Browsing Commerce and Management by Subject "Purchasing Decision"

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Empirical Study on the Impact of Celebrity Endorsement on Purchasing Decision in Cosmetics and Personal Care Products Industry

Munasinghe, U.; Weerasiri, S. (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016)

Celebrity endorsement is a form of brand or promotion campaign that involves a famous public figure use his/her fame to promote products and services. In today’s marketplace, consumers of age level of 25-35 years have more ...
The Impact of Consumer Sales Promotion on Customer Buying Behavior: Special Reference to Sri Lankan FMCG Sector

Dissanayake, D.M.U.E.; Wijenayake, S.I. (Department of Marketing Management, University of Kelaniya, 2016)

Literature reveals that sales promotion of the Fast Moving Consumer Goods (FMCG) sector has a big impact on the customer purchasing decision and the frequency of buying. Apart from that the increased number of brands in ...

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