Student Research Conference on Marketing(SRCM)

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    The Relationship between Social Media Marketing Activities and Consumer Purchase Intention: A Study with Special Reference to Mobile Telecommunication Industry in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2017) Arachchi, L.A.C.P.L.; Medis, A.
    Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships and the social web has presented a new form of communication through social media which allow people to interact and converse with each other. This presents marketers with the opportunity to affect consumers purchase intention through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase intention. The main objective of this research that follows is to identify the relationship between social media marketing activities and consumer’s purchase intention. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural engage in social media marketing.
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    The Impact of Sales Promotions on Consumer Buying Behavior - With Special Reference to the Mobile Telecommunication Industry in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Madushanka, W.A.I.; Perera, G.N.R.
    Sri Lankan mobile telecommunication industry is poised for growth at the moment. With the growth in the industry, the head – on competition between service operators has also become intense. So in order to ensure that their customers are satisfied and catered better than competitors, telecommunication firms seek for different communication mix strategies in the market. One such tool executed by all of them is the sales promotion. This study mainly investigates different sales promotions carried out by companies and the impact those activities have on end consumer behavior. The main objective of this research is to identify the impact of sales promotions towards consumer buying behavior in the mobile telecommunication industry. It will specifically assess the practice of sales promotions, factors that affect the effectiveness of such promotions and their impact on consumer behavior. Data for the research was collected by disseminating a questionnaire among a sample of 100 respondents chosen randomly. The collected data was then analyzed using statistical models to identify the findings and to form an opinion regarding the research problem. The study revealed that sales promotion has an impact on consumer buying behavior. Bonus talk times, discounts, display items, appearance of sales persons, location of showrooms have a significant impact on consumer purchase decision. So sales promotions should be used aggressively by telecom service providers as a strategic tool to influence the purchase decision of the consumer.