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Consumer Evaluation of Brand Extension -with Special Case Reference to the Fast Moving Consumer Goods (FMCG) Sector in Sri Lanka

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dc.contributor.author Wanninayake, W.M.C.B.
dc.contributor.author Dissanayake, D.M.R.
dc.date.accessioned 2015-05-15T08:31:08Z
dc.date.available 2015-05-15T08:31:08Z
dc.date.issued 2007
dc.identifier.citation Wanninayake, W.M.C.B. and Dissanayake, D.M.R., 2007. Consumer Evaluation of Brand Extension -with Special Case Reference to the Fast Moving Consumer Goods (FMCG) Sector in Sri Lanka, Proceedings of the Annual Research Symposium 2007, Faculty of Graduate Studies, University of Kelaniya, pp 170. en_US
dc.identifier.uri
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/7492
dc.description.abstract Today most of the organizations in FMCG sector have interest on fallowing the brand extension strategy to increase the sales of product lines the FMCG sector in Sri Lanka, both local and multinational FMCG sector companies operate, follow the market penetration and with brand extension strategy in a broader perspective .Brand extension strategy is widely used because of the fact that strongly positioned brand could build and communicate the brand values sucesfuly.Then the customers are motivated to do trial purchasing and averse the risk of new product. However there is no empirical evidence to understand consumer evaluation of brand extension. The purpose of the study was to investigate the perceived quality, perceived fit and the perceived difficulty of the consumers associated with how they behave with a brand. The study was based on both primary and secondary data. Primary data were collected through a survey conducted in Colombo and suburbs. The sample size was 150 customers who were profiled with the environment of Colombo and suburbs. Data were collected using a self administrated questionnaire with multi item scales to measure those constructs. The study revealed that both perceived quality and perceived fit have direct positive effect on consumer evaluation of brand extention.Futher it found that when the extension is fit with the original brand, it has a grater chance to trial the product resulted in brand extension strategy. And also, the study identified that there is a significant effect of the brand experience towards the degree of involvement of the customers for the new product lines. Finally it further revealed the effect of the repetition A TL adv~rtising and consumer sales promotion play a outstanding promotional role to inspire the consumers for brand extension strategy. en_US
dc.language.iso en en_US
dc.publisher University of Kelaniya en_US
dc.subject Brand Extention, Percived Quality, Percived Fit, Perceived difficulty en_US
dc.title Consumer Evaluation of Brand Extension -with Special Case Reference to the Fast Moving Consumer Goods (FMCG) Sector in Sri Lanka en_US
dc.type Article en_US


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