ICBI 2010
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Item Growth and challenges of retail market in India(University of Kelaniya, 2010) Yadav, S.K.; Bargal, H.; Sharma, A.; Shukla, R.; Saxena, B.; Phalke, M.; Ghune, N.The retail sector of India has come-forth as one of the most dynamic and second fastest growing industrial economy with several players entering the market. But all of them have not yet tasted success because of the heavy initial investment that are required to break even with other companies and compete with them. India is the country having the most unorganized retail market. India’s huge middle class base and its untapped retail industry are the key attraction for global retail giants planning to enter into newer markets. This paper will includes growth of retail sector in India, strategies, strength and opportunities of retail stores, retail format in India, recent trends and opportunities and challenges. It examines consumers’ awareness and brand consciousness among people across different socio-economic group in India and witnessing of significant growth in the urban and semi-urban retail markets.Item Economics of Small Scale Industries: A look at Programmes for the Growth and Development of Small Scale Industries in Nigeria(University of Kelaniya, 2010) Bachama, Y.N.Governments in most developing countries have recognized that small scale industries play an important role in the acceleration of growth and development in their economies. As a developing country, Nigeria is not an exception. Nigeria attempted several programmes, such as National Economic Reconstruction funds, Industrial layouts and Establishment of Nigerian bank for Commerce and Industry, etc., to improve the production and growth of this vital sector during the colonial era as well as after the independence at 1960; however some of these programmes succeeded in bringing little changes, while others are unsuccessful. The objective of this study is to assess the viability of programmes and proffer solutions that could bring about changes in this vital sector. Secondary data such as government publications and corporation’s annual reports as well as interviews conducted with officials and managers were collected and statistical techniques are used for analysis. The study reveals that small scale industries have not seriously impacted on the areas of large scale immediate employment, development of indigenous industrial sector, production of highly specialized goods and filling in cracks between large industries in the economy. It is observed that unless concrete steps are taking in identifying the problems, then the country will continue to chase shadows.Item Tourism product development in ecologicaly and culturally fragile areas – observations from Kerala in India(University of Kelaniya, 2010) Saji, M.P.; Narayanasamy, N.For economically poor but resource rich countries, tourism has become a vital sector to be considered for regional development. In the post-modern world, there seems to be an ever increasing urge for experiencing authentic life styles and environment – a search which is obvious to end up in locations and communities that were ecologically and culturally enclosed so far, so that it had not altered yet. This taste of more diversified and specialized experience makes many of the culturally and ecologically rich regions attractive in contemporary tourism market. The new tourism styles like Eco-tourism, Cultural tourism, Rural tourism, (indeed too many) have become synonym with the growth of tourism in several countries. However the real challenge before policy makers and the industry is to manage and strike a balance between conservation, recreation and regional development. In this context, the paper tries to explore through various alternative tourism concepts like eco-tourism and cultural tourism and observe its actual practices in Kerala, the southern most states of India, which has initiated several innovative tourism models. After analyzing the pros and cons tourism initiatives in the state, the paper seeks to appreciate and present the approaches that could be used as a base for tourism product development and management in ecologically and culturally fragile area.Item AN INVESTIGATION INTO THE CONTRIBUTION OF INSTITUTIONAL CULTURAL PARADIGMS TO THE EFFECTIVENESS OF POSTGRADUATE PROGRAMS: A COMPARATIVE STUDY OF UNIVERSITY OF MORATUWA AND UNIVERSITY OF KELANIYA(2010) Subasinghe, R.; Wickramasinghe, V.Although the state university system of Sri Lanka requires undergraduate degree programmes to be provided free of charge, postgraduate degree programmes and other services such as consultancy and research and development can be provided on income generating basis. Nevertheless, evidence suggests that the state university system is not operating up to its potential in providing commercially viable postgraduate programmes on profit making basis. This research questions whether the institutional cultural paradigms prevailing within the state university system impedes it from achieving strategic organizational objectives of survival, self-sustainability and growth. The study investigates and compares institutional cultural paradigms and effectiveness of postgraduate programmes of University of Moratuwa and University of Kelaniya, and investigates whether a particular paradigm is conducive for achieving strategic objectives than other cultural paradigms. For the study, a random sample of 100 senior academic and administrative staff responsible for postgraduate programmes of Faculty of Engineering, Architecture, and Information Technology of University of Moratuwa, and a random sample of 100 senior academic and administrative staff responsible for postgraduate programmes of Faculty of Science, Commerce and Management, Social Sciences, Humanities, Post Graduate Institute of Pali and Buddhist Studies, and Post Graduate Institute of Archaeology of University of Kelaniya responded. The institutional culture was measured based on the dimensions proposed by Denison and Mishra (1995) that consist of four dimensions, namely Consistency, Adaptability, Involvement and Mission. The effectiveness of postgraduate programmes were measured based on the dimensions proposed by Cameron (1978) that consists of four dimensions, namely, Academic (Academic Development of students, Professional Development of Lecturers, Ability to acquire source), Morale, Adaptation to the External Environment and Field outside Programme. It was found that University of Moratuwa has more conducive institutional culture compared to University of Kelaniya, although certain Faculties of Unniversity of Kelaniya have scored higher in some institutional cultural dimensions compared to the Faculties of University of Moratuwa. A similar trend was observed in aspect of the effectiveness of postgraduate programmes as well. The research shows that healthy cultures lead to better effectiveness and technology oriented universities have comparatively conducive cultures that lead to greater effectiveness. This research will lay the foundation for future research into other factors influencing effectiveness and dynamics of existing cultural paradigms.Item DO NEED BASED MOTIVATION PRACTICES MAKE HAPPY EMPLOYEES? INTEGRATING THE SUPPLY CHAIN OF HAPPINESS WITH EMPLOYEE MOTIVATION(2010) Wickramasinghe, C.N.; Ahmad, N.; Rashid, S.; Emby, Z.Even though the work life is one of the significant life domains that contribute to the happiness and satisfaction, it is not the only life domain that make employee happy and satisfied. Human mind is much more complex organism that has many domains that positively or negatively influence to the happiness and satisfaction of life. These life domains integrated within the individual as a chain that supply happy, unhappy, satisfying and unsatisfying feelings and emotions that create the happiness and satisfaction with life in a given time. Unhappy experience of one life domain is negatively influence to the other life domains as well. This is stimulated by the macro level socio, cultural and economic causes. Therefore, the organizational motivational practices should not necessarily focus only on work related motivation but need to think the happiness and satisfaction supply chain of an individual.Item Analyzing the significance of tourism on Sri Lankan economy; an econometric analysis(University of Kelaniya, 2010) Ranasinghe, R.; Deyshappriya, R.In countries like Maldives, Malaysia, Singapore and Spain, tourism and related recreation activities play a significant role in the generation of income / foreign exchange and provision of employment opportunities. In fact, in the global context this industry is identified as the single largest economic contributor. Moreover, tourism plays a crucial role in the attainment of macroeconomic stability. Besides, the political stability of a country has a major impact on its tourism industry. According to the preceding view, this paper aims at analysing empirically the significance of tourism in the Sri Lankan economy from 1970 to 2008. The relationship will be analyzed based on a time series approach. The study will endeavour to estimate the relationship between economic performance and tourism revenue, subject to main macroeconomic variables and political stability of the country. With respect to policy implications, the study recommends that the role of tourism could be highly emphasized in the sustainable economic development with a stable political environment.Item QUALITY IN HIGHER EDUCATION: WHAT SAY THE UNDERGRADUATES?(2010) Munasinghe, M.A.T.K.; Rathnasiri, U.A.H.A.All over the world, as tertiary education grows rapidly and its cost continues to rise in both public and private sectors there is increasing interest in quality aspects of education. Quality is one of the many concepts in the social sciences that are extremely difficult to define. Given the difficulties in defining quality, literature suggests to take all competing views of stakeholders into account in defining the quality in higher education. Literature suggests four main stakeholders in higher education as ?Providers, Users of products, Users of outputs and the employees of the sector. All these parties are customers of the education system with diverse requirements. This study was based on questionnaires distributed among 100 undergraduates of the Faculty of Commerce and Management studies of the University of Kelaniya, Sri Lanka to provide a view of quality in higher education from the perspective of critical stakeholder group-Users of products(Undergraduates).Based on factor analysis, quality dimensions were defined and five dimensions of quality; Resource Availability, Information and Responsiveness, Competence of academic staff, Corporate Collaboration, Assessment and Monitoring were together accounted for 69.5 percent of the total variance. The dimension of Competence of academic staff reserved the highest and Assessment and Monitoring was placed as the least perceived quality dimension from undergraduates? perspective.Item HUMAN RESOURCE MANAGEMENT’S CONTRIBUTION TO THE IMPLEMENTATION OF STRATEGIES FOR CUSTOMER SATISFACTION: THE CASE OF 3 STAR HOTELS IN SRI LANKA(2010) Dhammika, K.A.S.Customer satisfaction (CS) has been the focal point in all most all marketing management strategies in business organizations. Further, this emphasis on CS has penetrated into the other functional areas of organizations redirecting their activities towards customer satisfaction. Human resource management (HRM) plays a significant role in achieving CS, specially in service organizations like hotels, banks etc. it has made HRM required a particular set of strategies for creating CS in these service organization. However, few studies have been carried out to investigate adequately the HRM strategies for CS and assess their contribution for CS in organizations. The present study examined the HRM strategies of selected three star hotels and the level of CS in their customers. Further, it assessed the contribution of HR strategies for customer satisfaction the sample organizations. A random sample of 50 managers whose population stands around 280 and two hundred employees out of nearly around 1200, were drawn for data collection. The HR strategies profile developed by the research and Customer satisfaction Questionnaire (CSQ) were utilized for data collection. The factor analysis and multiple regressions were applied for data analysis in relation to hypotheses testing. It was revealed that HRM contribute significantly to CS in hotel industry, further, it was found that strategies such as customer oriented value system, Empowerment, behavior based employee evaluation, and performance based rewards systems are prominent in enhancing CS in three star hotels in Sri Lanka.Item An Analysis of Switching Behavior of Pre-paid Mobile Users in Sri Lanka(2010) Dissanayake, D.M.R.; Wanninayake, W.M.C.B.Sri Lanka is one the fast growing markets for the mobile communication service, and it is nearly 1.2 millions of subscribers are found in Sri Lankan market by 2008 ( TRC statistics: Sri Lanka 2008). Currently there are five industry competitors operate in this market, and it has found an aggressive competition over each other in terms of service factors and value proposition. As a result of that the switching behavior of customers has been frequently happening alone with strong customer bargaining power. This study was focused on the switching behavior of prepaid customers, and 150 respondents were selected under stratified probability sampling method. Data were collected through structured questionnaire alone with Likert scale. Two sets of independent variables were identified as per the literature reviews namely service failure factors and value proposition factors. An inferential statistical analysis was used to analyze the collected data. The ?Logit Regression Model? was used to test three hypotheses developed to test the switching behavior impacted by service failure and value proposition factors. Data analysis revealed that the value proposition factors had more impact on brand switching behavior than service failure factors. However, both value proposition and service failure factors were not found a significant impact on switching behavior among pre paid customers.Item Paradigm of industry life cycle and industry life cycle shift contrast to flying geese model: with special reference to Sri Lankan readymade garment industry(University of Kelaniya, 2010) Senevirathne, S.M.A.G.The Flying Geese model was used to explain the industrial development in latecomer economies with industry life cycle origination, growth and decline and industry life cycle shift form country to another, especially for Asian region. This paper compare the Sri Lankan readymade garment industry life cycle with Flying Geese model to verify the validity of the model refer to Sri Lanka. Similarly this paper will explore how this Sri Lankan readymade garment industry life cycle rise, fall and its effect on the comparative advantage and international competitiveness among the nations to influence for a geographical shift of the industry. Businesses engaged in high labour intensive industries like readymade garment industry often use spatial strategies for geographical relocation of the industry to countermand the rising economical and social downturn of a given country. Readymade garment life cycle shift occurs whenever a domestic country’s internal production competition intensified due to the increased number of manufacturing firms and the industry reached to its maturity. With the growth of the industry, workers will gain their collective bargaining power and wages starts to rise, health and safety cost will rise. Increased state regulations, tax and duties will increase the industrial pressure with high budget allocations for industrial good governance and social responsibilities. Severing the condition intensified domestic and international competition demand to enforce the cutting edge industrial technology with high operational and maintenance costs. Industry will tries to base with technology by replacing the labour to face and control the mounting labour and operating costs while improving the production quality and to achieve delivery deadlines. By this phase industry’s both labour cost and technical cost were grown drastically, diminishing the country’s comparative advantage by making the country no more low cost attractive production site. With the shrinking the profit margins, the brands and manufactures tend to seek low-wage, industrially unorganised, poor legitimate, fresh and alien more lucrative geographical locations to retain and safeguard their high returns margin. Increasing tendency of the globalisation during the past decade made every country to worry about the international trade and division of labour irrespective of the development level. Sri Lanka as a developing country in South Asia and ready-made garment industry as the key decisive exports manufacturing sub sector portrait a comprehensive industry life cycle and industry life cycle shift in and out of Sri Lankan border within period of less than four decades.Item COMPOSITION AND CONFIGURATION OF THE BOARD AND FIRM PERFORMANCE(2010) Ranasinghe, D.N.Corporate Governance is an obligatory adherence function in the present turbulent business environment. Evidence reveal that non-compliance have resulted collapse of corporate giants around the world. Composition and configuration (Board Structure)of the board of directors, as a corporate governance component, derived much attention; consequently, practitioners and academia have tried to identify the most appropriate board structure by linking this with performance. Extensive literature on board structure-performance relationship yields mixed results and disregards nonfinancial aspect of performance. This study tries to determine to what extent the structure of the board affects financial and non-financial performance in listed banks, finance and insurance organizations in Sri Lanka which are exposed to continuous increase in complexity, risk and change in the industry, demanding for intensive corporate governance practices. It is aimed to identify the impact of the board structure on performance measured in terms of both financial and non-financial facets.Board size, non-executive and female director proportion, CEO/Chairman independence, accounting and market based coupled with non-financial performance indicators were employed to measure the comprehensiveness of the board structure and the performance respectively. Application of robust statistical techniques revealed that the relationship between the board structure and financial performance does not have a statistically significant relationship and contradicts the literature while board structure and non-financial performance revealed a significant relationship.Item Offsetting the green guilt or bargaining for cheapest: discourse of green consumption of develop and developing world customers(University of Kelaniya, 2010) Hewawasam, B.; Abeysekara, N.Green guilt in consumption or consider consumption as harmful to the environment became an increasingly acceptable concept among customers of developed world. Even within developing countries, green consumption dialogue is spread to considerable extent. But whether it reaches the acceptability of general consumer in developing part of the world is still a question. Researchers attempt to understand Asian consumers sensitive to environment in their consumption practice of air travel. Airline marketers all over the world understand customer’s green guilt and use it heavily in their promotions and communications. Carbon calculation and mitigation of the carbon emission by voluntary financial contribution of customers is a popular choice given by almost all the major airlines of developing as well as developed countries. Researchers attempt to explore the major discourses of green consumption among airline customers through such voluntary offsetting mechanism. Customer in-depth interviews are the data collection method using by researchers. Sample of ten airline passengers taken by using judgmental sampling technique were interview by researchers. Interview transcriptions analyzed using discourse analysis method in order to identify the main discourse/s of green consumption among developing country airline passengers. This research is significant by its pioneering effort of identifying the green consumption facets among developing country consumers and exploring the green consumerism discourse in relatively unexplored context of developing part of the world. Findings of this research is also helpful to identify how green guilt exists on different customer groups and identify how global phenomenon like green consumerism affected to different markets. This paper is not only having theoretical understanding of green consumption in different scenarios, it will be practically viewed on identify global solutions for environment sensitive areas.Item Psychology of web design; attractive visual cues for web users in Sri Lanka(University of Kelaniya, 2010) Widanapathirana, U.J.The main goal of the study was to enhance the attractiveness of Sri Lankan web sites on the basis of Psychological aspects. It helps to bridge the gap between user and the web site through feedback given for web designers to create web sites, which cater the interests of web users in Sri Lanka through developing user satisfaction. The study was done using qualitative research methodology. The data was collected through a semi-structured interview, which was refined from a pilot study. Six participants were selected that included three males and three females, between the ages of 20 - 40. The sample was selected from the Faculty of Arts, especially from the Information Technology Center, University of Peradeniya. The current research investigated all the visual cues commonly used in web sites through psychological aspects. The results indicated 16 themes and some themes contained sub themes. The themes have revealed how to design and allocate visual cues on web sites. The first four themes covered overall aspect of web designing, those were; user friendly features, attractive features, features in visible area and methods of allocating information. The rest expressed visual cues separately, namely; the main menu, the search bar, the scroll bar, marquee tool/text, modelers and stars on web, hyperlinks, symbols, animations, images, text, colors and white space. This research can be extended further, by the analysis of gender differences in attractive visual cues or auditory cues in web sites and psychological effects on web sites for youth in Sri Lankan context.Item Relationship marketing: customer commitment and trust as a strategy for corporate banking sector in Sri Lanka(University of Kelaniya, 2010) Abeysekara, 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.Item Does simple marketing techniques applicable to farm gate level of up-country vegetables? A case for Welimada area, Badulla district(University of Kelaniya, 2010) Fernando, I.N.; Nilmini, S.Item FACTORS INFLUENCING THE DEMAND OF BEAUTY SOAP AMONG FEMALE CONSUMERS IN THE GREATER COLOMBO REGION(2010) Wijesundera, G.; Abeysekera, R.The usage of beauty soap among Sri Lankan consumers had been declining since 2003 to 2009, while globally accepted & fully localized brands were recording a negative growth in terms of the usage. Purpose of this study is to explore how the marketing mix & demographical factors influence the brand preference & purchasing behavior of beauty soap among the female consumers in the greater Colombo region. Sample consisted of 91 female consumers in greater Colombo region. Data were gathered by administrating questionnaires. The independent variables are 4Ps, Age, Income Level, Education, Marital status, Occupation, skin type, social factors, substitute products & dependent variable is the brand preference. Analysis was done using the Chi-square method at the significant level of 0.05. The results indicated that there were statistical relationships between price, product, education, occupation and band preference and there was no statistical relationship between place, promotion, age, income level, marital status, skin type, social factors, and substitute product with the brand preference. Thus the price, product, education & occupation are only having a statistical relationship with the brand preference of female consumers in the greater Colombo region.Item DETERMINANTS OF PROFITABILITY UNDERLINING THE WORKING CAPITAL MANAGEMENT AND COST STRUCTURE OF SRI LANKAN COMPANIES(2010) Morawakage, P.S.; Lakshan, A.M.I.Efficient working capital management is an integral part of the overall corporate strategy to create shareholder value. Researchers investigated the relation between the companies? working capital, cost structure and their profitability. This relationship is examined using correlation and regression analysis. In this research, researchers have selected a sample of 65 Sri Lankan companies listed on Colombo Stock Exchange for a period of 5 years from 2003-2007, researchers have studied the effect of different variables of working capital management and cost structure on the profitability of Sri Lankan Companies including the Debtors turn over in days, Inventory turnover in days, Creditors payable in days, and working capital cycle representing the working capital and Administrative, Selling and Finance expenses representing the cost structure . The results suggest that managers can increase corporate profitability by reducing the number of inventory turn over days and increasing the creditors payable days in order to minimize the length of the working capital cycle. Increase in creditors payable days would give opportunities to the company for further investments. Also it suggests that the spending on selling and distribution would not increase the profitability and more finance cost would hinder the profits of the companies.Item Role of Emotional Intelligence in Organizational Learning: An Empirical Study Based on Banking Sector in Sri Lanka(2010) Dissanayaka, D.R.; Janadari, M.P.N.; Chathurani, R.A.I.In the present millennium one factor that appears to be constant in organizations is change. As a result, of that organizations are forced to make significant transformations in order to adapt and survive in this new world. Revans (1983) says that in any epoch of rapid change, those organizations which are unable to adapt will soon find themselves in trouble, and adaptation is achieved only by learning. Organizational Learning (OL) is about the acquisition of new knowledge and highlights the importance of acquiring and disseminating information to assist organization actions (Miller, 1996). Huber (1991) identified that OL consists of four constructs; Knowledge Acquisition, Information Distribution, Information Interpretation and Organizational Memory. Any organization wishing to thrive through change must make the choice to promote, and allow employee expressions of Emotional Intelligence (EI) (Hunton et al, 1998; Robertson et al, 1999). Goleman (1998) has identified four main dimensions of Emotional Intelligence (EI); Self Awareness, Self Management, Social Awareness and Relationship Management. Most of the literature expressed that there are very few studies on this topic in Sri Lankan context as well as all over the world. In addition to that empirical studies also proved that emotional research studies in organizational setting was ignored for a significant period of time. Therefore researchers were attempted to explore the nature and relationship of emotional intelligence in organizational learning Researchers have selected Sri Lankan domestic banks for the study as financial sector is identified as one of the most dynamic and vibrant sectors of the economy. The units of observation of the study were at individual level, managerial level employees. 70 managerial level employees were selected through simple random sampling method for the study. Both primary data and secondary data were collected for the study. Primary data were collected using a structured questionnaire and in-depth interview. Questionnaire was pre-tested using test-retest method for estimating the reliability. SPSS computer package was used as a tool for compiling and processing data. The findings of this study emphasized that the employees possessed above average level of EI and the processes of OL characterized by innovation, implementation, and sustenance of new ideas, processes structures and the likes are more than satisfactory. Further study results depicted EI as being positively and significantly related with OL. The findings have implications for management of people towards creating and maintaining OL.Item THE VALUE RELEVANCE OF FINANCIAL STATEMENTS?INFORMATION: WITH SPECIAL REFERENCE TO THE LISTED COMPANIES IN COLOMBO STOCK EXCHANGE(2010) Karunarathne, W.V.A.D.; Rajapakse, R.M.D.A.P.Investors and other interest parties of accounting make use of financial statements and disclosures, among other publically available information, to assess the risk and value of firm when taking the investment decisions. According to Sushma Vishnani, Bhupesh Kr. Shah (2008) ?Value relevance? implies ability of the financial information contained in the financial statements to explain the stock market measures. The purpose of this paper is to investigate the value relevance of financial information that extracted from financial statement directly or indirectly. Especially the study considered the value relevance of earnings and cash flows in stock prices. In addition, the study pays attention on the firm size effect on value relevance. A hundred (100) companies have been selected to the sample representing the all the business sectors except banking, finance and insurance over a period of 5 years from 2004 to 2008 listed in the Colombo Stock Exchange (CSE) and the pooled time regression method is used to analyze the data. Return model as well as Price model was used to determine the value relevance of financial statements? information. It revealed that the value relevance of accounting information under the Price model has more explanatory power than Return Model. The empirical results of the study indicate that Earning Per Share (EPS) is the most value relevant variable in this study and it is significant at 0.01 level. Regression of earnings, book value and cash flows on stock price results indicate that the cash flows from investment is another value relevance variables at 0.01 significant level. When running stepwise regression to determine the best model of value relevance, EPS is the only value relevant variable for determining stock prices.Item Television advertising and food demand of children in Sri Lanka: a case study from Galle District(University of Kelaniya, 2010) Samaraweera, G.R.S.R.C.; Samanthi, K.L.N.The main objective of the study is to seek the relationship between food demand and television advertising focusing on children in Sri Lanka. The study used primary data with 100 children in-between the age of 9-14 representing Sangamiththa Girls School and Olsent boys‟ school in Galle. Four stage sampling method was used by the study. In the first stage stratified cluster sampling was used to select two schools from five main girls‟ schools and five main boys‟ schools in Galle randomly by using lotteries method. In the second stage stratified random sample was selected representing the students in the classes from year 4 to year 9 cluster representing 25% of each class in both schools. At the final step systematic random sampling was used to select students with the gap of 4 students. Two questionnaires were provided for students and their parents to collect data. Descriptive statistics and multiple regression model were used for the analyzing. The dependent variables were used as expenditure on additional food items while using different socio economic demographic characteristics of children and their parents as explanatory variables. The Study found that a positive relationship of television advertising on food demand. Residential sector, gender of the child, age , employment of parents, length of time of watching television, influence of friends, the mode of traveling to school , specific brand choices, using popular persons for the advertisements, giving attractive items with the product, giving sponsorships for children‟ events are identified as some significant factors determining the food demand of the children. Some possible policy implications suggested for the family, schools, advertising agencies, media and for the government, have been initiated as the final contribution of the study.
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