Browsing by Author "Jayasinghe, N.C."

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    The Impact of Advertising Media Effectiveness on Brand Equity (With Special Reference to Toothpaste Industry in Sri Lanka)
    (Uva Wellassa University of Sri Lanka, 2021) Herath, H.M.S.B.; Jayasinghe, N.C.
    This study was carried out to determine the impact of perceived advertising media effectiveness on the brand equity of toothpaste market in Sri Lanka. Advertising blends and several variables cause major variations in the success of a brand and this study is particularly focus on the toothpaste industry that can be noticed as one of the most competitive industries in Sri Lanka. Sample of this study consisted of 100 respondents from Matale district who consume toothpaste regularly. Responses for the study collected through five-point Likert scale questionnaire. Descriptive statistics and regression analysis was employed to answer the research questions by achieving the research objectives. This study‟s findings revealed that selected respondents from Matale district show moderate response to the Perceived advertising effectiveness from toothpaste companies. However, they almost agree with the existing brand equity for toothpaste brands in Matale district. Demographic factors revealed that the majority of the respondents use toothpaste twice a day. The regression analysis results show that the perceived advertising media effectiveness has a positive impact on the brand equity of toothpaste brands that validated the findings of the previous studies. This study provides recommendations and suggestions for the practical implementation of effective advertising campaigns and it suggests that Audience engagement with content, Audience attentiveness and responsiveness is playing a vital role in perceived advertising media effectiveness and Friends & family environment has a significant impact on building brand equity. Keywords: Audience Engagement with Content; Audience Attentiveness and Responsiveness; Brand Equity; Friends and Family Environment; Media Effectiveness; Perceived Advertising.
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    The Impact of Extended Marketing Mix on Customer Purchase Intention (With Special Reference to Hela Bojun Outlet in Galle District)
    (Uva Wellassa University of Sri Lanka, 2021) Perera, H.M.S.S.; Jayasinghe, N.C.; Rajapaksha, R.M.M.C.
    The fast food industry in Sri Lanka is experiencing market related changes from the globalized food patterns to the indigenous nutrient food products which are promoted by the public sector agencies through the concepts such as establishing Hela Bojun Outlets Island wide. In order to gain and secure the existing state of competitive advantages for Hela Bojun outlets, they need to identify and understand the importance of the Elements of the extended marketing mix which defined as Product, Price, Place, Promotion, People, Process and Physical Evidence. Hence the respective area of study is not widely discussed in the academia, through this study it is expected to investigate the impact of Extended Marketing Mix elements on the Customer purchase Intention of Hela Bojun Outlet with special reference to Galle District. In order to conduct the research survey, a sample of 200 respondents, who have the capacity to make purchasing decisions were selected from Hela Bojun outlet in Galle district. A self-administered questionnaire was used to collect the primary data both physically and online from the respondents and SPSS Statistics version 22 was used as the data analysis tool. Data analysis was performed through the descriptive statistics and multiple linear regression analysis. As the finding of the study revealed except place, people and process elements, all the other variables of product, price, promotion and physical evidence significantly and positively impact on the purchase intention of the customers. Further „product‟ element has the highest impact on customer purchase intention. Accordingly, this study recommends the Administration of the Hela Bojun to expand their service into various market segments based on the impact of the marketing mix elements and new business strategies should be formulated to enhance the performance of those marketing mix elements. Keywords: Extended Marketing Mix; Customer Purchase Intention; Fast food Consumption; Indigenous Fast Food Industry; Hela Bojun Outlets
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    The Impact of Internal Marketing Practices on Perceived Employee Engagement With Special Reference to Executive Level Employees in FMCG Sector Sri Lanka
    (Uva Wellassa University of Sri Lanka, 2021) Wanasinghe, P.I.; Jayasinghe, N.C.
    Internal marketing is one of the emerging concepts within the organizations that gives the solutions to the workplace conflicts. Conversely, employee engagement can be defined as the employees‟ emotional attachment towards their organizations. Previous scholars have expressed that the impact of internal marketing practices on perceived employee engagement may change based on the several factors such as culture, region, sectors and etc. Hence, this study has addressed the knowledge and empirical gaps by investigating the impact of internal marketing practices on perceived employee engagement of executive level employees in FMCG sector in Sri Lanka. Internal marketing has identified as a multi-dimensional concept. For this study it has been used three-dimensional model which is consisted with internal communication, training and internal market research to examine their impacts on perceived employee engagement separately. Population of the study has identified all the executive level employees working in FMCG sector. For this study data has been collected from 120 executive level employees in four FMCG sector companies using the convenience sampling technique. The quantitative research design has used for the study and descriptive statistics, Karl Pearson‟s correlation analysis and regression analysis has been used to analyze the gathered data. The findings of the study emphasized that the internal marketing practices has a significant impact on perceived employee engagement of executive level employees in FMCG sector in Sri Lanka. Further, it has concluded that all three dimensions of internal communication, training and internal market research are significantly and positively impacted on perceived employee engagement of executive level employees in FMCG sector in Sri Lanka. Finally, this study has recommended that managers can shape up organization internal marketing practices in proper manner to improve perceived employee engagement in executive level employees and internal communication, training and internal market research can take as suitable practices. Keywords: Internal marketing practices; internal communication; Training; Internal market research; Perceived employee engagement
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    The Impact of Non-work Roles on the Success of Women Owned SMEs With Special Reference to Western Province)
    (Uva Wellassa University of Sri Lanka, 2020) Vimarsha, G.D.T.; Fasana, S.F.; Jayasinghe, N.C.
    Entrepreneur success research suffers from a lack of consistency in defining the scope of non-work (life outside work). Considering the evolving life preferences of modern women entrepreneurs, entrepreneur success researchers should have a broader view of life which expands beyond work-family and include other non-work domains of life. This study is an attempt to establish that for today’s women entrepreneurs. For this study, several non-work domains were identified from previous literature. The research was based on primary data and the data were collected through 160 women entrepreneurs selected using a stratified sampling method and convenience sampling method by distributing self-administrated questionnaires. To validate research objectives, 10 women entrepreneurs out of 160 were selected who have achieved success in their business. Data were analyzed using descriptive analysis, structural equation modeling, and thematic analysis. Results indicated that there is a significant positive relationship between nonwork roles (marital role, parental role, community involvement, leisure activities, and religious involvement) and the success of women's owned SMEs. Findings further revealed that the women entrepreneurs were satisfied with the existing level of non-work roles participation in Sri Lanka. Women entrepreneurs identified family support, personal factors, and quality employee base as supportive factors for engaging and balancing their non-work roles. Hence women entrepreneurs also should focus on non-work roles as same as work roles in attaining success. This study provides an insight into future researches, policymakers, and academics to a novel direction of the curriculum. Keywords: SMEs success, Non-work roles, Women entrepreneurs
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    The Impact of Social Media Marketing on The Purchase Intention of Environmentally Sustainable Cosmetic Products: The Role of Brand Trust as the Mediator (With Special Reference to Badulla District)
    (Uva Wellassa University of Sri Lanka, 2021) Batuwatta, S.C.; Jayasinghe, N.C.; Amarawansha, T.G.A.H.C.
    The Social media platforms emerged as a result of new technology and „social media marketing‟ is attracting the attention of business world as a prominent method of reaching a wider customer base. Social media marketing impacts on the purchasing intention of the customers and the role of brand trust is playing a vital role in the online business enviornemnt. However, in an enviornemnt where the customers tend to reflect a paradigm shift towards purchasing the environmentally sustainable products, the investigation of the impact of social media marketing on the purchase intention of environmentally sustainable cosmetic products or the role of brand trust in there, seems an area that is not discussed widely. Therefore, this study intended to investigate the impact of social media marketing on the purchase intention of environmentally sustainable cosmetic products with the mediation effect of brand trust. For this study both primary and secondary data were used and the primary data were collected online from 200 respondents by using a structured questionnaire. The collected data were analyzed by using IBM SPSS statistics 25.0 and Smart PLS software. The findings of the study revealed that the social media marketing has a significant impact on the purchase intention of environmentally sustainable cosmetic products and is partially mediated by the brand trust. This study recommends, the managers and the marketers to focus more on offering some additional support to the consumers through their social media page designs and producing environmentally sustainable cosmetic products by utilizing more organic ingredients within the production process. Further, the future reaseachers are encouraged to investigate the respective area of study considering larger sample sizes with different other social media marketing dimensions in order to have more reliable output. Keywords: Social Media Marketing; Brand Trust; Purchase Intention; Environmentally Sustainable Cosmetic Products