Junior Research Symposia
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Item Impact of Sharing Economy on Customer Purchasing Intention in the Hotel Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Guruge, M.S.P.; Wijenayake, S.I.As a result of the phenomenal growth of the sharing economy in the tourism industry, investigating its impacts on travellers and tourist destinations is of paramount importance. Accordingly this study attempts to measure the impact of sharing economy on customer purchasing intention in the hotel industry. Based on a survey targeting foreign tourists from the Southern province, it was identified that economic benefit, sustainability consideration, trustworthiness, local experience & facilitating conditions significantly impact on customer purchasing intention in the hotel industry. The statistical outputs revealed out of the five main factors, trustworthiness and economic benefits were identified as to be the most impactful variables on customer purchasing intention. Even though the importance of these variables has been different from country to country the situation prevailing within the Sri Lankan context has been identified here. Further the empirical evidence from this study suggests several theoretical and practical implications for the tourism and hospitality businesses and directions for future research.Item Impact of Marketing Mix Element on Customer Purchase Intention With Reference To Lubricant Market in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Bamunusinghe, K.B.H.M.; Wijenayake, S.I.This research was conducted to find out the Impact of Marketing Mix element on the customer purchase intension for lubricant products market in Sri Lanka. Researcher has found out that there is a positive relationship among marketing mix and customer purchase intension. For the partial perspective, the study suggests some strategies for the management of Lubricant Product industry. Also mention some further research areas. A sample of 100 respondents who are above 20 years of age and who are capable of making decisions of vehicle maintenance from Colombo and Gampaha districts were selected to conduct the study. A questionnaire based survey was conducted to collect data and stated hypotheses were tested using correlation and regression analysis. SPSS was used as the data analysis tool. Results of the research provide insights for lubricant market to make marketing mix decisions.Item The impact of demographic and social class on purchasing intention, with special reference to fashion luxury good market in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Wijesinghe, J.S.T.; Wijenayake, S.I.The study is mainly focusing the impact of demographics and social class on purchasing intention; with special reference to fashion luxury good market in Sri Lanka. In the study the demographics and social class has been taken in to consideration to measure the consumer purchasing intention. this study only limited few areas (Gampaha, Colombo, Kegalle, Kurunegala etc.). The sample population of 100 has been analyzed through the survey method and a questionnaire had been distributed in order to collect data. Correlation technique has been used to evaluate the consumer purchasing intention. By using this method Hypothesis were tested. 4 hypotheses were accepted and 1 was rejected. As of the outcome of the study that repercussion the impact of demographical and social factors are positively associated with the purchasing intention respect of the selected sample context. as a matter of fact, that reveal those variables are stimulators which are capable enough to trigger consumers purchasing intentions. Thus, the research has elaborated significant contribution of the contemporary word by proving there is positive relationship of the variables. Therefore, the researcher has suggested the further investigations in the area of purchasing intention.Item The Factors Influencing on Internet Banking Adoption in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Mangalee, J.D.C.; Wijenayake, S.I.In this present era of technology, every individual is being affected by technology. E-banking technology has wide acceptance throughout the world. It is getting popular day by day and the development and success of internet banking in Sri Lanka depends on the customers‟ acceptability of this concept. Although there were lots of researches had been conducted related to the adoption of internet banking in foreign countries, the researches relating to Sri Lanka is limited. The underlying purpose of this research is to evaluate the factors influencing on internet banking adoption in Sri Lanka. In here model was developed through online survey. Five hypotheses were developed and this model was tested with 100 respondent western province in Sri Lanka. The response of the respondents was quite appreciated and the response rate was about 82%. Reliability and regression technique are employed to study the relationship. Perceived risk, perceived trust, perceived usefulness, social influence, perceived security factors were used to measure customer adoption of internet banking. The results of data analysis showed that above factors have impact customer adoption of internet banking. The results also propose that demographic factors impact significantly internet banking adoption in Sri Lanka.Item Impact of Health Oriented Attitudes on Customer Purchasing Decision in Processed Food Industry(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Jayasiri, G.D.D.M.; Wijenayake, S.I.Processed food industry is very successful industry with in word and it is growing day by day. Even though it is observed that there is a high consumption of processed food items, there are evidences that methods of food processing can harm the notoriousness of food. s will be damaged the nutritious value of the fresh foods. Therefore, this study is conducted to identify the health oriented attitudes of consumers in making purchasing decision in processed food industry. The population in concern is the people in western province out of which 150 responders were selected. The mean median, mode, correlation such as descriptive statistical methods were used in analyzing the gathered data using SPSS as the analytical tool. Results confirm that health consciousness, health information orientations, health oriented beliefs and orientations toward healthy activities have an effect on the purchasing decision of processed foods industry in Sri Lanka.Item Relationship between Customer Satisfaction and Service Quality in Banking Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.R.S.; Wijenayake, S.I.The article involves the Gap Model in Service Quality as the theoretical criteria. The gap model is a model, which is covered under service quality. This model helps the organization to identify the difference between the service that the company gives and what the customer expectations are. The industry that chose to run the gap model is banking industry in Sri Lanka. The overall purpose of this article is to introduce and analyze the fifth gap which identifies the difference between the consumer expectations and the service provided. The article involves a critical examination of the satisfaction and service quality relationship. Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. In the context of a service industry, customer satisfaction is often viewed as a central determinant of customer retention through the development of relationships. This model is very helpful for the organization in order to identify what the customers are really expecting from bank. Banks are service oriented organizations, the GAP model is ideal for them to get the feedback from the customers as to whether they are satisfied by the service given to them or not.Item The Impact of the Marketing Communication Tools on Brand Awareness in Second Hand Automobile Market in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) de Silva, A.K.S.; Wijenayake, S.I.This study is done to examine the impact of marketing communication tools on brand awareness in second hand automobile industry in Sri Lanka. It was identified that there is an increased usage of automobiles and most of people are buying used automobile from owners and automobile companies. Furthermore, it is observed that people consider many factors in their purchasing decision making process. Therefore the main objective of this study is to identify impact marketing communication tools on brand awareness in second hand automobile industry. A survey was conducted using a structured questionnaire to examine the stated hypothesis. Primary data was collected from 80 respondents who buy second hand automobiles in Colombo district and Gampaha District. Collected data were entered to SPSS software for purpose of basic data analysis. The impact of marketing communication tools on brand awareness in second hand automobile in Sri Lanka was identified as the final result of the study.Item The Impact of Experiential Marketing on Purchase Intention with Special Reference to Dialog 4G Routers.(Department of Marketing Management, University of Kelaniya, 2016) Kodagoda, K.W.M.S.; Wijenayake, S.I.Telecommunication companies face a huge completion in the marketplace today. The increase of offerings to customers and the rise of competition have made it harder for organizations to differentiate themselves. The companies, in order to have a competitive advantage, are pressured by both the market and their customers, to come up with experiences that stimulate their target’s emotions and sensations (Gentile; Spiller; Noci, 2007). Therefore, the focus of market offerings has changed from product to experiences, and for that, marketers have started using experiential marketing. Having this in mind, Dialog Axiata PLC one of the leading telecom service providers in Sri Lanka has come up with an idea of offering their Home Broadband routers with a free 7 day trial. Objective of this idea is to give an opportunity to their customers to trial the unit before purchasing it. So the research problem is “To what extent experiential marketing has been influenced on consumer purchase intention with reference to Dialog 4Grouters”. The study is carried out with the objective of understanding about the impact of experiential marketing on purchase intention for 4G routers and sub objectives are to identify experiential marketing & types of experiences. This research employs the mixed method approach which uses the elements of both qualitative and quantitative research. Research results shows the experiential marketing dimensions and purchase intention have strong relationship. These findings can be used by the companies who sell technological products, like 4G routers to better identify the impact they have from the experiential marketing and can arrange relevant strategies accordingly hence will be able to better compete with its rivals.Item The Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, M.H.K.; Wijenayake, S.I.At the initial stage researcher has described about the background of the study. Background consists of brief summary about the sales opportunities and promotional strategies in bicycle industry in Sri Lanka. Research problem centered to "To investigate the impact of personal attitudes on consumer purchasing intention of foot bicycle in western province Sri Lanka ". There were researches about the Personal attitudes. However there's no sufficient empirical evidence in Sri Lanka to know whether which attitude impact most to the consumer purchasing intention. The research gap is knows the most affective personal attitude and use it for promotion strategies. Main objective is to identify the impact of personal attitudes of the bicycles on its purchasing intention. Quantitative data analysis techniques are used to test the derived hypotheses of the study. Different data collection methods were used to collect the data such as primary and secondary. Here priority is given to collect the primary data using a questionnaire. In order to gather data for the research, researcher has selected the respondents pertaining to Gampaha and Kelaniya area. Selected sample size was 150 respondents. The findings provides new insights into the bicycle market of Sri Lanka and it provides insights to understand the impact of the eco- friendliness, been a leisure time activity, low cost transport medium and way of doing exercise (characteristics of a bicycle) on consumer purchase decision. Findings show that the most affective attitude is low cost of the bicycle. These findings can be used to improve the performance of the bicycle market of the country.Item The Impact of Consumer Sales Promotion on Customer Buying Behavior: Special Reference to Sri Lankan FMCG Sector(Department of Marketing Management, University of Kelaniya, 2016) Dissanayake, D.M.U.E.; Wijenayake, S.I.Literature reveals that sales promotion of the Fast Moving Consumer Goods (FMCG) sector has a big impact on the customer purchasing decision and the frequency of buying. Apart from that the increased number of brands in the market has increased the competition for FMCG products. Therefore business organization spent a lot of money on sales promotion for especially on FMCG sector. This study attempted to identify the impact of consumer sales promotion techniques on consumer purchasing decision of FMCG in the Gampaha district. This research is trying to explore the aspects of a FMCG purchasing decision at the point it is made. For this purpose the consumer decision process is explored and studied. With the aim of studying those aspects the relevant literature were reviewed and a conceptual model was established. The derived hypotheses were tested using the inferential statistics tools with the usage of SPSS as the statistical package. The consumer purchasing decision was the dependent variable and independent variables were samples promotion, coupon promotion, cash refunds promotion, price packs promotion, premiums promotion, advertising specialties promotion, point of purchase promotion and prizes promotion. The study used a convenience sample of 150 respondents from Gampaha district. A questionnaire which consisted of nominal type, scale type, ordinal type, and open ended questions was used to obtain the data on the relevant constructs. According to major findings of the study, it is found that consumer sales promotion techniques have the highest impact on purchasing decision for FMCG. Additionally, the study provides valuable implications and insights for the marketing managers in the FMCG industry to develop effective marketing strategies.