Research Papers - Dept of Business

Permanent URI for this collectionhttps://rda.sliit.lk/handle/123456789/1668

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Start date: 2020Subject: search.filters.subject.Purchase Intention

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Now showing 1 - 3 of 3
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    PublicationOpen Access
    The Impact of Loyalty Value on Purchase Intention: Comparative Analysis of Healthy Food and Unhealthy Food Advertisements in Sri Lanka
    (2020-05) Dissanayake, D. M. N. I; Seneviratne, N. T; Hansasara, L. A. D. S; Perera, L. D. N; Jayasuriya, N. A
    The purpose of the study is to seek the impact of loyalty on purchase intention of consumers with regard to healthy and unhealthy food advertisements in Sri Lanka. After referring to various past researches it has been identified that loyalty is one of the most influential factors in determining the purchase intention of consumers. However, when referring to past researches it has been evident that there is a lack of knowledge in the area of healthy and unhealthy food advertisements particularly in Sri Lankan context. Due to the shortfall of literature the present study concentrated on exploring the impact of loyalty towards the purchase intention of Sri Lankan consumers. Therefore, the objectives of the study were primarily achieved by analysing the data gathered via a selfadministered questionnaire that was distributed among 384 Sri Lankan consumers. Convenient sampling was the sampling method that was utilized and analytical techniques such as correlation and regression were applied. The present study indicated that loyalty has a positive impact towards purchase intention of Sri Lankan consumers when it comes to both healthy and unhealthy food advertisements. When it comes to the knowledge implications, the study is significant as it identified that that there is a strong correlation existing between the loyalty and purchase intention. It has also been apparent that brand loyalty is created through a past positive experience that a consumer has with a particular food brand.
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    PublicationOpen Access
    The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka
    (2020-05-09) Muniweera, C. D. W; Balawardhana, K. P. I. A; Rajapaksha, M. S. N; Chamara, M. A. D. S; Jayasuriya, N. A
    The electronic word of mouth is a hardly studied phenomenon in the Sri Lankan context. Accordingly, the present study investigates the importance of factors influencing on electronic word of mouth engagement towards consumer purchase intention. By using convenience sampling technique, 501 questionnaires were distributed among respondents between the ages of 18-50 who are using Facebook, Instagram and WhatsApp resultant respond rate was 77%. The correlation and regression tests were done through the use of AMOS software, while the SPPS software was used to test reliability. The study found that trustworthiness and electronic word of mouth engagement towards purchase intention have a positive impact whereas, high fashion involvement has a negative impact to the electronic word of mouth engagement. The study is useful for retailers to improve their online presence by developing electronic word of mouth among consumers
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    PublicationOpen Access
    The Study on Brand Awareness & Purchase Intention of the Shampoo Market in Sri Lanka
    (SLIIT Business School, 2021-12-10) Kodippili, N.; Perera, K.M.; Priyadarshani, L.; Wijesekera., B.D.; Jayasuriya, N. A.
    Brand Awareness is the ability for a brand to stand out amidst its competition. Customers that recognize a particular brand against their competitors are a huge asset to a company since it means that the brand is present in the customers: mind. Purchase intention is when a product is repurchased based on a previous purchase and its experience. If understood properly, the relationship between brand awareness and purchase intention can help companies prepare sound strategies led the market. The purpose of this research therefore is to study if brand awareness has an impact on purchase intention in the shampoo market in Sri Lanka. The objective is to identify the impact between brand awareness and purchase intention. In order to study this relationship, the non-probability convenience sampling technique and was tested on a sample of 384 people residing in the Colombo district in Sri Lanka. One of the major findings of this research is that males use shampoo more than females within the Colombo district and one of the most favorite brands of the population is Dove. In conclusion, the study also proves that purchase intention and brand awareness have a positive relationship with brand awareness having a significant impact on a customer's eventual purchase intention.