Student Research Conference on Marketing(SRCM)
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Item The Factors Affecting the Purchase Intention of Motorcycle Market with Special Reference to Colombo and Gampaha Districts.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerasinghe, D.N.M.; Fernando, P.M.P.Motorcycle industry is a very competitive market with a significant number of market players. Also the statistics indicate that the motorcycles are a sought-after means of transportation among Sri Lankans. This study carried out to understand the factors affecting to the purchase intention of motorcycles in the Sri Lankan context. A comprehensive literature analysis was carried out in order to identify five major factors i.e. promotions, after sales service, product quality, country of origin and brand awareness which are leading to purchase intention within the motorcycle industry from both local and international context. The study focused on Colombo and Gampaha area with a sample of 120 and the survey method was used to gather primary data from the selected group. Hypotheses for the research were tested using correlation analysis. In Sri Lankan context, product quality, country of origin, and promotion are the most important factors when making a decision of purchasing motorcycles.Item The Factors Affecting Consumer Purchase Intention of Organic Food in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Silva, A.S.S.; Fernando, P.M.P.Due to the current prominence of the concept “Organic Food” this research was conducted to identify relationship between organic food purchasing intension and several considering factors. A comprehensive literature review was carried out in order to identify the major factors leading in to organic food purchase intention among customers in both local and international context. Price, Quality of the foods, Healthiness, Labeling and Place were selected to study under the research as independent variables and customers’ organic food purchase intention was considered as the dependent variable. The study was quantitative in nature and a self-administrative questionnaire was prepared using the available literature to measure the relationship between the independent and dependent variables. This was distributed to 150 sample who are both organic consumers and non-consumers with potential buying power to consume organic foods using convenience sampling technique. Also special attention was given to distribute the questionnaire to a sample from metropolitan areas of the western province due to the higher organic product availability and awareness within the region. In order to analyse the data Pearson Correlation Analysis and Regression a\Analysis were used. Correlation analysis revealed that place, healthiness, quality and labeling are having a positive association with consumers’ purchase intention of organic foods. Also the regression analysis further established these relationships.Item A Study of the Relationship between Rewards and Employee Motivation (With Special Reference to Sri Lanka Insurance Corporation).(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Nishshanka, N.B.A.P.S.; Fernando, P.M.P.Increasingly, organizations are realizing that they have to establish an equitable balance between the employees’ contribution to the organization and the organization’s contribution to the employees. Establishing this balance is one of the main reasons on offering rewards as a tool to increase employee motivation. In Sri Lankan insurance industry, non-executive marketing officers are now playing a significant role of generating revenue. Therefore, Sri Lanka Insurance Corporation must identify which factors are affecting to the success of the employee motivation within the insurance industry. The study focused on Pay, Benefits, Promotion, and Recognition as independent variables and Employee Motivation as the Dependent variable. 120 respondents were selected as the sample for the study using the convenience sampling technique. The results of the research indicated that there is a strong positive relationship between all four variables of rewards and employee motivation. And the research findings and recommendations can be used for further researches to identify further factors leading to higher motivation from non-executive employees within the insurance industry.Item A Study on Assessing the Factors and Extent of Brand Loyalty in Sri Lankan Decorative Paint Industry(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Liyanage, T.H.; Fernando, P.M.P.The number of decorative paint companies in the Sri Lankan market is increasing and similar to that the customer demand is also increasing. Today this particular industry has become one of the profitable industries in Sri Lanka. According to the comprehensive literature review carried out, it was noted that 95% of market share has been captured by seven companies out of the 60 brands. This research study was a step towards understanding the factors affecting to brand loyalty and the extent of the loyalty in the decorative paint industry in Sri Lanka. Consistent with the objectives the research questions were set. The hypothesis were based on selected independent factors from literature review. The research approach was consist of quantitative data and the main data collection method was done through a structured questionnaire. 153 customers were selected using convenience sampling methodology for the study. Descriptive statistics was used to present the data and correlation and regression analysis were employed as inferential statistics. According to the results Brand Image, Price, Referral Marketing, Product Quality, Communication, Environmental Friendliness have a direct impact to the attitudinal brand loyalty in decorative paint industry. But the Availability does not have a direct impact to the brand loyalty in the industry. Companies can use research outcomes in order to increase their brand loyalty and reduce cost in retaining customers.Item A Study on the Impact of Brand Equity Dimensions on Purchase Intention of Signal Toothpaste with Special Reference to Colombo Area(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunaratne, C.M.F.; Fernando, P.M.P.Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. Having number of brands and flavors, causes to create intense competition in the toothpaste industry. Brand Equity has become as an important concept to win this competition and to become as the dominant toothpaste brand in consumers’ mind. With the literature background, this research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on the purchase intention of Signal toothpaste by adopting Aaker’s brand equity model. Current Signal toothpaste buyers were selected as the population for the study. Convenience sampling technique was used to extract 150 respondents as the sample. Survey method was used as the data collection method and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested by using multiple regression analysis and results showed that both Perceived Quality and Brand Association had a significant positive impact on purchase intention while Brand Awareness and Brand Loyalty do not significantly effect on the purchase intention of Signal toothpaste.Item Factors Affecting to Brand Loyalty in Fast Food Industry With Special Reference to Colombo District(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, T.M.D.; Fernando, P.M.P.Developing and managing Brand Equity for a brand is considered as a critical issue for most of the industries. Having too many brands around the customer and competitive marketing and promotion campaigns can be a cause to create a brand confusion in customers mind. Multinational companies like Pizza Hut, KFC and McDonalds’ coming in to the local market using franchise model may use innovative strategies to build up their brand loyalty in local context. On this research, researcher tries to identify the most important factors that affect brand loyalty in fast food restaurants. The researcher identified Atmosphere, Promotion, Value Addition, Food Provided, Price, Brand Image and Service Quality through a comprehensive literature review as factors leading to branding loyalty. The research was conducted in Colombo District with a sample of 140 respondents. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested using regression analysis and results showed that atmosphere is the most prominent factor when it comes to customer brand loyalty of fast food restaurants while other variables indicated a moderate to weak influence on brand loyalty.Item Impact of E Service Quality on Customer Satisfaction with Special Reference to Banking Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Deshani, A.A.D.K.; Fernando, P.M.P.In the last few years we have witnessed a substantial growth of internet based services, both from pure internet businesses and from traditional companies that are developing online services. One of key challenges of the internet as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this research was to gain a better understanding of the e service quality dimensions that affect customer satisfaction in online banking sector from a consumer perspective. Based on a detailed literature review, six service quality dimensions were identified, i.e. Efficiency, Responsiveness, Reliability, Fulfillment, Privacy and Corporate Image to be tested in the online banking sector against customer satisfaction. A sample of 150 respondents was selected through convenience sampling procedure. The results indicate that the Privacy and Efficiency dimensions have a strong impact on customer satisfaction, Reliability and Fulfillment have a moderate impact on customer satisfaction while Responsiveness and Corporate image showing a weak impact on customer satisfaction when it comes to the Sri Lankan context of online banking. It is expected that findings of this research study can be used by the relevant banks to do modifications to their prevailing online banking platforms.Item Impact of Brand Equity towards Purchase Intention: With Special Reference to Comfort Fabric Conditioner Brand in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dissanayake, Y.M.H.R.K.; Fernando, P.M.P.Brand equity is one of the significant concepts in brand management, as well as in business practices and academic researches. Developing and properly managing brand equity has been emphasized as an important factor in the current business practices. This research empirically examines the impact of brand equity dimensions on customer purchase intention in relation to Comfort Fabric Conditioner Brand in Sri Lanka. A sample of 200 of consumers in Western Province was selected using convenience sampling methodology and the data were collected under the survey method using self-administrative questionnaires. Correlation and regression analysis were used to check the relationship between independent variables and the dependent variable. The findings can be used when developing brand equity concepts and strategies to products and brands in the market. This is especially valid for a product such as fabric conditioner, which is still at the customer adoption stage in the Sri Lankan context. This study is providing practical recommendations to brand managers on understand customer expectations and purchasing intention when designing their branding strategies.Item Study on Perceived Service Quality & Customer Satisfaction in Public Sector and Private Sector Banks in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kalansuriya, P.V.; Fernando, P.M.P.The banking industry in Sri Lanka is currently facing dynamic challenges with the competition from industry players. The public and private sector players are trying to attract and retain a larger customer base which results in various strategies in service delivery. Service quality is a vital competitive strategy followed by banks to satisfy and retain its customers. This research used Attribute Service Model by Haywood-Farmer (1988) to measure the service quality of public and private sector banks and further it explored the customer satisfaction based on service quality in banks. For the research study, the sample was gathered from the Gampaha District and convenience sampling method was used to select the sample of 100 respondents. Both Pearson’s Correlation and Regression Analysis carried out showed that professional judgmental factors, physical facility judgmental factors and behavioral judgmental factors of service quality are leading to a positive relationship with customer satisfaction on public and private sector banks.Item 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.