Biz Student Research Conference [BSRC] 2019

Permanent URI for this collectionhttps://rda.sliit.lk/handle/123456789/613

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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.
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    PublicationOpen 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.