2nd UNDERGRADUATE RESEARCH SYMPOSIUM ON MARKETING http://drr.vau.ac.lk/handle/123456789/2125 2026-07-09T19:44:50Z 2026-07-09T19:44:50Z Gunarathna, S.R.Y. Dushyenthan, T. http://drr.vau.ac.lk/handle/123456789/2133 2026-07-09T11:22:04Z 2026-01-01T00:00:00Z

Effect on Sensory Marketing on Consumer Impulsive Buying Behaviour: A study in Kitchens by Keells in Kalutara District, Sri Lanka Gunarathna, S.R.Y.; Dushyenthan, T. Sensory marketing has emerged as a key trend in the retail sector to appeal to the consumers' sense of sight, sound, smell, taste and touch to drive their buying decisions. This research was conducted to assess the influence of sensory marketing on impulsive buying behavior of consumers at Kitchens by Keells outlets in the Kalutara District. A quantitative study was conducted and primary data were gathered using a structured questionnaire from Kitchens by Keells customers in Kalutara District. Using the convenience sampling method, 200 responses were collected. Data were analyzed using Statistical Package for Social Sciences (SPSS) with the aid of descriptive statistics, reliability test, Independent Sample T-Test, One Way ANOVA and Multiple Linear Regression Analysis. The results of the reliability analysis above the standard range confirmed the excellent internal consistency of the measuring scale. The multiple regression analysis results indicated that sensory marketing factors significantly influence consumers' impulsive buying behavior. Among the five sensory factors, smell and taste factors are found to be the most significant variables that promote impulsive buying. The study also showed that age and gender of the consumers did not significantly affect impulsive buying. This research concludes that a retail sensory environment has a positive impact on implusive buying behaviour. Therefore, Kitchens by Keells managers need to emphasize aroma marketing, taste, visual display and comfortable store environment to enhance consumer satisfaction and retail sales. This research adds to the body of knowledge on sensory marketing in the Sri Lankan retail environment and offers insights for retailers.

2026-01-01T00:00:00Z Madhuwanthi, P.D.S.A. Jude Leon, S. A. http://drr.vau.ac.lk/handle/123456789/2132 2026-07-09T11:09:17Z 2026-01-01T00:00:00Z

Impact of Virtual Reality on Hotel Reservations: Evidence from the Colombo District, Sri Lanka Madhuwanthi, P.D.S.A.; Jude Leon, S. A. Over the past few years, Virtual Reality technology (VR) has become a promising marketing innovation in the hospitality industry owing to the advantages it provides in enhancing customer experiences as well as reducing uncertainty in making decisions. The use of VR in hotel marketing is slowly becoming common in Sri Lanka, especially the Colombo District since there are many hotels competing with each other. This paper aims at examining the effect of important attributes of VR such as immersive experience, visual attractiveness, informativeness, and trust & credibility on hotel reservations. The research was carried out quantitatively with the help of a structured questionnaire being used as a tool to collect data from 250 respondents. A convenience sample was used in the study with the help of analysis techniques such as descriptive statistics, reliability, correlation, and multiple regression analysis with the aid of SPSS. It emerged that all the four attributes have positive effects on hotel reservation decisions. However, trust & credibility and immersive experience had more effect than visual attractiveness and informativeness. The results point towards the importance of designing immersive and interesting content using the VR technology that will help the company win the customers' trust and increase their intention to reserve. The present research will contribute to the existing knowledge by demonstrating the potential usage of VR technology in marketing for the hotel industry. Furthermore, this research may provide some insights for hotel managers in Sri Lanka on the use of VR technology within the tourism industry.

2026-01-01T00:00:00Z Amarasekara, G.P.M.P. Jude Leon, S. A. http://drr.vau.ac.lk/handle/123456789/2131 2026-07-09T11:06:36Z 2026-01-01T00:00:00Z

The Influence of Virtual Tour Experience on Domestic Tourists' Decision-Making in the Kandy District, Sri Lanka Amarasekara, G.P.M.P.; Jude Leon, S. A. The rapid advancement of digital technologies has transformed the tourism industry, particularly through the emergence of virtual tours that allow potential tourists to explore destinations remotely. This study examines the impact of virtual tours and virtual experiences on the decision-making processes of domestic tourists in the Kandy district of Sri Lanka. The aim of this research is to identify how factors such as ease of use, perceived realism, information quality, and interactivity of virtual tours influence tourists’ intentions to visit physical destinations. A quantitative research approach is used using a structured questionnaire distributed among 200 domestic tourists who have engaged with virtual tourism content related to Kandy District. Sample were chosen using convenient sampling combined with purposive sampling. Data analysis was conducted using statistical techniques such as descriptive statistics, reliability, correlation, and multiple regression analyses. The findings showed that virtual tours significantly affect domestic tourists’ decisions. Moreover, interactivity and ease of use have been found as the more significant factors in influencing tourists’ decision making. The study highlights the growing importance of virtual tourism as a marketing and decision-making support tool for the tourism sector in Sri Lanka. It provides practical implications for tourism stakeholders in the Kandy district to integrate virtual experiences into their promotional strategies to attract domestic tourists. The research also contributes to a broader understanding of technology-driven consumer behavior in the tourism context.

2026-01-01T00:00:00Z Ekanayaka, E.M.M.L. Dushyenthan, T. http://drr.vau.ac.lk/handle/123456789/2130 2026-07-09T10:51:36Z 2026-01-01T00:00:00Z

The Impact of Social Media Advertisement on Purchasing Behaviour towards Automobile Industry: A Study of Young Customers in Kurunagale District, Sri Lanka Ekanayaka, E.M.M.L.; Dushyenthan, T. The current study aims at exploring the impact of social media advertisement on purchasing behaviour of young customers (age range of 20-35 years) towards automobile industry in Kurunegala District in Sri Lanka. The current research brings into light some of the most essential features of social media advertising including level of Entertainment, Familiarity, Social Imaging, Attraction, and Availability, the effect of these elements on customers' decision-making process related to buying automobiles. The research objective deals with identifying the dimension of social media advertisement that has a major impact on customers decision making processes. It is notable that social media sites like Facebook, Instagram, and YouTube have gained considerable popularity in Sri Lanka. For this research, convenience sampling was customers, and data were collected from 200 younger customers who live in the Kurunegala District. Data analysis for this study was conducted using Correlation Analysis and Multiple Regression Analysis via the SPSS tool. The result of this research offers valuable insights into the influence of the number of social media advertisements on the purchasing of vehicles. The regression results revealed that Entertainment and Attraction are the most significant drivers of purchasing behavior, whereas Social Imaging and Availability did not show statistical significance.

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