Student Research Conference on Marketing(SRCM)

Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/17158

Browse

Search Results

Now showing 1 - 10 of 548
  • No Thumbnail Available
    Item
    Exploration of Shopping Orientation and Factors Influencing Customer Satisfaction in Multi Brand Apparel Retail in Madurai District
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Joseph, Sinu; Inayath, Ahamed S B
    Globalization has led to increase in competition with every apparel retailer vying for market. With so many competitors, the apparel retailers need to find ways to meet customer expectations and ensure satisfaction and retention. The main objective of this study is to find the various factors that are influencing the customer satisfaction in multi brand retail in Madurai District. Structured Questionnaire is used to collect primary data, Likert scale and Multiple choice questions are used for collecting 42 samples. Factor Analysis and Cluster analysis was used to analyze the Data. The major findings of the study are that Customer service, store environment, Brand variety, Convenient location, shopping convenience have a significant influence on the customer satisfaction with respect to multiband retailing in Madurai District. This study can be further extended to other parts of Tamilnadu, India and the apparel retailers can focus on the factors and significantly improve their sales. Since consumer is the focal point in this market research and buying motives are difficult to judge precisely. The study captures the 5 major factors that influence the customer satisfaction which can help the apparel retailers to formulate appropriate strategies to improve the sales and retain the customers.
  • No Thumbnail Available
    Item
    Customer Preference Towards Internet Banking in Madurai District, India: An Empirical Investigation
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Geetha, K
    Internet is the order of the day. There is a remarkable growth of Internet based services in the recent times. Managing service quality as distribution channel remains a mammoth challenge. The main objective of the research paper is to identify the customer preferences towards online banking in Madurai District, Tamil Nadu, India and also to find out the service quality dimensions that affect customer satisfaction. Primary data was collected from Internet banking users of public and private banks in Madurai district with the help of a structured Questionnaire. The questionnaire had a list of 21 statements related to efficiency, tangibility, responsiveness, reliability and empathy. For the collection of primary data, the study was confined to Madurai District alone. A sample of 100 respondents was selected by non-probability convenience sampling as it is appropriate for exploratory studies. Data analysis was done using SPSS. Percentage, frequencies, Cross tabulation and factor analysis methods were used. The major finding of the study is that both private and government banks need to take appropriate steps to make their website more reliable and responsive to satisfy their customers also the Efficiency, responsiveness, fulfillment, privacy of personal information was found to be the core service quality dimensions of E- banking. The future scope of the study would be to find out the prominent information that customer would like to seek while availing the Internet banking services.
  • No Thumbnail Available
    Item
    Impact of Multi - Sensory Brand Experience on Customer Value: Examining the Mediating Effect of Store Image with Special Reference to Clothing & Textile Store
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasighe, H.A.; Gunawardane, Nisal
    Multi- Sensory brand experience are widely spread in the field of clothing and textiles stores in Sri Lanka as a promotional tool. This concept impacted in creating customer value. The purpose of this study is to identify the impact of multi- sensory brand experience on customer value with impact by mediating effect of store image on consumers in western province whose willingness and ability to make purchase decisions on clothing and textiles. Literatures revealed that this concept has been paid little attention from the perspective of customer value in terms of understanding the creation of store image. Although the sensory marketing model highlights that generating value will be progressed through this model without showing any relationship. As this study is quantitative in nature, a self- administrative questionnaire for collecting primary data has been used and the multi- level mixed sampling method has been used to identify and collect data from 250 respondents. Data was analyzed through multiple regression model. Findings indicated that there is a positive relationship between multi-sensory brand experience and customer value. Sense of sight and touch have greatly influenced on multi – sensory brand experience in clothing and textile stores. The new insights of the study are that the multi- sensory brand experience has a great impact on customer value when mediated with store image. The research study completed on the above area provides important implications for practitioners and academicians.
  • No Thumbnail Available
    Item
    The Effect of Telecommuting for the Performance of Marketing Job roles in Sri Lankan Life Insurance Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Fernando, N. H. D. N.; Gunawardane, Nisal
    In Sri Lankan Life Insurance Industry, marketing job roles play major part for the business. From the starting point of twenty twenty most of the organizations used work f home for the business. Hence this study based on theoretical practical the main literary performance that shows were the all four dimensions not been examined in a study. To address accordingly for the literary performance and according to the significant relationship between people, technology and work environment this study has been examined the significant relationship. And the significant of the practical aspect shows that the industry can use telecommuting as a tool to increase the business. The findings are utilized to identify the significant relationship of employee performance and telecommuting. As this study was in qualitative in nature inductive method used and in-depth interviews has been used to gather primary data. Force Feld Analysis has been used to analyze the data and developed hypothesized tested with corded interview transcripts. Snow Ball sampling method was the sampling method used to gather primary data. Through identifying the significant relationship researcher has shown the relationship between work location and peer relation is positive and a weak relationship and other dimensions were positively effect for employee performance in marketing job roles in life insurance industry Sri Lanka.
  • No Thumbnail Available
    Item
    Impact of Sensory Branding on Brand Loyalty of Franchised Fast- Food Outlets
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayathilake, G. H. V. D.; Gunawardane, Nisal
    Sensory Branding has been broadly considered to be an innovative technique applied by brands over recent years to enhance value and Brand Loyalty. Though it has been identified that application of sensory branding results in Brand Loyalty, previous literature evidence that the impact of sensory branding on Brand Loyalty differs according to the industries and market changes. Thus, the purpose of this study is to investigate the impact of Sensory Branding on Brand Loyalty with special reference to franchised fast-food industry in Sri Lanka. This investigation was conducted as a quantitative research in which the data was collected through non-random sampling technique. A total of 305 questionnaires distributed among the respondents from Colombo, Gampaha and Kalutara were analyzed through SPSS.According to the outcomes, the impact of sensory branding on Brand Loyalty has been identified to be strongly positive when it comes to franchised fast-food industry in Sri Lanka. The study originally contributes to the franchised fast- food industry in Sri Lanka in which sensory branding can be optimized to enhance Brand Loyalty.
  • No Thumbnail Available
    Item
    Impact of Brand Personality on Brand Equity, Examining the Mediating Effect of Brand Love in Automobile Industry of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nipun, A. A. T.; Gunawardane, Nisal
    Brand Personality appears to be an effective strategy, which used by automobile industry in order to influence their customers. Yet brand personality in creating brand equity is not properly established through the previous literature thus, the purpose of the study is to identify the significance of brand personality in creating Brand Equity of motorcar brands in Sri Lanka. Further brand love identified as an element which is having an influence on the relationship of brand personality and brand equity. People who own automobile motorcar were used as the unit of analysis and convenience-sampling technique was used to extract 320 of respondents. Survey method was used as the data collection method and a self- administrated and standard structured questionnaire was distributed among respondents to collect data. Furthermore, it identified that Sincere, Excitement, Competence, Sophistication and Ruggedness the dimensions of brand personality positively impact on the Brand Equity of automobile motorcars while brand love mediated the relationship of brand personality and brand equity of automobile brands, Thus Brand Personality identified as one antecedent which enhance brand equity of automobile motorcar brands.
  • No Thumbnail Available
    Item
    Impact of Multi – Sensory Branding on Customer Brand Engagement: Investigating the Mediating Effect of Brand Experience with Special Reference to Modern Trade Sector
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Anuradha, W. T. D.; Gunawardane, Nisal
    Modern trade sector in Sri Lanka, identified as an emerging competitive market where opportunities for brand differentiation is less. Consumer decision making in modern trade sector mainly based on emotional and experiential elements; hence consumer five senses act as a crucial element of multi-sensory branding in modern trade sector. Literature identified an inconclusiveness among multi-sensory branding and brand engagement within the context of modern trade sector. Further brand experience recognized as a mediation among the main relationship of multisensory branding and brand engagement. The study conducted on a sample of 250 customers of Cargills, Keels, Arpico, Laugfs, Glomark, Spar and Sathosa in western province conducting the study. The study adopted quantitative method through convenience sampling technique. The relationship among multisensory branding and brand engagement were significant with brand experience as a partial mediator.
  • No Thumbnail Available
    Item
    Brand Experience in Driving Consumer Repurchase Intention of Retail Fashion Brands
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madhushani, D. P. S. R. P.; Gunawardane, Nisal
    Brand experience considered to be an antecedent of purchase intention of retail fashion brands yet literature on the relationship among brand experience and repurchase intention is inconclusive in nature. Experience generates memorable brand elements which enhance phycological status of customers hence consumers tend to get influence by the brand and its experience towards a purchasing behavior, from now the study examined the relationship among brand experience and repurchase intention of retail fashion brands. The study used quantitative research design with Convenience sampling method. It collected data from 320 of respondents in western province those who visit retail fashion brand outlets. Data were collected using a structured questionnaire through an online questionnaire. The result of the study has shown a positive and significant impact of brand experience on consumer repurchase intention. Also, it identified that Sensory experience, Behavioral experience and Intellectual experience highly effect on consumer repurchase intention and affective experience is the least influencing factor to repurchase intention of consumer.
  • No Thumbnail Available
    Item
    The Role of Perceived Service Customization in Driving Customer Loyalty; Examining the Mediation Effect on Trust: with Special Reference to Automobile Maintenance Service Sector in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kumara, W. G. P. M. P.; Gunawardane, Nisal
    Service customization lead customer satisfaction and it enhance long-term customer commitment towards the service organization. Service customization comes under the relationship marketing theory and service customization leads to enhance the relationship perspective among organization and the customer. Previous Literature on service marketing is incapable of providing a proper and strong connection among service customization and customer loyalty thus, Service customization identified as a novice area in relation to brand loyalty, further automobile service sector also identified as a service customization driven business and literature on automobile service sector and service customization in Sri Lanka is lacking. The research conducted with the quantitative method where data from 212 respondents were collected through questionnaire and convenience sampling used. The main research findings revealed a positive significant relationship between perceived service customization on customer loyalty. The relationship was partially mediate with the with customer trust.
  • No Thumbnail Available
    Item
    Impact of e-WOM on Purchasing Intention Towards the Fashion Retail Industry Moderating Effect of Product Involvement with Special Reference to Western Province Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kadigawa, Ushadhi; Thilina, D. K.
    Since the rapid development of technology in the fashion industry, the competition is immense, and therefore it is needed to identify the market trend and adopt it. With that, marketers need to facilitate the decision-making process of the customer. As previous researchers state, 90% of people rely on online reviews for buying decisions, yet marketers are struggling to maximize the business value of e-wom. Hence, this study fills the vacuole of the practical and empirical gap in the present industry. As this study was quantitative in nature, data were collected through a self-administered questionnaire to gather primary data from the sample, which was identified via a non-probabilistic, convenience sampling technique. In terms of measuring hypothesis developed based on the conceptual framework, it has used SPSS 22. The results did not confirm that e-wom quality, e-wom quantity, and sender’s expertise positively impact purchase intention with the moderating effect of product involvement, but, except e-wom quantity e-wom quality and sender’s expertise have a positive impact on purchasing intention. As a conclusion note of the study, the researcher recommends fashion and clothing companies focus more on the e-wom on their online platforms, enhancing the consumers’ purchasing intention in the short and long run.