Student Research Conference on Marketing(SRCM)
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Item The Impact of Social Media use on building Brand Awareness with special reference to Sri Lankan Tourist Hotel Sector.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ranwala, R.M.N.H.; Perera, G.N.R.The tools and strategies for communicating with consumers have changed significantly since the emergence of Internet and with the world-wide penetration of social media. The internet and social media provides a platform for business community to deal with their customers. The purpose of this research study is to identify and critically evaluate the positive relationship between social media usage and the brand awareness with special reference to Sri Lankan Tourist Hotel sector. The researcher has undertaken the study concerning the different functionalities enabled by social media day by day. Both primary and secondary data was collected. The sampling method is convenience sampling and used structured online questionnaire. Collected data was critically analyzed and interpreted using SPSS analysis system. It is identified that the functionalities enabled for customers by social media can be used by organizations to build customer brand awareness towards brands, as the online appearance is much needed in modern marketing environment.Item The Factors Affecting on Formation Customer Favorable Attitudes on Mobile Banking: with Special Reference to National Development Bank Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Thushani, P.M.; Perera, G.N.R.Providing innovative services is an important factor for the competitiveness in banking sector. National Development Bank’s Mobile banking is such an innovative service. With this mobile banking facility, all National Development banking customers can make day to day banking activities more quickly than traditional banking. Mobile banking service provides mobility, convenience and speed service. The purpose of this research is study on factors influence on formation of customer favorable attitudes on Mobile Banking. In this study, Technology Acceptance Model has employed as the basic model by adding perceived credibility and perceived cost. To fulfill the research purpose, a survey was conducted to collect primary data by using a self-administered questionnaire. The sample size was 150 respondents through convenience sampling method in non- probability sampling. In order to analyze the data, correlation and multiple linear regression analysis was used. The findings reveals perceived ease of use, perceived usefulness and perceived credibility have positive impact on customer favorable attitude formation while perceived cost not significant, when forming customer favorable attitudes on mobile banking.Item The impact of Social Media Functions on building Brand Loyalty with special reference to High-End Fashion Retailer Brands in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerakoon, C.E.; Perera, G.N.R.Building and maintaining Brand Loyalty is a very important topic that marketers are talking about for a long period, because having loyal customer base is essential to compete with emerging competitive markets. The new emerging trend is the social media as a marketing tool. Social media facilitate to the organizations to connect with the customers directly at low cost and it also exposes the organization in to a huge audience with prospective customers who can be converted into customers. When it comes to fashion the decisions are mostly based on the opinions and recommendations of others. The purpose of this study is to identify whether there is a relationship between the way customers use the social media functions such as Engagement, Sharing of Content, Accessibility, Sophistication and Credibility relating to the fashion retailer brands on customer brand loyalty and how organizations can use those functions to build customer loyalty toward their brands. As a result, the study concluded that the use of social media functions has a significant impact on brand loyalty of high-end fashion retailer brands in Sri Lanka.Item The Impact of Innovation Management on the Business Success through Sustainable Productivity of Building Construction Industry: with reference to The International Construction Consortium (ICC – Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Preethisinghe, G.S.M.; Perera, G.N.R.Every commercialized company seeking profits while minimizing their costs. Most of organizations think that the way to maximize profit is only reducing costs. But the reality is reducing costs will occur unnecessary problems to the organization. So, there might be a way for profit maximization and business success. The key of successful business is called Sustainable productivity. In this research, researcher has chosen Building construction industry. Because, construction companies face many challenges due to the changed technical, economic and social conditions inside and outside the sector. In this research, researcher has shown how the six pillars of innovation management help to obtain sustainable productivity. Researcher has selected International Construction Consortium – ICC (Sri Lanka) as a reference and there was an in-depth interview among researcher and the respective persons from ICC about their Innovation management system.Item How far Marketing Strategies followed by the Supermarkets will Impact on a Consumer to be loyal for a specific Super Market chain in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Jayasinghe, B.D.; Perera, G.N.R.The purpose of the research is to examine the effectiveness of marketing strategies of modern trade and their level of impact on customer loyalty towards supermarket chains in Sri Lanka. For the selected sample, which is from Colombo, Gampaha and Kelaniya areas, 100 questionnaires were distributed both in online and offline and the results gathered from responses were analysed in order to get a meaningful conclusion. To accomplish this, a conceptual framework was designed and relationships among its’ constructs (Above the line advertising, sales promotions, service quality and visual merchandizing) were hypothesized. The hypotheses were tested based on the identified marketing strategies which are above the line advertising, sales promotions, service quality and visual merchandizing in relation to the customer loyalty in supermarkets. Some of the variables are having moderate relationships while some are having strong relationships with customer loyalty. Hypotheses were tested using structural equation modelling and subgroup correlation analysis in SPSS.Item Impact of Social Media Marketing on Brand preference of Smartphones among Sri Lankan Youth(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dilhani, K.N.; Perera, G.N.R.The social media has unique features compared to traditional marketing tools and using social media has become very popular among youth. A smartphone also has become an essential part of the life among youth. Smartphone market also has become very competitive and building brand preference for a smartphone brand is not a very easy as leading brands are coming up with innovations frequently. This study evaluates the impact of social media marketing on brand preference of smartphone brands among Sri Lankan youth with special reference to Facebook. A research gap was identified and the objective was to evaluate the impact of social media marketing on brand preference of smartphone brands among Sri Lankan youth. Social media visibility, Social media engagement and Social influence from social media were selected as independent variables. Facebook was the selected social media network for the study for the convenience of studying. Brand preference was the dependent variable and the relationship between the brand preference and each independent variable was studied analyzing the collected data from 100 respondents using a structured questionnaire distributed online. Identifying the impact of above independent variables on brand preference of smartphones were the specific objectives of the study.Item Impact of Visual Merchandising on Consumer Impulse Buying Behavior: With Special Reference to Modern Trade Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Wijegunarathne, K.V.D.J.K.B.; Perera, G.N.R.Modern trade has become a popular channel in Sri Lanka and it continuously calls for a growing market share in each year. Due to the fact that modern trade’s expanding dominance, marketers focus on improving sales in modern trade outlets. This situation has created modern trade channel a highly competitive one. Visual merchandising has become very popular in current modern trade marketing communication mix. Marketing text books refers impulse buying and visual merchandising has a strong relationship. According to previous research findings, it is identified that Visual Merchandising as one of the important factors which influence consumers impulse buying behavior. Therefore it is important to identify the relationship between visual merchandising factors and impulse buying behavior. The purpose of this study is to examine the impact of different selected visual merchandising techniques on consumer impulse buying behavior in modern trade. In order to enhance store atmosphere and attract customers in modern trade, they plan and execute different techniques and among them a key technique is visual merchandising. These techniques allow super markets to differentiate their offerings from competitors. Sample of this study were 200 modern trade customers in Sri Lanka. The research instrument was a set of questionnaires. The data were analyzed using descriptive statistics to find frequency and percentage of personal profile. Then the data were tested using regression analysis and correlation analysis to find the impact of visual merchandising on consumer impulse buying in modern trade. The result of the study shows that there is an impact of visual merchandising on impulse buying behavior and two visual merchandising techniques are imperative: in-store product display and floor merchandising. This study gives insights to super markets as to which visual merchandising techniques can significantly influence on consumer impulse buying behavior.Item 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.Item Factors Impact on Buying Behavior towards Luxury Fashion Products among Millennial Generation.(Department of Marketing Management, University of Kelaniya, 2016) Perera, K.R.T.; Perera, G.N.R.With the increase of consumer confidence index between age groups of 25-30, 31-35, 35 above and also spending on their discretionary purchases is an arising situation in Sri Lanka, firmly Nielsen report has identified as millennial consumers’ second best spending category ‘buying new clothes/shoes’ In Sri Lankan luxury fashion products market, businesses need to identify different age groups’ behaviors and attitudes are different. Millennial generations’ buying evaluation is different to their age group. Therefore this research is to seek what extent how these different millennial generations’ consumer life style, status consumption, fashion involvement impact on luxury fashion products buying behavior. This research has focused on to find whether consumer life style, status consumption, fashion involvement of millennial consumers’ impact on purchase behavior towards luxury fashion goods. And to recommend marketing strategies to luxury goods retailers targeting millennial consumers with different age groups. Research has used Judgmental sampling method was used and 117 proper respondents were selected in university and working millennial group and data was collected via face book and email. Primary data was collected by using quantitative research method and secondary were previous journals, magazines, books, newspapers. Research has concluded with the idea of Gaining a better understanding of millennial consumers at different age groups would allow luxury product retailers to be more confident to meet the demands of customers in different age groups and secure the opportunity to enhance their chances of success in this market.Item 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.