Sri Lanka Journal of Marketing

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Author: search.filters.author.Gayathree, P. K.

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    Avoidance of Eco-Tourism Labelled Hotels by the Domestic Tourists of Sri Lanka
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Gayathree, P. K.; Perera, N. R.; Medis, A. P.
    Modern consumers are living a consumerist lifestyle, which negatively impacts on the natural and the built environment. However, there is a trend towards environmental protection within society. It is clearly observed that green labels are everywhere and has become a marketing tool for companies, and this is common for tourist hotels as well. Ecotourism which is one form of ethical goods and services has been increasing worldwide. These tourists especially concern about natural and the built world. Therefore, they will neglect the products and services which harm the environment. Identifying that there is a gap in the literature about the consumer's avoidance of products and services which claims the “green”, the study aims at, exploring the avoidance behavior of eco-labeled hotel brands by the eco-tourists”.
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    Fast Food Consumption Behaviour of Sri Lankans: With Special Reference to Gampaha and Colombo Districts
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Nirmani, H.; Gayathree, P. K.; Kumara, S. U.
    Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, adding to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute in creating brand loyalty towards fast food industry in Sri Lanka, with special reference to internationally franchised fast food brands currently operating in the country. The sample 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province and a questionnaire based survey method was used to gather the primary data required for the study. Various statistical techniques such as hypothesis testing, Pearson Correlation coefficient, Regression analysis were used to arrive at the research objectives. The results revealed that, food quality, brand image and promotions significantly influence the brand loyalty of the fast food brands. Other factors included in the study: price and atmosphere were not significant factors in influencing the brand loyalty. Therefore, it is recommended that to induce brand loyalty fast food restaurants should provide quality foods and enhance the brand image with sound promotional campaigns.