Browsing by Author "Samarasinghe, H. M. U. S. R"

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Open Access
Exploring the concept of “Marketing Myopia”
(www.academicsjournal.com, 2016-10) Samarasinghe, H. M. U. S. R
The present study focuses on exploring the concept of “Marketing Myopia” which is identified as a one of the most influential management philosophies invented in the recent past. In the present study the author has explored the concept of marketing myopia based on the theoretical foundation provided by Theodore Levitt. The discussion is further strengthening with an analysis on four industries which authors identified as ones which are having myopic conditions. As an extension to the argument, present study provides suggestions for improvement for the industries under examination. In the conclusion authors are taking their stance on whether marketing myopia is a concept related to marketing or a concept which goes beyond marketing.
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.
Open Access
Impact of lean implementation on employees’ job satisfaction in the ABC Apparel manufacturing firm
(Canadian Center of Science and Education, 2019-10-21) Karunarathne, N; Samarasinghe, H. M. U. S. R
For almost all organizations, employees are the vital resource and they are representing an important asset within the business. The main concern of Human resource management is to improve the potential of employees so that they can get maximum job satisfaction from their work and give their best efforts to the organization. Job satisfaction represents one of the foremost areas facing current managers when it comes to managing their employees. In the current context of Sri Lankan apparel industry, it can be seen that the high labor turnover rate in relation to the labor recruitments. The lean implementation of the apparel industry has been drastically changing the industrial environment and the way a worker perform his job role. As a solution to the labor turnover it is necessary to identify the impact of lean implementation on the employee satisfaction. ABC apparel manufacturing firm is a one of the apparel manufacturing firms which has implemented lean concepts such as Empowerment, Standardization, Quality Management, Problem Solving Demand, Effort-Reward Fairness, Team Working Culture and Job Rotation. Based on the literature review and preliminary investigation, hypothesis were developed in order to identify the relationship between the lean implementation and job satisfaction. Therefore the primary data for this research were collected through the survey conducted in the ABC Company. The survey was conducted over 60 sample units and the sample was selected using the simple random sampling technique. The collected data were analyzed using the statistical tool namely descriptive statistics, frequencies, correlation and linear regression. Based on the data analysis, it can be concluded that there is a moderate positive relationship between the lean practices and the job satisfaction in the ABC apparel manufacturing firm
Open Access
Impact of lean implementation on employees’ job satisfaction in the ABC Apparel manufacturing firm
(Canadian Center of Science and Education, 2019-09-23) Karunarathne, N; Samarasinghe, H. M. U. S. R
For almost all organizations, employees are the vital resource and they are representing an important asset within the business. The main concern of Human resource management is to improve the potential of employees so that they can get maximum job satisfaction from their work and give their best efforts to the organization. Job satisfaction represents one of the foremost areas facing current managers when it comes to managing their employees. In the current context of Sri Lankan apparel industry, it can be seen that the high labor turnover rate in relation to the labor recruitments. The lean implementation of the apparel industry has been drastically changing the industrial environment and the way a worker perform his job role. As a solution to the labor turnover it is necessary to identify the impact of lean implementation on the employee satisfaction. ABC apparel manufacturing firm is a one of the apparel manufacturing firms which has implemented lean concepts such as Empowerment, Standardization, Quality Management, Problem Solving Demand, Effort-Reward Fairness, Team Working Culture and Job Rotation. Based on the literature review and preliminary investigation, hypothesis were developed in order to identify the relationship between the lean implementation and job satisfaction. Therefore the primary data for this research were collected through the survey conducted in the ABC Company. The survey was conducted over 60 sample units and the sample was selected using the simple random sampling technique. The collected data were analyzed using the statistical tool namely descriptive statistics, frequencies, correlation and linear regression. Based on the data analysis, it can be concluded that there is a moderate positive relationship between the lean practices and the job satisfaction in the ABC apparel manufacturing firm
Open Access
Impact of Motivational Factors on Employee Turnover Intention in Taj Samudra, Colombo
(Global Journals, 2019-11-07) Goonetileke, M. D. N. A; Samarasinghe, H. M. U. S. R
Employee turnover has been an everlasting problematic function in any business organization or for an industry. Taj Samudra is a leading luxury hotel in the Colombo city which is continuously going through a similar problem from past few months. The Turnover and the turnover intention of the organization has the management left with no option but to find solutions to overcome this situation immediately. In this research the author would like to ident ify the impact of performance management on the turnover intention of the Taj employees, the sample size would be taken as 60 out of 600 employees. The objectives of this research would to identify the different variables impacting the turnover intention such as performance management, working culture, monetary benefits and rewards and recognition. Also finding prevailing issues in the performance management system and find suitable recommendations to overcome any deviations of the current Performance management system.
Open Access
The influence of social media marketing on customer loyalty towards clothing stores
(Sri Lanka Institute of Information Technology, 2016-04-06) Jayawickrama, M. T. N; Kodippili, G; Yugandari, O. W. D. Y; Pamudini, S. D. H; Samarasinghe, H. M. U. S. R
Social Media has considerably affected to every person as well as every organization that no one cannot simply ignore. It has been a runaway success all over the world in every industry, including the Apparel, Fashion Retailers therefore it considers as an essential marketing tool. In the Sri Lankan context, the use of Social Media has not reached an agreeable phase even though Apparel, Fashion is one of the largest industries in the country and with the widespread of internet and customers having increased access to the internet, there is an opportunity for the Apparel Fashion Retailers to create and keep up strong relationship with customers where loyalty emerges. In this context, the purpose of this study is to explain how the social media marketing influence on customer loyalty towards clothing stores. The information is useful to the Sri Lankan Apparel, Fashion retailers to adjust the current social media marketing practices.
Open Access
Moderating effect of ethnicity on the purchase decisions of females in the beauty care product market of Sri Lanka
(Canadian Center of Science and Education, 2018) Cooray, N. S. D; Dias, P. A. K; Rajapaksha, R. P. K. N; Bernard, K; Samarasinghe, H. M. U. S. R
The main focal point in the eye of any marketer should be to satisfy the customer to the best possible level, in order to sustain in the ever-growing, dynamic and highly competitive marketplace. This leads them to the point where understanding the process of consumer buying behavior is of utmost importance. As the entire process of consumer buying behavior ultimately leads to their purchasing decision, deep understanding of the factors that affect this purchase decision should be the centralized core based on which all other marketing efforts should be built upon by the marketers. Based on this vitality, although these factors have already been found by past researchers in international contexts, these cannot be considered as directly applicable to the Sri Lankan context as Sri Lanka is a multiethnic country in which consumers are heavily driven by traditions and values of the ethnic group they belong to. Therefore, this study has been conducted in order to analyze the moderating effect of “Ethnicity” on the relationship between these factors and the purchasing decision. The sample has been selected through Random Sampling and the Quantitative Research Approach has been applied. Chi-Square analysis method has been used to analyze the relationships between the independent variables (price, brand name and composition) and dependent variable (purchase decision). Two-way Anova analysis method has been used to analyze the moderating effect of the moderating variable (ethnicity) on the relationships between independent variables and the dependent variable. Based on interpretation guidelines of Chi-square test, all three independent variables, namely price, brand name and composition, affect the purchase decision of females in the beauty care product market of Sri Lanka. Thereafter, based on the interpretation guidelines of Two-way Anova, research findings of the second analysis conclude that ethnicity of the Sri Lankan females of the beauty care product market (Sinhalese, Tamils and Muslims) affect the relationships between “brand name and purchase decision” and “composition and purchase decision”, but does not affect the relationship between “price and purchase decision”
Open Access
Moderating role of consumer’s gender on effectiveness of celebrity endorsement towards consumer’s purchasing intention
(Global Journals, 2018) Samarasinghe, H. M. U. S. R
Among many theoretical and empirical studies that examine celebrity endorsement towards consumer’s purchasing intention fewer studies have attempted to examine the impact of consumer’s gender on consumer’s purchasing intention. Source Characteristics (Source Expertness, Source Trustworthiness, Source Likeability, Source Similarity and Source Familiarity) used to measure effectiveness of celebrity endorsement. This intends to extend the relationship of purchasing intention and Source Characteristics by linking the source attractiveness theory together with the consumer’s gender, which adds value to the existing knowledge of celebrity endorsement and further explains the relationship linked with Consumer Purchase Intention together with Source Credibility Theory. The study revealed that the impact of Source Expertness, Source Trustworthiness, Source Likeability, and Source Similarity is differ for male to female consumer. Thus in promotional campaigns the product which uses by only one particular gender have to concern those characteristics separately, and Source Familiarity should not consider about gender diversity in celebrate endorsement since it has no impact of consumer’s gender to the relationship between Source Familiarity and Consumer’s Purchase Intention.