AN EXAMINATION OF THE FACTORS AFFECTING SAMRUDDHI BENEFICIARIES PURCHASE DECISION IN SEETHAWAKA DIVISIONAL SECRETARIAT DIVISION: DURING THE COVID-19 PANDEMIC

Abstract

COVID 19 is a pandemic that influences, people started to new life with adjustment. People tend to increase some items to purchase and also decrease to purchase of special items within their day-to-day purchasing. Covid 19 hardly hit on consumer decision patterns all around the world. The study focuses on purchase decisions towards Samruddhi beneficiaries during the Covid 19 pandemics. The data was collected from 50 Samruddhi beneficiaries (as a consumer) through a well-structured questionnaire administered in each and using the convenience sampling method from Seethawaka Divisional Secretariat Division. Data analysis was conducted using SPSS Software. The results showed Social Media Marketing (SMM), Sales promotion(SP), and Perceived Value(PV) and were significantly impact on purchase decision of Samruddhi beneficiaries and Store environment(SE) and Corporate social responsibility(CSR) was indicated insignificant in the context of Samruddhi beneficiaries. 56.6% variation of purchase decision towards the Samruddhi beneficiaries can be explained by the proposed model. This result also reinforced the applicability of including more additional constructs in this model, as it has improved the exploratory power of the proposed model.