Student Research Conference on Marketing(SRCM)

Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/17158

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Subject: search.filters.subject.Service QualityStart date: 2016End date: 2016

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    A Study on The Factors Influence on Buying Intention of Life Insurance (with Special Reference to Colombo and Gampaha Districts in Sri Lanka) .
    (Department of Marketing Management, University of Kelaniya, 2016) Fernando, M. R. L.; Wijesundara, C.B.
    Low penetration levels in life insurance business reflect that the people have lower level of purchasing intention of life insurance. This situation leaves a question on why the purchasing or buying intention of people on life insurance is at a lower level in Sri Lanka despite of the benefits provided by a life insurance policy. Based on this situation, the research problem is formulated as “What are the factors influencing the buying intention of life insurance?” The main research objective of the study is to study the factors influencing the customers’ buying intention of life insurance. In addition to that, specific objectives of the study constitute of identifying key factors, highest influencing factor and demographic factors on buying intention of life insurance while providing valuable recommendations to the management. The methodology for testing the hypothesis contains a quantitative survey. That indicates this research uses the deductive approach. While data gathering was carried out utilizing both primary and secondary sources, a standard questionnaire was used as the main method of gathering data for the research. Descriptive statistics tools such as mean, standard deviation, range, and inferential statistics tools such as correlation, and ANOVA were used in order to analyze the data gathered through questionnaire. According to analyzed data, while there is a positive relationship between independent variables and the dependent variable which represents buying intention, the highest positive correlation exists between the long terms benefits of a life insurance policy and the buying intention on life insurance.
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    Analysis of Consumer Behaviour on Food Restaurants in Sri Lanka (With Special Reference on Western Province)
    (Department of Marketing Management, University of Kelaniya, 2016) Hansaka, W.A.S.P.; Jayarathne, W.A.
    Restaurant sector has become one of the most popular business entities with the busy life of people all around the world. There are number of restaurants arise successfully in the Sri Lankan restaurant industry. The problem comes to the place where the reasons for their success and the customer satisfaction towards their service. Therefore this study is focus on analysis of factors which are influencing consumer behaviour on food restaurant industry. The primary objective of the study is to analyse the determinants/factors affect on consumer behaviour related to food restaurants in Sri Lanka with special reference to western province. The main idea is identified the factors affect on customer satisfaction in the restaurant industry and analyse in which context those factors are affect on the consumer behaviour. This study is based on quantitative research design. As the research subjects, considered as 150 individuals who are using restaurants in western province. For the purpose of analysis of data, the SPSS research analysis system was used. To analyse more qualitative data, Descriptive tools were used. Such as frequency counts, descriptive statistic, correlation analysis, mean scores, percentages and standard deviation were calculated to analyse the data collected using the questionnaire. Analysis of the data in the study indicated that considered independent variables positively affect on the dependent variable. In this research I selected consumer behaviour, food quality, service quality and advertising and promotions as variables. All the independent variables are positively affected on consumer behaviour of food restaurant in Sri Lanka with the special reference to western province.