Commerce and Management
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Item Fast Food Consumption Behaviour of Sri Lankans: With Special Reference to Gampaha and Colombo Districts(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Nirmani, H.; Gayathree, P. K.; Kumara, S. U.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, adding 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 in creating brand loyalty towards fast food industry in Sri Lanka, with special reference to internationally franchised fast food brands currently operating in the country. The sample 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province and a questionnaire based survey method was used to gather the primary data required for the study. Various statistical techniques such as hypothesis testing, Pearson Correlation coefficient, Regression analysis were used to arrive at the research objectives. The results revealed that, food quality, brand image and promotions significantly influence the brand loyalty of the fast food brands. Other factors included in the study: price and atmosphere were not significant factors in influencing the brand loyalty. Therefore, it is recommended that to induce brand loyalty fast food restaurants should provide quality foods and enhance the brand image with sound promotional campaigns.Item Factors Influencing Brand Switching in Telecommunication Industry in Sri Lanka: A Study Based on Undergraduates in Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Wimalasiri, R. K. H. S.Telecommunication industry is an industry which is with fierce competition. This intense competition leads to reduce the market share of mobile service providers in terms of customers. Hence this study is conducted with the purpose of identifying the factors influence the youngsters to move from one brand to another in the telecommunication industry in Sri Lanka. This research was conducted as a cross-sectional survey, and utilized sample frame was undergraduates of university of Kelaniya Sri Lanka. Including Commerce and Management, Science and Arts, 300 undergraduates were captured random sampling method from those faculties as sample subjects and the data were collected by means of a structured questionnaire and the validation is tested under Cronbach alpha test. Multiple regression analysis is used as the key analysis tool to this study after satisfying the required assumptions. The core finding of the study is switching cost and services having a significant impact on brand switching. Promotion factor does not have a significant impact on brand switching. Previous researchers have used various services provided by the mobile service providers as separate independent variables in different conceptual models in many studies.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 Factors Affecting the Purchase Intention of Motorcycle Market with Special Reference to Colombo and Gampaha Districts.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerasinghe, D.N.M.; Fernando, P.M.P.Motorcycle industry is a very competitive market with a significant number of market players. Also the statistics indicate that the motorcycles are a sought-after means of transportation among Sri Lankans. This study carried out to understand the factors affecting to the purchase intention of motorcycles in the Sri Lankan context. A comprehensive literature analysis was carried out in order to identify five major factors i.e. promotions, after sales service, product quality, country of origin and brand awareness which are leading to purchase intention within the motorcycle industry from both local and international context. The study focused on Colombo and Gampaha area with a sample of 120 and the survey method was used to gather primary data from the selected group. Hypotheses for the research were tested using correlation analysis. In Sri Lankan context, product quality, country of origin, and promotion are the most important factors when making a decision of purchasing motorcycles.