Student Research Conference on Marketing(SRCM)

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The Impact of Web Quality on Consumer’s Offline Patronage Decision (With Special Reference to Casual Dining Restaurant Industry in Colombo).
(Department of Marketing Management, University of Kelaniya, 2016) Anushika, B.M.G.L.; Wijesundara, C.B.
The role of web sites has grown significantly in recent years. Previously known for being a marketing tool to supplement the efforts of salespeople and retail outlets, web sites now fulfill a vital function in the consumer’s buying behavior. Web sites are frequently utilized because of their convenience, allowing browsers to visit 24 hours a day, seven days a week and provide potential customers the ability to comparison shop multiple brands and/or products. Previous research has shown that web sites can be an important tool for hospitality and tourism marketing. Oftentimes, restaurant companies are found in a position of embracing the presence of a company web site as the complete internet marketing solution. Restaurant websites appear to be fairly strong in providing information in a technologically savvy environment. The primary focus of this research is on web site quality of casual dining restaurants in Colombo to study its relationship with consumer offline patronage decision. Based on a sample of 188 respondents drawn from Colombo district, the study measured the relationship between web quality and patronage decision following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. The results proved that there exists a moderately strong yet positive relationship between web quality and consumer offline patronage decision. This research will give industry practitioners some insight in to the perceptions regarding the quality of web sites and how it will generate more patrons to the business in order to allow the organizations to make changes to their web strategy accordingly.
Impact of Brand Image on Consumer Purchasing Behaviour in Women’s Intimate Market in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Weerakoon, L.D.R.; Fernando, P.M.P.
The concept of ‘brand image’ has drawn a great attention from marketing practitioners, academics as well as consumers ever since it was populated, because it plays an important role in marketing practices of a company. A good brand image not only creates a clear brand differentiation but also increases consumer preference and brand loyalty. This study is aiming to fulfill the gap in studying the role brand image play in consumer purchasing behaviour in women’s intimate market in Sri Lanka. The literature review highlighted that functional benefits, emotional benefits and brand awareness create impact on consumer purchasing behaviour and these variables lead to the development of conceptual model for the study. An online self-administrated questionnaire was used to conduct a survey among a sample of 100 respondents who were selected through convenience sampling technique. Findings revealed that brand image is a key component in influencing consumer purchasing behaviour in women’s intimates market in Sri Lanka. The Pearson's correlation coefficients for all three sub variables showed moderate to higher correlation to purchasing behaviour which was once again proved through the multiple regressions analysis.
Factors Affecting for Consumer Switching Behavior from Toilet Soap to Face Wash in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Senavirathna, W.S.M.S.; Perera, G.N.R.
The research problem in the study was to identify the boom in face wash market, to understand what factors have motivated the soap users to switch from soap to face wash in their cleansing purposes. Use of face wash for face cleansing purpose has become the current trend among female segment. The research problem was based on finding factors which have motivated consumers heavily in switching from soap to face wash. This study was focused on the problem of identifying the factors Influencing on customer switching behavior from soap to face wash in Sri Lanka with special reference to Gampaha District. 150 respondents between ages 18-40 were selected under convenience sampling method, who has switched from soap to face wash. Data were collected through well structured, detailed questionnaire alone with Likert scale questions. Four independent variables were identified according to the previous literature namely Advertising, Word of Mouth, Product related attributes and Celebrity endorsers. The data were analyzed using both descriptive statistics and inferential statistics. Mean, mode, median, and standard deviation is used as descriptive statistics and Pearson Correlation used as inferential statistics. Data analysis revealed that the celebrity endorser had the most impact on switching behavior from soap to face wash than the other factors. However, all four factors were found significant impact on switching behavior from soap to face wash.
Impact of Television Advertising on Youth Female Purchasing Decisions with Special Reference to Fairness Cream Products .1st Student Research Conference on Marketing (SRCM), Department of Marketing Management, University of Kelaniya, Kelaniya. p 46.
(Department of Marketing Management, University of Kelaniya, 2016) Kariyawasam, K.I.S.S.; Kumara, D.W.
The purpose of conducting the research is to find out the influence of TV advertising on youth female purchasing decision of fairness cream. Based on that the researcher seeks to answer the research problem of “Do TV advertisements have an influence over the youth female buying decision of fairness cream?” There is no previous studies were conducted in Sri Lankan situation and this is one of the reasons to attract the researcher`s attention of conducting the research. Main objective of the study is to identify the influence of TV advertising on youth female purchasing decision of fairness cream. Research is conducted based on AIDA model which is generally used to measure the communication effect of advertising. Both primary (questionnaire) and secondary sources (such as internet, publications and books) of data have been used. Data wes collected from a hundred female respondents in Western province within the age limit of 15-29 years. Collected data was analyzed using descriptive such as tables, charts and inferential statistical tools (Correlation analysis) using SPSS 20. In conclusion it was identified there is a weak relationship between TV presentation and purchasing decision of fairness cream and attention and purchasing decision of fairness cream while persuasive message , interest and desire having a significant moderate relationship with purchasing decision. Brand name has a strong relationship with purchasing decision.
Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).
(Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.
In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.
The Impact of Social Media on Brand Image: A Study of Higher Education Industry in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Fernando, S.R.C.; Wijesundara, C.B.
The basic purpose behind this research is to find out the impact of successful Social web. Companies are constantly monitor its changes of the brand image. However it’s also necessary for them to take into account the rapid spread of social media and the rising number of social media users. Each company’s aim is to create positive brand image or if not positive, then at least an image that will lead to profitable results, leading positions on the market and opportunities for future growth. Therefore the analysis of social media and what is the effectiveness of social media platforms on organizations image toward brands will provide efficient and helpful insights for companies. Based on a sample of 200 respondents drawn from students of higher education institutes in Colombo, the study measured the relationship between social media and brand image following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. Gathered data was analyzed using SPSS software and correlation and regression were used as the main inferential statistics to verify the relationship. Findings from this study provide some insights for the higher education industry. Firstly, with the use of social media, companies can create and enhance its brand image and subsequently lead to attract customers. Especially in private sector universities need to attract more customers to make the profit. But when it comes to the state universities it is important to create and maintain the relationship between students and university. However, marketers must keep in mind that the Social media is a great tool that influences brand image as social media is two way communication method. While the viral marketing information is seem to be trusted by users, marketers should prioritize and implement them in their advertising strategy.
The Impact of Brand Personality on Customer Buying Intention: In the Case of Charles & Keith Brand in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Wijerathne, W.P.T.U.P.; Wanninayake, W.M.C.B.
This study was conducted to identify the level of impact a brand’s personality has over a customer’s purchasing intention when it comes to branded apparel shopping in Sri Lanka and to establish the relationship between the brand personality and the consumer purchasing intention when it comes to the branded products market mainly in the case of Charles & Keith brand. In order to create a balance in conducting the research, the researcher is agreed on using quantitative techniques. With the availability of various techniques for conducting a primary research and only survey/questionnaire was used by the researcher as a quantitative technique. The sampling method which was used to select the sample population for this study was simple random sampling method, where using this technique 120 sample respondents were selected. When the brand personality is considered researcher believes that Charles & Keith brand has an exciting and competence brand personality. When considering the purchasing intention, it is proved that both the resources and opportunity should be present in order to have the purchasing intention, also attitude plays a major role in this process. Also personalized service and convenience have been selected by the majority as the crucial motivational factor.
Factors Influencing the Purchase Intention of Organic Food Products in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Karunatilleke, A.N.C.; Weerasiri, R.A.S.
Organic food industry currently has become one most emerging markets around the world. Considering the recent economic growth in Sri Lanka, agricultural sector inclusive of organic food industry, holds a significant portion over the contribution to economic growth. However Sri Lanka being one of the largest exporters in agricultural sector, understanding the potential and behaviour of the consumers regarding organic food products is vital to expand the industry. Hence the aim of this study is to analyse and discuss the organic market and customer purchasing intention in Sri Lankan context. The key objective of the study would be to study the factors influencing consumer purchasing decision with regard to organic foods whereas the specific objectives are to; identify the impact of marketing mix related factors and pre purchase related factors (attitudes, values, beliefs) on customer purchase intention, identify how the impact of demographic factors towards marketing mixes related factors or pre purchase related factors and customer purchasing intention and identify the prominent factors influencing consumer purchasing decision of organic food and recommend strategies for organic food manufacturers. This research study is descriptive in nature and data has been collected from 150 respondents using well-structured questionnaires. Primary data were collected through a consumer survey conducted in western province using a stratified sampling method and analysed results using mean analysis, regression and frequency measures. Secondary data were collected through rigorous literature review. The date gathered was analyzed using SPSS16.0.However based the research outcome, marketing mix and pre purchase related factors have a clear positive relationship with the customer purchasing decision of organic foods. Hence the recommendation and insights for strategies have been provided via the study that can be used by organic food manufacturers in accordance with their business situation to maximize
The impact of celebrity endorsement toward brand image with special reference to men’s wear apparel in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Rashinda, Malshan.; Weerasiri, R.A.S.
The working men take a significant role in the function of wearing formal wear apparel for day to day office. Number of factors affects the working men in selecting fashionable, quality apparel in order to fulfill their daily clothing needs. The clothing gives men confidence, more personality and more winning attitude for their day-to-day office work. This study attempts to measure the impact of celebrity of endorsement on brand image with reference to men’s wear formal apparel brands. For this purpose, 150 male respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 23.0 of SPSS package. Results revealed that celebrity endorsement and brand image are positively correlated. The study was conducted of focusing on three main attributes of celebrities. Those celebrity attributes were attractiveness, expertness and trustworthiness. The research findings reveal the most preferred local apparel brand in Sri Lanka, Namely ‘Emerald’. Further it suggests changing the celebrities time to time, rather depending only on cricketers, where the cricketers have been always used for other advertisements as well and suggests moving on towards musicians and actors in order to give the same message with different personalities.
Factors Affecting Customer Loyalty Towards Licensed Commercial Banks in Sri Lanka : (With Special Reference to Colombo District).
(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, P.U.; Fernando, P.M.P.
Customer Loyalty has been identified as a significant dimension in the achievement of competitive edge in services sectors. Loyalty can increase overall business value for the firm giving it the opportunity of decreasing serving costs for customers. The financial sector in Sri Lanka has a number of licensed commercial banks which further increases the competition and complexity among the banks. Analyzed closely it is evident that there are only slight differences which are existing in different financial services across companies and due to this reason, many banks have initiated a variety of activities to improve customer loyalty. The purpose of the study is to establish the factors affecting customer loyalty in the banking sector with special reference to the Licensed Commercial Banks in the Colombo District. The literature review contributed to identify six factors leading into customer loyalty, i.e. customer value, switching cost, reputation, habit, trust and service quality. The sub objectives of the research looked into analyzing the effect of each factor on building customer loyalty towards licensed commercial banks in Sri Lanka. The primary data collection was done using a self-administrated questionnaire from 150 banking customers, selected using cluster sampling method and convenience sampling method. The study revealed that all six factors are positively affecting towards building customer loyalty in the banking sector. Further the trust, service quality and reputation are generating the highest correlation with the dependent variable customer loyalty.
The Impact of Store Atmospherics on Purchasing Intention with Reference to Retail Fashion Outlet.
(Department of Marketing Management, University of Kelaniya, 2016) Madushani, J.; Perera, G.N.R.
Retailing in Sri Lanka is gaining attention like never before. Organized retailing especially has created euphoria amongst Sri Lanka consumers drawing them into malls and trade areas in huge number. Retailers are offering never service dimension to create unique shopping experiences for the customers. However, whether consumers are able to perceive newer service dimensions and getting affected foe store patronage in new store formats or not, remains to be found out. A customer purchasing intention is critical component in store choice and satisfaction. Perception about stores is driven substantially by tangible characteristics of stores. The main purpose of this study was to determine the impact of store atmospherics on purchasing intention on retail fashion outlet. 150 respondents were selected from Gampaha area, and across these dimensions: Background music, Layout and Design, Promotional signage and Lighting, the study also investigated differences in purchasing intention of retail fashion outlets in demographic variables: age, gender and monthly income. Analyses were dong using the SPSS and MS Excel. Primary data was gathered through research questionnaire given to respondents in Gampaha area. Descriptive and inferential statistical methods such as mean and correlation were used to analyze the data in this way. The overall purchasing intention of retail stores was “good”. Across the four dimensions of purchasing intention in retail fashion outlet, the respondent’s purchasing intention in terms of background music, promotional signage and lighting was good.
Perception towards Organic Foods: A Qualitative Approach to Y Generation in Colombo Gampaha Districts in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Fernando, K.G.N.; Gunawardana, H.M.R.S.S.
The main purpose of this study is to investigate the perception among young generation in Colombo and Gampaha district of Sri Lanka on organic foods. Mainly it explored the positive and negative beliefs and attitudes towards organic food choices, purchase behavior and consumption values. Total of 20 depth interviews were conducted among 20 males and females who have at least occasionally bought or consumed organic foods and respondents who have not bought and consumed organic foods within last three months by applying quota & snowball sampling techniques. The respondents were mainly chosen from Colombo and Gampaha districts representing A, B and C categories of Socio Economic Class. A means-end chain value map was then constructed showing attributes, consequences and values pertaining to purchasing of organic foods using Atlas.ti software. The key trigger for purchasing organic food products was “health benefits” and the major barriers which hinder purchasing organic foods were “consumers’ inadequate knowledge about organic foods”, the “high price” and the “limited availability”. Hence enlightening consumers about the exclusive traits of organic production methods, the benefits of consuming organic foods and increasing availability at affordable prices help to develop the market for organic food products. This study is limited to Colombo and Gampaha districts in western province in Sri Lanka and attention should be given on generalization of findings. Yet, this study fills the gaps in qualitative research environment of organic food consumption environment in Sri Lanka.
Study on Consumer Buying Behavior on Vegetable Purchase in Sri Lanka (Special Reference to Gampaha District).
(Department of Marketing Management, University of Kelaniya, 2016) Abeysundara, A.H.A.C.L.; Jayarathne, W.A.
25 Study on Consumer Buying Behavior on Vegetable Purchase in Sri Lanka (Special Reference to Gampaha District) A.H.A.C.L.Abeysundara, Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka W.A. Jayarathne Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka Vegetables are most significant food for huan being and they are consumption day to day as a food. When purchasing the vegetables by consumer they are behaving different way in the market. Each consumer is considering purchasing factors and that factor can be different from each other. So this research problem is “which factors affecting to the purchasing decision of vegetables”. Specially identify in the based on Gampaha district. The main objective of this research is identifying consumer buying behaviour towards vegetable purchase and which factors most affecting to the consumer when they purchasing vegetables. This research is quantitative and both primary and secondary data were used to get information. Primary data was collected from a questionnaire from a sample of 100 respondents from the Gampaha District. The data collected was analysed using SPSS and statistical tools such as frequencies, percentages, mean, mode, median and standard deviation, correlation and hypothesis testing were used to analyse data. This research is study to identify which factor affecting to the consumer regarding of purchasing decision of vegetables. Therefore it could be identify which factors most are considering by the consumers. That result could be getting from analysing relationship between purchasing factors. Therefore it could be identify consumers are considering some factors for their purchasing decision.
The Impact of Social Media Marketing on Brand Loyalty (the case in tourist hotel).
(Department of Marketing Management, University of Kelaniya, 2016) Perera, P.K.D.P.; Herath, Renuka.
Tourism is one of most emerging industry in day‘s context. It has widely spread around the every corner of the world. It has able to be a strong source of income for many. Countries such as Brazil, India, China and Sri Lanka social media play a vital role in of promoting the tourism destinations obtaining benefits from this emerging industries and most of the foreign and local tourist‘s use social media as a key information source and they are very assure about the information provided via social media. Social media has created a platform of two way communication and third part can involve with communication by reviewing the ratings and sharing experiences. It leads to improve brand trust and brand loyalty of the companies. Against such a background this study is focused on to understand the social media marketing on brand loyalty in tourist hotels Therefore the main objective of this study is to Identify and critically evaluate the social media marketing practices which effects on brand loyalty Both primary and secondary data were used for this research. Sample for the study was 100 and a structured questionnaire was the instrument for data collection. Using Excel and SPSS data has analysed. sspecially the regression analysis was carried out to identify the relation between the social media marketing and the brand loyalty in the tourist hotels and other descriptive tools such as frequency counts, mean scores, percentages and standard deviation were also calculated to get and overall idea.
A Study on Impact of Building Brand Awareness of Fashion Retailer Brands Using Social Media in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Madusanka, K.A.D.; Gayathree, D.A.P.G.K.
Social media has been identified as one of the most innovative and impactful communication tools which facilitate two way communications. This 2 way communication makes the brand visibility and trust far better than traditional marketing communication methods. On the background of this, a research problem can be identified with special reference to fashion retailer industry in Sri Lanka. “How does the social media marketing effect on brand awareness when selecting a fashion retailer brand” The purpose of this research is to critically analyze the social media marketing practices which effect to consumers brand awareness when selecting a fashion retailer in Sri Lanka. The data required for the study will be collected from both primary and secondary sources. A structured questionnaire will be used to collect data in a formation. The sample for this study is going consider as a 100 respondents (Covering Colombo, Gampaha and Kaluthara areas) Collected data will be analyzed and interpreted to identify the solution for the research objectives. Since this is quantitative research findings will be interpreted using Bar charts, Pie charts and line charts and it will be more convenient to understand the weightings. The SPSS research analysis system will be used to analyze the research. There are 5 hypotheses have been tested and interpreted separately. According to the data collected, all hypotheses are proven and a conclusion can be taken as there is an impact to brand awareness of fashion retailer brands by the social media marketing activities. Thus it can be concluded that use of social media marketing on this industry and other related and similar industries will build brand awareness of the customers
The influence of demographic factors on the purchase evaluation criteria of mobile phones in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Chathuranga, P.A.; Ubayachandra, E.G.
During this second decade of the new millennium, maximizing the potential of mobile phones is a challenge that will engage governments, the private sector, and the development community alike. Mobile phones manufactures are constantly looking for new ways to differentiate themselves. The communization of this market causes a deeper view into what drives a consumer purchase of one brand over another. so the research problem is to “Identify the influence of demographic factors towards the purchase evaluation criteria of purchasing mobile phones in Sri Lanka” The research objective is to identify the influence of gender, customers’ age groups, level of income, customers’ level of education and customers’ level of occupation towards purchase evaluation criteria of mobile phones in Sri Lanka? The research is quantitative and both primary and secondary data collection methods were used to get information. Primary data was collected from a questionnaire of 100 respondents from the through convenience sampling. The data collected was analysed using SPSS and statistical tools such as frequencies, percentages, mean, mode, median and standard deviation, regression, correlation, r square, ANOVA and hypothesis testing were used to analyse data. According to the study done by the researcher, we can clearly see that the Sri Lankan customers consider the utilitarian criteria as more important when purchasing a mobile phone than the hedonic criteria. Under the utilitarian criteria the Sri Lankan mobile phone users consider more about the durability of the mobile phone they purchase and secondly consider the price of the mobile phone.
Study on Consumer Behavior towards Branded Garment Products in Sri Lanka (Special Reference to Gampaha District).
(Department of Marketing Management, University of Kelaniya, 2016) Thanushka, K.S.; Jayarathne, W.A.
In the current world situation, by each and every minute customer needs and wants are rapidly changing due to globalization. Consumer’s buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. But here the researcher only focuses her attention to four factors, such as social, cultural, psychological and marketing mix. Here in this, the researcher specially focuses the attention into Gampaha district’s consumer and their purchasing behavior. So this research is very important to identify, the role played by branded clothes on consumer’s perception in Sri Lankan context. The Sri Lankan fashion industry also contributes a considerable amount to the economy. Also the research is significant not only to marketers and organizations, but also to other segments like: entire society, business community, entrepreneurs, customers, policy makers, etc. The key objective is to examine the influence of Socio- cultural factors behind customer behavior towards branded garment products. Questionnaire based sample analysis is the base of this study. The sample consisted of 100 respondents who live in Gampaha. Those questions were used to measure the opinions of customers, and critically evaluated by using SPSS. The conclusion of this study is that there is no strong relationship between factors (social, cultural, psychological and marketing mix) with the Gampaha district consumer’s buying behavior.
The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.
Package plays an important purchasing trigger for consumers at the event of purchase occasion and it has become an integral part that provides product information to consumers. Accordingly, main purpose of this study is to explore the impact of dairy product packaging elements on purchase decisions in Sri Lankan environment. Among several elements of packaging, only five elements were considered (i.e. package color, size, material, and printed information and package innovation) by doing extensive literature review. This study purely based on quantitative research method and total of 150 respondents have been approached in Gampaha and Colombo districts by using convenient sampling technique. Descriptive statistics and correlation analysis applied as main analysis techniques to test the hypothesis formulated in this study. It shows that, from five elements of packaging, and printed information on dairy product package are the prominent factors which impact to consumer’ purchase decision. Regression analysis shows that product packaging elements have an impact on purchase decisions of dairy products. As for the author’s knowledge, no previous studies exist on impact of packaging elements of dairy products on purchase decision in Sri Lankan context and therefore this study filled the empirical gap in packaging literature. However, due caution should be given in the event of generalization of the research findings.
The impact of celebrity endorsement on purchasing intention with special reference to malted milk powder market in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Ranasinghe, R.A.C.P.; Wanninayake, W.M.C.B.
The biggest improvement in the field of Marketing is the celebrity involvement as a promotional technique. Advertises believe that using celebrity endorser will foster, in the mind of the customer, a connection between the celebrity endorser and endorse brand and perceived as a winning formula for brand building. Considering the massive amount of celebrity endorsement practices in advertising, this study is an effort to examine the association between celebrity endorsement and consumers purchasing intension with special reference to malted milk powder market in Sri Lanka. There was no any research found, under this topic in Sri Lanka hence it is considered as beneficial to identify this association. It is anticipated that attractive celebrities and credible celebrities could influence customer preference positively, and that this will eventually lead to the purchasing of the advertised products and services. The main objective of this research was to find out whether the celebrity endorsement can influence the purchasing intension of Sri Lankan consumers. A sample which consists of 100 respondents in Colombo district was used for this research study and was based on both primary & secondary data. A standard questionnaire was used and all the data analysis procedures were accomplished with assistance of SPSS software 16 version. Most of the companies use the Celebrities for their advertisements assuming that their attractiveness, trustworthiness and expertise will positively and largely impact on the sales of the malted milk powder. But this study reveals that the there is no significant relationship between the above characteristics of celebrities and purchasing intention of the consumers.
Factors Influencing on Brand Loyalty towards Fast Food Restaurants in Sri Lanka with Special Reference to Western Province
(Department of Marketing Management, University of Kelaniya, 2016) Gunarathne, W.P.G.K.; Jayarathne, W.A.
In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Building up a brand loyalty towards the brand is one marketing strategies which is commonly used by organizations to increase their sales other organization goals. This study attempts identify the factors that would influence on building up brand loyalty towards fast food restaurants. There are many previous researches related to this study area which are based on the global context whereas this study is specifically related to the global context. The primary objective of this research study is to identifying the factors that influence in building up a brand loyalty in consumer mind set towards multinational and domestic fast food chains with special reference to western province. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This study specifically comes under descriptive nature and researcher used survey data collection technique to gather data in order to get ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze collected data from respondents to reach conclusion. As per the research findings food provide and atmosphere creates strong positive relationship in building up brand loyalty towards the fast food restaurants where other considered factors have weak and moderate positive relationships in building up brand loyalty.