8th-2024

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086

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Green Packaging on Customer Purchase Intention: Examining the Mediation of Brand Image with Special Reference to RTD Milk Beverages Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Peiris, G. C. C.; Gunawardane, Nisal
The change in consumer behaviour resulted in manufacturers behaving in an environmentally friendly manner, which has an immense influence on environmental sustainability. Consumer behavioural studies in ecological sustainability indicate a lack of knowledge; thus, this study explores the association between the influence of green packaging on the purchase intention of ready-to-drink milk beverages and the impact of brand image on the relationship between the influence of green packaging on purchase intention. The study used a quantitative research strategy with a convenience sampling technique by utilising a structured questionnaire to obtain primary data from three hundred and ninety (390) respondents. The study's conclusions demonstrate that the identified variables of green packaging positively and significantly impact purchase intention. At the same time, brand image positively and significantly mediated the effect of green packaging on purchase intention. The study's findings contribute to environmental sustainability and marketing literature, highlighting the importance of communicating about green packaging attributes and integrating them into corporate communication strategies.
The Impacts of Brand Love on Brand Loyalty with the Mediating Role of Self-Esteem: A Study in the Fast-Moving Consumer Goods (FMCG) Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Pathirana, I. N. P. K.; Udovita, P. V. M. V. D.
This paper aims to enhance our understanding of the mediating role of self-esteem (SE) in the connection between brand loyalty and brand love, focusing on the fast-moving consumer goods (FMCG) industry in Sri Lanka. Addressing a literature gap, the study investigates how brand love influences brand loyalty through the mediating effect of self-esteem. Employing a deductive methodology and adopting the positivist research paradigm, the research utilises the Judgmental Sampling Technique to conduct a structured survey comprising 30 questions among 409 respondents. The results indicate that the relationship between brand love and brand loyalty is influenced by self-esteem, suggesting that customers develop strong brand loyalty when they have a positive association with their self-esteem. Self-esteem becomes a catalyst for brand loyalty. The study underscores the importance of brand managers intensifying marketing efforts within brand communities to highlight distinctive brand characteristics and capture consumer attention through alignment with self-esteem. The findings offer valuable insights for enhancing a brand's unique identity, leveraging self-motivation to foster consumer loyalty, and ultimately increasing a brand's revenue. Additionally, the study suggests that expanding brand communities, where acceptable peers influence purchasing decisions, can help retain existing customers and attract potential ones, thereby strengthening the brand's position in the market.
Role of Brand Experience in Driving Consumer Purchase Intention of Retail Fashion Brands in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Metaramba, A. S.; Gunawardane, Nisal
This study explores brand experience's impact on repurchase intentions among fashion-conscious consumers, addressing a gap in research that has primarily focused on its broader influence. Some studies suggest a negative or insignificant link, prompting further investigation. This research assesses brand experience through four dimensions: sensory, affective, behavioural, and intellectual experiences. This quantitative research study gathered data from 320 respondents in the Western province through a meticulously designed questionnaire. The analysis was conducted with the support of SPSS software. This research emphasises brand experience's vital influence on fashion retail repurchase intentions, filling a literature gap by uncovering its often-overlooked impact. Previous research centered on brand loyalty and experience and overlooked their direct effect on repurchase intention. Still, these research findings establish a clear link, providing essential insights into fashion retail consumer behaviour. The study advises fashion retailers to prioritise sensory, behavioural, and intellectual experiences for effective brand development, enabling managers to make informed decisions about enhancing the target audience's brand experience in the industry. Based on a sample size of 320 respondents, the study provides valuable insights for a specific region. Still, potential limitations in generalisability to other provinces in Sri Lanka underscore the need for broader geographical exploration and larger sample sizes in future research for enhanced representativeness.
Impact of Social Media Influencers on Online Fashion Apparel Purchasing Intention in relation to the Female Gen Y and Gen Z Consumers in Sri Lanka: Mediation Effect of CBR and Moderating effect of IT Literacy
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Fernando, T. M. D.; Wanninayake, W. M. C. B.
Businesses are being urged to use cost-effective marketing strategies such as influencer marketing to increase brand visibility in the fast-expanding ecosystem of IT technology and social media platforms. Notably, social media sites such as Facebook and Instagram have proven to be efficient methods for communicating product information to customers. This study highlights the effectiveness of influencer marketing on social media platforms, with a focus on younger consumers impacted by actual social media experiences. This study investigates social media's substantial influence on customer motivation during the purchasing process, emphasising the difficulty of finding reputable influencers for product promotion. It focuses on the fashion apparel industry, investigating the function of social media influence and its impact on online garment purchasing intentions. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect 401 responses by adopting a convenience sampling method, which falls under non-probability sampling. This study illustrates a positive correlation between social media influencer reputation and buying intention, providing marketers with insights into ways to identify influencers in the competitive e-commerce apparel business. While the current study focuses on online retail, future research could investigate comparable phenomena in other online services, such as banking and insurance.
Impact of Social Media Influencer Marketing on Purchase Intention of Cosmetic Industry in Sri Lanka with the Mediating Effect of Customer Attitude
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Lakshan, P. S.; Thilina, D. K.
Social media influencers in Sri Lanka are heavily endorsing cosmetic products without proper awareness; this careless advertising often leads to toxic ingredients and potential health risks for users. Marketing fallacies, greenwashing, and biased narratives exacerbate the lack of regulations in the industry. Investigating how social media influencers affect consumers' purchase intentions in the Sri Lankan cosmetics market is crucial. The study fills in important gaps in the literature by concentrating on the understudied area of social media influence in the context of Sri Lanka and discussing potential risks connected to influencers recommending cosmetic items without thorough knowledge. The theoretical framework based on the Ohanian Model of Source Credibility places social media influencers as independent variables, purchase intention as the dependent variable, and customer attitude as the mediating variable. Rigorous reliability and validity evaluations have been used to verify the robustness of measuring scales. Correlation analyses confirmed strong positive correlations between the variables and a normal distribution. The study supported four hypotheses, highlighting the influence of social media on consumer attitude, customer attitude on purchase intention, social media's influence on purchasing intention, and customer attitude as a mediator. These results demonstrate the important roles that social media and customer attitude play in influencing purchase intentions and contribute substantially to our knowledge of the dynamics of consumer behaviour in the social media realm.
Impact of Sales Promotions on Brand Switching Behaviour in Luxury Apparel Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Warnakulasooriya, P.; Weerasiri, R. A. S.
Sri Lanka's booming luxury apparel market is drawing fierce competition, pushing brands to leverage sales promotions as a growth strategy. However, the effectiveness of these promotions in influencing brand switching remains largely unexplored. This study aims to bridge this gap by investigating the relationship between sales promotions and brand-switching behaviour among Sri Lankan luxury apparel consumers. Using a quantitative approach, the study gathers data through surveys targeted at consumers who have engaged with luxury apparel brand promotions. By analysing diverse promotion techniques and their influence on brand switching while considering demographic factors as potential moderators, the research seeks to unlock valuable insights for the industry. The findings hold the potential to enrich existing knowledge on luxury consumer behaviour and marketing. For Sri Lankan luxury brands, this translates to actionable insights for crafting targeted and effective sales promotion strategies that foster customer loyalty and curb brand switching. By understanding the significant impact of the promotion-switching dynamics in this specific market, luxury brands can optimise their efforts to resonate with the unique preferences of Sri Lankan consumers and drive success in this high-growth sector. The findings will be valuable for luxury apparel brands operating in Sri Lanka, helping them develop targeted and effective sales promotion strategies to enhance customer loyalty and mitigate brand switching.
The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sivasangari, Y. K.; Udovita, P. V. M. V. D.
This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of cultural sensitivity. Positioned within the context of the globalised economy and increased cross-border trade, the research explores the complexities faced by multinational corporations in formulating effective marketing strategies. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 410 participants within the employed population of Sri Lanka. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in the defense stage of cultural sensitivity, characterised by a heightened awareness of cultural differences and a preference for one's own culture, exhibit increased consumer ethnocentrism. Moreover, it highlights the defense stage of cultural sensitivity, where individuals perceive their own culture as superior, leading to increased consumer ethnocentrism. Managerially, the research underscores the need for nuanced cross-cultural advertising strategies, considering the interplay between cultural sensitivity and ethnocentrism. Similarly, the theoretical implications contribute to a more comprehensive understanding of these dynamics, urging scholars to reevaluate existing frameworks. Limitations include a focus on the FMCG industry, regional bias in responses, an age group discrepancy, and oversight of medium-specific impacts. Despite these limitations, the study provides valuable insights for marketers navigating the complex relationship between cross-cultural advertising, cultural sensitivity, and consumer ethnocentrism in the Sri Lankan context.
The Impact of Green Marketing Mix on Consumers’ Green Purchasing Intention with Special Reference to Modern Trade Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ebenezar, L. D. N.; Weerasiri, R. A. S.
Although technology has reached its pinnacle, people are starting to realise the significance of environmentally friendly consumption. Environmental contexts on a local and global scale drive consumers and organisations to prioritise green marketing as they anticipate eco-friendly products. This study aims to examine the impact of the green marketing mix on the green purchasing intention of consumers in the Sri Lankan modern trade sector, paying special attention to the mediating effect of consumer attitude. The research model has been developed based on a comprehensive literature review. The study employed a quantitative research strategy and used a structured questionnaire to collect primary data from the sample. It was able to collect 384 responses using a convenience sample method, which falls under non-probability sampling. The findings of the study demonstrate the significant positive impact of the green marketing mix on consumers’ green purchasing intention. Further, it indicated the mediation relationship of consumer attitude between the green marketing mix and the consumer's green purchasing intentions was non-significant. The study underscores the significance of implementing and developing effective green marketing mix strategies and provides valuable insights for businesses and marketers. However, the researcher suggests further research using various models to better understand the mediating role of consumer attitude.
Impact of Electronic Word of Mouth on Purchase Intention in the Fast-Food Industry in Sri Lanka, with the Mediating Effect on Brand Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasinghe, A. Y. M.; Udovita, P. V. M. V. D.
This study explores the influence of electronic word-of-mouth (eWOM) on purchase intention in the Sri Lankan fast-food industry, considering brand image as a mediating factor. Unlike prior research focusing on limited eWOM platforms and global contexts, this study addresses the gap by surveying 384 consumers in Sri Lanka and examining a broader range of eWOM platforms. Employing a deductive approach with multiple theoretical foundations, the study employs a survey research approach to establish hypotheses and conduct a quantitative analysis. Initial scrutiny validates the data's reliability, validity, and normality, while inferential analysis confirms regression and correlation patterns. The research findings indicate a robust direct and indirect relationship between eWOM and purchase intention. Specifically, the credibility, quality, intensity, and positive valence of eWOM significantly impact purchase intention. Consumers exhibit a heightened willingness to make purchases from brands associated with reliable, accurate, relevant, and positive eWOM, thereby enhancing the overall brand image and subsequently increasing purchase intention. While this study highlights the demonstrated impact of eWOM on purchase intention, it calls for further exploration into the moderating role of consumer attributes, the dynamics of specific social media platforms, and the influence of emerging technologies such as virtual reality and AI.
The Impact of Experiential Marketing on Customer Satisfaction in Restaurants in Western Province: Mediating Effect of Customer Perceived Value
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayarathna, D. M. T. N.; Wanninayake, W. M. C. B.
The restaurant industry is one of the fastest-growing industries in Sri Lanka. People are increasingly turning to e-commerce platforms for their meals after COVID-19. Therefore, experiential marketing has become an essential factor for the survival and growth of the industry. In this study, the researcher has analysed how experiential marketing impacts customer satisfaction in the Sri Lankan restaurant industry. This study employed a quantitative research design, and the population consisted of people who visited restaurants while living in Western Province. The convenient sampling method resulted in a sample size of 345 respondents aged over 18. An online survey was used to collect the data. Multiple regression was used to analyse the data. Existing studies mainly focus on related sectors like tourism and the performing arts. The study aims to provide valuable insights for marketers, restaurateurs, and stakeholders, aiding in the formulation of effective recovery strategies. Key findings reveal a significant positive impact of experiential marketing on customer satisfaction, with the relationship mediating through perceived value. The researcher recommends expanding the study to benefit struggling restaurant stakeholders post-COVID-19, suggesting incorporating case studies and in-depth interviews for a more comprehensive understanding.
Impact of Word-of-Mouth Communication (WoM) on Brand Personality with Special Reference to Sri Lankan Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Deshappriya, K. B. V.; Bandara, B. S. S. U.
Word-of-mouth (WOM) communication has been recognised as a pivotal marketing tool across diverse sectors. However, its efficacy varies significantly among these fields, leading to a notable research gap in ascertaining its impact with precision. This research article endeavors to meticulously examine the influence of WOM on brand personality, specifically within the cosmetics industry. This study has refined an established model to explore this relationship by drawing upon extant literature. The empirical investigation was conducted through a rigorously structured questionnaire encompassing 26 items, administered to a sample of 225 participants aged 18 to 60. The methodological approach of this research is anchored in the constructivist paradigm, employing a deductive methodology to interrogate realities through the lens of pre-existing models and theoretical frameworks. This study's outcomes significantly advance the refined model's empirical validation. Furthermore, the findings elucidate critical managerial implications, offering valuable insights for application within the cosmetics industry context. These insights are instrumental for future academic inquiries and serve as a pragmatic guide for industry practitioners.
The Impact of Visual Merchandising on Consumer Impulsive Buying Behaviour with the Mediating Effect of Brand Attitude with Special Reference to the Modern Trades in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dilhani, M. W. M.; Wanninayake, W. M. C. B.
This research investigates how visual merchandising in modern retail stores influences impulsive buying decisions, specifically focusing on how these elements can be tailored to different stages of brand development. The study addresses a gap in knowledge by examining how visual merchandising aligns with brand attitude and customer buying behaviour. An online survey of 384 people assessed the effectiveness of various visual merchandising techniques, such as window displays and lighting, on customer impulse purchases. The analysis methods employed were proven to be reliable and valid. The results revealed that a positive brand attitude significantly strengthens the connection between these visual elements and impulse buying. Interestingly, the study found that window displays and product displays strongly influence customers, while promotional signage and lighting have a more moderate effect. These findings suggest that successful visual merchandising strategies should consider brand development and a strategic combination of visual elements to maximise impulse purchases. Further research is recommended to explore the effectiveness of customisation of visual merchandising elements based on different brand levels, such as product life cycle, brand development levels, etc.
Impact of Social Media Advertising on Brand Loyalty with Special Reference to Cosmetics Industry in Western Province, Sri Lanka: Mediating Effect on Brand Engagement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Premakumara, D. P. G. H. P.; Udovita, P. V. M. V. D.
This study investigates the impact of social media advertising on brand loyalty in the cosmetics industry within the Western Province of Sri Lanka, emphasising the mediating role of brand engagement. Adopting a deductive research approach, data were collected through online surveys from 392 social media users in the cosmetic sector, employing a convenience sampling method. The results reveal a positive and significant influence of social media advertising on brand loyalty. Additionally, brand engagement emerges as a mediator, positively and significantly affecting the relationship between social media advertising and brand loyalty. These findings offer insights into developing marketing strategies for cosmetic brands, highlighting the importance of leveraging social media platforms to enhance brand engagement and cultivate lasting consumer-brand relationships, ultimately fostering brand loyalty. The managerial implications underscore the significance of meaningful and relevant social media advertising in attracting and retaining defined online audiences within the cosmetics industry in Sri Lanka.
Impact of Social Media Influencers’ Attributes on Buying Intention in the Beauty Care Industry: Special Reference to Z Generation in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Fernando, W. D. N.; Wijenayake, S. I.
In the dynamic landscape of Sri Lanka's beauty care business, this research focuses on unraveling the relationship between the features of social media influencers and consumer purchase intentions, particularly among the tech-savvy Generation Z, born between 1997 and 2012. The research focuses on four essential attributes: expertise, trustworthiness, attractiveness, and likability, which were carefully selected based on a thorough analysis of previous literature. The research attempts to provide detailed knowledge of how influencers shape the preferences and decisions of this distinct group by delving into these factors. A systematically constructed questionnaire was delivered to a representative sample of 384 respondents to collect meaningful data, ensuring a comprehensive study of Generation Z's opinions. Using SPSS 17.0's analytical power, the acquired data was subjected to both descriptive and inferential statistical analyses, providing a quantitative lens through which to interpret the findings. A factor analysis was used to confirm the study's dependability and ensure the robustness of the conclusions reached. As the beauty care industry evolves, the findings of this study will be a significant tool for both industry practitioners and scholars. It delivers actionable information for marketers looking to optimise influencer tactics by throwing light on the precise traits that resonate with Generation Z. Furthermore, the study adds to the larger conversation around influencer marketing by emphasising the importance of a tailored strategy that corresponds with the features and interests of the targeted population. In short, this research serves as a compass for navigating the convergence of social media influence, consumer behaviour, and Sri Lanka's developing beauty care market.
Impact of Green Marketing Mix towards Consumer Green Purchase Intention: Investigating the Moderating Effect of Economic Crisis
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Siriwardhana, A. W. G. D. H.; Patabendige, S. S. J.
It is now a critical necessity for businesses to adapt green marketing strategies amidst evolving consumer preferences and increased global environmental consciousness. This study focuses on the intricate connection between ecological sustainability and economic resilience, especially during periods of economic turmoil, by exploring the dynamic interaction between green marketing mix strategies and consumer intentions to purchase green products. Through a quantitative methodology, the research examines the effects of green product offerings, pricing strategies, distribution channels, and promotional activities on the green purchase intentions of 384 supermarket patrons, utilising a structured questionnaire for data collection. Employing both descriptive and inferential statistics, the findings reveal that, under typical conditions, these green marketing components exert a significant positive impact on consumers' intentions to purchase green products within supermarket settings. However, the study notes a dilution of this relationship during economic crises, indicating a reorientation of consumer priorities towards more immediate economic concerns over environmental considerations. These insights extend the current body of knowledge by illuminating the complex interplay between green marketing initiatives and consumer behaviour in the face of economic downturns. The theoretical and practical implications of this study highlight the imperative for businesses to adeptly navigate the shifting paradigms of consumer preferences influenced by economic volatility, acknowledging the moderating role of economic crises on green marketing effectiveness.
Impact of Social Media Marketing on Student Attraction towards Education Institutions: Mediating Impact of Student Engagement with Special Reference to the Banking Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ellawala, P. A. P.; Wanninayake, W. M. C. B.
Social media marketing is expressed through the awareness of products or brands to the customer and the attraction of effective engagement, which stimulates the customers. This study explores the intricate relationship between social media marketing strategies employed by IBSL and student attraction, further investigating the mediating influence of student engagement within the banking sector in Sri Lanka. Researchers used a multistage quantitative approach, including a survey of 364 people from various Sri Lankan ethnicities. Analysis revealed a positive relationship between IBSL's social media marketing strategies, student engagement with those strategies, and student interest in banking qualifications. These findings offer valuable insights for marketing managers in the banking education sector. By developing robust social media marketing strategies, educational institutions can attract more students and increase profitability. The study also offers recommendations for policymakers. By understanding how social media marketing can influence student interest, policymakers can create policies that strengthen educational offerings in the banking sector, ensuring its continued growth and relevance in Sri Lanka's evolving educational landscape.
Factors Affecting Consumer Acceptance towards Omnichannel Market: A Case of Sri Lankan Supermarket Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ilukwaththa, I. P. I. S.; Patabendige, S. S. J.
The advent of omni-channel retailing represents a paradigm shift in the consumer experience, aiming to integrate online and offline channels to deliver a cohesive customer journey. This research explores the determinants influencing consumer acceptance of the omnichannel approach, with a particular focus on the supermarket sector. Employing a survey-based methodology, this study utilised a structured questionnaire to gather data. Analytical techniques, including descriptive analysis, regression analysis, and frequency testing, were applied, with SPSS 20 serving as the primary tool for data analysis. The findings reveal that perceived usefulness, ease of use, and compatibility significantly positively influence consumers' behavioural intentions towards adopting omnichannel retailing. In contrast, cost and perceived risk were not found to significantly impact behavioural intentions. Notably, perceived compatibility emerged as the most critical factor driving consumers' intentions to embrace the omnichannel approach. This study underscores the importance of seamless integration across retail channels, suggesting areas for further research in other industry contexts to broaden the understanding of omnichannel retailing's impact on consumer behaviour.
Impact of Experiential Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction: Special Reference to The Hotel and Hospitality Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jeewantha, M. M.; Wijenayake, S. I.
The hospitality sector in Sri Lanka stands as a cornerstone of the country's economic landscape, with the hotel sector playing a pivotal role within this dynamic industry. However, the challenge of establishing a loyal customer base persists among many hotels. Despite concerted efforts to provide memorable guest experiences, instances where customer expectations remain unmet have become a critical issue. Thus, this research seeks to unravel this challenge by investigating the impact of experiential marketing strategies on customer satisfaction and brand loyalty. Employing a quantitative research design, this study gathered data from 410 hotel visitors through a non-probability convenience sampling method, utilising an electronic questionnaire as the data collection instrument. The collected data was analysed using the SPSS software. The findings of the study illuminate a discernible connection between experiential marketing, customer satisfaction, and brand loyalty. Notably, the creation of positive and memorable experiences emerged as a pivotal factor in enhancing customer satisfaction and subsequently fostering brand loyalty. Furthermore, the research reveals the mediating role of customer satisfaction in establishing brand loyalty, underscoring its significance as a critical variable in the dynamic interplay of these factors. This study contributes significantly to the existing literature by addressing empirical gaps in understanding the relationships among experiential marketing, customer satisfaction, and brand loyalty, specifically within the hotel sector in Sri Lanka. As a practical implication, the research offers valuable insights to hotel practitioners, providing strategic guidance on harnessing experiential marketing to bolster brand loyalty and customer satisfaction.
Impact of the Effectiveness of Pictorial Health Warnings on Cigarette Packs on the Behavioural Intention among Young Smokers in Sri Lanka with Special Reference to University Students
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, S. M. P.; Bandara, B. S. S. U.
Smoking poses multifaceted challenges in Sri Lanka, extending beyond health concerns to social and economic repercussions. This issue is particularly pronounced in middle-income countries, where smoking significantly burdens household finances. Our study explores the influence of pictorial health warnings on the behavioural intentions of young smokers in Sri Lanka, moving beyond the conventional health-centric view to encompass the broader societal and economic implications of smoking. Conducted with 397 participants selected via the snowball sampling method, this research involved a structured questionnaire distributed among university student smokers. This questionnaire aimed to gauge various aspects: the effectiveness of pictorial health warnings on cigarette packs, general awareness of smoking risks, affective reactions to these warnings, their believability, and the subsequent behavioural intentions of the smokers. The results reveal a notable impact of pictorial health warnings on the behavioural intentions of young smokers in Sri Lanka. Notably, affective reactions emerged as having the most significant influence on these intentions. The study concludes with a discussion on theoretical and practical implications, shedding light on how pictorial health warnings might effectively encourage positive behavioural changes like smoking reduction or cessation.
Impact of Packaging Elements on Customer Purchasing Intention: Mediating Effect of Brand Image with Special Reference to the Snack Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Samarakoon, S. M. P.; Wanninayake, W. M. C. B.
The packaging elements of the products provide a visual and tactile identity for consumers to purchase the products. The researchers found very limited studies regarding packaging elements in Sri Lanka. Therefore, this article aims to analyse how packaging elements, especially packaging material, packaging color, font color, packaging design, and printed information, affect consumer purchasing intention in the snacks industry in Sri Lanka and how brand image mediates this relationship. Based on a review of the literature, this study develops a conceptual framework. Research data were obtained from 395 respondents who were purchasing snack products in Sri Lanka. All responses were collected using a questionnaire through an online survey. A convenience sampling method was used to collect data, and regression analysis and correlation analysis were used to test the respective hypotheses. The findings demonstrate a positive relationship between variables, and there is a significant impact between packaging material, packaging color, font color, packaging design, and printed information on purchase intention. The results further indicate that brand image mediates the relationship between packaging elements and consumer purchase intention. Researchers faced some difficulties when finding some previous research articles regarding this context and concept, and researchers can conduct research using moderating factors and adapted context.