9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
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Item Factors Influencing Students’ Intentions to Enroll in Private Educational Institutions in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ruwanpathirana, S. R.; Bandara, B. S. S. U.This study examines the factors influencing students’ intentions to enroll in private educational institutions in Sri Lanka, addressing the increasing demand for private education due to limited capacity in public institutions and rising competition. Understanding the key drivers of enrollment decisions is crucial for educational institutions to enhance their offerings and marketing strategies. The study explores location, price sensitivity, institutional reputation, traditional and digital advertising, recommendations, and learning facilities as determinants of enrollment intention, providing actionable insights for stakeholders in the private education sector. A quantitative research methodology was employed, collecting data from 327 respondents aged 15 to 30 years through structured questionnaires. The sample represented a diverse demographic, encompassing both urban and rural regions of Sri Lanka. The study was guided by theoretical models, including the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and Rational Choice Theory (RCT), to understand the decision-making processes influencing students' educational choices. Statistical techniques were used to test hypotheses and assess the relationships between independent variables (factors affecting enrollment) and the dependent variable (students' intention to enroll). Findings reveal that institutional reputation is a primary determinant of enrollment decisions, emphasizing perceived quality, alumni success, and brand recognition. Digital advertising, particularly targeted social media campaigns, significantly influences students’ choices, whereas traditional advertising methods have a lesser impact. Recommendations from alumni, peers, and educators play a crucial role, highlighting the importance of word-of-mouth marketing. Location is a key consideration, with urban institutions being preferred due to proximity to job opportunities and modern facilities. Price sensitivity also significantly influences enrollment, with affordability and perceived value affecting decision-making. Financial aid and scholarships enhance students' willingness to enroll. Moreover, learning facilities, including modern classrooms, libraries, and extracurricular opportunities, positively correlate with enrollment intentions. These findings underscore the multifaceted nature of student enrollment decisions, revealing the interplay of economic, social, and institutional factors. To attract and retain students, private institutions must adopt a holistic approach, addressing both practical concerns and emotional drivers. The study acknowledges several limitations. As research was conducted within Sri Lanka, findings may not be fully generalizable to other cultural, economic, and regulatory contexts. While the sample size is statistically valid, it represents a subset of the population, which may not capture the full diversity of enrollment intentions. Additionally, the study focuses solely on private institutions, leaving the public education sector unexplored. Furthermore, self-reported data may be subject to respondent biases, such as overstatement of certain factors due to social desirability. While seven key variables were examined, other potential influencers, such as parental influence and societal expectations, were not explored in depth. These limitations suggest the need for caution in generalizing findings while offering opportunities for future research. The implications of this study are significant for policymakers, private institutions, and researchers. Policymakers should focus on regulating private education to ensure equitable access and quality standards, potentially introducing tax incentives for scholarships and subsidies for private institutions. For private educational institutions, findings emphasize the importance of branding, digital marketing, and infrastructure development. Institutions should strengthen their online presence, leverage alumni networks, and adopt competitive pricing strategies. For researchers, this study serves as a foundation for further exploration into student enrollment intentions. Future research could adopt a comparative approach, analyzing public versus private institutions or expanding into international contexts. Longitudinal studies could provide deeper insights into how enrollment intentions evolve over time and in response to market dynamics.Item Factors Influencing Consumer Visiting Intentions Toward Small and Medium-Scale Fashion Outlets in Sri Lanka’s Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhumali, A. P. D. K.; Bandara, B. S. S. U.This study examines the factors influencing consumer visiting intentions toward small and medium-scale fashion outlets in Sri Lanka’s Western Province. Despite offering unique and localized products, these outlets face challenges in competing with large-scale retailers due to limited brand presence, marketing reach, and operational constraints. Addressing this practical and empirical gap, the study explores how visual and non-visual merchandising, store location, parking facilities, fashion trends, and promotional activities impact consumer decisions. By understanding these factors, small and medium-scale outlets can develop strategic measures to attract foot traffic and enhance competitiveness within Sri Lanka’s fashion retail industry. A quantitative research design was employed to systematically analyze the variables influencing consumer visiting intentions. Data were collected from 384 respondents residing in Sri Lanka’s Western Province, all of whom had visited small and medium-scale fashion outlets within the past three months. A structured questionnaire was designed based on a conceptual framework, incorporating store location, merchandising strategies, parking availability, promotional efforts, and alignment with fashion trends as key independent variables. A convenience sampling method was used to reach a diverse yet relevant respondent pool. IBM SPSS Statistics 25 was utilized for descriptive analysis, correlation assessment, and multiple regression modeling to examine the relationships between the identified variables and consumer visiting intentions. Findings indicate that all examined factors significantly influence consumer visiting intentions, with visual and non-visual merchandising emerging as the most impactful determinant. This underscores the importance of aesthetically appealing store layouts, window displays, and in-store ambiance in attracting and retaining customers. Fashion trends also played a critical role, reinforcing the need for trend alignment to cater to evolving consumer preferences. Additionally, practical factors such as store location and parking facilities were found to enhance shopping convenience, contributing to positive visiting intentions. While promotional activities were less influential than merchandising and fashion trends, they still played a meaningful role in generating awareness and increasing foot traffic. These findings align with existing literature on sensory marketing and consumer behavior, affirming the importance of creating engaging shopping experiences in an increasingly competitive retail landscape. Despite its contributions, the study acknowledges several limitations. The focus on the Western Province may limit the generalizability of findings to other regions in Sri Lanka where cultural, economic, and demographic variations may influence consumer behavior differently. Additionally, convenience sampling, while practical, may introduce selection bias, potentially affecting the reliability of the results. The use of self-reported data may also be susceptible to response biases. This research holds significant theoretical and practical implications. Theoretically, it contributes to consumer behavior and retail marketing literature by examining consumer visiting intentions within the context of small and medium-scale fashion outlets, a segment often overlooked in favor of large-scale retailers. The findings validate the role of sensory marketing strategies, such as visual and non-visual merchandising, in shaping consumer preferences while emphasizing the importance of operational factors like store accessibility and parking availability. From a practical perspective, the study provides actionable recommendations for small and medium-scale fashion retailers to enhance consumer engagement and competitiveness. Investing in dynamic visual merchandising practices, such as well-designed window displays, strategic lighting, and intuitive store layouts, can create more inviting shopping experiences. Additionally, aligning product offerings with evolving fashion trends can improve relevance and customer retention. Enhancing store accessibility and parking convenience is also crucial in increasing foot traffic and improving customer satisfaction. Promotional activities, particularly those centered around discounts, loyalty programs, and in-store events, can further incentivize customer visits. Beyond individual retailers, the study underscores the broader economic significance of supporting small and medium-scale fashion businesses, which primarily sell locally produced goods and contribute to entrepreneurship and employment. Strengthening their market position can drive regional economic growth while offering consumers diverse and accessible shopping options. Future research could expand on these findings by incorporating other provinces in Sri Lanka to develop a more comprehensive understanding of consumer behavior across varied retail environments. Additionally, employing qualitative research methods, such as focus groups and in-depth interviews, could provide richer insights into consumer motivations and perceptions. Future studies may also explore emerging technologies, such as digital marketing, social media influence, and e-commerce platforms, in shaping consumer visiting intentions in the evolving retail sector.