Student Research Conference on Marketing(SRCM)

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    The Impact of Retail Store Atmospherics on Impulsive Buying Behavior with Special Reference to Modern Trade Context.
    (Department of Marketing Management, University of Kelaniya, 2017) Abeysekara, A.W.A.T.D.; Abeysekara, A.W.A.T.D.
    Recently, retailers and supermarkets have apprehended the important of the store atmospherics in creating better shopping experiences, resulting in happier and more satisfied customers. The objective of this research study is to explore the effectiveness of retail store atmospherics on impulsive buying behavior from customers’ point of view and analyze its influence on consumer impulsive purchase intention in the modern trade context in Sri Lanka Impulse buying is considered relevant in today’s shopping scenario, with the innovative sales promotions, creative messages, innovative product display and appropriate use of technologies in the retail stores (Schiffman, 2010), where it is a complicated and multifaceted phenomenon which accounts for a substantial volume of the overall product sales. A sample of 150 shoppers was selected from five major chain supermarket outlets from the Gampaha district, using convenient sampling method. The data analysis covered correlation and regression by using the version 20.0 of SPSS package. Results revealed that retail store atmosphere and impulsive buying are positively correlated.
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    A Behavioral Study on Leisure Shopping in Supermarkets: With Special Reference to Sri Lankan Context.
    (Department of Marketing Management, University of Kelaniya, 2016) Fergus, Valarie. A.; Fernando, P.M.P.
    Within past few years, shopping has become one of the most common leisure activities in the world and different modern trade formats are being introduced by marketers, persuading consumers to spend their leisure time at shopping centers. This study was carried out with the objective of investigating the extent of leisure shopping behavior among supermarket consumers in Sri Lanka. Also the study aimed to explore the main factors which lead the consumers on leisure shopping in supermarkets. The literature review lead into identification of five main factors on leisure shopping behavior which was instrumental in developing the conceptual framework and the questionnaire. A total of 200 sample was conveniently selected from the selected supermall customers in Sri Lanka to conduct the primary data collection. The correlation analysis revealed that all five variables, i.e. wide choice, atmosphere, convenience, sales people and promotional activities are having moderate to higher correlation with the leisure shopping behavior among customers. Apart from the main findings a further analysis on to demographic factors were also carried out to investigate the demographic characteristics of leisure shoppers.