Publications
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/12169
Browse
2 results
Search Results
Item Innovation and its Impact on Consumer Brand Equity: With Evidence from Modern Trade Industry in Colombo, Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Liyanage, O. N. N.; Wanninayake, W. M. C. B.Innovations enable organizations to introduce novel products and services to its customers. However, within the Modern Trade Industry in Sri Lanka, firms deploy innovations, yet if that is influencing firms establish greater relationships with its customer’s, remains unclear. Similarly, firms focus greatly upon consumer-based brand equity within the modern trade industry but there are no sufficient empirical studies to confirm the contribution of innovation for enhancing consumer based brand equity in modern trade environment. Therefore, the purpose of this study is to investigate the innovation on consumer based brand equity in modern trade sector in Sri Lanka. Literature suggests that concept of innovation is formed using innovative outcomes and innovative planning. Hence authors used these two dimensions that form innovation as independent variables to determine the consumer-based brand equity. The research was designed as quantitative research based on positivist paradigm and data were collected through a survey. Accordingly, 280 self-administered questionnaires, were obtained from respondents who are modern trade consumers in Colombo, Sri Lanka. The collected data were analyzed by using both descriptive and inferential statistics tools. PLS-SEM was employed as the main measurement model for testing hypothesis by using Smart-PLS 3 as the main analytical software. The findings revealed that innovation as an outcome and innovative planning, both can significantly influence upon consumer-based brand equity. Hence, authors suggest management of modern trade retailers to develop innovative technology driven retail platform to provide pleasant shopping experience to the customers with the purpose of improving consumer-based brand equity. Authors suggests future researches to investigate the impact of leadership on the implementation of innovations within the modern trade retailers in Sri Lankan context.Item Consumer Ethnocentrism and Its Influence on Impulsive Buying Behav- iour in Sri Lankan Milk Powder Market: The Moderation Effect by the Consumer Impulsiveness Traits(Faculty of Commerce and Management Studies, University of Kelaniya., 2018) Karunaratne, L. G. A. S.; Wanninayake, W. M. C. B.The dairy industry faced an unexpected and serious crisis regarding the Dicyandiamide (DCD) factor. Then an impulsive buying situation was raised and the milk powder brands were focusing on the ethnocentric appeal to rebuild their brands in the market. In buying the milk powder brand in this impulsive situation the impulsiveness personality trait of the customer has raised as an influential for the buying process. Therefore, identifying the impact of the Ethnocentrism on the Consumer Impulsive Buying Behaviour moderated by the Consumer Impulsiveness trait is the key issue of this study. The hypotheses were formulated to verify the relationship between the variables; in order to answer the research questions. The data collection was done with a sample of 350 consumers. The tool used to collect data was a questionnaire and it was developed using already developed measurements by researchers. The key findings of the study were that the Sri Lankan dairy product consumers have medium level Impulsiveness and there is a positive relationship between Ethnocentrism and Impulsive Buying Behaviour. But when this relationship is moderated by the Impulsiveness trait the relationship gets stronger. When the ethnocentric consumers involve in the purchasing, most of the time, goes with a pre-planned purchasing decision. Therefore, all the local and multinational companies should get into activities that can stimulate and arouse the impulsiveness personality trait of the milk powder consumers. Then the consumers who have the ethnocentrism trait will stimulate to go for impulsive buying.