2nd-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332
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Item 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.Item Factors Affecting to Brand Loyalty in Fast Food Industry With Special Reference to Colombo District(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, T.M.D.; Fernando, P.M.P.Developing and managing Brand Equity for a brand is considered as a critical issue for most of the industries. Having too many brands around the customer and competitive marketing and promotion campaigns can be a cause to create a brand confusion in customers mind. Multinational companies like Pizza Hut, KFC and McDonalds’ coming in to the local market using franchise model may use innovative strategies to build up their brand loyalty in local context. On this research, researcher tries to identify the most important factors that affect brand loyalty in fast food restaurants. The researcher identified Atmosphere, Promotion, Value Addition, Food Provided, Price, Brand Image and Service Quality through a comprehensive literature review as factors leading to branding loyalty. The research was conducted in Colombo District with a sample of 140 respondents. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested using regression analysis and results showed that atmosphere is the most prominent factor when it comes to customer brand loyalty of fast food restaurants while other variables indicated a moderate to weak influence on brand loyalty.Item 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.Item The Impact of Brand Equity Dimensions on purchase intention with special reference to Laugfs Lubricants.(Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. 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.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.