International Conference on Business and Information (ICBI)
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Item Contribution of Generation Z Characteristics on Brand Dilution: A Case on Phone Industry Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Pemerathna, A.H.S.The Underlying intention of this research is to identify the significance of generation Z idiosyncrasy and its influence on the brand dilution. This research would try to correlate the social characteristics of the mentioned generations and the consequential brand impact on modern business. Literature review was abstracted on the cultural aspects buyer behaviors and attitude movements of the generation Z, while the realism ontology was followed in creating the research methodology with interviews. Qualitative tools and methodologies were used to collect data and the interviews were the main tool while patterns identified through data coding. Analysis has proven that digital divine has limited the Sri Lankan society from all transformed anti millennia generation, where claimed personalities of Generation Z as well known it mostly exist in urban societies than rural. However, the backbone characteristics like social media, brand waring personality is commonly found in both the categories. While contributing to the academia of the country the research is expected to shade light on the marketing fraternity and top brand decision makers who would look up to sell most of their products to this new Generation.Item The Impact of Physical Evidences on Customer Store Loyalty with Special Reference to Supermarket Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Thilina, D.K.; Liyanage, N.In Sri Lanka, when concentrating on previous researches on supermarket environment, the main focus has gone towards how far the customer service has affected on customer satisfaction or customer loyalty. However, other than the service quality there are so many areas to be looked at on the super market environment. There has been no such research conducted to study how physical evidences are made an impact on consumer behavior in super market environment. Therefore, there is a gap on identifying variables, which affect on consumer behavior other than the service quality in Sri Lankan supermarkets. Consumer mind is changing time to time but it is questionable whether that change is captured by retailers when designing their strategies. The overall study focused on whether there is an impact on the physical evidence used in supermarkets towards achieving customer store loyalty. This survey has covered the five major supermarkets in Sri Lanka. The sample is consisted of 100 customers those who are doing shopping at supermarket. To carry out the research there were four physical evidence elements selected such as layout, signage, lighting and signboards of supermarkets. Through the research findings there are several aspects of the customer store loyalty was revealed. One of those is present context customers are moving from general trade to modern just because of the opportunity that they getting to compare prices of the goods, quality and specifications of each products unlike in the general trade shopping. The next reason is most of the people love to have family shopping specially in supermarkets. Nowadays this has become a new trend in supermarkets.Item Perceived Brand Value Benefits of Tea Product and its Impact on Consumer Behavior Study on Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Rasheed, M.S.; Patabendige, S.In a highly competitive marketplace, managing the non-price purchase and satisfaction drivers that matter most to customers can positively impact market share. Customers make purchase decisions based on how valuable they perceive the quality of products and services as they relate to price and the competitive position is determined by the perceived value of products and services, relative to the competition. The value concept is one of marketing theory’s basic elements. Identifying and creating customer value (CV) - understood as value for customers - is regarded as an essential prerequisite for future company success. This paper aims to investigate the relationship between Consumer Perceive Value dimensions and purchase intention and the study was focused on Tea products and it’s consumption of Sri Lanka. Sweeney and Soutar (2001)’s well-known conceptual framework built on customer purchase intention that includes the major determinants of customer perceived value; functional benefits, emotional (experiential) benefits and social (symbolic) benefits was employed to investigate the level of relationship of perceived value dimensions with consumer buying intention. Based on the extensive review of literature hypotheses were set and tested with help of a sample of 100 respondents. Author had used the same indicators of functional Benefits, emotional benefits and social benefits as it was used in majority of the literature carried out with regard to the customer perceived value. To measure the functional benefits of tea Taste, Aroma, Easy to use and Economical benefits were assigned as indicators based on the study carried out by Foods for Specified Health Use (FOSHU) certification body of Japan. Finding of this research suggests that marketers should carefully consider the brand perceived value components specially the functional Components when designing branding strategies particularly with regard to tea rather concentrate on emotional values as it is currently targeted by most of the tea brand and also called on to adapt their branding approaches to fit each marketing environment and enhance brand loyalty to reduce the switching behavior of consumers. Further, this paper identified and emphasized the need of proper education to the general public with regard to health and medicinal value of Tea for the cause of a healthy Nation as well as the country’s economy. In the meantime, urging all parties engage in the industry for further product innovation beyond the present scope of tea “beverage”.Item FACTORS INFLUENCING THE DEMAND OF BEAUTY SOAP AMONG FEMALE CONSUMERS IN THE GREATER COLOMBO REGION(2010) Wijesundera, G.; Abeysekera, R.The usage of beauty soap among Sri Lankan consumers had been declining since 2003 to 2009, while globally accepted & fully localized brands were recording a negative growth in terms of the usage. Purpose of this study is to explore how the marketing mix & demographical factors influence the brand preference & purchasing behavior of beauty soap among the female consumers in the greater Colombo region. Sample consisted of 91 female consumers in greater Colombo region. Data were gathered by administrating questionnaires. The independent variables are 4Ps, Age, Income Level, Education, Marital status, Occupation, skin type, social factors, substitute products & dependent variable is the brand preference. Analysis was done using the Chi-square method at the significant level of 0.05. The results indicated that there were statistical relationships between price, product, education, occupation and band preference and there was no statistical relationship between place, promotion, age, income level, marital status, skin type, social factors, and substitute product with the brand preference. Thus the price, product, education & occupation are only having a statistical relationship with the brand preference of female consumers in the greater Colombo region.