Sri Lanka Journal of Marketing
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Item Study on Attitude towards Green Products and Willingness to Pay Premium: With Special Reference to Millenials in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Niwarthana, W.; Gannoruwa, S.; Rathnayaka, R. M. U. R. K.The concerns on green products and the green business practices has becoming one of the emerging areas in today’s context. In relation to that, number of research studies have been conducted by different scholars in different settings. The purpose of this study was to study the impact made by the attitude towards the green products on the willingness to pay premium among the Millennials in Sri Lanka. Accordingly, the study intended to achieve four research objectives namely, to identify the impact made by attitude toward green products on willingness to pay premium, to measure the impact made by environmental concern on attitude toward green products, to identify the impact made by collectivism on attitude toward green products and to evaluate the impact of interpersonal influence on attitude toward green products among the millennials in Sri Lanka. A sample of 200 young adults has been selected on convenience sampling technique under non probability sampling method. The Structural Equation Modelling was performed to analyses the data of the study and the regression analysis was used to test the hypotheses of the study. The study found that, the attitude towards the green products make a significant influence on the millennials in determining their willingness to pay premium and also it has found that, the environmental concern towards the attitude plays a major role in determining the willingness to pay premium on green products among millennials.Item Evaluation of Solid Food Waste Management Strategies in Estate Schools in Sri Lanka and Its Environmental Impact(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Kandegama, W. M. W. W.; Kumara, I. P. W. A. V.; Karunarathne, K. H. M. I.Food wastes (FW) has become a crucial global issues. Food production should be increased substantially to meet the need of growing population, high tendency of spoilage and consumer preference are some of the main reasons for food waste. FW predominantly happen in public places such as hotels, hospitals and industrial parks. FW in Sri Lanka, several institutes can be highlighted including schools. 10194 government schools and 80 registered private school chains are functioning throughout the country. In which, total population including both students and teachers are over 4.5 million. Thus, handling large quantity of food in schools, leads to generate huge quantities of FW and it directly affect to the national economy. Therefore, this qualitative research was designed and implemented to determine reasons for FW and evaluate the efficiency of existing FW handling strategies in schools. The data were collected from 12 schools in each educational zone at Kegalle and Kurunegala, through a survey from teachers and students. Majority of students were provided homemade breakfast in both zones, further 20.92% of students in Kegalle and 37.21% of students in Kurunegala have wasted food with some percentage of breakfast daily. In addition, plate waste of free breakfast provided by school was identified as 20.31% of students and 24.62% of students in Kegalle and Kurunegala areas respectively. Free lunch was provided schools only in Kegalle educational zone and among those who was fed from school meal; 37.5% of students have wasted food in various percentages. Majority of students have brought lunch from home and 26.51% of students in Kegalle and 26.12% of students in Kurunegala thrown some amount of lunch daily. FW was comparatively high, when meals provided from school. Further, study revealed that most of school have not established an effective FW handling system within the premises. Therefore, a systematic programs should be implemented to control food wastes. In addition, awareness programs should be carried out to educate students to minimize FW. It is necessary to investigate the reasons for wasting large quantities from school meal. Finally, a national campaign on “Stop Food Waste” should be launched for school community to create a sustainable environmental development with appropriate mechanisms of school and family education.Item Social Media Marketing: An Empirical Review on Contents and Applications(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Siriwardana, A.; Ismail, N.Today’s world being in the middle of a social media revolution, it is more evident, that social media are being widely utilized with the end goal of communication. A few of the most significant advantages of the utilization of social media networking are creating awareness, engagement, drive traffic, interaction, and communication with a gathering of advocates and fans and sharing of information and knowledge among various groups of individuals. These advantages likewise promote the expansion of communication skills among the individuals. Innovation of technology and online tools have enhanced communication in endless means, yet the very manner we communicate and even the ways in which we converse, exhibit the subsequent change in communication. This research aims to analyze the effect of social media marketing activities on awareness, engagement, drive traffic, interaction, communication with a gathering of advocates and fans and sharing of information. Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing context.Item Customer Self Oriented and Other Oriented Intrinsic Values, Brand Trust and Consumer-Brand Relationship: A Conceptual Review with Reference to Life Insurance Sector Research Proposition(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Pushpakumara, B. M. A.The purpose of this paper is to explore the intrinsic value and brand trust on Consumer-Brand Relationship. Particular attention is focused on concerning literature and using the result of literature review providing research proposition leading to theoretical and managerial implication. Building and continuously maintaining close brand relationship with customers has become regular necessary for current business. The consumer brand relationship is still very rarely applied in the life insurance context. The author highlighted Proposition of intrinsic self-oriented value (Hedonic Value), Proposition of intrinsic other oriented value (Altruistic value) and Proposition of Brand Trust on consumer brand relationship. New research proposition presented in this paper enhance the literature on recent development in consumer brand relationship. This study was made to build argument supporting to suggested proposition. Findings of this study can be used by brand marketer to identify their strength and weakness. Finally, researcher does propose to expand the future studies on different context.Item The Impact of Internal Marketing on Employee Brand Commitment in Sri Lankan Insurance Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Wijenayaka, H. M. D. S.Internal marketing is one of the main strategies for service companies in which companies try to optimize the organizational environment to improve service quality. Berry and Gronroos introduced in 1980s for the first time internal marketing concept, in the heart of the internal marketing this point is that employees, domestic market within an organization. This thesis examines the depth of understanding and the applicability of internal marketing in the insurance industry which is not a conventional service industry. It also focuses on the relationship between perceptions of internal marketing and employee brand commitment in the Sri Lankan insurance industry. While considering and studying internal marketing and employee brand commitment in the Sri Lankan insurance industry context is one of the main purposes of this research. This is a quantitative method and data collect through questionnaire from 400 respondents. The quantitative data reveals that the influence of internal marketing on employee brand commitment is positive and significance. The results of this study will help the marketers to understand and develop this concept which can cater for the insurance companies. The results will also help the management staff of the insurance companies in the context of raising awareness in internal marketing as well as the Insurance Regulation Commission of Sri Lanka to regulate the internal marketing principles to the Sri Lankan insurance industry.Item Integrative Functioning Between Consumerism and Consumer Behaviour: A Controversial Insight into Morals in Markets(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Ubayachandra, E. G.; Eldeniya, N. C.; Sanjanana, V.Having associated the knowledge of the emancipatory concept, consumerism and consumer behavior in literature, the authors viewed to pen this synoptic concept paper in the hope of facilitating those who are interested in doing research studies on these two phenomena. The paper particularly stresses the business morality and consumer well – being to be adopted and enriched. In this respect, owing to lack of comprehensive literature on practicing aspect of consumerism, a rigorous search had to be made in respect of seeking for knowledge of this phenomenon with the aid of respective terminologies, dictionaries and other related documentary evidences from which knowledge of consumer behavior was also yielded. Accordingly, the authors endeavored to extract essential conceptual views alleged with regard to consumerism and consumer behavior and next in the light of those views, the ascertainment was justified. The key purpose of this work is to accommodate the readers to steer toward a controversy or discord in respect of current consumers’ dissonant behavioral patterns including probable myopic behaviors and the safeguard given via consumerism in the global context. Thus, it is the belief that this paper may provide a room for those who have intention for engaging in research studies on this particular field in future.Item The Impact of Marketing Research Practices on Financial Performance: Study of Small and Medium Enterprises in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Pushpasiri , T. K.; Dharmadasa , V. P.Marketing research practices have been identified as one of the important key ingredients for superior performance and global competitiveness in Small and medium enterprises (SMEs). The success or failure of SMEs is said to rests in part on the nature and types of marketing research practices they employ. The study was carried out with four dimensions under the marketing research practices as price-related practices, product-related practices, maintain customer relationship related practices and promotion related practices to understand the relationship with financial performance in SMEs. Data were collected using questionnaires from 200 respondents in the SMEs. Based on the findings of the study, it concluded that there is a moderate positive relationship between marketing research practices and financial performance. As well as all the dimensions of the marketing research practices are significant predictors of the financial performance while price-related practices and product-related practices are major among them. According to the results of simple regression analysis, marketing research practices were found to have a positive impact on financial performance.Item A Review on E-Banking Adoption in the Context of E-Service Quality(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Gayan Nayanajith, D. A.; Weerasiri, R. A. S.; Damunupola, K. A.Fast-paced expansion of information and communication technology (ICT) revolutionizes different facets of contemporary human life and global economic landscape to a greater extent. Within technological transformation arena, retail financial services which includes retail banking activities performs a pivotal role. Technological advancement and internet facilities have demanded rapid changes radically in the financial services sector service delivery. E-banking facilitates bank customers to engage in an array of banking services via banks’ official websites. Amidst these changes e-banking adoption has gained limelight as a researchable notion owing to challenges attributed in different markets and country contexts. This article review founded on the concept of e-banking adaption in line with theoretic and empirical discussions. Hence, literature review was exploited as the main research tool. Research paper attempted to introduce practice related insights by discussing cases that were found within the domain of e-banking adoption. Article is organized as a concept paper to emphasize some of the case evidences with special reference to consumer electronic banking whilst arguments have been supported empirically. Importance of customer awareness, innovativeness, service quality, trust and security aspects related to e-services and prioritizing of marketing to motivate adoption of e-banking solutions has been unveiled by the discussions. In conclusion, paper postulates directions for the future researches in line with empirical justifications.Item Impact of Multichannel Brand Trust on Behavioural Intention(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Bandara, B. S. S. U.; Jayarathne , A.This study examines the relationship between brand trust and behavioral intention in a multiple channel (online/Offline) situation and how it helps in developing relationships with the brand. The study is supported by commitment–trust theory introduced by Morgan and Hunt (1994). A structured questionnaire was distributed among 545 customers who transacts in both offline and online channels the in banking sector. Findings indicate that offline brand trust has a higher impact than online brand trust and the combine effect (multichannel effect - MCBT) has less impact than even both offline and online brand trust on behavioral intention (BI). Furthermore, the relationship commitment partially mediates the relationship between the MCBT and BI. While discussing the impact of MCBT on BI the study proposes that brand managers to carefully reinvestigate brand related strategies to ensure a better service to their customers.Item 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”.