2nd-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332
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Item The Impact of Brand Equity towards the Brand Loyalty with Special Reference to Hotel Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Keerthisoma, S.U.; Bandara, B.S.S.U.Tourists have gained positive mind set about the Sri Lanka after the civil war. Thus it will help to develop a huge demand for the country. Tourism contributes 0.6% to the country from total GDP and was one of the fasters growing sector in the country. This study focuses on recognizing the challenges faced by hotel sector when developing brand loyalty to retain the customers and gain more sustainable profits. The study will enable hotel sector of Sri Lanka to focus on opportunities that enable to enhance brand loyalty and thereby gain a competitive edge over the international rival firms. This study justifies, the impact on brand equity towards the brand loyalty. Elements of brand equity acts as the independent variable whereas the brand loyalty is the dependent variables. For this study data were collected through a consumer survey conducted in Colombo district using random sampling method of 150 respondents. The researcher used the element of the brand equity such as brand image, brand awareness, brand association and perceived quality to measure the brand loyalty. Analysis was done for the individual element of brand equity to identify the impact towards brand loyalty Results from the frequencies, mean analysis and regression analysis showed that there is a positive impact from brand image and perceived quality towards the brand loyalty of hotels in Sri Lanka. Finally, these findings were used to suggest the strategies for industry and government to fit with the consumer expectations.Item Impact of Brand Equity towards Purchase Intention: With Special Reference to Comfort Fabric Conditioner Brand in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dissanayake, Y.M.H.R.K.; Fernando, P.M.P.Brand equity is one of the significant concepts in brand management, as well as in business practices and academic researches. Developing and properly managing brand equity has been emphasized as an important factor in the current business practices. This research empirically examines the impact of brand equity dimensions on customer purchase intention in relation to Comfort Fabric Conditioner Brand in Sri Lanka. A sample of 200 of consumers in Western Province was selected using convenience sampling methodology and the data were collected under the survey method using self-administrative questionnaires. Correlation and regression analysis were used to check the relationship between independent variables and the dependent variable. The findings can be used when developing brand equity concepts and strategies to products and brands in the market. This is especially valid for a product such as fabric conditioner, which is still at the customer adoption stage in the Sri Lankan context. This study is providing practical recommendations to brand managers on understand customer expectations and purchasing intention when designing their branding strategies.Item The Impact of Brand Equity on Consumer Purchase Intention: Special Reference to Lifebuoy Soap(Department of Marketing Management, University of Kelaniya, 2017) Fernando, K.W.N.P.; Weerasiri, R.A.S.This study provides a better understanding about how brand equity make impact on Purchase Intention on lifebuoy soap brand. Thus, the better understanding of How Brand Awareness, Brand Associations, Perceived Quality and Brand Loyalty of lifebuoy brand affect on Brand Equity helps to develop competitive advantage for Unilever Company. The proper understanding of the concept of Brand Equity provides not only more information to develop strategies towards customers, but also, developing Brand Equity is the key to increase the financial gain to the company. To comply with aim, four basic hypotheses have been instigated for brand equity and purchase intention. To attend the objectives of the study four hypotheses were developed and tested. A survey was conduct to gather primary data by selecting 100 lifebuoy soap consumers around Colombo district. That was analyzed by using multiple regression models. Reliability was the high correlation with purchase intention. The findings revealed that brand equity dimensions have been impact on purchase intention on lifebuoy soap. Among the all dimension brand loyalty, perceived quality and brand awareness factors are impact on purchase intention on life buoy soap.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.