Student Research Conference on Marketing(SRCM)
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/17158
Browse
14 results
Search Results
Item Factors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, H.M.H.N.; Gayathree, D.A.G.P.K.Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, which adds to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute to create brand loyalty towards the fast food industry in Sri Lanka, with special reference to the internationally franchised fast food brands currently operating in the country. The researcher also intends to investigate the extent to which these factors impact on generating brand loyalty towards the fast food industry. The sample of 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province, using convenience sampling method. A questionnaire based survey method was used to gather the primary data required for the study.Item The Impact of Brand Equity towards the Brand Loyalty with Special Reference to Hotel Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Keerthisoma, S.U.; Bandara, B.S.S.U.Tourists have gained positive mind set about the Sri Lanka after the civil war. Thus it will help to develop a huge demand for the country. Tourism contributes 0.6% to the country from total GDP and was one of the fasters growing sector in the country. This study focuses on recognizing the challenges faced by hotel sector when developing brand loyalty to retain the customers and gain more sustainable profits. The study will enable hotel sector of Sri Lanka to focus on opportunities that enable to enhance brand loyalty and thereby gain a competitive edge over the international rival firms. This study justifies, the impact on brand equity towards the brand loyalty. Elements of brand equity acts as the independent variable whereas the brand loyalty is the dependent variables. For this study data were collected through a consumer survey conducted in Colombo district using random sampling method of 150 respondents. The researcher used the element of the brand equity such as brand image, brand awareness, brand association and perceived quality to measure the brand loyalty. Analysis was done for the individual element of brand equity to identify the impact towards brand loyalty Results from the frequencies, mean analysis and regression analysis showed that there is a positive impact from brand image and perceived quality towards the brand loyalty of hotels in Sri Lanka. Finally, these findings were used to suggest the strategies for industry and government to fit with the consumer expectations.Item Factors Impact on Brand Loyalty with Special Reference to the FMCG Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dulanthi, K.K.D.R.; Bandara, B.S.S.U.FMCG (Fast Moving Consumer Goods) industry currently has become one most emerging markets around the world. Over the past two decades FMCG industry has gradually developed from small scale business to multinational business increasing the awareness of the sector globally. FMCG products are generally perceived as faster, and safer increasing the attraction of many consumers over the world. However, Sri Lanka being one of the largest consumer in FMCG, understanding the potential and behavior of the consumers with regard to FMCG products is vital in order to enhance the industry. Current literature examines about consumer behavior towards FMCG Brand loyalty special reference to American, European and Asian (specifically China and India) contexts. Hence the aim of this study is to analyze and discuss the FMCG market and the brand loyalty in Sri Lankan context. This study was focused on recognizing the factors influencing brand loyalty reference to FMCG brands in Sri Lanka. Data were collected through a consumer survey conducted in western province deeming two major districts; Colombo and Gampaha using a stratified sampling method of 100 respondents. The findings firstly reveal that the focused on product safeness and the product trustworthiness should highly considered in developing brand trust. Secondly, setting the customer expectations correctly is more important in developing customer satisfaction. Thirdly, brand relationship shows a moderate impact due to the nature of the product. Finally the study highlights a positive impact of functionality and emotional benefits in brand evaluation.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 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 Factors Affecting On the Brand Loyalty in the Mobile Phone Market (Special Reference on Youth Segment in Sri Lanka).(Department of Marketing Management, University of Kelaniya, 2017) Rajapaksha, I.D.M.L.; Medis, A.In last few years the Sri Lankan mobile phone market has witnessed a sustainable growth and rapid change globally as well as domestically. This study was carried out to investigate the factors affecting on the brand loyalty in the mobile phone market, special reference on youth segment in Sri Lanka. Developing and managing Brand loyalty for a brand is considered as a critical issue for most mobile phone providers. This research focuses to identify the impact of Perceived brand image, Price level and Country of origin on Brand loyalty. The target population consists with 100 respondents. Convenience sampling technique was used to extract 100 respondents as the sample. Hypotheses were tested by using multiple regression analysis and results showed that perceived brand image, price level and country of origin have a significant positive impact on brand loyalty for mobile phone market in Sri Lanka.Item Impact of the Promotion Tools on the Brand Loyalty in Relevance to Anchor Newdale Flavoured Milk in the Context of Western Province,(Department of Marketing Management, University of Kelaniya, 2017) Balakrishnan, G.P.; Ubayachandra, E.G.In the present business environment, marketers are using different kinds of promotion tools to achieve the organizational communication goals. Companies spend millions of money on developing promotion tools but only very few of the promotion tools which are adopted to achieve the brand loyalty. Considerably a very low amount of researches has been done for the flavored milk industry in Sri Lanka, while in other countries there are many researches evaluating the relationship. With the limitations, a new research is required to evaluate the relationship between promotional tools and brand loyalty with special reference to in Anchor Newdale flavoured in western province Sri Lanka.This research was made based on 6 objectives and made sure that all 6 objectives were met and the research questions were answered. The Hypothesis created based on the objectives was also met by this research. For this purpose, 150 respondents were selected by using non probability sampling method. This research was conducted based on qualitative and quantitative basis and questionnaires, interviews and observation was used to collect data from the respondents. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that promotion tools and brand loyalty are positively correlated.The researcher can conclude the fact that the promotion tools do have a positive significance on the brand loyalty. The analysis proves that this has been met. Although there is a positive significance towards the brand loyalty the relationship is basically moderate.Item The Influence of Sales Promotional Strategies of Savings Accounts Influence on Brand Loyalty in the Banking Industry.(Department of Marketing Management, University of Kelaniya, 2016) Weerasinghe, C.S.; Herath, Renuka.This research is mainly focus on to “investigate the extent to which sales promotional strategies of savings accounts influence on brand loyalty in the Banking Industry ". Although internationally there are plenty of studies on this area there's no sufficient empirical research carried out in Sri Lanka to investigate the relationship between promotional strategies of savings accounts and brand loyalty This is a quantitative study and based on both primary and secondary data. Primary data were calculated on survey method and the selected geographical areas were Kiribathgoda and Kelaniya. The Questioner was distributed among 150 respondents. The findings show that the influence of promotional mix elements practice in banking industry related with savings accounts was high for advertising, personal selling, sales promotion and digital marketing, while it was moderate too low for direct marketing, and publicItem The Impact of Social Media Marketing on Brand Loyalty (the case in tourist hotel).(Department of Marketing Management, University of Kelaniya, 2016) Perera, P.K.D.P.; Herath, Renuka.Tourism is one of most emerging industry in day‘s context. It has widely spread around the every corner of the world. It has able to be a strong source of income for many. Countries such as Brazil, India, China and Sri Lanka social media play a vital role in of promoting the tourism destinations obtaining benefits from this emerging industries and most of the foreign and local tourist‘s use social media as a key information source and they are very assure about the information provided via social media. Social media has created a platform of two way communication and third part can involve with communication by reviewing the ratings and sharing experiences. It leads to improve brand trust and brand loyalty of the companies. Against such a background this study is focused on to understand the social media marketing on brand loyalty in tourist hotels Therefore the main objective of this study is to Identify and critically evaluate the social media marketing practices which effects on brand loyalty Both primary and secondary data were used for this research. Sample for the study was 100 and a structured questionnaire was the instrument for data collection. Using Excel and SPSS data has analysed. sspecially the regression analysis was carried out to identify the relation between the social media marketing and the brand loyalty in the tourist hotels and other descriptive tools such as frequency counts, mean scores, percentages and standard deviation were also calculated to get and overall idea.Item Impact of Brand Equity on Purchase Intention towards Local Apparel Brands.(Department of Marketing Management, University of Kelaniya, 2016) Swarnawimala, H.M.R.; Patabendige, S.S.J.This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand equity to purchasing intention towards local apparel brands in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from the respondents. As per research out comes, brand equity factors such as, perceived quality, brand association, brand loyalty, brand awareness brand image factors have much impact on purchase intention towards local apparel brands. Researcher has found most influencing factors as brand image and perceived quality, .Further has identified recommendation, positive word of mouth, those purchasing intention indicators have a connection between brand equity. According to the study marketers need to focus on brand equity factors according to above findings.