Junior Research Symposia

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Subject: search.filters.subject.Consumer Attitude

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    Factors Influence on the Consumer Attitude towards Organic Food Purchasing in Western Province
    (Department of Marketing Management, University of Kelaniya, 2017) Karunadasa, H.H.J.; Weerasiri, R.A.S.
    The purpose of this research study examines the factors influencing on the consumer attitude towards organic food and how attitude effect on the purchasing intention of organic food. Since the concept of organic food is becoming increasingly popular concept among food retailing sector which enables the food manufacturers to enhance their competitive edge against their rivals. This study is based on online and offline survey conducted on 200 respondents from Western province who are knowledgeable as well as consumed organic food. This research study tested six hypothesis where all the hypothesis are proved except one hypothesis. The research findings indicate that, the health consciousness, environmental consciousness, consumer knowledge and personal norms positively impacts the consumer attitude towards the organic food whereas only subjective norms do not positively impacts the consumer attitude. Also, the research findings proves the positive relationship between the customer attitudes towards the purchasing intentions of organic food. Finally, these findings were used to suggest the marketing strategies which are most suitable to fit with the consumer expectations
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    Factors Affecting on Consumer Attitude towards Mobile Advertising: with Special Reference to Fast Food Industry
    (Department of Marketing Management, University of Kelaniya, 2016) Chathurangee, Upeshika.K.L.; Wijesundara, C.B.
    In Sri Lanka mobile advertising is not used hundred present effectively as mobile advertising is not in its maturity stage. But after identifying consumer attitudes towards mobile advertising, it can be made suggestions for the development of the mobile advertising as a new media. The present research is focused on “the factors effect on consumer attitudes toward mobile advertising and the impact made by those factors on customer attitude with special reference to fast food industry”. The key objective of this research is to find out the factors effect on customer attitudes toward mobile advertising. The specific objectives of this study are to investigate the most prominent factor of mobile advertising that effects on customer attitude and to measure the impact of each factor on the customer attitude. The research design used in the research is quantitative and descriptive research design has been used. The researcher used both primary data as well as secondary data. Researcher has collected primary data by a questionnaire and 200 respondents were participated. The collected data was analyzed by using SPSS and Microsoft Excel. Researcher has found that credibility of the mobile advertisement and permission based advertising highly impact on consumer attitude towards mobile advertising.