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Recent submissions

Student Research Conference on Marketing(SRCM): Recent submissions

Now showing items 161-180 of 542

Impact of Green Marketing Tools on Green Purchasing Behavior with Special Reference to Home Electronic Appliances

Bandara, M. M. C. M.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Environment friendliness has become a major consideration of customers, when buying a product. Increase of environment pollution has led customers to give key attention to concern the protection of environment. This has ...
A Study on the Impact of Sensory Branding on Consumer Purchasing Intention: Examine the Mediating Effect of Brand Attitudes with Special Reference to Franchised Fast Food Outlets in Sri Lanka

Lakmali, H. M. D.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The purpose of this article is to analyze how the sensory marketing elements (five sensory aspect) influences user purchasing motivation, especially with sensitive marketing activities in franchised fast-food outlets. It ...
Impact of Green Marketing Mix on Consumer Purchase Intention: Investigate the Mediating Effect of Consumers’ Environmental Attitudes with Special Reference to Cosmetics Industry in Sri Lanka

Rathnayaka, R. M. L. G.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Consumers are seeking for well-known brands with high quality that meet their requirements, and most people love the environment and believe in protecting it. They concern about environmental issues. As a result, most ...
Impact of Celebrity Endorsement on Females’ Consumer Buying Behavior: With Special Reference to the Beauty Soap Industry in Sri Lanka

Harshani, A. W. W.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Celebrity endorsement is one of the modern ways of advertising. In here, companies tend to increase their sales using very famous and popular personalities. In beauty soap industry, there has a huge growth. Also, competitive ...
Factors Influence on Consumers’ Attitude Towards Organic Food Products: With Special Reference to FMCG Sector in Sri Lanka

Thudugala, T. A. D. P.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Fertilizers, artificial chemicals, and pesticides are not used in the production of organic foods. Although still in its infancy, the organic food sector in Sri Lanka is quickly expanding. This article aims to analyze ...
Impact of Demographic Variables on OTT Video Platform Users Satisfaction with Special Reference to Kerala

Sujith, T. S.; Sumathy, M (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The recent revolution in technology, telecommunications and digital marketing made life of the simple and easy. According to PwC’s Global Entertainment and Media Outlook 2019–2023, the OTT video streaming market in India ...
Study on the Purchase Intention of Consumers for Organic Food (With Special Reference to Western Province)

Wijesuriya, K. B. A. M.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Organic foods now a days are considered as healthy by most of the buyers as these are made up of natural substances. Organic foods are grown without the use of fertilizers, artificial chemicals, and pesticides. The Sri ...
The Impact of Brand Personality on Brand Loyalty with Special Reference to Licensed Commercial Banking Sector in Western Province Sri Lanka

Wickramaarachchi, D. N.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The purpose of this study was to analyze the overall impact of brand personality on brand loyalty in the licensed commercial banking sector. Based on a review of the literature, this study develops an integrative model, ...
Impact of Celebrity Endorsement on Consumer Buying Behavior: With Special Reference to Skin Care Products in Western Province Sri Lanka

Weerasingha, R. S.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In Sri Lanka, skincare products manufacturing companies increasingly used celebrities as their brand endorsers. The research problem of this study is how far celebrity endorsement encourages consumers to take some kind of ...
The Impact of Retail Store Atmosphere on Customer Purchase Intention: With Special References on Supermarkets in Sabaragamuwa Urban Area

Gunathilaka, W. A. D. S. S.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In business customers are very important. So as an organizations need to care and attract customers for their outlets. In this outlets, different things impact to customers. This research mainly explores the determinants ...
Impact of Online Shopping Platforms on Purchase Intention for Consumer Electronic Products (Special Reference to Western Province in Sri Lanka)

Thennakoon, T. M. N. S. B.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

It is known that Internet and developing technologies have paved new paths for both sellers and buyers today. The key purpose of this study was to identify the extent to which online shopping platforms make an impact on ...
The Impact of Brand Image on Customer Purchase Intention with Special Reference to Modern Retail Industry in Sri Lanka

Sachini, K. W. T.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Brand image was one of the key factors that had an influence on customer purchase intention. The main purpose of this study was to examine the impact of brand image on customer purchase intention in modern retail industry ...
Study on Patients’ Switching Intention from Government Hospitals to Private Hospitals (Special Reference to Western Province in Sri Lanka)

Thathsarani, H. R. D.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This research was discussed “patients ‘switching intention from government hospitals to private hospitals in Sri Lanka”. The problem of the study was why patients switching from government hospitals to private hospitals ...
Study on Customers’ Intention for Mobile Banking Services in Sri Lanka (With Special Reference to Western Province)

Amarasinghe, G. K. A. H.; Ubayachandra, E. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The rapid development of mobile technology and its applications and information technology have made banking services more adaptable to mobile banking. Therefore, the key purpose of this study was to identify the extent ...
The Impact of Social Media Marketing on Consumer Purchase Decisions: Mediating Effect of Brand Awareness in Modern Trade Supermarkets in the Western Province of Sri Lanka

Weerasinghe, B. P.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

With the proliferation of social media and its integration into modern lifestyles, more and more buyers and sellers are now meeting and transacting via social media platforms. Most modern consumers use a range of different ...
The Impact of Facebook Advertising on Young Consumers Purchase Intention of Casual Fashion Industry in Colombo District, Sri Lanka: Examining the Mediating Effect of Advertising Value

Karunanayake, R. B. K. N.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

With the proliferation of social media and its integration into modern lifestyles, many modern marketing communication initiatives are being channeled using platforms such as Facebook. This is especially true for products ...
The Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: Special Reference to The Youth Segment in Colombo District

Soysa, L. U.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

A customer’s preference for a particular cosmetic brand is often influenced by a complex set of psychological influences that transcend functional utility. This study investigates the interplay between brand personality ...
Impact of Web Characteristics on Purchasing Intention on Facebook Marketplace with Mediating Effects of Online Trust with Special Reference to Consumer Electronic Industry in Sri Lanka

Rathnayaka, R. M. H. P.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

With the proliferation of e-market platforms, the prominence of Facebook as a marketplace has grown very rapidly across the globe. Therefore, the impact of web characteristics and online trust on purchase intention has ...
Impact of Store Atmosphere on Impulsive Buying Behaviour: Mediating Effect of Hedonic Shopping Value with Special Reference to Supermarket Industry in Western Province

Madushani, B. M. U.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Supermarkets are one of the fastest-growing areas within the retail industry. With the increasing competition, the store atmosphere has become a prominent differentiating mechanism in a saturated market. Along with the ...
Impact of Social Media Advertising on Consumer Buying Intention in Fashion Retail Industry: Special Reference to Local Fashion Retail Chains with the Mediating Effect of Consumer Brand Relationship in Western Province of Sri Lanka

Dhanushika, P.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The mass proliferation of social media and internet technology has created tremendous opportunities for both marketers and consumers. Hence, modern marketers are very keen to deepen their understanding regarding the ...

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