Browsing by Author "Ajanthini, S."

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    Impact of Marketing Strategies on Export Performance of Ornamental Fish Industry in Sri Lanka
    (Uva Wellassa University of Sri Lanka, 2012) Ajanthini, S.; Sutha, R.J.
    Ornamental fish industry is categorized as the gainful income source to our country. It generates jobs, incomes and foreign exchange. Presently, income earned per year from the export of ornamental fish amounts to Rs.920 million. However, major challenges that faced by this industry are packing technology and direct flights facilities from Sri Lanka to the final market destination etc. Sri Lankan ornamental fish industry is ranked tenth in the world as an ornamental fish supplier and accounts for 2.7 in the global ornamental fish mnket. According to the current context, ornamental fish export industry is undergoing an inefficient market condition. Therefore, this research focused to identify the existing practices of marketing strategies in Sri Lankan Ornamental fish exports, to determine the strength of relationship between marketing strategies and export performance and contribution of selected marketing strategies on export performance of the Sri Lankan Ornamental fish exporters.
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    Impact of Marketing Strategies on Export performance of Ornamental Fish Industry in Sri Lanka
    (Uva Wellassa University of Sri Lanka, 2012) Ajanthini, S.
    The ornamental fish industry is categorized as the gainful income source to our country. It generates jobs, incomes and foreign exchange to our country.Sri Lanka ornamental fish industry is ranked tenth in the world as an ornamental fish supplier. The world market growth rate of ornamental fish is 5 percentages and also Sri Lanka's growth rate is 4.7 percentages. However, major challenges facing by this industry is packing technology and direct flights facilities from Sri Lanka to the final market destination etc. According to the current context ornamental fish export industry is undergoing inefficient market condition. Therefore, the aim of this paper is to investigate the impact of marketing strategies on export performance of Ornamental fish industry in Sri Lanka. The relationship is empirically tested using multiple regressionanalysis. Marketing strategies covered all the aspect of product, price, place, and promotion.The result obtained that, with regard to the marketing strategy the most discriminating variables on contribution of export performance were of degree of product and promotion.