Browsing by Author "Munasinghe, A. A. S. N"

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Open Access
Effects of child’s pester power in the parent’s purchase decisions in relation to fast moving consumer goods market in Sri Lanka
(Business Research Unit (BRU), 2021) Wasala, W. M. A. S. M; Ravindran, N; Bandara, W. A. S. C; Pratheepan, T; Jayasuriya, N. A; Munasinghe, A. A. S. N
For decades, the Pester Power of a Young Consumer has piqued interest, providing new areas of research for interested parties. The goal of this research is to look into the involvement of the kid in the decision-making process of parents in Sri Lanka's fast-paced consumer goods market. The study is based on a thorough review of the literature in the topic of interest, which included evaluating publications to find elements that contributed to the emergence of pester power. The exploratory discovery shows a concept indicator model that reveals three distinct factors: demographic, socio-psychographic, and informative. Due to the scarcity of factors being examined in the Asian region, notably in Sri Lanka, there is an empirical gap. More study is needed to validate the indicator model and learn more about the phenomenon's impact on parent purchasing behaviour. This is the first time a study like this has been carried out in the Sri Lankan market. Despite the fact that Sri Lanka has a very traditional culture that places a high value on group norms and social acceptance, confirming a collectivistic culture in which children are expected to be subservient, there is a new wave of incredibly energetic, more informed young children who make their own consumer decisions. The majority of empirical research focuses on children's increased participation in family purchases and their conversion into active consumers in a rapidly developing market in Southeast Asian countries.
Open Access
The impact of celebrity’s field of expertise on consumer perception
(EconJournals, 2019-02-09) Munasinghe, A. A. S. N; Bernard, D. T. K; Samarasinghe, H. M. U. S. R; Gamhewa, S. R. N; Sugathadasa, S; Muthukumara, T. C
The use of celebrity based endorsements in advertising has started receiving increased attention over the past few decades due to the glamour and the popularity added in promotions is one of the most salient aspects used in promoting a brand. A vast variety of celebrities, regardless of the respective field they belong to, have started endorsing number of brands and rarely fails in capturing the consumer attention. Although, attention and attraction based objectives are achieved via these celebrities, the need affecting the consumer perception remains vital as it aids in persuading the customers to convert their purchase intention to a purchase decision. However, the impact on consumer perception with regard to the endorsements by celebrities who does not have a relevance to the endorsed product is still a question to be probed in majority of the instances. Therefore, this study carried out with the intention of identifying the relationship between the celebrities field of expertise and consumer perception, takes up a quantitative approach with the application of Chi-square test of independence in determining the association particularly with reference to the personal care product categories that exist in the Sri Lankan market.