Student Research Conference on Marketing(SRCM)
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/17158
Browse
33 results
Search Results
Item Impact of eWOM in Social Networking Sites on Purchasing Intention in Fast Food Restaurant Industry: A Study among Facebook Users(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijesinghe, M. P.; Wanninayake, W. M. C. B.With the increasing usage of social media apps, the rate of TV viewership is declining, and online ad blocking is taking place with providing implications to businesses for finding alternative ways of approaching their target audiences. Therefore, marketers find new ways to reach potential customers via social networking sites (SNS) to promote their brands. With the aforesaid background, this study is designed to explore the impact of eWOM in SNS on the purchase intention of Facebook users in the context of the fast-food restaurant industry in Sri Lanka. This study adopts a positivist research paradigm with the deductive research approach and employed self-administrated questionnaires to gather primary data from the conveniently selected sample in the Western province of Sri Lanka. The regression analysis and several statistical techniques have been adopted to analyze the collected data to achieve meaningful conclusions. Overall results revealed that eWOM positively affects purchase intention and found that credible influencers and useful content are vital for the success of eWOM marketing, which affects the fast-food restaurants' performance in Sri Lanka. Therefore, the study outcomes encourage marketers to harness the opportunities that SNS create for businesses and encourage them to develop viral marketing campaigns to spread C2C eWOM to improve purchase intentions. Hence, overall implications indicate positive commercial and economic impact in the present context, even though some limitations are associated with the study.Item Impact of Corporate Reputation on Customer Patronizing Behavior: A Moderating Effect of CRM Practices in Supermarket Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayaweera, S. M.; Wanninayake, W. M. C. B.The competitiveness of the local supermarket industry is increasing unprecedentedly with the impact of various macro-environment factors. That Corporate Reputation is one strategic element available at companies to gain a competitive advantage and win more customers within the supermarket industry. However, sufficient empirical studies were not carried out in the local context to investigate those concepts' association. Therefore, this study aims to investigate the impact of Corporate Reputation on Customer Patronizing Behaviour with moderating effect of Customer Relationships Management (CRM) strategies within the supermarket industry, Sri Lanka. The present research was carried out based on the quantitative research strategy under the positivist research paradigm. The primary data was collected from the individuals who are frequently shopping at any supermarket in Sri Lanka. The non-probability convenience sampling method was used for the study, and data were collected by using a structured questionnaire with a sample size of 250. The finding revealed that Corporate Reputation towards customer patronizing behavior is positive, with the companies' CRM practices adopted by the companies in the present context. Further findings explore that all the independent variables have a significant positive relationship with the dependent variable. The study provides practical implications for developing marketing strategies and communication activities in supermarket chains in the domestic market. Further findings can build modern trade retailers' corporate reputation to enhance customer patronizing behavior by using effective CRM strategiesItem Impact of Corporate Brand Identity on Customer Store Loyalty towards Retail Fashion Industry in Western Province of Sri Lanka: The Mediating Effect of Brand Citizenship Behavior(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Mapa, M. M. D. T. H.; Wanninayake, W. M. C. B.The purpose of this study is to investigate the impact of corporate brand identity on customer store loyalty. The literature on service and corporate branding in retail contexts has acknowledged staff's influences on customers' brand perceptions. When conferring to the literature, there is a huge dilemma to be solved, whether the corporate brand identity has a real impact on customer store loyalty toward the fashion retail outlets in the Sri Lankan context. Hence, this study reviews how theoretical and empirical contributions will be able to address that dilemma. As this study was quantitative in nature, it used structured questionnaires to collect primary data based on the multilevel mixed sampling method. Researchers employed multiple regression, macro process, and correlation analysis as main statistical tools to investigate the hypothetical impacts. The finding revealed that the direct relationship between corporate brand identity and store loyalty has been statistically proven. Results proved that the role of brand citizenship behavior has a partial mediating effect on the relationship between corporate brand identity and store loyalty. The study's findings have a more practical contribution for the fashion retail sector marketers for making effective corporate branding decisions. Finally, the researchers recommend several strategies for the fashion retail industry's marketing practitioners to develop brand loyalty through the corporate brand identity and brand citizenship behavior.Item Impact of Sensory Marketing on Customer Repurchasing Intention with Special Reference to Modern Trade Industry in Sri Lankan(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madusanka, U. G. G.; Wanninayake, W. M. C. B.Sensory marketing is simply the process of winning a customer's trust and attention by appealing to each of these five senses sight, hearing, taste, touch, and smell. Even though this practice is strongly applied in the modern trade sector in Sri Lanka, there is insufficient empirical evidence to evaluate the effectiveness of sensory marketing practices in the present research context. Accordingly, this study aims to examine the impact of sensory marketing on customers' repurchasing behavior in the domestic market's modern trade sector. The researchers applied the quantitative approach based on the positivist research paradigm, and the researchers employed a structured questionnaire to collect the primary data. The sample of 384 was drawn among customers who are regularly visiting modern retail shops based on the non-probability sampling method. The data were analyzed using SPSS statistical software, and the findings revealed that modern retailers' sensory marketing strategies have a significant contribution to trigger customer's positive emotion. It is identified that sight is the strongest sense in humans' sensory systems. Consumers are largely replying to this sense and often make a purchasing decision based on their first impression. Further, hypothesis tests proved that sensory marketing strategies have a significant positive relationship between customer repurchasing intention. Hence, the researcher has drawn the retailers who run modern retail shops to enhance sensory stimuli, including sight, hearing, taste, touch, and smell, to develop customer patronizing behavior towards their retail outlets.Item Impact of Brand Crisis on Brand Avoidance in Electronic Retailing Portal with the Mediating Effect of Brand Love and E-Brand Trust: with Special Reference to Fast Moving Consumer Good Consumption in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dabare, P. U. I.; Wanninayake, W. M. C. B.The fast-moving consumer goods (FMCG) market is one of the most competitive and aggressive markets globally. Even though many branding concepts were investigated by the previous researchers, brand crisis and brand avoidance behavior were not sufficiently investigated in the local context. Therefore, the purpose of this study is to identify the impact of the brand crisis on brand avoidance with the mediating effect of brand love and e-brand trust within the FMCG purchases via e-retailing portal in Western Province, Sri Lanka. As this study is quantitative in nature, it has used structured survey questionnaires, identifying a sample of 325, which consist of online users especially referring to generation Y and Z, using a multistage mix sampling method. In terms of testing hypothesis, the researchers have followed Partial Least Square (PLS), and Structural Equation Modeling (SEM). The structural model's bootstrapping results demonstrated that brand crisis positively impacts brand avoidance, negative relationships in between brand crisis and e-brand trust, brand love and brand avoidance, e-brand trust, and brand avoidance. Since the study focuses only on the FMCG category within an online context, the generalization of findings is framed only for the given context. However, along with the mediation of e-brand trust, it has proved that e-brand trust prevents brand avoidance in FMCG online retailing in times of crisis.Item Impact of Instagram Advertising on Youth Impulsive Buying Behavior Towards Apparel Outlets Located in Colombo District: The Moderating Effect of Consumer Personality and Mediating Effect of Digital Literacy(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasinghe, M. M.; Wanninayake, W. M. C. B.Social media advertisements are one of the most highly utilized communication tools in the current marketing landscape to engage with the audience. In Sri Lanka the most used social media platforms for advertising by companies are Facebook and Instagram. Both platforms can be used to influence on the impulsive purchase behavior of young consumes. The objective of this study is to evaluate the impact that social media advertisements, specifically Instagram advertisements, can have on the youth audience. The impulsiveness of making purchase decisions by youth has been studied in detail referring to the apparel outlets located in Colombo district of Sri Lanka with a moderating effect of consumer personality and mediating effect of digital literacy. The initial part of the paper reviewed previous literature for developing conceptual framework and hypotheses and then it was tested hypotheses based on qualitative findings developed from the questionnaire which was circulated among 384 young consumers who have been exposed to apparel related advertisements on Instagram. The practice gap and the theoretical gap has been identified to develop the conceptual framework where later the validity and reliability of the framework has been tested based on the data gathered using SPSS software. The hypotheses have been tested by using correlation and multiple regression analysis in deriving the conclusion where findings contribute to improving advertising content for better attraction and trial purchase of young consumers. In today’s context, social media advertising is of high importance and the impact of this on Sri Lankan apparel brand impulse purchases can be further investigated upon.Item Impact of Visual Merchandising on Consumer Repurchase Intention: Examining the Mediating Effect of Consumer Attitude with Special Reference to Restaurant Industry in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gunawardhana, N. B. I. S.; Wanninayake, W. M. C. B.Throughout last few years, food consumption patterns of consumers have drastically changed with the expansion of restaurant industry. Therefore, the restaurant industry is having a significant competition. Based on that, visual merchandising is a frequently used strategy that marketers used to influence the repurchase intention of consumers. Therefore, this research aims on identifying the impact of visual merchandising on consumer repurchase intention with special reference to restaurant industry in Western province, Sri Lanka. When conferring the literature, researchers widely discussed positively about this relationship. However, the researchers explored that there is a controversial argument about this relationship in this context in literature. Further, there are few studies regarding the mediating impact made by consumer attitude in the above relationship in this context. This study was quantitative in nature, and it used structured questionnaire to collect primary data. Therefore, to get the findings, the researcher distributed 400 questionnaires and collected 320 responses through online survey. The findings revealed that the positive impact of visual merchandising on consumers repurchase intention. Further, findings proved that consumer attitude has a mediating effect on the relationship between visual merchandising on repurchase intention. Main statistical tools used for this study was regression and correlation analysis using SPSS version 26. Finally, with findings, the researchers suggest some recommendations and possible future research areas that will be beneficial for marketers and future researchers.Item Impact of Celebrity Endorsement on Brand Switching Behavior of Customers: With Special Reference to Sri Lankan Mobile Telecommunication Industry in Puttlam District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madushani, S. M. W.; Wanninayake, W. M. C. B.The mobile telecommunications business has evolved into a vital aspect of today's fast-paced, technologically advanced world. As the market matures, mobile communication services become more similar, resulting in increased rivalry for new customer acquisition and retention in order to maintain and improve market share and profitability. Therefore, all industry players in the telecommunication industry trying to retaining the existing customers and attract new customers to increase their customer base, to achieve these, aims marketers are spending a huge sum of money on celebrity endorsement. As a result, the main purpose of this research is to look at the impact of celebrity endorsement on brand switching behavior in the Puttlam district's mobile telecommunications business. This research has one independent variable and four dimensions namely celebrity endorsement, trustworthiness, expertise, attractiveness, and respect. 150 customers who are using mobile telecommunication services were selected from Puttlam district as the sample for the study. As this study was quantitative in nature, structured questionnaire was employed to gather primary data. The Descriptive statistics, Correlation analysis, and Regression analysis were employed to analyses the data and testing hypotheses. The findings revealed that there is a moderate of to celebrity endorsement, specially, trustworthiness, expertise, attractiveness, on brand switching behavior of the customers’ mobile telecommunication industry. However, findings further noted that there is no significant impact on expertise of the endorser for switching behavior of the customer in mobile telecommunication industry in the present research context.Item Impact of Sensory Branding Elements on Customer Loyalty with the Mediating Impact of Brand Experience and Moderating Impact of Brand Resonance: With Special Reference to Franchised Fast Food Chains Located in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rahuman, F. A.; Wanninayake, W. M. C. B.In today’s context, many franchised fast food chains are adopting different techniques to stand out from the other competitors. Sensory branding elements play a vital role in creating a loyal relationship with consumers. This relationship is widely examined research scope but still, empirical gaps are claimed due to the lack of previous works regarding the mediating role and moderating role relating to this phenomenon. The purpose of this research is to identify the impact of sensory branding elements on customer loyalty by examining the mediating effect of brand experience and moderating effect of brand resonance with special reference to franchised fast food chains located in Western province. As this study was quantitative, it has used a structured questionnaire survey method to gather primary data based on the convenient sampling method through online platforms. Total, 384 questionnaires were distributed and 200 responses were collected to analyze using the SPSS 26 software version. In order to investigate the hypothetical impacts researchers employed various statistical techniques such as Multiple Regression, Macro Process and Pearson Correlation Coefficient Analysis. The findings of the research revealed that there is a significant positive relationship between sensory branding elements and customer loyalty. Also, it further proved that there is a mediating and moderating impact of brand experience and brand resonance on the relationship between sensory branding elements and customer loyalty. Finally, the researcher recommends several strategies for marketing practitioners of franchised fast food chains to develop customer loyalty through sensory branding elements, brand experience and brand resonance.Item Impact of Visual Merchandising Strategies on Impulsive Buying Behavior Towards Fashion Products: With Special Reference to Y Generation Customers in Colombo District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayasinghe, N. M. P. T.; Wanninayake, W. M. C. B.The new dynamic of the environment creates the fierce competition in the fashion industry and visual merchandising strategies are adopted by fashion companies to maintain the competitive advantages. However, there is no sufficient studies to identify the effectiveness of visual merchandising of fashion industry. Therefore, this article aims to analyze the impact of visual merchandising strategies on impulsive buying behavior towards the fashion product among the customers of generation Y. Based on a review of the literature, this study develops an integrative model, using window display, mannequin display, floor merchandising, promotional signage as independent variables and impulsive buying behavior as dependent variable. The data was collected by using sample survey among 157 consumers of who are regularly purchasing fashion products from the modern retailers. The findings demonstrated that the window display, mannequin display, floor merchandising have positive and significant impact on the impulsive buying behavior towards the fashion product in the present research context. Further, promotional signage has negative impact for impulsive buying behavior. The results of this study proved that elements of visual merchandising like window display, mannequin display and floor merchandising serve as strong stimulus for reminding and inspiring the customer to do impulse buying choice of fashion product. And also promotional signage was not attractive tool of visual merchandising in Sri Lankan context. Finally, the researchers concluded that the visual merchandising plays a vital role in developing customer’s impulse buying behavior in the fashion retailing context in Sri Lanka.