Browsing by Author "Rajapaksha, R.M.M.C."

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    A Comparative Study on the Impact of Brand Image towards Local Consumers Buying Behavior in Franchised Fast Food Restaurants (With Special Reference to Colombo District)
    (Uva Wellassa University of Sri Lanka, 2020) Malshan, G.S.; Wijayasundara, W.G.S.R.; Rajapaksha, R.M.M.C.
    Fast food is one of the most pronouncing words in the world and it is one of the fastestgrowing sectors in the food industry. Fast food could be identified as the mostly purchased foods in the quick service restaurants format due to its unique attributes such as convenience, taste, and lower price. The main objective of this study was to identify the difference between the impact of brand image on consumers’ buying behavior of “Residents” and “Non-residents” in the Colombo district. This research was carried out as a comparative study that compares resident and non-resident fast-food consumers. The convenient sampling and purposive sampling methods were followed and 150 resident and non-resident respondents in the Colombo district were interviewed with a structured questionnaire. As the analytical methods, descriptive statistics and regression were used. The results of the study indicated that there was a positive significant impact of the brand image on consumers’ buying behavior of both groups. Since this study found that Pizza Hut is the most preferable fast-food brand, it is recommended that foods like Pizza may be profitable type of fast food. Furthermore, brand attitudes and perceived benefits were the key influential factors for consumers’ buying behavior. Hence, it can be recommended that, when marketing a brand, it is necessary to concern about advertisements, functional, and experimental benefits. Future researchers can focus on different areas in the local context and can access the impact of brand equity, different promotional tools towards consumers’ buying behavior. Keywords: Consumers’ buying behavior, Brand Image, Brand attitude, Brand attribute and Perceive benefits
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    Factors Influencing Consumers’ Purchase Intention of Ecofriendly Apparel (With Special Reference to Colombo District Millenials)
    (Uva Wellassa University of Sri Lanka, 2021) Handagama, H.R.K.H.; Kulathilake, C.J.P.; Rajapaksha, R.M.M.C.
    The ecofriendly apparel is an emerging concept in Sri Lanka. The purpose of the study was to examine consumers‟ purchase intention towards eco-friendly apparel by investigating the effects of their expectations, perception, subjective norms, perceived behavioral control, and attitudes. The study was selected six eco-friendly outlets and collected data from 150 millennials who live in Colombo the questionnaire was used as the data collecting technique. Millennials were selected by using a simple random sampling method. Descriptive statistics, correlation analysis, and regression analysis were used to analyze data with the support of the SPSS 22.0 version. The purpose of the study was to examine consumers‟ purchase intention towards eco-friendly apparel by investigating the effects of their expectations, perception, subjective norms, perceived behavioral control, and attitudes. Based on the result all the independent variables have positive relationship with dependent variables. All the independent variables (expectation, perception, subjective norms, perceived behavioral control, and attitudes) positively impact on purchase intention. As well as subjective norms are the most impacting predictor of purchase intention. This study provides recommendations and suggestions to sales and marketing managers should implement marketing strategies to enhance purchase intention concerning the factors of eco-friendly apparel. Hence marketing managers, fashion designers, and relevant policymaker need to identify what are the factors influencing purchase intention towards eco-friendly apparel with special reference to Colombo districts millennials. Keywords: Attitude and Purchase intention; Ecofriendly apparel; Expectation, Millennials; Perception; Subjective norms; Perceived Behavioral Contro
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    The Impact of COVID-19 on Stock Return in Asian Stock Markets
    (Uva Wellassa University of Sri Lanka, 2021) Kumarapperuma, O.V.; Deyshappriya, N.P.R.; Rajapaksha, R.M.M.C.
    The consequences of pandemic on global economy have been apparent throughout the history. COVID-19 emerged from China and rapidly outbreak across the globe, and hence the World Health Organization had announced a global emergency situation as well. Stock markets play a vital role in both individual and global economic contexts and however the stock markets are highly sensitive for any kind of shocks. Hence, this study attempts to examine the impact of COVID-19 on stock market of 15 Asian countries which represent developed, emerging, and frontier markets. Specifically, the study focuses on the impact of COVID-19 on stock returns of selected markets while observing the relationship between confirmed COVID-19 cases and stock return. The impact of COVID-19 on stock returns were analyzed using Event Study method by comparing the calculated abnormal return before and after the event under two event windows such as (0,10) and (10,20). Apart from that, OLS based panel regression analysis was carried out to observe the impact of the number of COVID-19 confirmed cases on stock return in selected stock markets. Daily closing price indices during the period of 1st January 2019 and 30th June 2020 were used to calculate the abnormal return and the empirical results of the event study reveal that abnormal returns after the event day are negative and therefore it is apparent that the COVID-19 outbreak has drastically affected the stock returns of selected stock markets of the Asian region. Specifically, two event windows indicates that COVID- 19 has an immediate negative impact on all selected stock markets while long term negative impact has limited to emerging and frontier markets. Moreover, it is observed that COVID-19 confirmed cases negatively affect the stock return of all selected stock markets in Asian region. Hence, the current study recommends the importance of recovering from the pandemic and sustaining appropriate environment for the development and smooth running of stock markets. Keywords: Asian stock markets; COVID-19; Event study method; Stock return.
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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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    Impact of Perceived Service Customization on Building Customer Loyalty with Mediating Effect of Trust and Perceived Effective Communication (With Special Reference to Automobile Maintenance Service Sector in Sri Lanka)
    (Uva Wellassa University of Sri Lanka, 2020) Madhushani, T.M.S.; Fasana, S.F.; Rajapaksha, R.M.M.C.
    Lack of academic and theoretical knowledge about perceived service customization among front line employees of small size automobile repair centers is one of the main problems of the automobile maintenance service sector in Sri Lanka. The underpinning theory reveals how and why customer relationship marketing connects with customer loyalty. To bridge the knowledge and empirical gaps in existing literature, this study was carried out to investigate how the impact of perceived service customization on building customer loyalty with the mediating effect of trust and perceived effective communication in automobile maintenance. The study was based on a quantitative research approach that was carried out with 312 customers selected using stratified and convenience sampling methods from the western province. Data were collected through a structured questionnaire and analyzed by using Partial Least Square-Structured Equation Modeling and Statistical Package for the Social Sciences. Descriptive statistics, coefficient of determination, specific indirect effect, average variance extracted, and bootstrapping were used to analyze the data. The findings manifested that perceived service customization significantly impacted on customer loyalty with a positive partial mediation between the relationship with trust and perceived effective communication. The study provided perceived service customization with precious implications to enhance the relationship with customers. This study suggests future research based on other underpinning virtues with perceived service customization and customer loyalty in different service sectors. Also, it will help to gain loyal customers in the long run. Keywords: Perceived service customization, Customer loyalty, Customer trust, Perceived effective communication
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    A study on Social Entrepreneurs’ Attitudes and Impact Investment with special reference to Western and Central Provinces in Sri Lanka
    (Uva Wellassa University of Sri Lanka, 2020) Pananwala, P.G.N.D.; Fasana, S.F.; Rajapaksha, R.M.M.C.
    Researchers have identified that there are funding problems for social entrepreneurs to do their social enterprises. One of the main reasons to occur this funding problem is the attitude of social entrepreneurs and mismatch of the requirement between social entrepreneurs and impact investors. This study aimed to identify the social entrepreneurs' attitude towards impact investment with special reference to Western and Central provinces in Sri Lanka. To achieve the objective of the research, the study was conducted as a qualitative research using Sri Lankan social entrepreneurs. Fifteen social entrepreneurs from Western and Central provinces were selected as the sample of the research using the Snowball sampling technique. Data were collected through semistructured interviews and the thematic analysis technique was utilized as the method of analysis of the research data. The study found that there were seven themes and fourteen child themes as attitudes of social entrepreneurs towards impact investment. Those attitudes were reluctant to lose control, distrust, past expense, person’s social network attitude, financial literacy, risk management, and being proactive. The result of this research is a significant source for government policymakers to recognize attitudes of social entrepreneurs towards Impact Investment and to identify the perception of social entrepreneurs about the supporting system. The research recommended developing an appropriate environment platform to improve attitudes of social entrepreneurs towards impact investment, to provide support and direction for the social entrepreneurs to connect with the impact investments. Keywords: Social entrepreneurship, Impact investment, Funding, Attitudes