Research Papers - Dept of Business

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Author: search.filters.author.Jayasuriya, N. AEnd date: 2019

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Now showing 1 - 4 of 4
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    PublicationOpen Access
    Sri Lankan Consumer Attitudes towards Healthy Meals
    (An International Peer-reviewed Journal, 2016) Jayasuriya, N. A
    As a result of changes in every aspect of human life, the consumption pattern of people getting changed drastically. Busy schedule of women increase the consumption of ready-made foods. However, the unhealthy nature of these products create serious health issues to the society. Sri Lankan people are very well aware of the bad results of these foods. Still vendors offering those popular food types giving priority only for taste. It is questionable why such gap is exist in the society. Therefore, this research mainly focuses on identifying whether there is real demand from consumer side for healthy meal.This research has been conducted under positivism and deductive research approach. Data have been collected using survey from selected respondents. In addition to that, findings of secondary sources have beenused to interpret survey results. Results of the survey clearly indicates that there is a real demand for healthy food in the society. Most of people are looking for healthy food irrespective of their age, occupation or health. Though there is such demand, the market is failed to satisfy it. This situation creates a latent demand in the market. People looking for trusted food vendor who can provide healthy food at a reasonable price. Though people prefer healthy meal, majority of them expect those foods to be tasty. Therefore, if a vendor focuses only on healthiness of the meal, then there is a risk that he will be fail in the market. Unless if consumers have critical health issues, they will not purchase foods which are less in taste compared to the normal food.
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    PublicationOpen Access
    The Role of Facebook Marketing on Customer-based Brand Equity and Purchase Intention in Fashion-wear Retail Industry, Sri Lanka
    (Global Journals, 2018-12-11) Jayasuriya, N. A; Azam, S. M. F; Khatibi, A; Atan, H; Dharmaratne, I. R
    In the contemporary environment, people experience things in a completely different way than the previous generation. The consumables, lifestyles and decision making has been affected and controlled by social media. With this new shift in consumer behavior, reaching the target customer groups via traditional channels may not be effective for business firms. Due to this reason, identifying the potentials of new channels become vital for business firms. This paper study the activities on marketing on such giant social network named Facebook and components of customer-based brand equity and purchase intention on the same platform. Customers of the fashion-wear retail industry were targeted for this study and survey method has been used for data collection. The relevant questionnaire was pilot tested among 40 Facebook fans of the reputed fashion-wear retailers in Sri Lanka. Based on the theories and expert opinions the measures of Facebook marketing, customer-based brand equity and purchase intention were identified. Reliability and validity of these constructs were tested and the remaining items were selected as the measures for these variables.
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    PublicationOpen Access
    The Role of Social Media Marketing on Brand Equity a A Literature Review
    (2018-07-14) Jayasuriya, N. A; Azam, S. M. F; Khatibi, A; Atan, H; Dharmaratne, I. R
    The purpose of this study is to summarize the past researchers about the impact of social media marketing on consumer-based brand equity and finding out gaps in knowledge. Although there is a large body of researches in social media marketing, little researches have been done on this topic. The limited awareness of using social media as a strategic tool limited business firms in utilizing it appropriately. Addressing this gap, this review paper summarises the scattered scholar's writings and empirical findings on social media marketing (SMM) and consumer-based brand equity (CBBE). This research contributes to the academia and industry by identifying some research voids in extant study and providing directions for future researches.
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    PublicationOpen Access
    The Impact of Social Media Marketing on Brand Equity: A Study of Fashion-Wear Retail in Sri Lanka
    (International Review of Management and Marketing, 2017) Jayasuriya, N. A; Azam, F
    Appreciating the massive popularity of Facebook worldwide the purpose of this study was identifying the Facebook marketing activities that haveimpact on brand equity and studying the relative importance of each activity on brand equity creation. This paper review the literature on social mediamarketing, paying particular attention on Facebook marketing functions and its relationship with brand equity. Despite the popularity of social media,there are no adequate studies testing the relationship between social media marketing and brand equity until the last decade(Veloutsou,Cleopatra; Moutinho, 2009), still the dearth of empirical ndings accelerates the scarcity of research in this area.In Asia Pacic region context, there is hardlyany research on nding the relationship between FM and BE (Ahmed and Ibrahim, 2016), Ramsaran-Fowdar and Fowdar, (2013).This study bringstogether the brand management literature and the social media theory in a business context. In doing so, this study offer a new structured model based on theory that would enhance the knowledge on the relationship between Facebook marketing and brand equity.Considering the popularity of socialmedia, this research will be limited for Facebook platform and future researcher can conduct the same research of all the leading social networkingsites such as Linkedin, Instagram, Youtube and Twitter