Commerce and Management
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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.Item A Study on Impact of Social Media Marketing Of Fashion Retailer Brands in Sri Lanka on Customer Purchase Intention.(Department of Marketing Management, University of Kelaniya, 2017) Wijegunawardhana, S.M.; Weerasiri, R.A.S.Due to the high competition of the fashion industry and the rapidly changing customer trends a fashion market has been challenging to the marketers like never before. The degree of customer involvement in the social media has further revoked industry by opening more avenues to the marketers while challenging them at the same time by making customers more knowledgeable and powerful. The purpose of this study to check how this social media marketing is actually affects the overall purchasing decision dynamics of the customers. This is an exploratory research; a pre tested questionnaire distributed among 100 young adults who purchase clothing with the use of convenience sampling technique to capture data for the study. The analysis of the study attempts to find whether social media usage affect purchase intention of fashion related products. The findings clearly states that more than 60% of the respondents are engaging with the social media posts of fashion retail outlets in Sri Lanka.. So this gives an idea if these social media posts are creating more impressions that its reach. So there is a chance of these social media posts making sales not only to their followers list but to others as well.Item Study on Purchasing Intention of Smart Phone Market in Sri Lanka (With Special Reference to University Undergraduates).(Department of Marketing Management, University of Kelaniya, 2017) Madushani, R.H.S.; Ubayachandra, E.G.This research examines the study on purchase intention of smart phone market in Sri Lanka with special reference to university undergraduates. Product Functions, Value for money, social influence and brand image identified as independent variables and purchasing intention identified as dependent variable. Research has addressed complex problem related to study on purchase intention of smart phone market in Sri Lanka with special reference to university undergraduates. Meanwhile research gap was identified as per the literature review and also it has been filled. Based on four hypothesis study was conducted. Mainly primary data was collected. In addition to secondary data also applied. I have selected three national universities and among them 150 sample was selected. Data set is collected through questionnaire, and convenient non-probability random sampling method. In here ten findings and three recommendations were revealed. The findings revealed that there is a significant relationship between all variables with purchasing intention, which indicates that the Smartphone purchase intention of undergraduates in universities of Sri Lanka is influenced by product function, value for money, social influence and brand image. The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the results other than secondary research and questionnaire.