1st-2016http://repository.kln.ac.lk/handle/123456789/171592024-03-29T07:26:22Z2024-03-29T07:26:22ZThe Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.Marasingha, M.P.C.H.K.Herath, Renuka.http://repository.kln.ac.lk/handle/123456789/172862017-08-25T06:35:31Z2016-01-01T00:00:00ZThe Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.
Marasingha, M.P.C.H.K.; Herath, Renuka.
Package plays an important purchasing trigger for consumers at the event of purchase occasion and it has become an integral part that provides product information to consumers. Accordingly, main purpose of this study is to explore the impact of dairy product packaging elements on purchase decisions in Sri Lankan environment. Among several elements of packaging, only five elements were considered (i.e. package color, size, material, and printed information and package innovation) by doing extensive literature review. This study purely based on quantitative research method and total of 150 respondents have been approached in Gampaha and Colombo districts by using convenient sampling technique. Descriptive statistics and correlation analysis applied as main analysis techniques to test the hypothesis formulated in this study. It shows that, from five elements of packaging, and printed information on dairy product package are the prominent factors which impact to consumer’ purchase decision. Regression analysis shows that product packaging elements have an impact on purchase decisions of dairy products.
As for the author’s knowledge, no previous studies exist on impact of packaging elements of dairy products on purchase decision in Sri Lankan context and therefore this study filled the empirical gap in packaging literature. However, due caution should be given in the event of generalization of the research findings.
2016-01-01T00:00:00ZThe Impact of Experiential Marketing on Purchase Intention with Special Reference to Dialog 4G Routers.Kodagoda, K.W.M.S.Wijenayake, S.I.http://repository.kln.ac.lk/handle/123456789/172852017-08-25T06:33:19Z2016-01-01T00:00:00ZThe Impact of Experiential Marketing on Purchase Intention with Special Reference to Dialog 4G Routers.
Kodagoda, K.W.M.S.; Wijenayake, S.I.
Telecommunication companies face a huge completion in the marketplace today. The increase of offerings to customers and the rise of competition have made it harder for organizations to differentiate themselves. The companies, in order to have a competitive advantage, are pressured by both the market and their customers, to come up with experiences that stimulate their target’s emotions and sensations (Gentile; Spiller; Noci, 2007). Therefore, the focus of market offerings has changed from product to experiences, and for that, marketers have started using experiential marketing.
Having this in mind, Dialog Axiata PLC one of the leading telecom service providers in Sri Lanka has come up with an idea of offering their Home Broadband routers with a free 7 day trial. Objective of this idea is to give an opportunity to their customers to trial the unit before purchasing it. So the research problem is “To what extent experiential marketing has been influenced on consumer purchase intention with reference to Dialog 4Grouters”. The study is carried out with the objective of understanding about the impact of experiential marketing on purchase intention for 4G routers and sub objectives are to identify experiential marketing & types of experiences.
This research employs the mixed method approach which uses the elements of both qualitative and quantitative research. Research results shows the experiential marketing dimensions and purchase intention have strong relationship. These findings can be used by the companies who sell technological products, like 4G routers to better identify the impact they have from the experiential marketing and can arrange relevant strategies accordingly hence will be able to better compete with its rivals.
2016-01-01T00:00:00ZThe Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka.Gunasekara, M.H.K.Wijenayake, S.I.http://repository.kln.ac.lk/handle/123456789/172842017-08-25T06:31:08Z2016-01-01T00:00:00ZThe Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka.
Gunasekara, M.H.K.; Wijenayake, S.I.
At the initial stage researcher has described about the background of the study. Background consists of brief summary about the sales opportunities and promotional strategies in bicycle industry in Sri Lanka. Research problem centered to "To investigate the impact of personal attitudes on consumer purchasing intention of foot bicycle in western province Sri Lanka ". There were researches about the Personal attitudes. However there's no sufficient empirical evidence in Sri Lanka to know whether which attitude impact most to the consumer purchasing intention. The research gap is knows the most affective personal attitude and use it for promotion strategies.
Main objective is to identify the impact of personal attitudes of the bicycles on its purchasing intention.
Quantitative data analysis techniques are used to test the derived hypotheses of the study. Different data collection methods were used to collect the data such as primary and secondary. Here priority is given to collect the primary data using a questionnaire. In order to gather data for the research, researcher has selected the respondents pertaining to Gampaha and Kelaniya area. Selected sample size was 150 respondents.
The findings provides new insights into the bicycle market of Sri Lanka and it provides insights to understand the impact of the eco- friendliness, been a leisure time activity, low cost transport medium and way of doing exercise (characteristics of a bicycle) on consumer purchase decision. Findings show that the most affective attitude is low cost of the bicycle. These findings can be used to improve the performance of the bicycle market of the country.
2016-01-01T00:00:00ZThe Impact of Consumer Sales Promotion on Customer Buying Behavior: Special Reference to Sri Lankan FMCG SectorDissanayake, D.M.U.E.Wijenayake, S.I.http://repository.kln.ac.lk/handle/123456789/172832017-08-25T06:28:50Z2016-01-01T00:00:00ZThe Impact of Consumer Sales Promotion on Customer Buying Behavior: Special Reference to Sri Lankan FMCG Sector
Dissanayake, D.M.U.E.; Wijenayake, S.I.
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 the market has increased the competition for FMCG products. Therefore business organization spent a lot of money on sales promotion for especially on FMCG sector. This study attempted to identify the impact of consumer sales promotion techniques on consumer purchasing decision of FMCG in the Gampaha district. This research is trying to explore the aspects of a FMCG purchasing decision at the point it is made. For this purpose the consumer decision process is explored and studied. With the aim of studying those aspects the relevant literature were reviewed and a conceptual model was established.
The derived hypotheses were tested using the inferential statistics tools with the usage of SPSS as the statistical package. The consumer purchasing decision was the dependent variable and independent variables were samples promotion, coupon promotion, cash refunds promotion, price packs promotion, premiums promotion, advertising specialties promotion, point of purchase promotion and prizes promotion. The study used a convenience sample of 150 respondents from Gampaha district. A questionnaire which consisted of nominal type, scale type, ordinal type, and open ended questions was used to obtain the data on the relevant constructs.
According to major findings of the study, it is found that consumer sales promotion techniques have the highest impact on purchasing decision for FMCG. Additionally, the study provides valuable implications and insights for the marketing managers in the FMCG industry to develop effective marketing strategies.
2016-01-01T00:00:00Z