• The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka. 

  Marasingha, M.P.C.H.K.; Herath, Renuka. (Department of Marketing Management, University of Kelaniya, 2016)

  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 ...
• The Impact of Experiential Marketing on Purchase Intention with Special Reference to Dialog 4G Routers. 

  Kodagoda, K.W.M.S.; Wijenayake, S.I. (Department of Marketing Management, University of Kelaniya, 2016)

  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, ...
• The Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka. 

  Gunasekara, M.H.K.; Wijenayake, S.I. (Department of Marketing Management, University of Kelaniya, 2016)

  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 ...
• 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 ...
• Effectiveness of Advertising Appeal on Purchase Intention for Mobile Connection Market of Sri Lanka. 

  De Silva, S.M.N.S.J.; Wijenayake, S.I. (Department of Marketing Management, University of Kelaniya, 2016)

  Mobile connection industry can be identified as one of growing industries in Sri Lanka. Therefore, many multinational and local companies have entered to the market in the recent past. Because of this reason, we can see a ...
• The Product Attributes That Influence the Smart Phone Buying Decision of Young People (Generation Y) In Sri Lanka. 

  Nilukamal, I.L.T.; Gayathree, D.A.G.P.K. (Department of Marketing Management, University of Kelaniya, 2016)

  The mobile phone industry is one of the fastest growing industries in the world. The first major transformation occurred in 2002 with buildup of the first color screen and then they introduce multimedia mobile phone during ...
• Impact of Brand Personality on Consumer Brand Loyalty: With Special Reference to the Fashion Apparel Retail Industry in Sri Lanka. 

  Molagoda, S.M.T.D.; Gyathree, D.A.G.P.K. (Department of Marketing Management, University of Kelaniya, 2016)

  Fashion Apparel is one of the most consumed goods in a Quick Service format due to its unique attributes such as convenience, cloth quality and less price. Today, the twenty first century, Fashion Apparel has become so ...
• The Effect of Brand Equity for Women’s Purchasing Intention on Clothing Own Brands in Sri Lanka. 

  Maduwegedara, N.K.; Gayathree, D.A.G.P.K. (Department of Marketing Management, University of Kelaniya, 2016)

  Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study examines the factors which contribute to brand equity in ...
• A Study on Impact of Building Brand Awareness of Fashion Retailer Brands Using Social Media in Sri Lanka 

  Madusanka, K.A.D.; Gayathree, D.A.P.G.K. (Department of Marketing Management, University of Kelaniya, 2016)

  Social media has been identified as one of the most innovative and impactful communication tools which facilitate two way communications. This 2 way communication makes the brand visibility and trust far better than ...
• The Impact of Celebrity Endorsements on Customer Buying Intentions of the Sri Lankan Malted Milk Powder Market. 

  Chandrasiri, N.A.S.S.; Gayathree, D.A.G.P.K. (Department of Marketing Management, University of Kelaniya, 2016)

  The celebrity endorsement is mainly used for the malted food drinks when comparing with other milk products. That is mainly due to the “Point of difference” most of the malted food drinks try to emphasize the energy. The ...
• The Impact of Social Media on Brand Image: A Study of Higher Education Industry in Sri Lanka 

  Fernando, S.R.C.; Wijesundara, C.B. (Department of Marketing Management, University of Kelaniya, 2016)

  The basic purpose behind this research is to find out the impact of successful Social web. Companies are constantly monitor its changes of the brand image. However it’s also necessary for them to take into account the rapid ...
• A Study on The Factors Influence on Buying Intention of Life Insurance (with Special Reference to Colombo and Gampaha Districts in Sri Lanka) . 

  Fernando, M. R. L.; Wijesundara, C.B. (Department of Marketing Management, University of Kelaniya, 2016)

  Low penetration levels in life insurance business reflect that the people have lower level of purchasing intention of life insurance. This situation leaves a question on why the purchasing or buying intention of people on ...
• Factors Affecting on Consumer Attitude towards Mobile Advertising: with Special Reference to Fast Food Industry 

  Chathurangee, Upeshika.K.L.; Wijesundara, C.B. (Department of Marketing Management, University of Kelaniya, 2016)

  In Sri Lanka mobile advertising is not used hundred present effectively as mobile advertising is not in its maturity stage. But after identifying consumer attitudes towards mobile advertising, it can be made suggestions ...
• The Impact of Web Quality on Consumer’s Offline Patronage Decision (With Special Reference to Casual Dining Restaurant Industry in Colombo). 

  Anushika, B.M.G.L.; Wijesundara, C.B. (Department of Marketing Management, University of Kelaniya, 2016)

  The role of web sites has grown significantly in recent years. Previously known for being a marketing tool to supplement the efforts of salespeople and retail outlets, web sites now fulfill a vital function in the consumer’s ...
• An Analysis on Sustainable Tourism Development in Sri Lanka (A study based on Stakeholders’ Attitudes and Actions). 

  Amzal, A.A.M.; Wijesundara, C.B. (Department of Marketing Management, University of Kelaniya, 2016)

  This study presents a conceptual model for analyzing residents’ attitudes towards sustainable actions in tourism development; define whether there are different kinds of residents in coastal communities in Southern Sri ...
• The Impact of Product Package Elements on Consumer Purchase Decision with Specific Reference to Dairy Food Product Industry in Sri Lanka. 

  Marasingha, M.P.C.H.K.; Herath, Renuka. (Department of Marketing Management, University of Kelaniya, 2016)

  Today, Packaging is one of the most important factors influencing customers’ mind at the time of purchase. It has become an integral part of modern society and Packaging acts as the language of product and provides necessary ...
• The Influence of Sales Promotional Strategies of Savings Accounts Influence on Brand Loyalty in the Banking Industry. 

  Weerasinghe, C.S.; Herath, Renuka. (Department of Marketing Management, University of Kelaniya, 2016)

  This research is mainly focus on to “investigate the extent to which sales promotional strategies of savings accounts influence on brand loyalty in the Banking Industry ". Although internationally there are plenty of studies ...
• The Impact of Social Media Marketing on Brand Loyalty (the case in tourist hotel). 

  Perera, P.K.D.P.; Herath, Renuka. (Department of Marketing Management, University of Kelaniya, 2016)

  Tourism is one of most emerging industry in day‘s context. It has widely spread around the every corner of the world. It has able to be a strong source of income for many. Countries such as Brazil, India, China and Sri ...
• The Determinant of Purchase of Clothing Products 

  Gamage, E.E.T.I.; Herath, Renuka. (Department of Marketing Management, University of Kelaniya, 2016)

  There is no denying the fact that the clothing retailers dictate the way we dress ourselves. Youngsters, in particular, are easily influenced by the latest fashion trends. Now fashion shows are being organized even in ...
• Impact of Brand Equity on Purchase Intention towards Local Apparel Brands. 

  Swarnawimala, H.M.R.; Patabendige, S.S.J. (Department of Marketing Management, University of Kelaniya, 2016)

  This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands ...

View more