Junior Research Symposia

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    Impact of Social Media Marketing on Brand preference of Smartphones among Sri Lankan Youth
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dilhani, K.N.; Perera, G.N.R.
    The social media has unique features compared to traditional marketing tools and using social media has become very popular among youth. A smartphone also has become an essential part of the life among youth. Smartphone market also has become very competitive and building brand preference for a smartphone brand is not a very easy as leading brands are coming up with innovations frequently. This study evaluates the impact of social media marketing on brand preference of smartphone brands among Sri Lankan youth with special reference to Facebook. A research gap was identified and the objective was to evaluate the impact of social media marketing on brand preference of smartphone brands among Sri Lankan youth. Social media visibility, Social media engagement and Social influence from social media were selected as independent variables. Facebook was the selected social media network for the study for the convenience of studying. Brand preference was the dependent variable and the relationship between the brand preference and each independent variable was studied analyzing the collected data from 100 respondents using a structured questionnaire distributed online. Identifying the impact of above independent variables on brand preference of smartphones were the specific objectives of the study.
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    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.
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    Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Ganegala, G.W.N.K.; Ubayachandra, E.G.
    Mobile telecommunication is one of the fast growing industries in Sri Lanka. Currently few numbers of operators engaged in this small market with huge competition. Due to highly competitive market environment service providers attract others customers to sustain. As a result of that the switching behavior of customers’ has been frequently happening. This study was focused on the problem of identifying the Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka. Main objective of this study was to determine the factors impact on switching behavior of mobile telecommunication users in Sri Lanka. Deductive research approach was used for this study and 150 switched respondents between ages 18-55 were selected under convenience sampling method. Both primary and secondary data were used for this study and survey method used to collect most of the primary data. Five independent variables were identified according to the previous literature namely Brand Image, Core service failure, Attraction by competitors, price and Social influence. The data were analyzed using both descriptive statistics and inferential statistics. Data analysis revealed that the brand image had the most impact on brand switching behavior than the other factors. However, all five factors were found significant impact on switching behavior among mobile phone users. Findings of this study provide important implications to the telecommunication operators in their effort to increase their customer base and to retain customers with the organization.