Marketing Management

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218

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Subject: search.filters.subject.Purchase Intention

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    Relationship between Perceived Brand Equity and Purchase Intention of Life Insurance Brands in Sri Lanka: A Concept Paper
    (2016) Gunawardane, N.; Munasinghe, A.; Dissanayake, D.M.R.
    Sri Lanka is referred as a service driven economy as it denotes in the structural dynamics noticed in the economy. Accorodgly, insurance business has also been evolving with different structural and market dynamics that influence wider impact to the economy. Moreover, a subset of insurance market, life insurance business in Sri Lanka, exhibits more competitive moves as per the marketing and consumer behavioral perspectives. Industry practices of the life insurance sector highlight many brand building initiatives aiming at stimulating favorable responses of consumers to sign competitive edges. Meanwhile, the notion of brand equity and purchase intention have been referred in many empirical studies to examine the relationship between brand related marketing stimulus and behavioral responses of consumers towards them. Alongside, this study intends to review those concepts and suggest research propositions with reference to the context of life insurance business of Sri Lanka. We followed a deductive approach, and comprehensive literature review on empirical studies was carried out as the main research tool to build arguments supporting to suggested propositions. Paper concluded by denoting directions for the future studies in line with the notions of brand equity and brand related behaviors addressing to empirical research gaps in Sri Lanka.
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    Factors influencing on purchase intention of organic food products in Sri Lanka
    (Global Illuminators, Kuala Lumpur, Malaysia, 2016) Weerasiri, R.A.S.; Maldeniya, D.
    organic food industry currently has become one. most emergmg markets around the world. considering the recent economic growth in Sri Lanka, agricultual sector inclusive of organic food industry, holds a significani portion over the contribution to economic growth' However Sri Lanka being one of the largest exporters in agricultural sector, understandit g ttt. potential d behaviour of the consumers regarding organic food productl is vital to expand the industry. Hence the aim of this study is to u*lyr. and discuss the organic food market and customer purchasing intention in Sri Lankan context.This research study is descriptive in nature and data has been collected from 150 respondents. Secondary data were collected through rigorous literature review. Primary data were collected through u .onru.Jr survey conducted in western province using a strucired questionnaire. Stratified random sampling method was used to select the respondents for the survey. Collected data were analysed using mean analysis, frequency measures and regression. SPSS version 16.0 was used as ,oftwure package to analyse the datab. However based on the research outcome, markJting mix and pre purchase related factors have a clear positive reiationship with the'iustomer purchasing intention of organic foods..Hence the iecommendation and insights for sffategies have be;n provided via the study that can be used by organic food manufacturers in accordance with their business situation to maximize benefits for their business.
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    Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle Brands in Sri Lanka, an Empirical Study
    (Social Statistics Students’ Association, Department of Economics, University of Kelaniya, 2015) Karunanayake, R.K.T.; Wanninayake, W.M.C.B.
    According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka. This research article focuses mainly on determining the links between customer’s environmental attitudes, subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires were developed to get information for each and every aspect mentioned in the objectives. To go deep in to the study areas researcher referred secondary data sources such as other research studies that were done in Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken in to this research. All the responses were collected online and taken them to one data base for the purpose of analyzing. For this study, respondents who were identified as “being in the market” and other potential respondents who intended to purchase cars in the near future. After the analysis has been done researcher has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka. As per the results, researcher has also come up with the managerial implications of the study and recommendations.