6th-2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28076

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Factors Influence on Consumer Purchasing Intention of Ayurvedic Herbal Drinks in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakmal, R. A. N. S.; Bandara, B. S. S. U.
Today consumers have become more aware and concerned about health, natural resources, and the environment. Thus, many people leave-away from foods with chemicals and carbonated drinks. Now they are willing to buy organic and natural foods. The researchers of this study have identified the importance of the area and focused on healthy beverages and tried to investigate the factors influencing ayurvedic herbal drinks' purchasing intention. The study is supported by the theory of planned behaviour, proposed by Icek Ajzen (1985). A descriptive analysis was used to identify respondents’ demographic profile and general data related to the Ayurveda herbal drink's purchase intention. The hypotheses were tested using correlation and regression analysis to achieve a meaningful conclusion. The variables; Health Benefits (0.804), Environmental Concern (0.746), Trust (0.771), Social Influences (0.799) overall results revealed positive standardized beta value and at a significance (P < 0.05) level of the data and thus factors are positively influenced on consumer purchasing intention of ayurvedic herbal drinks. The present study's findings revealed practical implications for herbal beverages in the retail industry, providing marketers with the opportunity to use strategies for their campaigns, which they can use to get more potential customers toward their products. Moreover, it helps marketing firms to analyze consumers’ buying behaviour. However, the study was limited to ayurvedic herbal drinks, and thus it cannot be generalized to other ayurvedic products.
Factors Influence on the Revisiting Intention of Sri Lankan Domestic Tourists in Adventure Tourism
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranasinghe, R. M. B. L.; Bandara, B. S. S. U.
This research study aims to proclaim a greater understanding of the impact of revisiting intention and their antecedents which encourage tourist’ operators to deploy their adventure tourism products to maximize customer satisfaction and marketing efforts. Even though the impact of previous visits and future revisit intentions have been studied, less focus has been given on understanding how previous visits interact with other significant factors of revisiting intention such as experience, expectation, environment, attraction and satisfaction to form future revisit intentions. A sample of 384 domestic visitors drawn using random sampling technique was used in data analysis. This paper provides a framework to research the role of previous visits in predicting future revisit intention to involve in adventure tourism, and the relationship between previous visits and future revisit intentions is modelled in a quality-satisfaction domain. Experience, expectation, environment attraction and satisfaction were identified as significant reliable indicators of adventure tourists' revisiting intention and recommend destination, as well as their natural tendency to engage in adventure tourism in the future. The most important determinant of future revisiting intention was satisfaction. The study's implications are discussed from the standpoint of adventure tourism marketing.
Factors Influencing on Brand Switching Behavior in Tele-Communication Industry among Youngsters in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kumara, U. L.; Bandara, B. S. S. U.
Telecommunication is an industry which has a severe competition. This intense competition leads to reduce the market share of mobile service providers in terms of customer base. The purpose of this study was to check the factors influencing on brand switching behavior in telecommunication industry among youngsters in Sri Lanka. The study was conducted using 384 respondents on the basis of convenient sampling. An online questionnaire was distributed to get the responses. Researcher included mainly three factors which may inspire for brand switching. After the analysis of data, researchers found out that all the three factors including switching cost, services, and promotions have positive and a significant impact on brand switching behavior. Mobile service providers can control these factors to make mobile subscribers loyal and to retain them on their network. Further, future research directions have been specified for researchers who are interested to conduct research studies on this area. Based on the findings of the current study, the researchers attempted to recommend implications for macro level perspective in policy making for mobile service providers and the government.
The Impact of Advertising Appeals on Purchasing Intention: With Special Reference to the Soft Drink Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandara, R. M. R. N.; Bandara, B. S. S. U.
The primary objective of this research was to examine the impact of advertising appeals of soft drink brands on consumer purchase intention in Sri Lankan context. Then the researchers compare the impact of different types of advertising appeals on purchase intention, thus could able to identify the most significant advertising appeal to be used in promoting soft drink brands. A variety of literatures in the relevant fields were gathered to determine the relationship of the independent and dependent variables. The primary data were collected using a well-structured questionnaire while the descriptive and inferential statistical tools in SPSS 26.0 were used to analyze the data collected from a sample of 310 respondents through an online survey. A factor analysis was used to determine the study's reliability and validity. Second, a regression analysis was used to look at the impact of various advertising appeals on purchase intention and their level of significance. In the Sri Lankan soft drink advertising scenario, the researchers could able to found out that rational appeal, emotional appeal and sexual appeal all have a significant impact on purchase intention. While the rational appeal having a more significant positive impact on purchase intention. Therefor the recommendations were given accordingly.
The Impact of Brand Equity on Brand Preference and Purchase Intention of Smart Phone Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Keppetipola, K. G. I. K.; Bandara, B. S. S. U.
This research has focused on ascertaining brand equity's impact on brand preference and purchase intention in Sri Lanka's smartphone market. There has been no previous research conducted to study this relationship in the Sri Lankan market. However, understanding a brand's role in influencing consumers' brand preference and purchase intention is becoming more critical as more choices are available. Thus, this research investigates the impact of brand equity on consumers' brand preference and purchase intention and whether brand preference works as a mediator between brand equity and purchase intention. Researchers collected data using a structured questionnaire circulated via the online platform from 384 respondents. The data were organized according to the chosen statistical criteria and analyzed using linear regression model. The result shows that Brand Equity has a significant impact on Brand Preference and Purchase Intention in Sri Lanka's smartphone market. According to the model summary, brand equity's impact on brand preference is about 0.262, brand equity on brand preference is about 0.266, and brand preference on purchase intention is about 0.155. According to the correlation coefficient table, brand equity and brand preference have 0.207 relationships and brand equity, and purchase intention has a 0.199 and brand preference, and purchase intention has a 0.154 relationship. Moreover, Brand preference is also having a significant positive impact on consumer’s purchase intention. According to the indirect effect, both the upper confidence level, and lower confidence levels are positive: ULCI value is 0.0487 and LLCI value is 0.0025. Finally, brand preference is confirmed to mediate the impact of brand equity on purchase intention. Based on the above findings, researchers recommended different strategic moves to the industry.
The Impact of Brand Equity on Purchase Intention: With Special Reference to the Smartphone Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Anuradha, K. O. R.; Bandara, B. S. S. U.
The strength of a brand is defined by the image that its customers have of it and thus the brand equity is a crucial component that encourages a consumer to choose a smartphone brand over another. This study aims to analyze the impact of brand equity on smartphone brands' purchase intention in Sri Lanka. The brand equity dimensions developed by Aaker (1996) were applied as the foundation for measuring brand equity. A survey-based research strategy in a cross-sectional research design was used to gather primary data and used a simple random sampling technique. For data collection, a structured questionnaire was used, and data were collected from 379 smartphone users in Sri Lanka through an online survey. The researchers used SPSS 26 Version to analyze the relationship between independent and dependent variables and PROCESS v3.0 for SAS was used to analyze the mediating impact. The findings revealed that there is a positive impact of brand equity on purchase intention which is mediated by brand preference. Brand awareness, perceived quality, and brand loyalty have a significant and positive impact on purchase intention except the brand association. The brand association has no significant impact on purchase intention. Therefore, the marketers of smartphone brands in Sri Lanka should focus their marketing strategies on increasing brand awareness, perceived quality, and brand loyalty of linked brands, as well as increasing consumer preferences for the brands to increase purchase intention.
Impact of Brand Equity towards Customer Purchase Intension and the Moderating Effect of Country of Origin Image: with Special Reference to Shampoo Brands in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Premadasa, G. G. N. S.; Bandara, B. S. S. U.
investigate this, many researchers have used Aaker’s brand equity model. However, it is observable that the products like shampoo are having a switching behavior and, thus, confuse understanding how the purchasing intention generates for these kinds of products. Therefore, this study aims to investigate the impact of brand equity on customer purchase intention of shampoo brands. Moreover, researcher’s secondary aim is to examine the moderate role of country of origin image. As this study is quantitative in nature, it has gathered primary data through a structured questionnaire. Moreover, the study population is unknown, and the researchers used a non-probability sample technique for collecting data from 384 respondents. The Cronbach’s Alpha value of the questionnaire was more than 0.7, and it indicated that the questionnaire used in this study is reliable. Furthermore, Pearson’s correlation coefficient and regression analysis was used to analyze the data. Results indicated that brand equity dimensions (brand awareness - 0.742, R,- 0.838, brand association - 0.689, R, - 0.674, perceived quality - 0.748, R, - 0.704, brand loyalty - 0.708, R, - 0.809) positively impacts to the customer purchase intention, but moderate variable results (0.775, R, P-value - 0.7610) rejected the moderating effect of country of origin image. Based on the findings, marketers should focus their efforts primarily on brand equity components and should not focus into position the country of origin of the shampoo products as a differentiation tool in consumers' minds.
Impact of Brand Personality on Brand Commitment and the Mediating Effect of Brand Trust of Smartphone Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayathunga, R. R.; Bandara, B. S. S. U.
Smartphone manufacturers and marketers face restless competition in Sri Lanka and also in the world mobile market. Hence, this study investigates the impact of brand personality on brand commitment and the mediating effect of brand trust in the smartphone market in Sri Lanka. The study was examined through a quantitative method, and the study was carried out with individuals who have used smartphones in the Western Province of Sri Lanka. A random sampling method was used for the research, and data were collected using an online-based structured questionnaire with a sample size of 384 to test the hypotheses. Hypotheses were tested using correlation analysis and linear regression analysis. The study revealed a positive impact of brand personality on brand commitment (R – 0.599, Correlation – 0.774, Sig. – 0.000< 0.05). It was also found that brand trust mediates the relationship between brand personality and brand commitment in the smartphone market (LLCI – 0.1683, ULCI – 0.4834). Research provides many insights about smartphone usage, including the utilitarian, experiential, and symbolic values. Furthermore, this reveals that people stay with a brand and put an extra effort into a brand when they are committed to the brand. This, even strengthening when consumers perceive a close match between their personality and the brands they use. These findings help academia and industry practitioners in building brand trust and brand commitment.
Impact of Brand Personality on Brand Trust of Sport-related Products in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nithyanada, H. K. G.; Bandara, B. S. S. U.
This study aims to investigate the impact of Brand Personality on Brand trust in Sports-related products. The researchers used Brand Personality dimensions developed by Aaker as the basis for this research. Sincerity, Excitement, Competence, Sophistication, and Ruggedness has been selected as the dimensions of an independent variable. Thus, the study investigates how each dimension affected Brand Trust using the quantitative research approach and used a self- administered questionnaire. The population is unknown, and thus researchers used 384 respondents as the sample. The researchers used the convenience sampling method. Cronbach's Alpha value of the questionnaire was 0.7 and thus reliable. Pearson’s correlation coefficient and regression analysis were used. The findings revealed a positively correlated with the brand trust and with each dimension (Sincerity- 0.739, β-0.660, Excitement- 0.812, β-0.701, Competence- 0.656, β-0.820, Sophistication- 0.774, β-0.654 and Ruggedness- 0.722, β-0.635). The researchers have recommended the industry practitioners implement different brand communication activities accordingly.
Impact of Multi-Sensory Branding Experience on Consumer Impulsive Buying Tendency and the Mediating Effect of Browsing Behavior within the Store in Modern Trade Outlets in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dilrukshi, K. G. M. I.; Bandara, B. S. S. U.
Multi-sensory marketing creates an impact on the human senses and has greater importance in designing retail environments to be experiential oriented where it affects consumer perception, judgement and behavior. This article aims to analyze how multi-sensory branding experience impacts on consumer impulsive buying tendency in modern trade outlets in Sri Lanka and how browsing behavior within the store mediates this relationship. Based on a review of literature, this study develops an integrative conceptual framework, and it was tested using the data collected from 384 shoppers by adopting a simple random sampling method. The findings demonstrate a positive relationship between variables and there is a significant impact between visual, olfactory and auditory cues towards impulsive buying tendency and the results further indicates that browsing behavior mediates the relationship between multi-sensory cues and impulsive buying tendency. The relevant contribution that emerged from this study is applicable for all the self-servicing modern trade outlets in Sri Lanka by offering significant managerial implications.
Impact of Private Labeling on Customer Purchasing Intention of Modern Trade in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dilhani, M. G. S.; Bandara, B. S. S. U.
The private labelled products provide an alternative selection for consumers during purchasing in modern trade outlets. The researchers found very limited studies regarding private labels in Sri Lanka. Therefore, this article aims to analyze the impact of private labelling, especially private label product price, store familiarity, store image perception, and attitude towards private label and how those ultimately influence customer purchasing intention. Research data were obtained from 368 respondents who visit modern trade outlets in Sri Lanka. All responses were collected using a questionnaire through an online survey. A simple random sampling method was used to collect data and were analyzed to obtain descriptive statistics. The finding demonstrates a positive, significant impact on the price of the product, store familiarity, store image perception, and attitude towards private labels on the purchase intention. This study adds new knowledge regarding the purchasing behaviour of private label products. Therefore, the retailers are anticipated to better understand the factors influencing the purchase and re-purchase intention of private labels which could better improve the standard of private labels in the modern retail market in Sri Lanka.
Impact of Sensory Marketing on Customer Loyalty: With Special Reference to Modern Trade Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Alahakoon, P. A. G. S. P.; Bandara, B. S. S. U.
It is useful to understand the sensory stimulation in the human environment in designing the modern trade industry. Thus, this research focused in analyzing the impact of sensory marketing on customer loyalty with special reference to the modern trade industry in Sri Lanka. More and more modern trade outlets are employing stimuli of sight, smell, sound, touch and taste to build stronger customer loyalty and to drive brand preferences positively. Based on a comprehensive review of the literature, this study develops an integrative model which was then tested using data collected through an online survey from 348 responses who have visited modern trade outlets. The researchers adopted a non-probability sampling technique to collect data. The data was analyzed using descriptive and inferential statistical techniques in SPSS 25. The findings demonstrate that there is a positive relationship of sight, smell, sound, touch and taste on customer loyalty. The taste stimulation having a more significant positive impact on customer loyalty. Therefore, the recommendations were giving accordingly.
Impact of Social Media Influencers on Consumer Purchase Intention of the Fashion Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Samarasinghe, S. D. N. S.; Bandara, B. S. S. U.
The purpose of this study is to identify the impact of social media influencers on consumer purchase intention of the fashion retail industry in Sri Lanka. Social media influencer is one of the marketing communication tools applied to give the message of the fashion retail industry to target audiences through social media (Facebook, Instagram & YouTube). Nowadays, social media follows this concept as a marketing communication tool and influencers have the potential to persuade their target audiences. A structured questionnaire was utilized to collect data from 304 respondents who are users of social media whose age is above 18 years in Sri Lanka. Based on the findings the researchers were able to conclude that the social media influencers of the fashion retail industry affect consumer purchase intention. The findings showcase a significant, positive relationship between social media influencers (Trustworthiness, expertise, Similarity, Familiarity & Likeability) on the consumer purchase intention. Thus this study is important for marketers and merchandisers of the fashion retail industry to identify the most important characteristics of the social media influencers and to connect those with the marketing strategies they develop.
Impact of Unethical Advertising on Consumer Intention- Behavior Gap
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sathsara, R. A. R.; Bandara, B. S. S. U.
Marketing and ethics is popular topic due to their controversial nature. Advertising Ethics have been diluted by practitioners over the past years. Preceding studies have claimed that advertising directly influences consumer behavior and has a negative relationship with Behavioral Intention in an unethical advertising context. Conversely, the study was developed based on the Theory of Planned Behavior and has been extended by the support of Trust and Commitment theory. The study examines the uncertainty in the Behavioral Intention and Behavior gap in unethical advertising. The Behavioral Intention – Behavior gap has been intervened or moderated by Brand Trust and Brand Commitment. The sample size of 386 was collected via an online survey. The data was analyzed using SPSS 21 package by incorporating the Regression analysis model and Process V4.0 by Andrew F. Hayes model to test the hypothesis. The findings established that there is a positive, significant relationship between Behavioral Intention and Behavior. It further explicated that Brand Trust and Brand Commitment have a significant moderator relationship between Behavioral Intention and Behavior after viewing unethical advertisements. The findings would contribute to marketing practitioners and policymakers understanding how unethical advertising and implementing strategic directions to bridge the intention-behavior gap.