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How far Marketing Strategies followed by the Supermarkets will Impact on a Consumer to be loyal for a specific Super Market chain in Sri Lanka

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dc.contributor.author Jayasinghe, B.D.
dc.contributor.author Perera, G.N.R.
dc.date.accessioned 2017-09-14T09:37:28Z
dc.date.available 2017-09-14T09:37:28Z
dc.date.issued 2017
dc.identifier.citation Jayasinghe, B.D. and Perera, G.N.R.(2017). How far Marketing Strategies followed by the Supermarkets will Impact on a Consumer to be loyal for a specific Super Market chain in Sri Lanka.2nd Student Research Conference on Marketing (SRCM), Department of Marketing Management, University of Kelaniya, Kelaniya. p 51. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/17454
dc.description.abstract The purpose of the research is to examine the effectiveness of marketing strategies of modern trade and their level of impact on customer loyalty towards supermarket chains in Sri Lanka. For the selected sample, which is from Colombo, Gampaha and Kelaniya areas, 100 questionnaires were distributed both in online and offline and the results gathered from responses were analysed in order to get a meaningful conclusion. To accomplish this, a conceptual framework was designed and relationships among its’ constructs (Above the line advertising, sales promotions, service quality and visual merchandizing) were hypothesized. The hypotheses were tested based on the identified marketing strategies which are above the line advertising, sales promotions, service quality and visual merchandizing in relation to the customer loyalty in supermarkets. Some of the variables are having moderate relationships while some are having strong relationships with customer loyalty. Hypotheses were tested using structural equation modelling and subgroup correlation analysis in SPSS. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya,Sri Lanka. en_US
dc.subject Above the line advertising en_US
dc.subject Customer loyalty en_US
dc.subject Sales promotions en_US
dc.subject Service quality en_US
dc.subject Visual Merchandizing en_US
dc.title How far Marketing Strategies followed by the Supermarkets will Impact on a Consumer to be loyal for a specific Super Market chain in Sri Lanka en_US
dc.type Article en_US


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