Student Research Conference on Marketing(SRCM)
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/17158
Browse
34 results
Search Results
Item Impact of Facebook Marketing on Brand Trust with Special Reference to Sri Lankan Tourist Hotels(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Weerakoon, W. R. M. P.; Herath, H. M. R. P.Social media is an emerging trend of marketing in today’s context. It can be seen that many organizations use Facebook to engage with people, build brand awareness, and brand trust towards their brand names. Thus, this study was quantitative in nature; the researcher used the deductive research approach. The study was conducted with a sample of 262 Facebook users, selected following the convenience sampling method. A structured questionnaire was distributed among the selected sample. The independent variable is Facebook marketing, and the dependent variable is brand trust. The variable of Facebook marketing measured through the dimensions of compliance, internalization, and identification. To test the developed hypotheses a correlation analysis and linear regression analysis were used. As per the Pearson correlation, a positive relationship was found between each variable and brand trust. Further, it discovered a significant impact of each variable on the brand trust with special reference to Sri Lankan tourist hotels. The study provokes valuable insights that marketing professionals, government bodies, and tourist organizations can use when developing their online marketing campaigns. Online strategies of tourist hotel brands should be wisely managed. The investments should be engaged in effective Facebook marketing activities to build brand trust and grab tourist attraction. Further, the study has revealed that there are some limitations in the study, such as poor generalizability of results due to the small sample size and respondents’ fraudulent answers.Item Impact of Logistics Performance on Customer Satisfaction: Special Reference to Online Retailing of FMCG Products(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nawzer, M Nasih; Herath, H. M. R. P.Online retailing is an emerging trend of marketing. This study’s main purpose was to analyze the impact of logistics performance on online retail stores’ customer satisfaction, especially in FMCG Products. Thus, this study was quantitative in nature. The researcher has used the deductive research approach, and the study was conducted with a sample of 250 from Western Province Based, selected following convenience sampling method. A structured questionnaire was distributed among the selected sample. The independent variable is Logistics Performance, and the dependent variable is Customer Satisfaction. Logistics Performance Measured under three Dimensions; namely Delivery, Time & Security. In the meantime, Customer Satisfaction was measured using information & Pricing Dimensions. To test the developed hypotheses a correlation analysis and linear regression analysis were used. As per the Pearson correlation, a positive relationship was found between each variable and Customer Satisfaction. It discovered a significant impact on each variable to the Customer Satisfaction with special reference to FMCG. Further, the study has revealed that there are some limitations in the study, such as poor respondents’ fraudulent answers. Since the study was only conducted regarding fast-moving food product users in the Western province of Sri Lanka its applicability on a global scale is questionable due to the wide range of political, economic, socio-cultural and technological factors that need to be given due prominence.Item Impact of Social Media Influencers on Customer Purchase Intention among Generation Z: with Special Reference to Mobile Phones in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathnayaka, M. K.; Herath, H. M. R. P.Influencer marketing is expanding exponentially throughout the world, causing marketers to see this marketing strategy as an essential part of their marketing options. Mobile phones are getting more attention, and it has become a continual existence in a person’s everyday life. It is not solely used for essential communication purposes but also to enhance people living style. Similarly, tech influencers have great influence over their followers. Consequently, this research determines the personal factors of Social Media Influencers that contribute to influencing customer’s purchase intention among generation Z with special reference to mobile phones. Application of source credibility and source attractiveness models are used. The variables contracted including trustworthiness, expertise, likeability, similarity, and familiarity. The quantitative method is used, whereby survey questionnaires were distributed to obtain data from social media users age among generation Z. The results of the hypotheses testing presented that purchase intention is positively influenced by trustworthiness, expertise, likeability, and familiarity. As a result, the research findings are used to give future researchers and marketers better insight into how social media influences the customers’ purchase intention.Item The Impact of Strong Brands on New Brands: with Special reference to Textile Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, G. S. B.; Herath, H. M. R. P.This study is an in-depth investigation to study the impact of strong brands on the new brands in the textile industry in Sri Lanka. It aims to help consumers predict old brand purchases through an improved understanding of the effects of three major variables: customer satisfaction and loyalty with the store, expressed through word-of-mouth; and trust in old brands. An additional aim is to explore variations in brand adoption and the inter-relationships between the selected constructs. This investigation is based on the through and supporting literature studied through; the theory of Brand Equity and the brand Purchase Likelihood theory. This is a quantitative study, and information was obtained from the primary data taken from the selected sample through convenience sampling technique. In research that identified and measured the relationship through the hypotheses developed and the hypotheses testing, results demonstrated that new entry brands directly affect brand equity. Identified, four variables of service encounter have significant indirect effects through relationship quality on brand equity. Therefore, this study makes a significant contribution to the existing knowledge about the relationship between brand equity and consumer satisfaction in consumer behavior.Item Impact of Sensory Marketing on Online Purchase Intention: with Special Reference to Online Apparel Shopping Industry in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sudasinghe, S. D. D. T.; Herath, H. M. R. P.In the current era, increased attention to the five senses in the marketing process suggests that companies should be aware of consumers’ inner purchasing process. Retailers are fixated on adding sensory stimulus to their store. Today, people are increasingly purchasing (food, clothes) and consuming (movies, courses) online. Over the last few years, e-commerce has become an indispensable part of the global retail framework, with many shoppers venturing on to the digital platform. At present, Sensory Marketing as a unique Marketing Strategy is considered to be a top priority. Hence, this study aims to investigate the impact of sensory marketing on online purchase intention towards online apparel shopping. The study is conducted with a sample of 385 respondents, following the convenience sampling method. A properly structured questionnaire was distributed among the selected sample. In order to test the hypotheses developed, simple linear regression and correlation analysis were used. The findings revealed that there is a positive impact of sensory marketing on online purchase intention. The three dimensions of Sensory Marketing, namely sight, sound, and touch, were deductively framed in this study. This study, thereby, contributes to building a successful consumer- brand relationship in building strong brands & increase purchase intention using sensory marketing in the online apparel shopping context.Item Factors Affecting on the Behavioral Intention to Use Mobile Banking Application among the Western Province of Sri Lankan Customers(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasinghe, K. P. K. L.; Herath, H. M. R. P.Providing pioneering facilities is an essential factor for attractiveness of the banking industry. Mobile banking application is such an innovative service. Through this, all the banking customers will be able to make banking activities more quickly and conveniently than traditional banking. Mobile banking service provides convenience, true mobility, speed, and environmentally friendly service. However, Sri Lankan consumers do not accept this innovative service, and there is a conflict to use or less use this service. Therefore, this research aims to study the factors affecting the behavioral intention to use mobile banking applications among the western province of Sri Lankan customers. The study observed perceived risk, trust, convenience, and relative advantage as independent variables and behavioral intention to use mobile banking applications as the dependent variable. This is a quantitative research study where a structured questionnaire was disseminated among 384 mobile banking application users in the western province, a sample selected through a convenience sampling method. Correlation and multiple linear regression analysis were used to analyze the hypotheses. The results revealed that trust, convenience, and relative advantage positively influence and perceived risk negatively influences behavioral intention to use mobile banking application. Furthermore, this study has provided an avenue for the Sri Lankan government, banking authority, software engineers, and service developers to improve behavioral intention to use mobile banking applications to increase consumers’ self-confidence to use mobile banking.Item The Impact of Plastic Product Packaging on Consumer Perception: With Special Reference to the Sri Lankan Food and Beverage Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sandaruwan, A. M. N.; Herath, H. M. R. P.The food and beverage industry has become one of the major contributor to the growth of all the economies. In Sri Lanka also, food and beverage industry has become as a thriving sector in the economy. Packaging has become as an essential medium for preserving food and beverage quality, reducing food and beverage wastage while acting as an information provider. Plastic packaging comprises the highest portion of total packaging material market share. In Sri Lanka, plastic waste is arisen day by day. People can reduce the plastic waste to some extent by re-using packages. But consumers do not re-use plastic product packaging. Harmonization of product packaging positively influence on consumers’ perception of usability of product packaging. The main research objective of this study therefore is to investigate the impact of plastic product packaging on consumer perception. The research was carried out by using quantitative method and questionnaire was distributed among consumers who are in Colombo district. The developed hypotheses were tested using data collected from 384 respondents through an online survey. After collecting primary data from the proposed sample, the gathered data were analyzed by using Statistical Package for the Social Science (SPSS) and ran a Correlation and regression analysis. The findings of this study show that packaging form harmonize, packaging color harmonize, packaging material harmonize, packaging size harmonize and separable packaging label have significant and positive relationship with consumers’ perception of plastic product packaging. All variables have significant and positive impact on consumers’ perception of plastic product packaging. According to the findings of this study, marketers and package designers need to take necessary actions to improve package usability.Item Impact of Perceived Risk on Online Purchase Intention for Home Appliances: With Special Reference to Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramanayake, S. H.; Herath, H. M. R. P.This study aims to analyze how perceived risk: specifically, financial risk, product risk, convenient risk, psychological risk and social risk impact on customers’ online purchase intention for home appliances. Based on a review of literature, this study developed conceptual model, and it was tested using data collected through an online survey collected from 384 online shoppers by using convenience sampling method and evaluated through SPSS. The findings demonstrated a negative, significant impact of perceived risk for online purchase intention for home appliances. The results further indicated that financial risk, psychological risk and social risk shows a significant negative impact on online purchase intention for home appliances. The findings contribute to a better understanding of the online customers and development of e-commerce for home appliances in Sri Lanka.Item The Impact of Social Media Marketing on Brand Loyalty in FMCG Industry of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Chinthake, B. G. S.; Herath, H. M. R. P.Social media marketing is one of the most popular mode of marketing which most businesses have decided to heavily invest to build the brand loyalty among their consumers through connecting and engaging with them. This research therefore is focused on investigating the impact of the social media marketing, especially the influence of social media advertising, electronic word-of-mouth (eWOM) and online brand community (OBC) on brand loyalty in FMCG industry of Sri Lanka. There is lack of research and theoretical studies carried out within this scope related to the collaborative impact of above-mentioned social media marketing tools (social media advertising, eWOM, OBC) on brand loyalty in FMCG industry. Based on the review of literature this quantitative research study developed conceptual framework which was tested by using the primary data gathered from sample of 384 social media users through an online structured survey. The Findings of this study showcased a positive and significant impact of social media advertising, electronic word of mouth and online brand community on brand loyalty. Those findings help to realize the importance of social media marketing strategies in the modern business world and its effect on brand loyalty of the consumers.Item The Impact of Emotional Brand Attachment on Brand Equity of Baby Skin Care Products: With Special Reference to Young Mothers in Colombo District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Indrarathne, H. S. R.; Herath, H. M. R. P.This study aims to analyze extent to which emotional brand attachment impacts on brand equity of baby skin care products with special reference to young mothers in Colombo districts. Based on the reviewed literature, there are three factors that were identified as affection, connection and passion that affects to the brand equity in relation to emotional brand attachment. The study was conducted as a quantitative study and it data collected from 385 respondents of a selected sample of young mothers between ages of 18-35 in Colombo district through a structured questionnaire. The data were analyzed using descriptive statistics and regression analysis with the help of SPSS 23 version of statistical software to test the hypothesis. The findings demonstrate a positive effect that passion, affection and connection has on the brand equity and overall the significance positive effect that the emotional brand attachment has on the brand equity of baby skin care products from young mothers’ perspective. The findings of the study have further elaborated that young mothers are highly brand concerned and they are well aware of brands and their functional benefits. The findings of the study contribute to add value to the various existing marketing theories and can be applied for various marketing strategies in Sri Lankan context to gain insights for policy makers and sound source to grab and retain customers in the organizations.