Research Papers - Dept of Business
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Publication Open 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. AThe 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.Publication Open 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. AThe 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 consumersPublication Embargo IMPACT OF E-WOM AND BRAND IMAGE ON THE PURCHASE INTENTION OF CUSTOMERS TO SELECT A HOTEL IN SRI LANKA(SLIIT Business School, 2019-12-10) Wijesinghe, K.; Lakruwan, D.; Sazeem, M.; Rajapakshe, R.The most influential method of information transmission is e-WOM. Today's internet social networks are altering the way information is transmitted. In today's environment, marketing strategy and effective communication tools are generally acknowledged by the majority of users. The majority of companies in the hotel sector have concentrated on online marketing. People prefer to enhance their use of e-WOM by following current trends to share their experiences, information, and expertise. Even though e-WOM, brand image and purchase intention are highly discussed in the global context, a knowledge gap exists in the Sri Lankan context which will be addressed by the research. The purpose of this research was to evaluate the efficacy of e- WOM and brand image and how it would influence the perception of new local customers when choosing a hotel in Sri Lanka. To complete the study, the conceptual framework was developed by considering e-WOM and brand image as the independent variable while taking the purchase intention as the dependent variable. Primary data were gathered via a direct survey and a questionnaire designed in line with the study's goals. Digital marketing tools such as social media platforms were used to communicate the questionnaire with the respondents. Data was gathered from a sample of 348 Sri Lankan consumers. Multiple linear regression was used to evaluate the relationship e- WOM has on the purchase intention as well as to determine the impact brand image is having on the purchase intention. The results showcased that the e- WOM and brand image has a significant positive impact on the purchase intention of customers when selecting a hotel in Sri Lanka.Publication Open 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.Publication Open Access Measuring the RQ Between Celebrity Endorsement and Young Femalé’s Purchase Intention (Study of Fairness Cream Industry)(SLIIT Business School, 2019-12-10) Bandaranayake, R. S.; Kulacathe, P. S. C.; Pathirage, H. C.; Perera, D. P. S H.; Bernard, D.T.K.The celebrity endorsement's involvement in advertising is gradually becoming essential in modern marketing. This study investigates the relationship between celebrity endorsement and the consumer purchase intention of young females in Sri Lanka. Considering the intense celebrity endorsement attachment, the study was based on the fairness cream industry in Sri Lanka. The attractiveness, trustworthiness, expertise, and the country of origin of celebrities were established as variables in the study. The required data was obtained from young females aged between 18-25 belong to 4 major subgroups namely; school students, undergraduate students, postgraduate students, and salon clients. The findings suggest that there is a weak positive relationship between celebrity endorsement and consumer purchase intention, and the strength of the relationship between each variable to purchase intention is discussed separately. This paper offers useful information to practitioners on selecting the best celebrity match for endorsing their brand as well as the study would facilitate effective brand promotion to develop existing business and upcoming entrepreneurs to assist competing with current and potential competitors in the market.