2nd-2017

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

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Subject: search.filters.subject.Brand recall

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    Impact of Brand Knowledge on Consumer Lifetime Value with Special References to Ayurvedic Products in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sudharshana, N.A.; Gayathree, D.A.G.P.K.
    In Sri Lanka Ayurvedic industry can be define as growing industry in today context then it is critical to understand about future development of this industry. As marketing student researcher tried to figure it out how it can be applied branding concept in order to develop this ayurvedic industry in Sri Lanka. Researcher found that even though there is a possibility to develop this industry most of companies do not engage with high branding concept and brand development task such as FMCG industry. But if companies develop their brand by taking some effort actually it will be impact to their loyal customer base in other word their cash generating ability will increase. There is story behind to select this topic also that is researcher got job in ayurvedic product manufacturing company and that company do not engage with more branding and particular company not spend more money to develop their Ayurvedic brands. In that sense researcher though that there is opportunity to develop this industry by using brand as mentioned early. Then researcher needed to figure it out is that true? To prove it researcher has done this study. Then researcher finally proved that if company come up with branding concept such as FMCG market then that day will be a great day to ayurvedic industry in Sri Lanka.
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    The Impact of Point of Sales Materials on Consumer Purchasing Behavior of Anlene Milk Powder
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, L. S. M.; Perera, G. N. R.
    In the present business environment, marketers are using different kinds of point of sales materials to achieve the organizational communication goals. Companies spend millions of money on developing and launching point of sales materials campaigns. In Store POSM, Out Store POSM, Special Visibility POSM, and equity Building POSM, are few of the point of sales materials which are adopted to achieve the organizational communication goals. The dealers, store owners/ management’s supports are crucial for these kinds of promotions. This study attempts to measure the effect of point of sales materials adopted in marketing campaigns on consumer buying behaviour with reference to Anlene skimmed milk Powder. In this exercise the researcher has given his concern for the purpose, objectives or expected outcome of each point of sales material. E.g. Equity Building POSM (Dealer board, Hoarding) – brand recall, brand awareness etc. For this purpose, 114 respondents were selected by using multi stage mix sampling method. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that point of sales materials and consumer Purchasing behaviour are positively correlated.