Student Research Conference on Marketing(SRCM)
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Item Impact of Brand Knowledge on Consumer Lifetime Value with Special References to Ayurvedic Products in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sudharshana, N.A.; Gayathree, D.A.G.P.K.In Sri Lanka Ayurvedic industry can be define as growing industry in today context then it is critical to understand about future development of this industry. As marketing student researcher tried to figure it out how it can be applied branding concept in order to develop this ayurvedic industry in Sri Lanka. Researcher found that even though there is a possibility to develop this industry most of companies do not engage with high branding concept and brand development task such as FMCG industry. But if companies develop their brand by taking some effort actually it will be impact to their loyal customer base in other word their cash generating ability will increase. There is story behind to select this topic also that is researcher got job in ayurvedic product manufacturing company and that company do not engage with more branding and particular company not spend more money to develop their Ayurvedic brands. In that sense researcher though that there is opportunity to develop this industry by using brand as mentioned early. Then researcher needed to figure it out is that true? To prove it researcher has done this study. Then researcher finally proved that if company come up with branding concept such as FMCG market then that day will be a great day to ayurvedic industry in Sri Lanka.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 Impact of Brand Equity Dimensions on purchase intention with special reference to Laugfs Lubricants.(Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. 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. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.Item A Study on Impact of Building Brand Awareness of Fashion Retailer Brands Using Social Media in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Madusanka, K.A.D.; Gayathree, D.A.P.G.K.Social media has been identified as one of the most innovative and impactful communication tools which facilitate two way communications. This 2 way communication makes the brand visibility and trust far better than traditional marketing communication methods. On the background of this, a research problem can be identified with special reference to fashion retailer industry in Sri Lanka. “How does the social media marketing effect on brand awareness when selecting a fashion retailer brand” The purpose of this research is to critically analyze the social media marketing practices which effect to consumers brand awareness when selecting a fashion retailer in Sri Lanka. The data required for the study will be collected from both primary and secondary sources. A structured questionnaire will be used to collect data in a formation. The sample for this study is going consider as a 100 respondents (Covering Colombo, Gampaha and Kaluthara areas) Collected data will be analyzed and interpreted to identify the solution for the research objectives. Since this is quantitative research findings will be interpreted using Bar charts, Pie charts and line charts and it will be more convenient to understand the weightings. The SPSS research analysis system will be used to analyze the research. There are 5 hypotheses have been tested and interpreted separately. According to the data collected, all hypotheses are proven and a conclusion can be taken as there is an impact to brand awareness of fashion retailer brands by the social media marketing activities. Thus it can be concluded that use of social media marketing on this industry and other related and similar industries will build brand awareness of the customersItem Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).(Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.Item Study on Customer Based Brand Equity of Munchee Lemon Puff Brand with Special Reference to Wattala Area.(Department of Marketing Management, University of Kelaniya, 2016) Attanayake, N.I.; Perera, G.N.R.Understanding the concept of Customer Based Brand Equity (CBBE) is critically important in order to stand out the brand from the competitive brands. When number of brands and flavors operating in the market it leads to create immense competition in the market place. This research paper focuses to identify the impact of brand awareness, brand association, perceived quality and brand loyalty on customer based brand equity of Munchee lemon puff brand by adopting the Aaker’s brand equity model. The study follows the deductive approach since it tries to analyze the hypothesis. Quantitative research analysis method is used as the research technique. All male and female youth and adults who lives in Wattala area were selected as the population. Convenience sampling technique has been used to extract 100 respondents as the sample since the limitation of time and resources. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among the respondents to collect data for the study. Multiple regression analysis is used to test hypothesis to identify the factors which have the greatest impact on customer based brand equity. Results of the analysis showed that brand awareness, brand association and brand loyalty have significant and positive impact on customer based brand equity while perceived quality does not significantly and positively effect on customer based brand equity. Outcome of this study provides insights for both managerial and academic field.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.