Student Research Conference on Marketing(SRCM)

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    The Impact of Consumer Attitude towards Purchase Intention on Green Packaged Products.
    (Department of Marketing Management, University of Kelaniya, 2017) Sewwandi, H.G.D.M.; Weerasiri, R.A.S.
    Environmental concern is the newest trend in the markets as a marketing point and at the consumers’ side as well. The extent to which the customers respond to this newest trend is a problematic to the marketers. That problem was the basic for the research. This study attempted to gain knowledge about consumer attitude towards purchase intention on green packaged products in Sri Lanka with special reference to Colombo District. Data collection has been undertaken as an anonymous survey during the week. A total of 100 questionnaires were distributed to consumers. 50 was distributed as online Google form to achieve target group of people between 15 years and 35. Rest 50 was distributed to randomly selected customers who attend to shopping malls in Colombo District to reach above 35 generation. Statistical package for social science (SPSS) 20 was used for statistical analysis and the survey analyzed descriptively using tables, frequencies and percentages. The hypotheses have been tested using Pearson correlation and Regression analysis. Based on literature review customer attitude was related to the factors of Environmental Concern, Knowledge, Trust, Familiarity and Perceived quality. The research results showed that there is positive and significant relationship between factors of Customer attitudes towards purchase intention on Green packaged products in Sri Lanka. Further suggestion were provided by the researcher.
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    Impact of Website Quality on Purchase Intention in Online Retailing Environment in Sri Lanka: Perceived Trust as a Mediator.
    (Department of Marketing Management, University of Kelaniya, 2016) Bambarawana, N.S.; Gunawardana, H.M.R.S.S.
    Purpose of this paper is to investigate effects of website quality factors (Aesthetic appeal, Layout and functionality and financial security) on customer purchase intention towards an online retailers and mediating role of consumers’ trust in Sri Lanka. This study employed the quantitative research design to test the relationship between web site quality constructs and purchase intention and trust as a mediator. In order to test the relationships this study surveyed 200 local online shoppers who are in western province of Sri Lanka by adopting the convenient sample technique. Correlation analysis and mediated regression analysis adopted to test the relationship and impact of quality factors on purchase intention. The findings confirm that web site quality affects consumers’ trust and in turn consumer purchase intention. Notably, this study identified Layout and functionality as the most influential factors in building online customer trust. Furthermore, the study reveals that the mediation of trust is partial. Consequently, it is recommended that online retailers who wish to build website trust should focus primarily on enhancing the Layout and functionality of their websites in Sri Lankan context. Findings of this study should be interpreted in cautious manner due to the representation of sample.