Commerce and Management
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Item The Influence of Facebook Brand Page on Consumer Purchase Intention with Reference to Fashion Retailing Industry(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Rajapaksha, L. B.; Thilina, D. K.The competition in the fashion retail industry of Sri Lanka is reaching new heights due to various demands of the fashion consumers in Sri Lanka. As per the significant growth in the fashion retailing sector in Sri Lanka the marketers need to define the strategies to address their customer intentions. Especially with the rapid growth of the social networking sites especially Facebook in Sri Lanka, fashion retailers have to align their social media strategies with the online behavior of the consumers. This is study; mainly focused to understand the influence of Facebook fashion retailers’ brand page and purchase intention among the Sri Lankan Face book users. Objectives of this research were to understand the influence of engaging on Facebook brand page on purchase intention for fashion retail in Sri Lanka, therefore the researcher has investigated main construct of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) of the Facebook brand page and their relationship with both Attitude towards Brand (ATB) and Purchase Intention respectively. Finally, to see whether there is a mediating effect of Attitude towards Brand on the relationship between PU and Purchase Intention and PEOU and Purchase Intension respectively. The review is based on the theoretical rationale and supportive empirical findings. A descriptive statistical review is presented to reasoning why fashion industry is considered as a context to be examined whilst empirical evidences are presented to support the arguments. The paper concludes with research propositions to examine how Facebook Brand Page make an influence on Consumer Purchase Intention.Item Factors Influence on Purchasing Intention of Fashion Clothing Through Online Platforms(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Wanniarachchi, T. M.; Thilakarathne, B. L. S.; Wijesundara, B.This paper focuses on the impact made by social media characteristics on purchasing Intention towards fashion clothing through the online platforms. The main research objective of the study is to identify the level of influence made by the characteristics of trust, perceived online risk, convenience, and online reviews on the consumer buying intention. The survey method was used to collect data from the sample and a sample of 204 consumers was selected through convenient sampling method. A properly structured questionnaire was distributed among the selected sample. Likert scale questions were analyzed by coding different values for each response. Correlation and regression analysis have been employed to test the hypotheses based on the result. Qualitative data via open ended questions were used to get a deeper understanding on consumer purchasing intention and online platforms used by the industry. There is a strong positive relationship between online reviews and the consumer purchasing intention. Further, it was found out that there is a moderately positive relationship exists between the trust and the consumer purchasing intention. The empirical evidence suggesting the negative relationship of risk and the consumer purchasing intention was not supported with the statistical data and analysis of the study. This research would have given a broader idea on online buying intention if conducted covering all the segments in Sri Lanka. As a conclusion remark of the study, researchers recommend fashion and clothing companies to focus more on their core business activities on online platforms which may lead to positive reviews and recommendations. This would enhance the consumers’ purchasing intention in the long run. Further the study recommends that the online businesses should pay more attention on factors emphasized by the customers in purchasing clothing online.Item DOES SOCIAL MEDIA IS AN EFFECTIVE MARKETING TOOL? A STUDY ON FASHION APPAREL BRANDS.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.I.N.Social media is one of the modern tools to connect people around the world, make relationships regardless of the region as well to marketing products and services. Social Media platforms as Facebook play a vital role within Sri Lanka to pass the message to consumers regarding new trends and products offered by marketers. Traditional modes on marketing still contribute a significant portion from the budget even though the modern technologies let consumer attractions in different angels. The objective of this research to assess impact of firm generated and user generated communication on purchase intention referring the Facebook. The research focused on fashion apparels brands market through the social media platform. Sample consisted with 100Facebook users that already liked at least one fashion apparel brand and standardized online-survey has conducted to collect the primary data. Results revealed the User Generate Communication and Firm-Generated Communication have a positive relationship with brand equity and Brand equity has positive relationship with purchase intention. Accordingly findings revealed user generated communication exhibits higher impact on brand equity compared to firm generated communication. Hence the Social Media Marketing could be used as an effective marketing tool in fashion apparel brands that market in Sri Lanka. As recommendations, the fashion apparel marketers need to develop social media platforms to generate more user contents, combining traditional marketing tools with social media, create a dialog between consumers and potential consumers and open for online purchasing platforms through Social Media platform and online payment systems could be highlighted.Item Study on Factors affect on the Consumer Purchase Intension on Fruit Drinks: Special Reference to Sri Lankan Beverages Market(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dhananjaya, M.T.D.; Gayathree, D.A.G.P.K.When it considers the type of beverages available for consumption, Fruit drinks sector is one of the largest growing subsectors of food industry in Sri Lanka. Within the current context of Fruit drinks, market place in Sri Lanka is very competitive with the presence of both international and local players who can influence consumer choice. Given this increasing demand for Fruit drinks products, this study was conducted with an attempt to identify the factors affect on the consumer purchase intension on fruit drinks, with special reference to Sri Lankan beverages market. Further it identifies the attitude towards Fruit drinks within Sri Lankan consumers. The factors which used for this research study to assess the purchase intention of Fruit drinks were Health aspect, Quality aspect, Price aspect, Brand aspect and Taste aspect. These factors were the independent variables and consumer purchase intention was the dependent variable of the research study. The sample size was 150 respondents, selected through convenience sampling from the Western Province. The data was collected through a questionnaire. The Analyzed data reveals that most of consumers are aware about Fruit drinks and majority of the respondents considered Taste, Quality and Brand aspects are the most influential factors for the consumer purchase intention.Item A Study on the Impact of Brand Equity Dimensions on Purchase Intention of Signal Toothpaste with Special Reference to Colombo Area(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunaratne, C.M.F.; Fernando, P.M.P.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. Having number of brands and flavors, causes to create intense competition in the toothpaste industry. Brand Equity has become as an important concept to win this competition and to become as the dominant toothpaste brand in consumers’ mind. With the literature background, this research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on the purchase intention of Signal toothpaste by adopting Aaker’s brand equity model. Current Signal toothpaste buyers were selected as the population for the study. Convenience sampling technique was used to extract 150 respondents as the sample. Survey method was used as the data collection method and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested by using multiple regression analysis and results showed that both Perceived Quality and Brand Association had a significant positive impact on purchase intention while Brand Awareness and Brand Loyalty do not significantly effect on the purchase intention of Signal toothpaste.Item Impact of Brand Equity towards Purchase Intention: With Special Reference to Comfort Fabric Conditioner Brand in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dissanayake, Y.M.H.R.K.; Fernando, P.M.P.Brand equity is one of the significant concepts in brand management, as well as in business practices and academic researches. Developing and properly managing brand equity has been emphasized as an important factor in the current business practices. This research empirically examines the impact of brand equity dimensions on customer purchase intention in relation to Comfort Fabric Conditioner Brand in Sri Lanka. A sample of 200 of consumers in Western Province was selected using convenience sampling methodology and the data were collected under the survey method using self-administrative questionnaires. Correlation and regression analysis were used to check the relationship between independent variables and the dependent variable. The findings can be used when developing brand equity concepts and strategies to products and brands in the market. This is especially valid for a product such as fabric conditioner, which is still at the customer adoption stage in the Sri Lankan context. This study is providing practical recommendations to brand managers on understand customer expectations and purchasing intention when designing their branding strategies.Item The Impact of Brand Personality on Purchasing Intension: A Study on Passenger Car Market in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2017) Weerasinghe, K.G.S.K.; Wanninayake, W.M.C.B.Passenger car market is one of the growing and competitive market in Sri Lanka. Hence, market competition is high among main players. The brand personality is one of the main factors the marketer can use to differentiate their products from competitors. The primary purpose of this research is to examine the impact made by brand personality on purchasing intention in the passenger car market in Sri Lanka. The present study is adapted to the positivism research philosophy with deductive approach. Under the primary source of data collection, a physical and the online survey method were adopted by using a structured questionnaire. The target population of the study was the all individuals who are using passenger cars in Sri Lanka. However the research was carried out by collecting data from a sample, consisted with 150 passenger car owners who are living in the western province of Sri Lanka. The descriptive statistics, correlation analysis and regression analysis were adopted as data analysis techniques for achieve objectives and testing hypotheses. The findings revealed that all brand personality dimension such as sincerity, excitements, competence, sophistication and ruggedness of brand personality indeed have a positive relationship with purchasing intention.Item The Impact of Advertising Appeals on Purchase Intention: With Special Reference to TV Advertising Appeals of Mobile Internet Packages(Department of Marketing Management, University of Kelaniya, 2017) Perera, W.A.C.T.; Wanninayake, W.M.C.B.There are many academics argue that advertising appeals have direct impact on customer purchasing intension. However previous researchers found that the argument is valid only for some contexts. Therefore main purpose of this research was to examine the impact of advertising appeals in promoting mobile internet packages on consumer purchase intention. Further it was attempt to compare the effectiveness of the different types of adverting appeals on purchase intention, thus to identify the most significant advertising appeal to be used in promoting mobile internet packages. A variety of literatures in particular fields were reviewed to determine the measurement of independent and dependent variables. The primary data was collected using a well-structured questionnaire and the sample represented any Sri Lankan mobile internet package user or potential user in the Colombo district mainly in age between 18 years – 35 years. To determine the reliability and validity of the study, a factor analysis was carried out. Secondly the impact of different adverting appeals on purchase intention and their significance were examined through a regression analysis. According to the analysis the researchers could make a conclusion that rational appeal and emotional appeal have a significant impact on purchase intention and that rational appeal has a more significantly positive impact on purchase intention than emotional appeal in the Sri Lankan mobile internet package advertising scenario.Item Impact of Gift Promotion on Purchase Intention of the Super Market Shoppers in Colombo District(Department of Marketing Management, University of Kelaniya, 2017) Chandrasiri, W.K.A.A.; Medis, A.Sri Lankan consumer has been influenced by Western lifestyles and hence now demands greater convenience. Supermarkets offer a wide range of products under one roof. Hence, the consumer need of greater convenience is met with super markets. The purpose of this research study is to assess the impact of gift promotion which is one of the sales promotion types, on purchase intentions of the super market shoppers in Colombo District. A sample of 158 respondents who were familiar with gift promotion and who shop at super markets in Colombo District were selected . Accordingly it was found that there is a moderate negative impact of gift promotion on purchase intentions of the super market shoppers. There was no impact created from three dimensions of gift promotion on purchase intention. The regression model showed that only gift attractiveness and perceived fit negatively impacts the purchase intentions of the super market shoppers in Colombo district when all the dimensions tested separately.Item The Relationship between Social Media Marketing Activities and Consumer Purchase Intention: A Study with Special Reference to Mobile Telecommunication Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Arachchi, L.A.C.P.L.; Medis, A.Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships and the social web has presented a new form of communication through social media which allow people to interact and converse with each other. This presents marketers with the opportunity to affect consumers purchase intention through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase intention. The main objective of this research that follows is to identify the relationship between social media marketing activities and consumer’s purchase intention. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural engage in social media marketing.