7th-2022
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980
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Item Trust and Determinants of Purchasing Intention of Organic Food Products among Young Consumers with Special Reference to The Matara District Market(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wanniarachchi, L. U. P.; Gayathree, D. A. G. P. K.Organic food has emerged as a critical topic due to its role in mitigating risks to public health for farm workers, their families, and consumers by reducing exposure to harmful chemicals in the environment and in food. Organic products are cultivated without artificial fertilizers or pesticides, within an environmentally and socially responsible agricultural system. Consumers are increasingly exploring healthy and organic food options to enhance their well-being. Despite the significance of this issue, there is a lack of research specifically examining the purchasing intentions of young consumers in Matara, Sri Lanka. To address this gap, the present study aimed to investigate the factors influencing the trust and purchasing intentions of young consumers regarding organic food products in the Matara district. Based on insights from existing literature, relevant factors were identified, and data were collected through a survey involving young consumers of organic foods using a self-administered questionnaire. The findings indicate that Perceived Quality, Availability of Information, and Health Aspects positively influence the Purchase Intention of Organic Food. Conversely, the Organic Label was found to negatively impact Purchase Intention in the current context. Consequently, stakeholders can use these insights to develop strategies to enhance the purchase intentions of young consumers towards organic foods. Furthermore, this study contributes to the existing literature by providing new insights into the current factors affecting organic food purchase intentions.Item The Role of YouTube Unboxing Review Videos on Smartphone Purchase Intention: A Case on Gen z and Millennials in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Silva, H. P. D.; Patabendige, S. S. J.User-generated videos (UGVs), created by users rather than manufacturers or sellers, have gained substantial popularity among social media users, particularly Gen Z and Millennials. Platforms such as YouTube have facilitated the use of UGVs to generate awareness and influence purchasing decisions through reviews. This study aims to examine the impact of UGVs by specifically investigating the role of unboxing YouTube videos on smartphone users' purchasing intentions. The study is grounded in the gratification theory, which posits that media users actively seek content that fulfills their needs, including cognitive (information seeking), social integrative (connecting with others), affective (entertainment needs), and tension-release (to pass the time). Data for this study were collected through an online survey of 390 respondents using a convenience sampling method, targeting both Gen Zs and Millennials in Sri Lanka. The collected data were analyzed using correlation and regression techniques with the aid of SPSS 26 software. The study reveals that viewing unboxing YouTube videos aligns with all four motives identified by the gratification theory, and that these motives significantly and positively influence smartphone users' purchasing intentions. Furthermore, among the four motives, the information-seeking motive related to smartphones demonstrates the strongest correlation with purchasing intention. The findings contribute to theoretical discussions on social media content and purchasing intention and offer practical insights for UGV creators and influencers on how to effectively target their messages.Item The Role of Corporate Social Responsibility (CSR) on Brand Loyalty, Specifically in Relation to the Telecommunication Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Suranjan, M.; Patabendige, S. S. J.Given the contemporary emphasis on Corporate Social Responsibility (CSR) across various business enterprises, this research aims to investigate the impact of CSR on brand loyalty, with a particular focus on the telecommunication industry in Sri Lanka. This explanatory research employs a quantitative approach to identify how CSR influences brand loyalty within this sector. In this study, CSR is considered as the independent variable, while brand loyalty is the dependent variable. The impact of CSR on brand loyalty is examined through four dimensions: Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility. Each dimension is assessed using three different indicators, and brand loyalty is evaluated through seven indicators. The research sample comprised 350 undergraduate students selected using a simple random sampling method. The target population for this study included all telecommunication network users in Colombo. Data were collected via a questionnaire designed to assess the impact of CSR on brand loyalty, with the reliability of the questionnaire confirmed by Cronbach’s alpha value. Data analysis was performed using SPSS version 25, employing Mean, Correlation, and Regression Analysis. Correlation analysis revealed a significant and strong relationship between Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility and brand loyalty. The results indicated a positive correlation between CSR and brand loyalty. Regression analysis was used to test the research hypotheses, and it was found that Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility each have a significant impact on brand loyalty. All five hypotheses proposed in the research were accepted. The findings confirm that CSR has a substantial impact on brand loyalty.Item The Role of Brand Love in Developing Customer Purchase Intention with Special Reference to Smartphone Industry of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakmal, D. M. N.; Gunawardhana, W. A. D. N. R.In Sri Lanka, numerous smartphone brands have attracted distinct groups of customers, making it valuable to explore the reasons behind customers' choices for particular brands. This study aims to understand why customers are drawn to specific smartphone brands and how brand love influences their purchase intentions. Specifically, the research investigates the role of brand love in shaping customer purchase intentions within the smartphone industry in Sri Lanka. The study employed a questionnaire to collect data from respondents across Sri Lanka, utilizing a convenience sampling method to gather responses from 384 individuals. Primary data were obtained through the questionnaire, while secondary data were sourced from journals and online resources. Data analysis was conducted using descriptive statistical tools and the SPSS software. The conceptual model of the study included four independent variables: brand loyalty, positive word of mouth, forgiveness of brand failures, and brand performance. Hypotheses were tested to examine the impact of these variables on customer purchase intention. The findings revealed that three of the four variables: brand loyalty, positive word of mouth, and brand performance had a significant impact on customer purchase intention.Item The Influence of Social Media Information Sharing on Green Fashion Purchase Intention in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wickramarathne, N. O.; Patabendige, S. S. J.The trend of "Going Green" in fashion has gained considerable popularity, with consumer interest in environmentally friendly and sustainably sourced fashion being significantly influenced by social media content. This paper aims to explore the impact of social media information sharing on green purchasing intentions, focusing on the psychological factors influencing consumer behavior. The study is based on Ajzen’s (1991) Theory of Planned Behavior (TPB), which posits that behavioral intention is influenced by attitudes (personal feelings towards a behavior), subjective norms (perceptions of others' opinions), and perceived behavioral control (one's ability to perform the behavior). The research examines the relationship between social media information and these three TPB factors, and their mediating role in green purchasing intentions. A survey-based approach was employed, utilizing online questionnaires distributed via a convenience sampling method to a tech-savvy and fashion-conscious demographic aged 20 to 39 in the Western Province of Sri Lanka. Of the 300 responses collected, data were analyzed using correlation and regression techniques with SPSS 26 software. The findings underscore the significant role of social media information sharing in shaping consumers' attitudes, subjective norms, and perceived behavioral control, all of which act as antecedents to green fashion purchasing intentions. However, the study reveals that the impact of social media information sharing on green purchasing intentions in the Sri Lankan fashion industry is positive but weak. This suggests that the industry should enhance its use of social media to more effectively influence psychological factors, such as attitudes towards green products, to better promote green fashion.Item The Individual Social Media Influencer Elements that Affect Instagram Users' Purchase Intension to Buy Fashion Accessories(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Nanayakkara, K. H. B.; Wijenayake, S. I.Influencer marketing is experiencing rapid global growth, prompting marketers to consider it a vital component of their marketing strategies. Fashion has increasingly garnered attention, permeating various aspects of daily life as both a means of personal expression and protection. The internet provides a marketplace and channel for reaching potential customers, and employing influencers in marketing campaigns is an effective strategy to achieve this. Fashion influencers, including social media personalities and fashion bloggers, wield significant influence over their followers. This study investigates the impact of individual social media influencer attributes on Instagram users' purchasing intentions for fashion accessories. Models of source attractiveness and source trustworthiness were utilized, encompassing constructs such as trustworthiness, expertise, similarity, familiarity, and likability. A quantitative approach was adopted, with survey questions distributed to Instagram users aged 15 and older to collect data. The data was analyzed using the Statistical Package for the Social Sciences (SPSS). The results indicated that purchase intention is positively influenced by dependability, expertise, likability, and familiarity. This study's findings suggest that marketers and influencers should develop effective marketing strategies to enhance consumer purchase intentions and conduct further research in diverse contexts to address potential gaps in specific practices.Item The Impact of YouTube Food Influencer’s Reviews on Consumer Purchase Intention of the Fast-Food Restaurant Industry with Special Reference to Western Province in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Ekanayake, E. A. R. H.; Medis, L. A. P.Social media has revolutionized how people connect, communicate, and engage. Influencer marketing has emerged as a prominent trend in digital marketing, with YouTube being the second-largest social media platform playing a significant role as a marketing tool. YouTube influencers often promote brands in exchange for sponsored content. In Sri Lanka, the use of YouTube influencers to convey marketing messages about fast food restaurant reviews has become a prevalent trend. This study examined the impact of YouTube influencers' characteristics on consumer purchase intentions towards fast food restaurants in Sri Lanka, focusing specifically on source trustworthiness and source attractiveness. The research adopted a quantitative and deductive approach. A non-probability convenience sampling method was used to select the sample, resulting in 384 responses collected via a standardized questionnaire from the Western Province. Hypotheses were tested using IBM SPSS 26. The study found that trustworthiness, familiarity, and visual information provided by YouTube influencers positively influence purchase intentions within the fast food industry in the Western Province of Sri Lanka. The findings offer valuable insights for future researchers and marketers regarding the influence of YouTube influencers on consumer purchasing intentions.Item The Impact of Visual Merchandising Strategy on Patronage Intentions: with Special References on Supermarket in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dharmasiri, R. M. Madhuranga; Wanninayake, W. M. C. B.The supermarket sector is a significant contributor to Sri Lanka's economy. Given the intense competition within the modern trade sector, attracting new customers and implementing creative strategies to retain a loyal customer base is crucial. This research primarily examines the impact of visual merchandising strategies on patronage intentions in supermarkets located in the Western Province. The existing literature provides substantial empirical evidence regarding the influence of visual merchandising strategies on patronage intentions. The conceptual framework of the study includes five independent variables: Window Display, Product Display, Store Layout, Lighting, and Cleanliness, with Patronage Intention as the dependent variable. As this study is empirical in nature, primary data was collected using a questionnaire. A survey was conducted employing a deductive approach within a positivist research philosophy. The sample consisted of 366 respondents selected through simple random sampling. Descriptive statistics, correlation, and multiple regression analyses were performed using SPSS Version 26. The findings indicate that all visual merchandising strategies positively influence consumer patronage intentions in supermarkets within the Western Province.Item The Impact of Visual Merchandising Strategies on Impulse Buying Behavior towards Fashion Retail Industry: Special Reference to Y Generation Customer in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumari, K. A. G. S.; Wanninayake, W. M. C. B.Retailers utilize visual marketing strategies to differentiate their products from competitors and to enhance product desirability amid increased competition and commodity similarity. Impulse buying occurs when a consumer spontaneously decides to purchase a product, often influenced by their immediate experience. This research was designed as a qualitative study using a deductive approach based on positivist philosophy. Previous findings indicate that visual merchandising significantly affects consumer impulse buying behavior. Therefore, a conceptual framework was developed based on existing literature. An integrative model was created with window display, mannequin display, floor merchandising, and promotional signage as independent variables, and impulsive buying behavior as the dependent variable. Data were collected through a sample survey of 385 consumers who regularly purchase fashion products from modern retailers. SPSS was employed as the primary analytical tool for this study. The results revealed that visual merchandising elements such as window displays, mannequin displays, floor merchandising, and promotional signage effectively stimulate and inspire customers to engage in impulse buying behavior for fashion products. The study concluded that visual merchandising plays a crucial role in influencing customers' impulse buying behavior within the context of fashion retailing in Sri Lanka.Item The Impact of Viral Marketing on Impulsive Buying in Online Fashion Retail Industry: Examining the Mediating Effect of Online Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Rajapaksha, L. Y. G. I. D.; Wijenayake, S. I.In the contemporary commercial landscape, consumers worldwide increasingly purchase a variety of products, including fashion items, through online channels. This trend has led to a rise in impulsive buying, often driven by viral marketing, which facilitates easy purchases with a single click of a mouse or keypad. However, many consumers subsequently regret their online purchases, indicating a prevalent issue of online trust among customers of online businesses, including those in the fashion sector. This study aimed to investigate whether online trust mediates the relationship between viral marketing and online impulsive buying within the retail fashion industry. A quantitative design was employed, adhering to a deductive approach rooted in positivist philosophy. A questionnaire was developed and distributed online to consumers of fashion products from online retail fashion businesses, resulting in 500 complete and accurate responses. Regression analysis was utilized as the primary analytical technique to examine the data. The findings reveal that viral marketing by online fashion retail businesses in Sri Lanka significantly and positively impacts customers' impulsive buying behavior. Additionally, online trust was found to significantly mediate the relationship between viral marketing and impulsive buying behavior. This study is considered pioneering in directly exploring the impact of viral marketing on impulsive buying behavior through the lens of online trust, addressing a gap in the existing literature on the online fashion industry in Sri Lanka. The study's findings are expected to be valuable for managers and advertisers in online fashion businesses.