Symposia & Conferences
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Item Identification of the Factor Structure Affecting Work from Home during COVID-19 Outbreak in Sri Lankan Context(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Liyanage, P.M.T.S.K.; Ekanayake, E.A.Organizations have been paying more attention to offer their employees the option to work from home for years due to various reasons and working from home alternative has gained importance during COVID-19 pandemic as many countries apply physical distancing. Thus globally it become the only alternative for many organizations. With emergence of new waves of COVID-19, Sri Lankan government also issued several circulars on work from home for government employees. As productivity of the employees is one of the most crucial business factors for organizations, it is important to find out what are the factors affecting work from home in order to deliver the maximum outcome from the employees. This study aimed to identify the hidden factors affecting work from home in Sri Lankan context. Convenient sampling method was used to collect data during October 2020 to March 2021 using a questionnaire in a google form. Principal component analysis was used as the extraction method in factor analysis and Varimax was used as the rotation method. The results revealed that there are four main hidden factors affecting the work from home namely, social factors, organizational factors, technical factors and personal factors. As this is relatively a new concept especially for the government sector of Sri Lanka, the results of the study give insights and directions on the aspects like resource allocation and preparation of mindsets of employees for work from home. In general these results can be used to increase the overall productivity of work from home conditions.Item THE BEGINNING OF MARKETING TO INDIVIDUALS WILL NOT THE END OF MASS MARKETING(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ekanayake, E.A.Mass marketing (MM) is an attempt to attract whole market with one basic marketing strategy utilizing mass distribution and mass media. With marketers increasingly adopting exceeding refined market segmentation schemes fueled by the internet and other customization efforts some claim MM is dead. But we are surrounded by mass market firms, multinationals aiming to maximize profits, market share and economies of scale by producing and selling huge quantities. There is marketing myth as targeted marketing is the smart, modern way to market. Consumers can split in to nonbuyers, light, medium, and heavy buyers and most consumers are light buyers while diminutive percentage is heavy buyers. Companies should MM to non- and light buyers. Companies like Ford, Microsoft, Macdonald and Coca-Cola achieve market saturation by using developing product width and depth from ranges of products aimed at targeting large proportion of the market. The success of MM is contingent on the probability within the huge audience exposed to the marketing strategy. Heavy advertising, development and market research costs, Establish and keep brands in public eye and fierce Competition are disadvantages of MM while Maximizes income, Decline of one sector likely to compensated by growth in other sectors, Reduction in average costs through economies of scale, Allows Brands to use their full value are overtaken advantages. MM is more effective than targeted marketing. Light buyers heavily dominate brands’ consumer bases, so targeting them will provide the greatest penetration and Brand growth lies in increasing market penetration.