Sri Lanka Journal of Marketing
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Item Factors influencing the Purchase Intention of Green Packaging among Millennials in Gampaha District of Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Munasinghe, P. M.; Shantha, A. A.Fast moving consumer goods sector is one of the expanding industries that influences on the green marketing issues. This study seeks to understand how the impact of green packaging on consumer purchasing intention among millennial generation in Gampaha District. The main objective is “to identify the factors that mostly influence on millennial consumer’s green packaging purchase intention”. According to comprehensive literature review, the researcher identified 4 variables of purchase intention namely; Product Characteristics, Environmental Concern, Government Role and Demographic Factors. Further, researcher was able to recognize the most enhancing components for some independent variables. Then, examined the hypothesis by using PLS-SEM except the Demographic Factors. Therefore, Education, Income and Gender under demographic variables tested chi-square test, Pearson correlation and significances by using SPSS. The researcher distributed questionnaires randomly to selected sample of 200 respondents selected under the multi stage sampling method according to a proportion within the 8 GN Divisions out of 37 in Kelaniya DS Division in Gampaha District who age between 18 – 35 years. All examined variables determined positive relationship with Purchasing Intention except Gender. However, the outcomes represented that no significant effect of Government Role, Environmental Concern, Income, Gender and Investment of Government under the Government Role but other mentioned variables recorded 95% significant on Purchasing Intention. The study identified that younger generation has an awareness and knowledge about ecological behavior. The implications of this study formed awareness into buying intention towards ecological packaging which can be used by FMCG businesses in Sri Lanka when deigning product packages.Item The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Kamalasena, B. D. T. M.; Sirisena, A. B.Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.Item The Influence of Facebook Brand Page on Consumer Purchase Intention with Reference to Fashion Retailing Industry(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Rajapaksha, L. B.; Thilina, D. K.The competition in the fashion retail industry of Sri Lanka is reaching new heights due to various demands of the fashion consumers in Sri Lanka. As per the significant growth in the fashion retailing sector in Sri Lanka the marketers need to define the strategies to address their customer intentions. Especially with the rapid growth of the social networking sites especially Facebook in Sri Lanka, fashion retailers have to align their social media strategies with the online behavior of the consumers. This is study; mainly focused to understand the influence of Facebook fashion retailers’ brand page and purchase intention among the Sri Lankan Face book users. Objectives of this research were to understand the influence of engaging on Facebook brand page on purchase intention for fashion retail in Sri Lanka, therefore the researcher has investigated main construct of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) of the Facebook brand page and their relationship with both Attitude towards Brand (ATB) and Purchase Intention respectively. Finally, to see whether there is a mediating effect of Attitude towards Brand on the relationship between PU and Purchase Intention and PEOU and Purchase Intension respectively. The review is based on the theoretical rationale and supportive empirical findings. A descriptive statistical review is presented to reasoning why fashion industry is considered as a context to be examined whilst empirical evidences are presented to support the arguments. The paper concludes with research propositions to examine how Facebook Brand Page make an influence on Consumer Purchase Intention.Item Factors Influence on Purchasing Intention of Fashion Clothing Through Online Platforms(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Wanniarachchi, T. M.; Thilakarathne, B. L. S.; Wijesundara, B.This paper focuses on the impact made by social media characteristics on purchasing Intention towards fashion clothing through the online platforms. The main research objective of the study is to identify the level of influence made by the characteristics of trust, perceived online risk, convenience, and online reviews on the consumer buying intention. The survey method was used to collect data from the sample and a sample of 204 consumers was selected through convenient sampling method. A properly structured questionnaire was distributed among the selected sample. Likert scale questions were analyzed by coding different values for each response. Correlation and regression analysis have been employed to test the hypotheses based on the result. Qualitative data via open ended questions were used to get a deeper understanding on consumer purchasing intention and online platforms used by the industry. There is a strong positive relationship between online reviews and the consumer purchasing intention. Further, it was found out that there is a moderately positive relationship exists between the trust and the consumer purchasing intention. The empirical evidence suggesting the negative relationship of risk and the consumer purchasing intention was not supported with the statistical data and analysis of the study. This research would have given a broader idea on online buying intention if conducted covering all the segments in Sri Lanka. As a conclusion remark of the study, researchers recommend fashion and clothing companies to focus more on their core business activities on online platforms which may lead to positive reviews and recommendations. This would enhance the consumers’ purchasing intention in the long run. Further the study recommends that the online businesses should pay more attention on factors emphasized by the customers in purchasing clothing online.