Junior Research Symposia
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Item The Impact of Packaging on Purchasing Decision with Special Reference to Dairy Brands in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2017) Subothini, S.; Wanninayake, W.M.C.B.The promotion plays an important role in achieving the organization’s goals and objectives in competitive markets. From the past, advertising and personal selling has been considered as significant promotional tool but the current trend has been changing and packaging is also used to communicate the message. While other modes such as TV advertisements are considered as expensive tool and reach of target crowd also limited, packaging is considered as a comparatively low expensive and it could reach all kind of target crowd. Packages are kept at the house hold with the consumer after purchasing & it’s important that it provides the details consumers’ need. Therefore, this research focuses impact of packaging on purchase decision. Based on the previous literature, it is anticipated that visual and verbal elements could influence customer preference positively, and this could eventually lead to the purchasing of the products. For this purpose, researcher adopted to the quantitative approach and carried out sample survey among 150 respondents in Colombo district. Target population were the people who purchase dairy products at least twice a month and structured questionnaire adopted for data collection. The finding revealed that both visual and verbal elements positively associated with purchasing decisions in dairy market. Further it was found visual elements are more important than verbal element of the packing in respective industry.Item Impact of Packaging on Consumer Purchase Decision with Special Reference to Green Packaging(Department of Marketing Management, University of Kelaniya, 2017) Lakshani, W.P.A.; Weerasiri, R.A.S.Here the researcher focused to study the impact of packaging on consumer purchase decision with special reference to “Green Packaging”. Because of increasing self-service systems and changing consumer’s lifestyle, the product packaging is growing increasingly as a tool of sales promotion as well. Package plays an important role in marketing communication and it is influencing consumer’s purchase decision. Researcher has concentrated this in depth in literature review. In this research, the model was developed and tested in order to reveal impact of Green Packaging towards consumer acceptance level. The relationship between customer acceptance level & the green packaging elements were tested. As well as simple regression and correlation were used to measure the relationship in between customer acceptance level and green packaging elements. The sample size was 100 respondents and they represented Western Province in Sri Lanka. As per the research. it revealed that there is a positive relationship in-between the customer acceptance level and the green packaging elements such as Packaging design, Reducibility, Reusability, Recyclability and Rules &Regulations. Accordingto results, majority of the respondents had a moderate extent of acceptance for eco -friendly packaging elements.Item The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.Package plays an important purchasing trigger for consumers at the event of purchase occasion and it has become an integral part that provides product information to consumers. Accordingly, main purpose of this study is to explore the impact of dairy product packaging elements on purchase decisions in Sri Lankan environment. Among several elements of packaging, only five elements were considered (i.e. package color, size, material, and printed information and package innovation) by doing extensive literature review. This study purely based on quantitative research method and total of 150 respondents have been approached in Gampaha and Colombo districts by using convenient sampling technique. Descriptive statistics and correlation analysis applied as main analysis techniques to test the hypothesis formulated in this study. It shows that, from five elements of packaging, and printed information on dairy product package are the prominent factors which impact to consumer’ purchase decision. Regression analysis shows that product packaging elements have an impact on purchase decisions of dairy products. As for the author’s knowledge, no previous studies exist on impact of packaging elements of dairy products on purchase decision in Sri Lankan context and therefore this study filled the empirical gap in packaging literature. However, due caution should be given in the event of generalization of the research findings.Item The Impact of Product Package Elements on Consumer Purchase Decision with Specific Reference to Dairy Food Product Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.Today, Packaging is one of the most important factors influencing customers’ mind at the time of purchase. It has become an integral part of modern society and Packaging acts as the language of product and provides necessary information regarding the product to customers. Identifying the extent to which product package elements impact on consumer purchase decisions in dairy food products in Sri Lanka’ can be considered as the research problem. The purpose of this study was set to identify the impact of package elements on consumer purchase decision relating to Dairy product industry in Sri Lanka .Among several elements of packaging, only five elements were considered based on reviewed literature and those are package color, size, material, printed information and package innovation. Qualitative research design has been chosen and data was gathered using questionnaire targeting 150 respondents in Colombo and Gampaha Districts. Sample was selected by using convenience sample technique. Researcher developed five hypotheses and all null hypotheses were rejected based on the correlation coefficients derived from collected data set. Empirical results show that, from five elements of packaging, printed information on dairy product package is the prominent factor which impact to consumer purchase decision. Finally overall results of research suggest that there is an impact of package elements when consumers make the purchase decision on dairy products.