive significance on the brand loyalty. The analysis proves that this has been met. Although there is a positive significance towards the brand loyalty the relationship is basically moderate.Item Study on Purchasing Intention of Smart Phone Market in Sri Lanka (With Special Reference to University Undergraduates).(Department of Marketing Management, University of Kelaniya, 2017) Madushani, R.H.S.; Ubayachandra, E.G.This research examines the study on purchase intention of smart phone market in Sri Lanka with special reference to university undergraduates. Product Functions, Value for money, social influence and brand image identified as independent variables and purchasing intention identified as dependent variable. Research has addressed complex problem related to study on purchase intention of smart phone market in Sri Lanka with special reference to university undergraduates. Meanwhile research gap was identified as per the literature review and also it has been filled. Based on four hypothesis study was conducted. Mainly primary data was collected. In addition to secondary data also applied. I have selected three national universities and among them 150 sample was selected. Data set is collected through questionnaire, and convenient non-probability random sampling method. In here ten findings and three recommendations were revealed. The findings revealed that there is a significant relationship between all variables with purchasing intention, which indicates that the Smartphone purchase intention of undergraduates in universities of Sri Lanka is influenced by product function, value for money, social influence and brand image. The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the results other than secondary research and questionnaire.Item 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.Item The Impact of Store Atmosphere on Buyer Behavior With Special Reference to Supermarket Chain in Gampaha District.(Department of Marketing Management, University of Kelaniya, 2017) Kanchanamala, M.K.D.; Ubayachandra, E.G.In recent years, there has been an increase the number of studies investigate the impact of store atmospherics on buyer behavior. Most of study focused store atmospherics on consumer purchase intention. The main objective of this research is to explore the supermarket store atmospherics on buyer behavior and analyze how it influences exterior variables, General interior variables, Store Layout, Interior Display variables and Humana variables of customer’s point of view in Sri Lankan context. Marketing literature has a great deal of empirical evidence confirming the influence of Store atmospherics on consumer buyer behavior. The findings from the study indicate Store atmospheric factors have significant positive correlation with buyer behavioral variables. And also study found human variable has strong power to impact consumer’s intent of purchase. Research sample was 100 respondents and questionnaires were design in 5 point Likert scale and data collect as survey.Item A Study on Customer Dissatisfaction through Switching Behavior of Motor Insurance Policy Holders in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Jeewantha, D.A.N.; Ubayachandra, E.G.Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. In the context of a service industry, customer satisfaction is often viewed as a central determinant of customer retention through the development of relationships. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer dissatisfying elements, customer switching behavior and customer retention process, with the use of the concepts of customer satisfaction. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more comprehensive view of the customer’s quality perception. The study considered three cues Price, Empathy and Responsiveness. The objective of the recommendations is to prove further insights of how to minimize the level of customer dissatisfaction occurred within the motor insurance industry. The recommendations will be based on the research findings, their implications and the insights of the findings towards strategy development.