Research Publications Authored by SLIIT Staff
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This collection includes all SLIIT staff publications presented at external conferences and published in external journals. The materials are organized by faculty to facilitate easy retrieval.
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Publication 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. RThe 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”Publication Embargo The Relationship Between Financial Literacy and Household Indebtedness in Sri Lanka(SLIIT Business School, 2019-12-10) Wijayathunga, W.M.T.N.B.; Hettiarachchi, R.M.; Saparamadu, P.A.D.A.K.; Somawardhana, W.P.H.; De Silva Gunawardena, M.M.D.This study focused on identifying and investigating the factors affecting household indebtedness and the relationship between financial literacy and household indebtedness in Sri Lanka. This study contributes to new knowledge through identifying the significant factors that impact the household indebtedness in Sri Lanka and identifying the impact and the relationship between financial literacy and household indebtedness in Sri Lanka. The data was collected through a questionnaire survey using the systematic probability sampling technique. The collected data was analyzed using SPSS and AMOS software. The study concludes that the most affecting factor for household indebtedness in Sri Lanka as income and the ethnicity as the least affecting factor. The regression analysis shows that there is a weak negative relationship between financial literacy and household indebtedness in Sri Lanka. The analysis also revealed that this weak negative relationship is could be attributed to the households’ weaknesses in managing their personal finances, poor financial planning behavior as well as the poor knowledge in key financial concepts. Lastly, the study concludes that there could be reasons other than the financial literacy that drive the household indebtedness in Sri Lanka to be considerably high.