Symposia & Conferences
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Item The Impact of Sensory Marketing on Consumer Buying Decision: Examining the Mediating Effect of Brand Trust with Special Reference to the Fast-Food Industry in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wickramanayaka, J. P. M. T.; Mirando, U. J.Sensory marketing, an innovative approach to consumer engagement, has gained considerable attention in global markets but remains underexplored in Sri Lanka's fast-food industry. This study elaborates on the impact of sensory marketing on consumer buying decisions, examining the mediating effect of brand trust. Addressing an available performance deviation in aligning sensory branding practices with the preferences of Sri Lankan consumers, the research offers empirical insights into how brand trust bridges the relationship between sensory marketing and consumer purchasing behavior. With the growing importance of sensory elements in shaping consumer experiences, this study contributes to the sparse literature on sensory branding in the Sri Lankan context, especially within the fast-food sector. The multidimensional role of sensory stimuli (visual, auditory, olfactory, gustatory, and tactile) influences brand perception and trust. Additionally, prior studies emphasize the mediating potential of brand trust in consumer decision-making. Adopting a quantitative cross-sectional research design, this study aligns with the positivist research philosophy and deductive approach. The fast-food industry in Sri Lanka's Western Province was chosen due to its high consumer density and diversity of fast food. A sample size of 384 participants was derived using a convenience sampling technique, ensuring demographic representation across key age, income, and education categories. Data collection was facilitated through a structured questionnaire comprising three primary sections: sensory marketing dimensions, brand trust indicators, and consumer buying decision factors. The reliability and validity of the instrument were ensured through pretesting and pilot studies. Collected data were analyzed using SPSS software. Reliability was confirmed through Cronbach's alpha values exceeding 0.7, while sampling adequacy and data suitability were validated using the Kaiser-Meyer-Olkin (KMO) test and Bartlett's test of sphericity. Skewness and kurtosis assessments demonstrated data normality, which signifies values between -2 and +2. Key analytical methods included correlation analysis to explore relationships among variables, regression analysis to test hypothesized impacts, Process V4.2 extension towards mediation effect, and structural equation modeling (SEM) to examine the mediating role of brand trust. Findings reveal that sensory marketing significantly influences consumer buying decisions, with strong positive associations observed across all sensory dimensions. Brand trust emerged as a pivotal mediator, strengthening the link between sensory marketing and consumer decision-making. Specifically, sensory stimuli not only enhance immediate purchase intentions but also contribute to long-term trust in fast-food brands. Visual and olfactory elements were identified as the most influential sensory factors, while auditory and tactile elements showed moderate impacts. Furthermore, brand trust positively correlated with consumer loyalty, emphasizing its critical role in shaping consumer buying decisions. From a managerial perspective, the study underscores the importance of integrating sensory branding strategies into marketing frameworks to build brand trust and drive consumer decisions. Practical recommendations include prioritizing culturally resonant sensory elements and leveraging consumer feedback to refine sensory branding practices. Empirically, this research fills a critical gap in sensory marketing literature, particularly in the context of emerging markets like Sri Lanka. However, limitations include the use of convenience sampling, which may restrict the generalizability of findings, and the cross-sectional design, which limits insights into temporal dynamics. Future research could adopt longitudinal designs to explore the evolving role of sensory marketing over time, examine additional mediating variables such as customer satisfaction, and extend the scope to other industries or geographic regions. Ultimately, this study advances both academic and practical understandings of sensory marketing, offering actionable strategies for fast-food businesses in Sri Lanka to enhance consumer engagement and foster brand loyalty through trust-driven sensory experiences.Item The Impact of Packaging Materials on Consumer Purchase Intention in the Fast-Food Industry in Sri Lanka with the Mediating Effect of Environmental Concerns(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerasinghe, W. M. T. S.; Weerasiri, R. A. S.This study explores the impact of packaging materials on consumer purchase intentions in Sri Lanka's fast-food industry, focusing on the mediating effect of environmental concerns. Addressing notable empirical and practical gaps, the research investigates how packaging materials, often overlooked in favor of factors like taste, price, and convenience, influence consumer preferences, particularly in relation to sustainability. Despite the rising importance of eco-friendly practices globally, the Sri Lankan fast food industry continues to rely on non-biodegradable, cost-effective packaging, neglecting consumer demand for sustainable alternatives. The study seeks to answer the question, “How do packaging materials, with environmental concerns mediating the relationship, influence consumer purchase intentions in Sri Lanka’s fast-food sector?” It also evaluates key dimensions of packaging materials, such as environmental friendliness, durability, and cost-effectiveness, to identify the most influential factors shaping consumer decisions. The practical gap related to this research lies in the limited integration of environmentally friendly packaging practices within Sri Lanka’s fast-food industry. Although there is growing awareness of sustainability, the sector has not effectively addressed the impact of packaging materials on consumer behavior or brand image. This study highlights the urgent need for empirical research to guide the adoption of sustainable packaging strategies that align with evolving consumer preferences and regulatory standards. Using a quantitative research approach, data was collected from 391 respondents who regularly engage with fast food services. The study was conducted in a natural setting to ensure authentic responses, avoiding artificial or simulated environments. A non-probability judgment sampling method was employed, selecting participants based on familiarity with fast food products and purchasing habits. While this approach ensured relevance to the study's objectives, it also limits the generalizability of findings to a broader population. The analysis revealed that packaging materials significantly influence consumer purchase intentions, with environmental concerns acting as a mediator to enhance this relationship. Strong positive correlations were observed among all three variables, underscoring the interconnected nature of packaging, environmental concerns, and purchasing behavior. However, not all packaging dimensions equally influenced purchase intentions. While environmental friendliness, durability, and cost-effectiveness showed significant impacts, aesthetic appeal and design did not demonstrate a notable effect, highlighting varying consumer priorities. This research contributes valuable insights into the dynamic interplay between packaging materials, environmental concerns, and consumer decision-making in Sri Lanka’s fast-food industry. The findings emphasize the importance of incorporating sustainability into packaging strategies to meet consumer demands, enhance brand image, and drive competitive advantage. The study further underscores the need for fast food businesses to innovate and adapt their practices to align with global trends in environmental responsibility. The research has both theoretical and practical implications. Theoretically, it expands understanding of consumer behavior in the context of fast-food packaging and environmental concerns, offering a framework for future studies in similar markets. Practically, the study provides actionable recommendations for fast food businesses, emphasizing the adoption of eco-friendly packaging to foster positive consumer perceptions and loyalty. However, limitations such as the non-probability sampling technique and focus on the Sri Lankan context may affect the generalizability of the findings. Future research could address these limitations by exploring diverse markets, incorporating longitudinal data, and assessing additional mediators and moderators like brand trust and consumer loyalty.Item Consumer Attitudes toward Mobile Advertising: With Special Reference to Fast Food Industry.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Wijesundara, C. B.; Hennayake, H. M. G. Y. J.The rapid proliferation of mobile phones has created a new channel for mobile marketing. The use of Short Messaging Service to access customers through mobile devices is gaining popularity. In Sri Lanka, most of fast-moving food companies are using Short Messaging Service to reach their customers. However, little has been done to investigate the attitudes towards SMS as an advertising tool. Therefore, the purpose of this study is to examine the factors influence on consumer attitudes toward mobile advertising. Data was collected through a sample of 200 respondents from Colombo District. A deductive approach was employed to construct the conceptual framework, and accordingly, hypotheses were formed. The hypotheses were tested using Co-relations. Findings revealed that credibility and permission-based advertising of the mobile advertisements have a greater impact on consumer attitude towards mobile advertising. Managerial implications and the research propositions were suggested for the mobile marketing sphere at the conclusion.