Student Research Conference on Marketing(SRCM)http://repository.kln.ac.lk/handle/123456789/171582024-03-28T12:45:32Z2024-03-28T12:45:32ZImpact of Social Factors on Consumer Impulsive Buying Behavior in Sri Lanka.Basnayaka, B.M.M.G.T.R.Gayathree, D.A.G.P.K.http://repository.kln.ac.lk/handle/123456789/174992017-09-18T06:38:48Z2017-01-01T00:00:00ZImpact of Social Factors on Consumer Impulsive Buying Behavior in Sri Lanka.
Basnayaka, B.M.M.G.T.R.; Gayathree, D.A.G.P.K.
Impulse buying is normally thing within the consumers. The purpose of the research is identifying the social factors influencing the impulsive buying behavior: the case FMCG in Sri Lanka. The objectives are to identifying the social factors affect to impulse buying behavior and analysis how demographic variables influence to the impulse buying behavior. Pilot survey conducted before collect data from sample. In pilot survey identify validity and reliability of the questions and some one question remove from the questioner. After that collected data from the sample. Data collection based on the Colombo district by 100 respondents. Date analysis done by using SPSS 20 software and finally identify strong, week and also moderate relationships between the dependent variable and independent variables.
2017-01-01T00:00:00ZImpact of Brand Knowledge on Consumer Lifetime Value with Special References to Ayurvedic Products in Sri Lanka.Sudharshana, N.A.Gayathree, D.A.G.P.K.http://repository.kln.ac.lk/handle/123456789/174982017-09-18T06:36:50Z2017-01-01T00:00:00ZImpact of Brand Knowledge on Consumer Lifetime Value with Special References to Ayurvedic Products in Sri Lanka.
Sudharshana, N.A.; Gayathree, D.A.G.P.K.
In Sri Lanka Ayurvedic industry can be define as growing industry in today context then it is critical to understand about future development of this industry. As marketing student researcher tried to figure it out how it can be applied branding concept in order to develop this ayurvedic industry in Sri Lanka. Researcher found that even though there is a possibility to develop this industry most of companies do not engage with high branding concept and brand development task such as FMCG industry. But if companies develop their brand by taking some effort actually it will be impact to their loyal customer base in other word their cash generating ability will increase. There is story behind to select this topic also that is researcher got job in ayurvedic product manufacturing company and that company do not engage with more branding and particular company not spend more money to develop their Ayurvedic brands. In that sense researcher though that there is opportunity to develop this industry by using brand as mentioned early. Then researcher needed to figure it out is that true? To prove it researcher has done this study.
Then researcher finally proved that if company come up with branding concept such as FMCG market then that day will be a great day to ayurvedic industry in Sri Lanka.
2017-01-01T00:00:00ZFactors Affecting the Attitude towards Facebook Advertisements – With Special Reference to Colombo City Customers.Sandaruwan, P.M.D.Gayathree, D.A.G.P.K.http://repository.kln.ac.lk/handle/123456789/174972017-09-18T06:33:23Z2017-01-01T00:00:00ZFactors Affecting the Attitude towards Facebook Advertisements – With Special Reference to Colombo City Customers.
Sandaruwan, P.M.D.; Gayathree, D.A.G.P.K.
In today environment, online social networking, especially Facebook is almost impossible to ignore, hence it has become a part of people’s daily life activities. Advertisers, marketers and companies have therefore identified the opportunity of this habit and incorporate Facebook into their marketing strategies. Advertising through the Facebook enhanced the value of advertising in terms of brand awareness, profit and return on investment. But on the other hand, the effect of Facebook advertising depends on the factors that affect to customers’ attitude toward advertising because it would not make any sense for advertisers to put effort in Facebook advertising without knowing the impact on customers’ attitude. The aim of this study is to examine some factors that possibly would have an influence on the customers’ attitude toward Facebook Advertising with special reference to Colombo city customers in Sri Lanka. This research study provides some insights to companies, marketers and advertisers that may draw current and potential consumers’ positive attitude toward advertising on Facebook.
2017-01-01T00:00:00ZFactors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri LankaPerera, H.M.H.N.Gayathree, D.A.G.P.K.http://repository.kln.ac.lk/handle/123456789/174962017-09-18T06:29:45Z2017-01-01T00:00:00ZFactors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka
Perera, H.M.H.N.; Gayathree, D.A.G.P.K.
Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, which adds to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute to create brand loyalty towards the fast food industry in Sri Lanka, with special reference to the internationally franchised fast food brands currently operating in the country. The researcher also intends to investigate the extent to which these factors impact on generating brand loyalty towards the fast food industry. The sample of 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province, using convenience sampling method. A questionnaire based survey method was used to gather the primary data required for the study.
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