UWU Repository :: Browsing by Author "Fernando, P.I.N."

Browsing by Author "Fernando, P.I.N."

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Assessing the Impact of Marketing Mix Factors to the Development of Gem Tourism in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2019) Buddhika, H.L.C.; Fernando, P.I.N.; Dilshan, N.W.T.
Tourism industry is rapidly growing industry in the world. Also with the global completion of the world, most of countries are considering different tourism sectors. As a result of that niche tourism concept become a most important aspect of tourism industry. In this study focused on gem tourism. It is one of the untapped niche tourism segments in the world. Sri Lanka is country which has a great potential for gem tourism with its resources. In this respect, this study attempted to explore gem tourism develop within a Sri Lanka with special reference to Rathnapura, Colombo and Kandy. Since, marketing mix factors are critical in any form of tourism to develop, the main purpose of this study to identify the impact of the marketing mix factors to develop gem tourism in Sri Lanka .After the extensive literature review, a conceptual framework has been developed based on the 7 P’s in marketing mix. In this study quantitative method used to assessing the marketing mix factors to develop gem tourism from gem tourist’s perspectives and questionnaire based survey used to collect data with the convenience sampling techniques. Also qualitative method used to identify the opportunities and barriers from service provider’s perspectives and structured interview used to collect data. Initially, descriptive analysis was carried out to screen the existing situation of gem tourism. Further, Pearson correlation analysis and the multiple linear regression analysis have been used as analysis techniques. According to the research findings product and place have the strong positive relationship with gem tourism development and product is the most significant element. Also according to the thematic analysis, unique and quality gems were the main opportunity and lack of promotion was the main barriers for the gem tourism development. Also have to keep more attention to develop gem tourism from the service providers and need to focus on different promotional techniques.
Assessing the Impact of Private Label Characteristics to the Brand Loyalty of Private Label Brands
(Uva Wellassa University of Sri Lanka, 2019) Hettiarachchi, P.K.; Fernando, P.I.N.
Present market consist with huge level of competition from both local as well as global context where the marketing signals directly cater to competitiveness. Immense competition of the marketing efforts create modern firms more strategic oriented and leads to innovative promotional methods. Among different competitive strategies, private label branding is a growing phenomenon in self-service retail sector. Supermarket sector become stronger by offering their private label products for customers as low-cost alternatives to national brands. The objectives of the study has been developed as to identify the existing level of the impact of private label characteristics and consumer brand loyalty, to identify the impact and relationship between the private label characteristics and consumer brand loyalty and to recognize the most significant factor that has an effect on consumer brand loyalty of private label brands. Questionnaire survey was used to collect primary data from private label branding consumers. Sample consists with 150 private label branding consumers in Colombo, Gampaha and Kaluthara which derived from multistage sampling method and SPSS was used for data analysis. Descriptive statistics was implied the existing level of private label branding characteristics and brand loyalty ,while correlation and multiple linear regression analysis were used to identify the relationship between the two variables. The study concluded that private label price, private label features and store image have significant impact on private label brand loyalty among other private label characteristics. Managerial implications for the study recommends, self-service retailers need to highly aware quality and shelf space allocation of the private label branding products and always try to maintain the high product quality parallel to national brands.
Attitude Assessment of Tea Tourist and the Service Providers to Promote Tea Tourism (Special Reference to Tea Tourism Establishments in Nuwara-Eliya District)
(Uva Wellassa University of Sri Lanka, 2019) Suhindan, R.; Fernando, P.I.N.; Dilshan, N.W.T.
Tourism is one of the economic pillars of Sri Lanka as it is Small Island with more attractive destinations. Many aspects of tourism are being developed with the advancements in knowledge in tourism and technology. Tea tourism is one of the niche tourisms which can be a main profit-making sector when it is promoted. This study is conducted to analyse the attitudes of tea tourists and service providers towards the promotion of tea tourism in Nuwara Eliya district and to analyse the impact of tea tourists and service providers in promoting tea tourism. This was done by the questionnaire survey method. For that, 200 of tea tourists and 21 of service providers were selected and requested to fill the questionnaires. Samples were chosen from seven tea tourism establishments in Nuwara Eliya district. Individual descriptive analysis was done to analyse the demographic factors. Results revealed that, there is a significant relationship between the awareness and tourists’ satisfactory level of the visit (p<0.05), there is a significant relationship between the accessibility and tourists’ satisfactory level of the visit (p<0.05) and there is a significant relationship between the attraction and tourists’ satisfactory level of the visit (p<0.05) also there is a moderate positive linear relationship was observed between the awareness and tourists’ satisfactory level of the visit according to the Pearson correlation value. Therefore, promoting the parameters under each potentiality: Awareness, Accessibility and attraction can directly increase the satisfactory level of tea tourists, thus increase tea tourist arrivals in Nuwara Eliya district.
Consumer attitudes and buying behavior in fast food restaurants: with special reference to Colombo City, Sri Lanka
(Uva Wellassa University of Sri Lanka, 2015) Shifana, A.M.; Fernando, P.I.N.
Attitude as one of the internal environmental factors, can affect a person's decision to purchase the product. Consumer attitude is a response or assessment given by consumers consistently, favorable or unfavorable, positive or negative, like it or not, agree or not to an object. Verdurme and Viaene (2003) describe an attitude as the psychological tendency of a person to respond or behave, in a consistently positive or negative manner with respect to a stimulus as a result of their attitude toward that stimulus. Accordingly people are having negative or positive attitudes and consumers may act against their own interest. Therefore proper understanding of consumers is important to explore the consumer attitudes towards the buying behavior. Consumers’ choice and buying behavior of particular products depend on many factors: as quality, variation, location, price, environment, etc. The attitude plays a fundamental role in consumer behavior field, because it determines his disposition to respond positively or negatively to an institution, person, event, object or product (Azjen and Fishbein, 1980). The study stated how these consumer attitudes are influences on their buying behavior. In present context, fast food restaurants and its consumption are rapidly growing with the people’s hard-working professional living, and busy life styles in all over the world. There are large numbers of fast food restaurants available in Colombo city. Consuming fast foods has become a recent trend among upper society, teenagers and youth have also increased and the fast food has won the palate of those groups.Ritzer (1996; 2002) and Schlosser (2002) argue that fast food can be seen as a powerful symbol of globalization and post- modern society and few countries of the world seem immune to its apparent attractions. The main objective to assess the relationship between consumer attitude and buying behavior towards fast food restaurants in Colombo city Sri Lanka. Secondary objectives are to find out the factors influencing on consumer attitudes and most significant factor and salient beliefs which influenced on buying behavior towards fast food restaurants. Methodology The target population of this study represents the consumers of the fast food restaurants in Colombo city. There are 104 fast food restaurants in Colombo city, out of these 104 fast food restaurants researcher selected 34 restaurants in order to represent the population size and 90 consumers selected from 34 restaurants. In this study primary data was collected through structured questionnaires among the consumers of the fast food restaurants in Colombo city. In addition Cronbach’s alpha test was conducted assures the reliability of questions. To analysis the data descriptive statistic, correlation analysis, analysis of variance (one way ANOVA), and independent samples T test and regression analysis were used.
Contribution of Rural Tourism as a Development Strategy for Rural Community (Special Reference to Hiriwadunna Village Track, Meemure and Heeloya Knuckles Valley Tourism Village in Sri Lanka)
(Uva Wellassa University of Sri Lanka, 2020) Pattiyagedara, P.G.S.S.; Fernando, P.I.N.; Ranaweera, R.A.A.K.
Rural tourism is one of the niche markets of the tourism industry and crucial determinant which mostly deals with the rural lifestyle. Sri Lanka is a country that has the potentials for rural tourism development as an island with rich natural resources and human capital. Yet, there is a few types of research related to rural tourism development in Hiriwadunna Village Track, Meemure, and Heeloya Knuckles Valley Tourism village in Sri Lanka conducted on rural tourism activities regularly as one of their main livelihoods. The main focuses of this study were to identify the impact of destination attributes on visitor satisfaction and determine the contribution of rural tourism initiatives on the household economy and socio-culture of tourism stakeholders. A convenient sampling technique was used to select two sets of respondents such as 100 foreign, local visitors, and 12 tourism stakeholders as the sample. Both quantitative and qualitative research design (mixed methods) was adopted in the research. The information was derived from questionnaires and structured interviews. The study used descriptive analysis, multiple regression analysis, and thematic analysis methods. Findings indicated that attraction, accessibility, amenities, ancillary services, available packages, and activities (destination attributes) significantly influenced visitor satisfaction. The need to improve accessibility and ancillary services through infrastructure development. The benefits of rural tourism have been expressed as direct employment, economic growth, social empowerment, living standard, cultural exchange, and destination image. According to the results, the negative impacts were revealed as poor quality jobs, cost of living, cultural influences, and misbehavior. There is a huge potential to develop sustainable tourism concepts under rural tourism such as agro-tourism, community-based tourism, and nature-based tourism as an instrument of multidimensional poverty in these rural areas. . Keywords: Rural tourism, Destination attributes, Tourists satisfaction, Household economy
Customer Relationship Management as a Tool for Customer Delightedness With Special Reference to Sales Personnel Behavior in Textile Shops in Badulla Region, Sri Lanka
(Uva Wellassa University of Sri Lanka, 2010) Fernando, P.I.N.; Kulathunga, M.
Customer Relationship Management (CRM) is to build profitable relationships with customers to keep their loyalty towards the organization. It plays a vital role in textile shops as winning the loyalty is much difficult with huge competition. Sales personnel behavior plays a vital role while shaping up the customer satisfaction to a particular textile shop. Sales person is the first person who talks with customer and provides "first impression" to buying decision. He is responsible for sales of either a single product or the entire range of an organization's product. The main objective of this study is to identify the relationship between sales person behavioral factors as CRM techniques to customer delightedness. Considering textile industry, eight sales personnel behavioral factors have been identified in relation to CRM practices in both negative and positive aspects. Primary data were collected through a survey by taking 50 customers who visited textile shops in Badulla urban area as the sample. Descriptive statistics and multiple- linear regression were used to analyze data by using mini-tab statistical package. Results revealed that the sales person behavior is also one of the key factors to keep customer loyalty, retention and delightedness. R-Square value has been calculated as 0.59 and it explains 59% of the total variation in customer delightedness by sales personnel behavioral factors. Four sales person behavioral factors highlighted as interference, freedom of choice, positive response to customers and farewell greeting have been identified as most effective in maintaining good CRM practice. Proper training on CRM, self respect regarding their own, motivation and attitude change of sales staff are the factors to be considered to improve customer relationship. Key words: Customer retention, Loyalty, CRM, Textile shops
Developing Tea Ourism Niche Market in Sri Lanka: Stakeholders' Perspective
(Uva Wellassa University of Sri Lanka, 2018) Fernando, P.I.N.; Kumari, K,W.S.N.
Tea is considered as one of the popular beverages in global context. Combining Tea with tourism, as a new niche market, is an emerging concept provides win-win situation for both Industries. Since tourism is booming in Sri Lanka, a great opportunity exists to promote tea tourism by introducing Tea with tourism. Present context the academic research has lagged behind on tea tourism, specially in Sri Lankan perspective resulted to this study on stakeholder perspective to fill the research gap. Objective of this paper is to identify the stakeholders' views of Tea tourism development, concerns and future recommendations within Tea Plantations in Central and Uva Provinces, Sri Lanka. Series of focus group interviews has been conducted with supply side stakeholders and in-depth views were taken. Sample consisted with two stakeholder groups as such; ten Tourist hoteliers engaging with tea tourism currently and potentiality to adopt the tea tourism practices and 60 tourists who were participated to Tea tourism activities. Thematic analysis method has been adopted. According to main findings following could highlighted; 1) Tea tourism is a promising sector due to grate demand for Ceylon Tea 2) Tea tourism promotion would be catered specially to the European market through social media and Websites 3) Collaboration between stakeholder groups including community is crucial 4) promoting tea estate bungalows as tea resorts/hotels as a strategy .As recommendations, development of tea tourism niche market with the brand name of "Ceylon Tea", converting Estate Bungalows in feasible Tea gardens to practice Tea tourism and Market development through promotional campaigns within European market is highlighted. Further, the participatory approach of community within Tea tourism for win-win situation for both segments is recommended.
Do Self-Congruity Impact on Consumer Buying Behavior? Study Based on Condominium Market in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2019) Costa, K.A.S.R.; Fernando, P.I.N.; Perera, K.J.T.
Urbanization and land shortage has contributed for dramatic changes of a society including their life style, social links, family structure, as well the housing. It has increased the demand of the housing options in the country. The highest value segment’s housing option in this market is the condominium sector. Further, this novel market trend has been developed recently within Sri Lankan context, and it is developing with the emergence of large number of condominiums within the country. Sri Lankan Condominium market shows a significant extend in buying behaviour over the past few years particularly in the Western Province. Self-congruity is a concept that shapes a consumer’s behaviour of purchasing a product according to the reflection of the user’s self-image given through the usage of the relevant product. With the dramatic changes in the life styles of the consumers due to the industrialization and living status, Selfcongruity concept has become a new arena for the marketing world. Self-congruity is the feeling of the consumer on relatedness of the product on his view of who he is and who he would like to be. The objective of this study is to identify the impact of self-congruity on consumer buying behaviour in condominium market. All the certified condos in Sri Lanka are situated in Western Province. With accordance to that, the data was collected through survey method from respondents residing in condominiums in Western Province by using convenience sampling method. The data analysis was done using correlation coefficient, regression analysis, and descriptive methods and the results revealed a strong positive relationship between self-congruity and consumer buying behaviour. The research findings reveals that the marketers and the condominium constructors can attract more customers condominium buyers can shape up their buying decisions based on the self-concept. Study recommends using the variables self-image congruity for segmentation purposes of the products, managing information about the self-congruity of customers to improve marketing strategies could be adopted as the managerial implication to the industry.
Does the Loyalty Cards Impact on Consumer Buying Behaviour? Study Based on Retail Clothing and Fashion Stores in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2019) Perera, V.P.R.; Fernando, P.I.N.; Perera, K.J.T.
Marketing is a complex, interesting and more adventurous field involved with informing, persuading and reminding customers with the use of its most sophisticated strategies and techniques creating immense competition. Where, Loyalty programs are one of the marketing strategies in attracting and winning customer loyalty, while occupying the markets through variety of facets. Loyalty card programs of loyalty programs, being popular and a competitive tool, made it questionable on its efficacy due to its’ rapid proliferation effects and on industry dynamics. There by this study has been developed to identify the impact of customer loyalty cards on consumer buying behavior with special reference to supermarkets and retail clothing and fashion stores in Sri Lankan context, with a sample of 210 respondents from Colombo district, derived by multi stage sampling method out of the population. Tested through a survey at supermarket premises and retail clothing and fashion stores, being analyzed using descriptive statistics, correlation and multiple regression analysis of statistical software SPSS 21 , the findings revealed, loyalty card programs do highly influence over the consumer buying behavior posing positive association between variables. While, program related factors; one of the independent variables, highlighted as the most influencing factor. Thereby, the study recommends to enhance customer engagement through the provision of enthusiastic loyalty card program experiences and monetary benefits and ensure instantaneous customers’ awareness on promotional efforts of organizations. Further, as managerial focuses in successful implementation and maintenance of loyalty card programs should be; executive management and cross functional team support, while continuously innovating to differentiate the loyalty program structures, targeting the most sensitive category of youth and establishing a feedback system in considering customer suggestions.
The Effect of Ethnocentrism and Patriotism on Consumer Preference (Special Reference to Handloom Products in Sri Lanka)
(Uva Wellassa University of Sri Lanka, 2018) Costa, Y.K.H.D.; Fernando, P.I.N.; Yapa, U.A.S.
Practitioners in marketing impulse of understanding consumer behaviors and attitudes than before. Consumer ethnocentrism is a belief held by consumers that products manufactured in their home country are better than the foreign-country made products. Ethnocentric consumers believe that purchasing a local made product is one way to show their ethnocentrism to the home country. Consumer patriotism is the strong feelings of love and devotion towards one's own country, without a corresponding hostility towards other nations. Recent studies showed that consumer's enthusiasm towards foreign brands was declining. One explanation for such changes may be patriotic, nationalistic or ethnocentric behaviors of consumers. Therefore, the objective of this study to identify the effect of ethnocentrism and patriotism on consumer preference for handloom products. A sample of 150 consumers was randomly selected from handloom outlets in Western Province. Cluster sampling technique was applied for the study. Primary data was collected through a questionnaire. Regression and correlation techniques were used to analyze the collected data. The study concluded that consumers in Western Province was ethnocentric to domestic handloom products according to the Consumer Ethnocentric Tendency Scale. Further, findings concluded that ethnocentrism and patriotism have positive effect on consumer preference for handloom products. However, ethnocentrism was the mostly effect on consumer preference. Finally, the findings of this study will help to marketers to develop their marketing strategies.
Effectiveness of Promotional Methods for Recently Introduced Savings Accounts with Special Reference to Commercial Banks in Badulla Urban Area
(Uva Wellassa University of Sri Lanka, 2010) Abeygunawardene, S.H.D.K.; Fernando, P.I.N.
Modern business environment is highly dynamic and competitive. Service sector organizations are considered as one of the highly competitive sectors within the economy. To face this competition, commercial banks introduce savings accounts ceaselessly. Even though banks spend millions on promotional/advertising activities, the number of customers attracted to these accounts is in comparatively at a lower level. This research focused on identifying the most effective promotional method for recently introduced savings accounts in commercial banks which operated their branches in Badulla urban area. Both primary and secondary data were used for data collection. One hundred respondents were selected as the sample using stratified sampling method from seven commercial banks to measure the effectiveness of eight promotional methods used by banks. The study reveals that there is a positive relationship between promotional/advertising cost and attractiveness of customers for recently introduced savings accounts (0.507). The P-Value of 0.245 shows that banks are unable to attract considerable number of customers according to the cost of promotional/advertising activities for recently introduced savings accounts. According to the study, the most effective promotional methods are word of mouth marketing and personal selling. The other six promotional methods have less effectiveness and radio advertisements have no effectiveness in attracting customers for recently introduced savings accounts. The study recommends that the banks in Badulla urban area must spend heavily on the most effective promotional methods, word of mouth marketing and personal selling to attract more potential customers. To practice most effective promotional methods, banks must consider on enhancing the service given by bank officers to delight the customers. The banks can use training and development programs regarding customer relationship management and other motivational methods such as salary increments and job security to bank officers in order to make them satisfied. Key words: Savings accounts, Promotional cost, Promotional methods
Effectiveness of promotions: Identify The most Effective Promotional Method for Recently Introduced Savings Accounts with special reference to Commercial banks Operated in Badulla
(Uva Wellassa University of Sri Lanka, 2010) Abeygunawardene, S.H.D.K.; Fernando, P.I.N.
Modern business environment is highly dynamic and competitive. Service sector organizations are considered as one of the highly competitive sector within the economy. To face this competition, commercial banks introduce savings accounts ceaselessly. Even though banks spend millions on promotional/advertising activities to attract customers, the number of customers attracted to savings accounts is in comparatively lower level. This research focused on identifying the most effective promotional method for recently introduced savings accounts in commercial banks which operated in their branches in Badulla urban area. Hundred respondents from seven commercial banks were taken as sample and using stratified sampling method. Here the effectiveness of eight promotional methods using by banks to attract customers is considered.
An Empirical Study on Investigating the Factors That Influence on Customer Adoption of Virtual Banking (With Special Reference to Western Province)
(Uva Wellassa University of Sri Lanka, 2020) Ashfa, A.L.F.; Fernando, P.I.N.; Yapa, U.A.S.
In the current era, banking sector plays a vital role when providing financial services and managing financial assets. Due to the development of technological advancements, the invention of internet banking helps deliver traditional banking products in a more advanced way. The banking sector in Sri Lanka has undergone a rapid transformation with the adoption of Information Communication Technology (ICT) based banking solutions. However, no many studies investigated the factors that may help the bankers to design virtual banking services which are suitable for and adoptable by virtual banking customers. This study fills this gap and examines several factors affecting virtual banking adoption by customers. It is very clear that the potential value of web-based service adoption by customers depends not only on the benefits but also on overcoming several barriers. The present study is focused to find the determinants that influence the customer adoption of virtual banking in the western province. 400 questionnaires were administrated to collect primary data. Stratified random sampling method was used to select the sample size. Both descriptive and inferential techniques were used. With respect to inferential, Exploratory factor fnalysis was used to find the most significant determinant that influence on virtual banking adoption. SPSS was used to analyze the data. Results indicated the demographic profile of virtual banking users and the most significant factors that influence virtual banking adoption. According to the results of the study some valuable suggestions and management implications provided to the virtual banking service providers for gaining competitive advantage by enhancing the service quality and eradicating the service barriers that can promote or motivate banking users to adopt technology-based virtual banking facilities. Keywords: Virtual banking, Adoption, Technology, Financial, Customer
Factors affecting to neglect formal financing sources by the SMEs; with special reference to Badulla district
(Uva Wellassa University of Sri Lanka, 2015) Karunarathna, T.A.O.S.; Fernando, P.I.N.
In terms of need for finance, the International Finance Corporation IFC defines an SME as ‘Small Enterprises’ with loan size of $10,000 to $100,000 and ‘Medium Enterprise’ with loan sizes of $100,000 to $1 million (UNEP, 2007). According to the Central Bank of Sri Lanka (1998), the cottage and Small Scale Industries (CSSI) sector plays an important role in economic development through creation of employment opportunities, the mobilization of domestic savings, poverty alleviation, income distribution, regional development, training of workers and entrepreneurs, creating an economic environment in which large firms flourish and contribute to export earnings. According to Kihimbo et al.,(2012), SMEs financing constraints are attributed by high transaction costs, high collateral requirements and lack of guarantee credit instruments, deficiencies in legal systems, regulatory and policy problems and asymmetric information. In order to operate efficiently, SMEs require easy access to short and long term capital. In general terms, it appears that lending to SMEs is seen as a high risk business since most of these enterprises lack collateral. Since, that is a major obstacle faced by SMEs, may be badly affected on the country’s economy as well. In accordance with Wahab and Hassan (2012), despite the importance of (SMEs) in the national economy in general, they face many obstacles that hinder their development; one of which is evident in the aspect of financial access. The primary objective is to identify the relationship of the formal financing dimensions that influence to the SME owners’ formal financing decision. Secondary objectives are to determine the impact of the formal financing dimensions on formal financing decision of SME owners and to determine the most and least important formal financing dimension factor that influence to the SME owners’ formal financing decision. Methodology All the SME owners in Badulla district were considered as the population of the study who are registered in Badulla District under the Chamber of Commerce and Industry of Uva Province. Therefore, the sample of 60 SME owners is selected from metropolitan and rural areas, who are doing their businesses in Badulla district. The sample has been selected using stratified sampling method. Data was collected by using a structured questionnaire. In addition, Cronbach Alpha reliability test was employed to assess the validity of the questionnaire and 0.822 of Conbrach’s alpha value indicated that the internal reliability and validity of questionnaire was acceptable since that these levels are exceeding the general acceptable level. Hence, it was suitable for the further processing. Data were analyzed using descriptive statistics, correlation analysis and multiple linear regressions.
Identification of potentials to promote gem tourism in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2015) Ariyarathne, M.M.; Fernando, P.I.N.
Over the past six decades, tourism has experienced continued expansion and diversification, becoming one of the largest and fastest – growing economic sectors in the world. Many new destinations have emerged in addition to the traditional favorites of Europe and North America (UNWTO, 2014). Within the tourism market, it is highlighted that there is a trend towards to the niche tourism from the mass tourism concepts. In current scenario tourism niche markets such as tea tourism, wine tourism, dark tourism and eco - tourism were addressed. Nevertheless gem tourism is an untapped market for research studies in world and Sri Lankan context. Identifying potentials to promote gem tourism in Sri Lanka was the explained primary objective of the research. To the identifications of the potentials for promoting gem tourism in Sri Lanka, secondary objectives such as identifying profile of potential gem tourists, identifying most influenced destination mix factors and identifying favorable behavior patterns were illustrated. Materials and methods The population of this research was based on demand and supply side of gem tourism. From demand side tourists who visit Sri Lanka for gem tourism and suppliers of gem tourism such as persons in charging in gem ventures, Sri Lanka Tourism Development Authority and National Gem and Jewelry Authority were taken into the accounts. Therefore, one hundred and five tourists who visit Rathnapura, Colombo and Kandy area for gem tourism activities were consisted in the sample. Convenience sampling was the adopted sampling method and to collect data from tourists, semi structured questionnaire was utilized. Interviewing and observation methods were utilized to collect the data from supply side of gem tourism. Descriptive analysis was adopted to analyze the profile while, the Exploratory factor analysis was adopted to investigate most effecting factor among destination mix. Simultaneously, the Chi- Square test was conducted to measure the relationship between factors of tourists’ behavior pattern. For analysis of qualitative data transcript and summarizing method was adopted. When analyzing the profile of gem tourists, it resulted that 61% represented male category and 39% represented by female category. Accordingly 44.8% of the sample was represented by 30 -39 age category and 28.6% were represented in age category of 40-49. It represented that 40% of potential gem tourists were from East Asia and 20% represented South Asia. 20.95% of the sample was earned $20,000 or lesser amounts in annually. Within the purpose of travel, it resulted that 35.5% were represented in pleasure and 21.9% were represented in special purpose of gem tourism and 15.2% represented in the purpose of business. Simultaneously 1.9% and 8.6% of tourists were consisted with the purpose of gem tourism and other purposes such as pleasure and business. Online sources and word of mouth resulted the same proportion amount of 28.57% and 11.43% were influenced by travel agents. When considering experience profile its preferred 24.8% had never visited and 29.5% had visited gem tourism regions in the world more than three times. Simultaneously 31.4% had never visited and 32.4% had visited more than three times for gem tourism activities. When analyzing destination mix factor, it resulted that five factor groupings. All factors had eigenvalue greater than one. Accordingly, 34.858% were represented location’s attractions and attributes (Eigenvalue 6.623), 12.004% were represented supporting services and gem shop related activities, 7.634% were basic tourists’ need, 6.182% were gem tourism related activities within selected region and 5.924% were availability special events within the selected region. Analysis of favorable behavior patterns of tourists results, chi- square value of 0.012 among spending days vs. transport preferences, chi square value of 0.000 among spending days vs. accommodation preferences, chi square value of 0.000 among spending days vs. spending purchasing gems and chi square value of 0.000 among spending days vs. other pleasure activities. It resulted that there is no relationship among Willingness to participate in gem tourism activities and behavior patterns. Chi- square value of 0.247 was resulted among willingness for participates in gem tourism activities vs. spending days in gem tourism region. Conclusion When considering potential gem tourists majority of them were male while the age category was 30- 39. East Asia was the remunerated region for gem tourism in Sri Lanka. The majority was represented from China, Thailand, Russia, and the United Kingdom. Experience profiles of tourists reflect that majority had visited gem regions in the world and Sri Lanka for more than three times. Madagascar, Burma and Africa were preferred gem regions in world while Rathnapura, Galle, Elehera, Rakwana and Beruwala are the preferred gem regions in Sri Lanka. Most influenced destination mix factor was location attractions and attributes. Accordingly facility for purchasing jewelry with gems and purchasing gemstones were the activities which were highly influenced to travel for selected destinations. Though destination was consisted with gem tourism activities, tourists were attracted. Favorable behavior patterns such as spending days among transport preferences, accommodation preferences and spending patterns resulted relationship. Hence, there was no relationship betwee n willingness to participate in gem tourism activities and spending patterns. Other than attractions for gem tourism, destination was consisted with nature and man-made attractions. Throughout the travel potential gem tourists had spent more than $200, preferred star classified accommodations within selected destination. Hence, there were tourists who had a desire for gem tourism, destination was capable for promotion and the highlighted behavior patterns had demonstrated that there is high potentiality to promote gem tourism market in Sri Lanka.
Identify the Customers’ Purchase Intention towards the Sponsored Products (Special Reference to Reality Shows)
(Uva Wellassa University of Sri Lanka, 2018) Jayasundara, W.K.L.D.; Fernando, P.I.N.
Reality shows are the current trend of many Medias, because of the higher popularity of the reality shows many sponsors are sponsoring to those programs. Main purpose of the sponsorships is increase the market share through reality marketing. Even though sponsors are expected to increase market share and profit through sponsorship, sponsors are not aware about the actual impact of reality sponsorship. The main objective of this research study is explore the relationship between reality sponsorships and customers' purchase intention towards the sponsored products. Addition to the main objectives, researcher explores the level of these three variables, attitudes, subjective norms and perceive behavioral control. The conceptual model researcher tested by utilizing questionnaire and collected data from three hundred sample of reality spectators; sample consists with two categories as live spectators and TV spectators. Researcher tested collected data by utilizing SPSS software; main analysis methods are correlation analysis and regression analysis methods. Correlation reveals that subjective norms and perceive behavioral control determine the purchase intention while attitudes not influence on purchase intention. According to the results researcher has identified that there is a positive relationship between the sponsorships and purchase intention. Finally as the results organizations should aware on the customers' expectations when sponsoring to the program. In addition, sponsors should more stress on subjective norms and perceive behavioral control rather than attitudes. Moreover, researcher has identified there are many factors which affect purchase intention rather than subjective norms and perceive behavioral control. Managers should focus on these results when they are designing marketing strategies for reality shows.
Identify the Success of Applying the ‘Patriotic Marketing’ Technique Through ‘Soorya Singha’ Logo (Ganna Ape De) With Special Reference to Uva Province
(Uva Wellassa University of Sri Lanka, 2010) Fernando, P.I.N.; Wijesooriya, W.A.I.N.
Modern business environment is very competitive along with the globalization where as it is dynamic. Thus to face the challenges of promoting the locally produced products, the marketers should pay keen attention on new marketing techniques such as promoting "Patriotic marketing". Therefore this research is focused on identifying the success of applying "Patriotic Marketing" technique through "Soorya Singha" Logo using the Uva Province. 170 customers using the self service shops were used. The success was identified along with the customer buying pattern using questionnaires & interview methods to gather primary data where as for secondary data, reports of "Maubima Lanka" Foundation were utilized. The research illustrates that there is a strong positive relationship in between the customer buying behavior and success of the brand (0.63 8). In the sample 38 of the total respondents (22.4%) prefer to aware about this logo through television as their first choice to aware. At the same time, for 31 out of 170 respondents (18.2%), the second most preference is for promotions as the first choice of preference for awareness. But at present, the way most of the respondents (12.4%) have aware of logo is through newspapers. As recommendations to achieve success through "Soorya Singha" Logo, awareness programmes on logo, display of logo in packages and Educational programmes to younger generation on patriotism can be implemented.
Impact of Brand Personality and Brand Engagement on Purchasing Behaviour of Cosmetics Products: Is There Any Mediating Effect of Brand Trust?
(Uva Wellassa University of Sri Lanka, 2019) Hewa Pathage, T.D.; Fernando, P.I.N.; Fernando, A.G.N.K.
Branding is a vital factor in the current market set-up in creating competitive business opportunities. Brand personality, brand engagement and brand trust are highly contributory brand related attributes for creating a positive brand image, affecting consumer purchase behaviour. However, lack of research attention has been given on these concepts integrated together as a whole. Therefore the primary objective of the research was to bridge this research gap while identifying the impact of brand personality and brand engagement on consumer purchase behaviour. The study developed a model to identify the impact of brand personality and brand engagement on consumer purchase behavior of cosmetics products. Further the mediating effect of brand trust has been examined. Data was collected from 300 cosmetics product consumers from Western Province using multistage sampling. As the analysis methods; Descriptive analysis, Coefficient correlation, Regression analysis, and Mediator analysis have been conducted. Baron and Kenny mediator analysis method was conducted to identify both the mediatory effect and the indirect effect of the variables. Findings revealed a strong positive association between brand personality and brand engagement on consumer purchase behavior, and brand engagement was identified as the most contributory factor. Further, findings revealed that brand trust partially mediates the relationship between the two independent variables with the constant at values of 66.3% for brand personality and 29.3% for brand engagement. The results provide useful insights to brand, marketing and product design managers in order to formulate competitive business strategies. The study highlights the need for more consumer involved branding strategies in order to ensure that the customers are more engaged with the brands which reflect their personality traits.
The Impact of Celebrity Endorsement on Brand Recall
(Uva Wellassa University of Sri Lanka, 2020) Dharmathilaka, D.P.N.Y.; Fernando, P.I.N.; Niroshini, S.
To aware of the product presence in the competitive market the promotional mix plays a major role. Among the promotional mix, advertising using celebrities has significant effects on the brand. Therefore, the celebrity endorsement practices have been intensively used in the modern market. It is crucial to identify the cause and effect of celebrity endorsement before implementing the marketing plan. The usage of celebrity endorsement has been gradually enhanced within the field of cosmetics in the Sri Lankan context. Therefore, this study explores the impact of celebrity endorsement on brand recall regarding the fairness products in Sri Lanka since the limited number of studies has been performed related to this research area. The present research contributes to bridging the knowledge and theoretical gaps that exist in both local and international contexts. The primary objective of the study was to assess the impact of celebrity endorsement on brand recall while using attractiveness, trustworthiness, and expertise as the dimensions of celebrity endorsement. To collect data a survey was undertaken through the distribution of questionnaires. The millennial population was selected as the sample for the research and descriptive, correlation, and regression analysis were conducted to generate results. A strong positive relationship between celebrity endorsement and brand recall was identified in the fairness product. Moreover, a significant impact of celebrity endorsement on brand recall was discovered. Findings revealed the expertise as the prominent impactable celebrity endorsement dimension on brand recall and the attractiveness and trustworthiness align, respectively. Findings encourage the managers to recruit celebrities with expertise knowledge and attractive appearance in order to endorse the fairness products in Sri Lanka. Further research regarding the proposed area is encouraged. Keywords: Celebrity endorsement, Attractiveness, Trustworthiness, Expertise, Brand recall
The Impact of e - Marketing Mix Elements on European Tourists’ Tour Package Selection Decision.
(Uva Wellassa University of Sri Lanka, 2019) Ravihara, A.M.G.; Danthanarayana, C.P.; Fernando, P.I.N.
Travelling was an essential factor of everyday life of people from ancient to modern day. There are lot of different methods and types of travelling. With the introduction of new communication and technologies, travel has become easier, cheaper and safer. As a result of this, travelling for pleasure purposes have rocketed in recent past. People with similar interest and who are familiar with each other tend to travel together. Considerable amount of people get middleman to make easier, safer and cheaper of the tour for them to travel. This marks the increase of purchasing tour packages. There are many travel agencies and tour packages available to tourists. To gain a competitive edge and survive in the market, a travel agent has to must implement a careful marketing strategy. In the last two decades conventional marketing methods has dropped and electronic marketing has become the primary method of marketing. Since e - Marketing is critical in modern marketing, the main purpose of this study to identify the impact of e - marketing mix elements on European tourists’ tour package selection decision. A conceptual framework has been developed based on previous researches to identify the relationship between e - marketing mix elements and tourists’ tour package selection decision. The research mainly depends on primary data collected through European packaged tourists. Convenience sampling method used to collect data from 200 European packaged tourists who visit Anuradhapura, Ella, Hikkaduwa and Yala. Descriptive statistics, coefficient of correlation analysis and multiple regression analysis used to analyze the data collected. Results disclosed all e - Marketing mix elements have positive relationship with European tourists’ tour package selection decision.

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