Information Systems

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    Perception of Relationship Marketing Orientation among Customers -Special Reference to Licensed Commercial Banks in Sri Lankan Context
    (2011) Dhanushanthini, Y.
    During the past years, the traditional transaction approach to marketing has been challenged and relationship marketing is suggested as a better option. It has changed the focus of marketing from short term orientation to a long term perspective and emphasis long-term, mutually beneficial relationships between buyers and sellers. Normally service organizations specially banking sectors are relationship oriented and mainly focus on customer retention. This research was carried out with the objectives of evaluating the existing relationship marketing orientation in both private and public Sri Lankan licensed commercial banks. Quantitative methodology has been applied and questionnaire was used to collect data.1000 household customers have been selected based on non probability sampling method. Findings revealed that relationship marketing orientation is existing in moderate level in licensed commercial banks, Sri Lanka.
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    Infant Formula Promotion and Infant Feeding Practices
    (2011) Wijesundara, C.B.
    Promoting breast milk substitutes among feeding mothers is an arguable topic over the years and health authorities recommend exclusive breast feeding for infants till they reach six months of age. But promoting breast milk substitutes within that age limit by infant formula companies can be seen all over the world. Using direct and indirect promotional campaigns infant formula companies reach feeding mothers. Sri Lanka is no exception for this practice. A survey was carried out to examine the impact of infant food promotional activities on infant feeding practices in Gampaha district. 100 mothers who have infants below one year of age were selected randomly at clinics and interviewed by using a questionnaire. Descriptive statistics, regression and correlation were used to analyze data gathered. The results suggest that medical practitioners? advices on nutrition and family pressure for breast milk substitutes have a great impact on formula feeding.
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    Environmental Marketing as a Tool of Competitive Advantage: A Study Based on Organic Food in China
    (2011) Wijesinghe, J.C.; Chen, J.
    For the global economy to become ecologically sustainable, it is necessary to organise business and industry along ecologically sound principles and technologies. Due to the fact that, in recent years, both producers and consumers have been turning towards more environmentally friendly goods and services, environmental issues have become a major marketing focus. Therefore changes in patterns of consumption are just as important as changes to the production process. This research aims to investigate how consumer attitudes towards the production of environmentally friendly ?organic food? can change a firms? environmental behaviour to gain competitive advantages. This research is mainly based on Chinese consumers buying behaviour of organic food. Chinese consumers mostly consider ?Certification?, ?Branding?, ?Sensory appeal?, ?Social status?, and ?Value for money?. Food manufacturers may focus on these factors to gain competitive advantage over other manufacturers through environmental marketing.
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    Are Loyalty Programmes Really Worth in the Mobile Phones Services Industry?
    (2011) Karunaratna, A.C.; Wijesundara, T.R.
    The marketers face a huge challenge on how to retain their existing customers due to entrance of new competitors both from local and international arena. To retain customers, their needs, and wants should be successfully satisfied since highly satisfied customer stays loyal longer. In this context, customer loyalty is recognized as a key factor to retain customers in long run. In recent years, many companies have introduced loyalty programmes with the goal of enhancing customer loyalty. Loyalty programmes aim to enhance customer purchasing, but it is particularly the company?s best customers that are most likely to subscribe as members. To take advantage of the loyalty program, a customer must become a member and must identify himself as such at every purchase occasion. A unique trait of a loyalty program is that customers decide explicitly whether to participate in the program. The mobile phone service industry plays as one of the major service industries with a higher growth rate in this decade. The mobile phone is a stronger tool today, which strengthens the relationships or social bonds among family members, friends, and other interesting parties. Mobile phone service providers have a challenge how to keep customers loyal in long run. They attempt to keep customers loyalty through implementing loyalty programmes since most of customers would prefer to contribute to loyalty programmes since they have opportunity to be rewarded for their patronage. Therefore, this tool has become more popular among marketers and use as an effective tool to enhance customer loyalty. This study was focused to identify the impact of loyalty programmes on customer loyalty implemented by Dialog and Mobitel for their prepaid packages. The survey method was used as the main research method. The convenience sampling was used for the study and the sample consisted of 200 respondents. The study was conducted at the end of 2010 in two major provinces such as Southern and Sabaragamuwa in Sri Lanka. The study attempted to identify the nature of loyalty programmes, conditions of participation, active contribution, and satisfaction level of prizes awarded. T- test was used to analyze the data and the study results show a significant difference in implementation of loyalty programmes of Mobitel and Dialog, while Mobitel prepaid customers have demonstrated higher level of contribution for loyalty programmes and exhibited higher level of loyalty.
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    Explore the Change of Eating Habits Due To Television Commercial and Directly Effect on Obesity of Teenager of Jammu
    (2011) Mishra, H.G.; Singh, S.
    Background: Advertisement creates colossal impact on teenagers and TV create gigantic impacting on eating habits of teenagers and cause obesity in them. So, our study focus on finding the impact of advertisement on psychology, buying behavior, obesity and eating habits of teenagers in Jammu. Methods: The data is collected in the age group of 7 to 18 years. The schedule is developed to examine eating habits of teenagers and its effect on obesity level. The statistical tool and the sampling technique used are regression analysis and convenience sampling. Results: children consume unhealthy and low nutritional product while watching TV. They even insist their parents to buy product for them and those have pocket money (Rs50-100) are influenced by advertisement and opt unhealthy food and suffer from the problem of obesity. Conclusion: Teenagers are influenced by advertisements, but those who have high leverage to buy these products inadvertently face the problem of obesity.
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    RELATIONSHIP MARKETING: CUSTOMER COMMITMENT AND TRUST AS A STRATEGY FOR CORPORATE BANKING SECTOR IN SRI LANKA
    (2010) Abeysekera, N.; Hewawasam, B.
    Banking sector can be considered as main recipient in recent economic downturn. There is a need for better strategies in this sector. As a result of the continuing movement towards deregulation and the associated increase in competition, establishing a long-term institutional relationship with corporate clients becomes of great importance to the banks in order to gain a moderate or greater share of the financial market and of a corporation?s business. In effect, because the bank provides its corporate client with additional facilitating and supporting services, the demand for banking products and services by a partnership relationship client will be less sensitive to price than is the demand by a shortterm, non-relationship customer. This study examines the commitment-trust dimension of the relationship marketing paradigm in Sri Lankan?s corporate banking sector. Random sample method has been used with questionnaire. The findings show that the marketing strategy and a long-term marketing orientation were positively correlated with customer commitment and trust. And To continue to be successful in the corporate sector, banks must invest in the long-term relationship marketing activities.