6th-2021
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28076
Browse
6 results
Search Results
Item The Impact of Celebrity Endorsement on Consumer Purchase Intention: With Special Reference to Personal Care Brands in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Imza, I. M. A.; Weerasiri, R. A. S.Celebrity endorsements in advertising emerged to increase attention over the past few decades. Attracting and the popularity created in promotions are one of the vital aspects used when promoting personal care brand in the market. Firms uses a variety of celebrities belong to endorse number of brands in respective fields. Attention and attraction centered objectives are the main objectives accomplished via these celebrities, although rarely it fails to grab the customer attention. It is vital to affect the consumer perception to persuade the customers to convert their purchase intention to a purchase decision. In this study focuses on examine the relationship with between celebrity endorsement and consumers purchase intention connected to personal care brands in Sri Lanka. The survey method was used as the research method and questionnaires were utilized in gathering information from the respondents. Convenience sampling was used to collect data and questionnaires were distributed among 300 respondents and analyzed descriptively using the SPSS 26.0 version. Multiple Regression and Correlation analysis was directed to institute the nature of the relationship between the celebrity endorsers and consumer purchasing intention. Finding showed significant and positive relationship between the celebrity endorsement and consumer purchasing intention. Furthermore, study confirms that attributes of celebrity are not only important for intent to purchase for personal care brands but quality, brand image and brand loyalty are the key factors for intention to purchase.Item Impact of Green Marketing Tools on Green Purchasing Behavior with Special Reference to Home Electronic Appliances(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandara, M. M. C. M.; Weerasiri, R. A. S.Environment friendliness has become a major consideration of customers, when buying a product. Increase of environment pollution has led customers to give key attention to concern the protection of environment. This has become a trend in Sri Lanka due to the high pollution index rates recorded in Sri Lankan context. Therefore, purchasing behavior of Sri Lankan consumers’ have changed to focus on Green Purchasing Behavior. Hence, this study aimed to find out whether the Environmental Advertisement, Perception of Eco Label and Perception of Eco Brand impact on Green Purchasing Behavior of Sri Lankan customers. The findings of the present research also provide evidence for that. The researcher selected 384 customers under the convenience sampling technique. Due to missing figures in questionnaires and as a requirement of analyzing part several data were removed. Therefore, the results were derived through the 356 respondents’ answers. The data was analyzed based on regression and correlation analysis using SPSS version 26. Statistical models such as descriptive statistics, correlation, and multiple regression have been used to define the relationship between independent and dependent variables. Based on the data analysis, it can conclude that there is a significant impact of green marketing tools on green product purchasing behavior in home electronic appliances in Sri Lanka. Therefore, with the finding the researcher suggests some strategies and future research areas for the decision makers and the future researchers. It is essential for green marketers to promote green products using Environmental Advertisement, Eco Labeling and Eco Branding in order to enhance the customers’ Green Purchasing Behavior and make green consumer segment in Sri Lankan home electronic appliances market. Therefore, with the findings the researcher suggests some strategies and future research areas for the decision makers and the future researchers.Item A Study on the Impact of Sensory Branding on Consumer Purchasing Intention: Examine the Mediating Effect of Brand Attitudes with Special Reference to Franchised Fast Food Outlets in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakmali, H. M. D.; Weerasiri, R. A. S.The purpose of this article is to analyze how the sensory marketing elements (five sensory aspect) influences user purchasing motivation, especially with sensitive marketing activities in franchised fast-food outlets. It analyzes the impact of consumer purchases on all five senses. Among the objective is to pay special attention to the implementation of brand attitude as a mediate variable between sensory aspect and consumer purchasing intention. Based on a review of the literature this study develops an integrated model. It was tested using data collected from 192 users in the central province through an online survey and distribution of hard copies. The SPSS software was used to analyze the collected data. These finding show a significant positive effect between the sensory aspects and consumer purchasing intention. The results further show that sensory aspect (sensory marketing elements) has a positive effect on brand attitude and that brand attitudes have an impact on consumer purchasing intention. This suggests that brand attitudes operate as a mediate variable on sensory aspect and consumer purchasing intention. These findings help determine how fast-food outlets should be active in achieving a high level of customer attraction and in determining the sensible marketing strategies that companies should use. Fast food outlets also could gain a high level of competitive advantage than other competing companies. The impact of the sensible branding activities of franchised fast-food outlets on influencing the consumer attitudes of the franchised fast-food outlets operating in Sri Lanka and the motivation to buy the product or brand is not yet understood.Item Impact of Green Marketing Mix on Consumer Purchase Intention: Investigate the Mediating Effect of Consumers’ Environmental Attitudes with Special Reference to Cosmetics Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathnayaka, R. M. L. G.; Weerasiri, R. A. S.Consumers are seeking for well-known brands with high quality that meet their requirements, and most people love the environment and believe in protecting it. They concern about environmental issues. As a result, most people try to protect the environment in every action they perform. There may be a variation in their shopping habits when it comes to eco-friendly cosmetics, which is based on significant criteria including product, price, promotion, and ease of purchase. As a result of that green cosmetics have become more popular in recent years, yet many people are still unaware of these products, particularly in Sri Lanka. Thus, this research aiming to explore the impact of green marketing mix on consumers’ green purchase intention special reference towards cosmetics industry in Sri Lanka. A total of respondents 150 were selected as a sample in the Western province to carry out the research. Convenience sampling method which comes under non-probability sampling was used when collecting data and SPSS software was used to analyze the data. The researcher was carried out one sample test and multiple regression to test hypotheses. The findings of this study will be important for both company owners and management to focus on their green marketing mix to become more competitive in the eyes of their competition. The outcomes of the study assist marketers and cosmetics makers in more strategically attracting clients, as well as buyers in influencing their purchasing behaviors by specifying some criteria.Item Impact of Celebrity Endorsement on Females’ Consumer Buying Behavior: With Special Reference to the Beauty Soap Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Harshani, A. W. W.; Weerasiri, R. A. S.Celebrity endorsement is one of the modern ways of advertising. In here, companies tend to increase their sales using very famous and popular personalities. In beauty soap industry, there has a huge growth. Also, competitive brands are tried to compete with other brands using celebrity endorsement. That’s why researcher thinks this topic will be very useful. The major purpose of this study is to investigate the impact of celebrity endorsement on female consumers’ buying behavior. According to literature review, researcher identified four independent variables as Credibility, Attractiveness, Product/Celebrity Match up and Meaning Transferred. Because most of the people think that are these qualities should have in their favorite celebrities. When talking about the methodology, researcher developed hypothesis based on the literature review. The researcher collected data through the google form method. The Questionnaire was distributed among 384 respondents. However, researcher received only 180 questionnaires. By using the SPSS version 22.0 the data was analyzed. The findings of this study reveal that, most of the people concentrate only the attractiveness of the celebrity. The reason is celebrities’ credibility is very low. Because they act only for the advertisements. When organizations try to do the advertisements, they should think about attractiveness of the celebrity.Item Factors Influence on Consumers’ Attitude Towards Organic Food Products: With Special Reference to FMCG Sector in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Thudugala, T. A. D. P.; Weerasiri, R. A. S.Fertilizers, artificial chemicals, and pesticides are not used in the production of organic foods. Although still in its infancy, the organic food sector in Sri Lanka is quickly expanding. This article aims to analyze factors influence on consumer’s attitude towards organic food Product of the FMCG sector in Sri Lanka. This study model consists of six basic components namely, health concern, environment friendliness, freshness, price, family, and availability of the products. The data was collected using a survey questionnaire, with 384 customers were responded to the questionnaire. The questionnaire included five-point like scaling items designed to analyze the influence of independent variables on Sri Lankan consumers' attitudes regarding organic food products. To test the hypotheses, regression analysis was used which examined the major considerations of attitude toward organic foods. The conclusions of the study will be beneficial to marketers and organic food producers. This research will help in determining what the true requirements and desires of organic food customers. This study contains various limitations, even though it contributed to some important results. People's attitudes about organic food are influenced by several primary elements. However, only a few have been identified. The findings reveal that eco-friendliness and product availability are the most important factors in determining consumers' attitudes toward organic food.