Sathana Vaikunthavasan - Academia.edu (original) (raw)
Papers by Sathana Vaikunthavasan
Kelaniya Journal of Management, 2018
Coconut is one of the major source of Jaffna District. It has the greatest prospects for growth a... more Coconut is one of the major source of Jaffna District. It has the greatest prospects for growth and development. The coconut based producers have been facing huge problems. Value addition in each aspect of coconut based productions create more quality and adequate demand for the products. The purpose of this research is to diagnose the tremendous problems and challenges for value addition of coconut based productions in Jaffna District. Initially this paper reviewed the existing literature, empirical studies as well as the prevailing data bases in order to identify the problems and challenges for value addition. Then researcher conducted qualitative exploratory narrative research on coconut based productions in Jaffna District. Subjects were the owners or managers of enterprises and purposive sampling technique was utilized to select the subjects for this research. Unstructured interview was conducted to collect data. The problems and challenges of entrepreneurs regarding value ad...
University of Jaffna, 2018
Dynamic business environment is highly competitive and rapidly changing. Rivals supply creates mo... more Dynamic business environment is highly competitive and rapidly changing. Rivals supply creates more confusion for the selection of suitable product for the consumers. Marketing mixes and many factors usually create a meaningful difference in a brand's performance. The objectives of this paper were to identify the important factors influencing on consumer choices and to measure the effect of the factors on consumer choice of toothpaste. Responses were collected from 100 customers from four major food cities in the Jaffna. Convenient sampling technique was used in selecting the customers. To draw the valid conclusion and test them empirically, an exhaustive use of statistical technique of Factor Analysis was made. To further determine the reliability of the data, Kaiser-Meyer-Olkin (KMO), Bartlett Test of sphericity and Anti-Image correlation were determined. The present study attained four factors as customer delight, product excellence, product attractiveness and advertising. Th...
Convenient sampling technique was used in the sample selection. Responses were collected from 500... more Convenient sampling technique was used in the sample selection. Responses were collected from 500 customers from Jaffna city. The study was based on primary sources, a questionnaire containing 30 items. This paper presents a Factor Analysis approach to the problem of extracting the influences on Consumer Market Purchase Decision for durable goods. To further analyze the reliability of the data, Kaiser-Meyer Olkin (KMO), Bartlett Test of sphericity and correlation matrix were conducted.
Kelaniya Journal of Management, 2015
The purpose of the study is to explore the market orientation, innovativeness and performance of ... more The purpose of the study is to explore the market orientation, innovativeness and performance of the government Universities in Sri Lanka. Sri Lankan Universities were the unit of analysis. Data for this study were collected from the faculty heads or coordinators of Higher education programmmes in government Universities in Sri Lanka. Convenient sampling method was adopted, structured questionnaires were issued directly and sent through the mail to collect data and one hundred and fourteen respondents were gathered in this study. The MARKOR was used to measure the Market Orientation. Correlation and regression analysis were used in order to identify the association among market Orientation, innovativeness and performance. Three market orientation measures included intelligence generation; intelligence dissemination and responsiveness to intelligence were used to investigate their relationships with Innovativeness and performance. All three measures were found to be statistically significant and positively related to the Innovativeness and performance of the course programmes Universities in Sri Lanka. Based on the studies, the Universities were suggested to follow proper market oriented strategy in higher education system, it will lead to optimum performance achievement.
International Journal of Engineering Applied Sciences and Technology, 2019
Advanced technology plays a significant role in analysis of consumers' psychology and their chang... more Advanced technology plays a significant role in analysis of consumers' psychology and their changed behavior towards purchasing any particular product. There are currently many different ways of marketing communications, by which marketers can reach their target audience. At present, the consumers are living in such an environment where they can get the information about a product or service from the various available media vehicles. Presence of numerous media vehicles in the advertising world has created an advertising clutter, reducing the effectiveness of advertising. That is why marketers are looking for innovative Medias and methods for advertising, which has yet not been saturated, and mobile multimedia message advertising is one of them. Mobile advertisements allow the marketers to approach the customers' indistinctive way, but, there arises a question that how does a consumer observe this innovative way of advertising. The present study attempts to examine consumer attitude towards mobile advertising intention and the various factors that influence their intention. This study mainly relies on primary data collected through validated questionnaire. The study will be beneficial for the marketers to gain an insight of consumer attitude and their intention for mobile advertising and to define the appropriate strategies targeting them accordingly. Empirical study was conducted to collect the primary data using a questionnaire as a tool in order to test the hypotheses. The questionnaire was distributed to 200 respondents who were randomly selected from the population. The findings proved that there is a relationship between independent variables (i.e., entertainment, informative, irritation, credibility and personality) and the dependent variable (consumer intention toward mobile multimedia message advertising) based on several reasons discussed thoroughly in this research.
University of Sri Jayewardenepura, 2018
The study aims to investigate the influence of innovative marketing strategy on the development o... more The study aims to investigate the influence of innovative marketing strategy on the development of MSMEs in Sri Lanka. Primary data collection was adopted to collect data from owners of MSMEs by using questionnaires. A stratified proportionate random sampling method was utilized to select samples. A total of 686 valid questionnaires were collected from respondents. The researcher used exploratory factor analysis to identify the dimensions of factors and structural equation modeling to investigate the strength of the relationship among variables. The results of the study proved that MSMEs enhance their performance through innovative marketing strategy. In particular, the application of the innovative marketing strategy for MSMEs caused an increase in the internal process performance, customer performance and learning, and growth performance and financial performance. This research indicates that owners of MSMEs need to apply the innovative marketing strategy to develop their firms an...
Journal of Business Studies, 2019
The purpose of this study is to examine the effect of competitive and green marketing strategy on... more The purpose of this study is to examine the effect of competitive and green marketing strategy on development of SME in Jaffna district by surveying 302SMEs in Jaffna district. Resource advantage theory of competitions is underpinned to link the marketing strategy and performance development of SMEs. Llittle researches were undertaken into the competitive marketing strategy and green marketing strategy in SMEs in the post war context. The influences of these marketing strategy on the performance of SME is nebulous in the post ear context. Data were collected by using questionnaires from owners of SMEs. Simple random sampling method was applied to select samples for this study. Structural equation method (SEM) was utilized to identify the effect of marketing strategy on the development of SMEs .The findings revealed that competitive marketing strategy significantly influenced on the financial development, customer development and SME development and not significantly influenced on the employee development. Regarding green marketing strategy, it significantly influenced on customer development and employee development not significantly influenced on the financial and SME development. This research suggested that entrepreneurs need to apply these two strategies for the development of SMEs.
TIJ's Research Journal of Social Science & Management - RJSSM, 2015
The gestation of information and communication technologies, especially Internet, has a momentous... more The gestation of information and communication technologies, especially Internet, has a momentous influence on the prolific changes in the use of marketing tools. Web 2.0 has marked a shift towards taking responsibility by users on the Internet, which resulted in the increasing importance of customers and the decreasing authority of marketers. This paper analyses the basic awesome practices of the social network usage and its contribution of social network for the success of the hotel business in Jaffna District. This is qualitative exploratory research; explain the phenomenon of social network usage in the hotels business in Jaffna. Purposive sampling technique was used as sampling method, primary data collection method was used to collect the data, structured interview was conducted with the 20 hotel managers in the Jaffna district. This study reveals the social network usage is in the embryonic stage and practices under the four categories as Social media, Interactive Relationshi...
Market oriented organizations are very effective strategy to understand environmental changes and... more Market oriented organizations are very effective strategy to understand environmental changes and satisfy customer needs. Market oriented firms develop and modify their products and services to satisfy their customer expectations and preferences. The main aim of this study is to investigate the influence of market orientation on performance of Bakeries. The findings of this study are useful to enhance the products and customer services provided by bakeries through market orientation practices. The sample comprised 40 managers worked in Bakeries. The questionnaires were utilized for data collection. All the three components of market orientation, that is customer orientation, competitor orientation and inter-functional coordination significantly and positively associated with performance of bakeries. Mangers successfully orient the market which leads to the highest performance of Bakeries. Market orientation, customer orientation, competitor orientation, performance
Purpose-The reason to produce this paper is to better understanding why many SMEs in Northern Pro... more Purpose-The reason to produce this paper is to better understanding why many SMEs in Northern Provinces produce poor results and propose a model of marketing strategy for struggling MSMEs in the postwar situation, in Sri Lanka. Design/ approach-This is a conceptual paper which discuss a new insights of Marketing strategic model with considering the factors combined effect of varying degree challenges on performance of SMEs in this postwar environment. Findings: We develop a conceptual framework that identifies three dimension of strategic alternatives of marketing in post war situation as marketing mix, diversification and environmental strategy. Research implications-This conceptualized framework model revealed very practical, realistic and applicable strategic insights of marketing strategic and instead of recommending any common strategies for post war SMEs. Practical implications: There is vast differences in marketing strategic application between the developed and developing c...
Today in dynamic and competitive environment customers are highly informed and more demanding tha... more Today in dynamic and competitive environment customers are highly informed and more demanding than before, it creates more challenges to the business institutions. Success and survival of Institutions depends on the innovation, which espouses market orientation. The purpose of this study is to gain a better understanding the market orientation that influences the performance outcome of Institutions. The concept of marketing orientation was examined by with the construct of the customer focus, competitor orientation and inter-functional coordination. Data was collected from the major super markets in the Jaffna district. Structured questionnaires were sent through the mail and given to the manager of the firms. Factor analysis is used to validate the measures of market orientations and firm performance outcome. Correlation and regression analysis are performed to determine whether market orientation is associated with firm performance. ANOVA test was made to identify the difference i...
With the globalization trend, Small and Medium Enterprises (SMEs) are in rapidly growing and deve... more With the globalization trend, Small and Medium Enterprises (SMEs) are in rapidly growing and developing arena. It has momentous influences on the prolific changes in all countries, and they are major contributor for inclusive economic growth, regional development, employment generation and poverty reduction in Sri Lanka. This research was conducted to diagnose the awesome challenges and opportunities of SMEs in the existing situation of Jaffna District. Further this paper reviewed the existing literature, empirical studies as well as the prevailing data bases in order to identify the challenges and opportunities for the development of SMEs in the Jaffna District. Researcher conducted qualitative exploratory research; explain the phenomenon of problematic situation of SMEs in Jaffna District. Purposive sampling technique was the sampling method, primary data collection method was used to collect the data, and structured interview was conducted with the 37 heads of community developme...
After the local war , micro, small and medium enterprises (MSMEs) have been facing huge problems ... more After the local war , micro, small and medium enterprises (MSMEs) have been facing huge problems in Jaffna District and they have poor quality of product and services. The purpose of this paper is to explore the meaningful value addition strategies to access standards for products of micro, small and medium entrepreneurs (MSMEs) for establishing a competitive advantage. Coconut is vital sector of SMEs and also one of the major resources in Jaffna district. This sector has the greatest prospects for growth and development. Value addition for coconut based productions leads to more quality and creates adequate demand for the products. Thus researcher scoped coconut sector among the MSMEs. The research is qualitative in nature with exploratory narrative research. Under purposive sampling technique, the owners or managers of enterprises and stake holders of MSMEs were interviewed by using unstructured questions to explore the value addition. The author proposed two momentous models; the...
South Asian Journal of Marketing Management Research, Apr 9, 2013
Business and Management Horizons
The purpose of this study is to identify the problems and challenges of SMEs in the postwar situa... more The purpose of this study is to identify the problems and challenges of SMEs in the postwar situation of Northern Province. Researcher conducted qualitative exploratory research; explain the phenomenon of problematic situation of SMEs in Northern Province. By applying purposive sampling technique, with primary data collection method of focus group discussion and interviews were conducted with the owners of SMEs and officers related with the SMEs in the Northern Province. Finding of the study explains, first, marketing problems which includes product problems, pricing problems, promotion problem, distribution based problems, green problem and network problems, second, internal problem which includes financial problems and employee problems third, characteristics of entrepreneurs as problems, at last external problems, namely political and legal, economic and socio economic problems. The important implication is that this study indicates clearly the problems and challenges of SMEs in ...
Journal of Nonprofit & Public Sector Marketing
Kelaniya Journal of Management, 2018
Coconut is one of the major source of Jaffna District. It has the greatest prospects for growth a... more Coconut is one of the major source of Jaffna District. It has the greatest prospects for growth and development. The coconut based producers have been facing huge problems. Value addition in each aspect of coconut based productions create more quality and adequate demand for the products. The purpose of this research is to diagnose the tremendous problems and challenges for value addition of coconut based productions in Jaffna District. Initially this paper reviewed the existing literature, empirical studies as well as the prevailing data bases in order to identify the problems and challenges for value addition. Then researcher conducted qualitative exploratory narrative research on coconut based productions in Jaffna District. Subjects were the owners or managers of enterprises and purposive sampling technique was utilized to select the subjects for this research. Unstructured interview was conducted to collect data. The problems and challenges of entrepreneurs regarding value ad...
University of Jaffna, 2018
Dynamic business environment is highly competitive and rapidly changing. Rivals supply creates mo... more Dynamic business environment is highly competitive and rapidly changing. Rivals supply creates more confusion for the selection of suitable product for the consumers. Marketing mixes and many factors usually create a meaningful difference in a brand's performance. The objectives of this paper were to identify the important factors influencing on consumer choices and to measure the effect of the factors on consumer choice of toothpaste. Responses were collected from 100 customers from four major food cities in the Jaffna. Convenient sampling technique was used in selecting the customers. To draw the valid conclusion and test them empirically, an exhaustive use of statistical technique of Factor Analysis was made. To further determine the reliability of the data, Kaiser-Meyer-Olkin (KMO), Bartlett Test of sphericity and Anti-Image correlation were determined. The present study attained four factors as customer delight, product excellence, product attractiveness and advertising. Th...
Convenient sampling technique was used in the sample selection. Responses were collected from 500... more Convenient sampling technique was used in the sample selection. Responses were collected from 500 customers from Jaffna city. The study was based on primary sources, a questionnaire containing 30 items. This paper presents a Factor Analysis approach to the problem of extracting the influences on Consumer Market Purchase Decision for durable goods. To further analyze the reliability of the data, Kaiser-Meyer Olkin (KMO), Bartlett Test of sphericity and correlation matrix were conducted.
Kelaniya Journal of Management, 2015
The purpose of the study is to explore the market orientation, innovativeness and performance of ... more The purpose of the study is to explore the market orientation, innovativeness and performance of the government Universities in Sri Lanka. Sri Lankan Universities were the unit of analysis. Data for this study were collected from the faculty heads or coordinators of Higher education programmmes in government Universities in Sri Lanka. Convenient sampling method was adopted, structured questionnaires were issued directly and sent through the mail to collect data and one hundred and fourteen respondents were gathered in this study. The MARKOR was used to measure the Market Orientation. Correlation and regression analysis were used in order to identify the association among market Orientation, innovativeness and performance. Three market orientation measures included intelligence generation; intelligence dissemination and responsiveness to intelligence were used to investigate their relationships with Innovativeness and performance. All three measures were found to be statistically significant and positively related to the Innovativeness and performance of the course programmes Universities in Sri Lanka. Based on the studies, the Universities were suggested to follow proper market oriented strategy in higher education system, it will lead to optimum performance achievement.
International Journal of Engineering Applied Sciences and Technology, 2019
Advanced technology plays a significant role in analysis of consumers' psychology and their chang... more Advanced technology plays a significant role in analysis of consumers' psychology and their changed behavior towards purchasing any particular product. There are currently many different ways of marketing communications, by which marketers can reach their target audience. At present, the consumers are living in such an environment where they can get the information about a product or service from the various available media vehicles. Presence of numerous media vehicles in the advertising world has created an advertising clutter, reducing the effectiveness of advertising. That is why marketers are looking for innovative Medias and methods for advertising, which has yet not been saturated, and mobile multimedia message advertising is one of them. Mobile advertisements allow the marketers to approach the customers' indistinctive way, but, there arises a question that how does a consumer observe this innovative way of advertising. The present study attempts to examine consumer attitude towards mobile advertising intention and the various factors that influence their intention. This study mainly relies on primary data collected through validated questionnaire. The study will be beneficial for the marketers to gain an insight of consumer attitude and their intention for mobile advertising and to define the appropriate strategies targeting them accordingly. Empirical study was conducted to collect the primary data using a questionnaire as a tool in order to test the hypotheses. The questionnaire was distributed to 200 respondents who were randomly selected from the population. The findings proved that there is a relationship between independent variables (i.e., entertainment, informative, irritation, credibility and personality) and the dependent variable (consumer intention toward mobile multimedia message advertising) based on several reasons discussed thoroughly in this research.
University of Sri Jayewardenepura, 2018
The study aims to investigate the influence of innovative marketing strategy on the development o... more The study aims to investigate the influence of innovative marketing strategy on the development of MSMEs in Sri Lanka. Primary data collection was adopted to collect data from owners of MSMEs by using questionnaires. A stratified proportionate random sampling method was utilized to select samples. A total of 686 valid questionnaires were collected from respondents. The researcher used exploratory factor analysis to identify the dimensions of factors and structural equation modeling to investigate the strength of the relationship among variables. The results of the study proved that MSMEs enhance their performance through innovative marketing strategy. In particular, the application of the innovative marketing strategy for MSMEs caused an increase in the internal process performance, customer performance and learning, and growth performance and financial performance. This research indicates that owners of MSMEs need to apply the innovative marketing strategy to develop their firms an...
Journal of Business Studies, 2019
The purpose of this study is to examine the effect of competitive and green marketing strategy on... more The purpose of this study is to examine the effect of competitive and green marketing strategy on development of SME in Jaffna district by surveying 302SMEs in Jaffna district. Resource advantage theory of competitions is underpinned to link the marketing strategy and performance development of SMEs. Llittle researches were undertaken into the competitive marketing strategy and green marketing strategy in SMEs in the post war context. The influences of these marketing strategy on the performance of SME is nebulous in the post ear context. Data were collected by using questionnaires from owners of SMEs. Simple random sampling method was applied to select samples for this study. Structural equation method (SEM) was utilized to identify the effect of marketing strategy on the development of SMEs .The findings revealed that competitive marketing strategy significantly influenced on the financial development, customer development and SME development and not significantly influenced on the employee development. Regarding green marketing strategy, it significantly influenced on customer development and employee development not significantly influenced on the financial and SME development. This research suggested that entrepreneurs need to apply these two strategies for the development of SMEs.
TIJ's Research Journal of Social Science & Management - RJSSM, 2015
The gestation of information and communication technologies, especially Internet, has a momentous... more The gestation of information and communication technologies, especially Internet, has a momentous influence on the prolific changes in the use of marketing tools. Web 2.0 has marked a shift towards taking responsibility by users on the Internet, which resulted in the increasing importance of customers and the decreasing authority of marketers. This paper analyses the basic awesome practices of the social network usage and its contribution of social network for the success of the hotel business in Jaffna District. This is qualitative exploratory research; explain the phenomenon of social network usage in the hotels business in Jaffna. Purposive sampling technique was used as sampling method, primary data collection method was used to collect the data, structured interview was conducted with the 20 hotel managers in the Jaffna district. This study reveals the social network usage is in the embryonic stage and practices under the four categories as Social media, Interactive Relationshi...
Market oriented organizations are very effective strategy to understand environmental changes and... more Market oriented organizations are very effective strategy to understand environmental changes and satisfy customer needs. Market oriented firms develop and modify their products and services to satisfy their customer expectations and preferences. The main aim of this study is to investigate the influence of market orientation on performance of Bakeries. The findings of this study are useful to enhance the products and customer services provided by bakeries through market orientation practices. The sample comprised 40 managers worked in Bakeries. The questionnaires were utilized for data collection. All the three components of market orientation, that is customer orientation, competitor orientation and inter-functional coordination significantly and positively associated with performance of bakeries. Mangers successfully orient the market which leads to the highest performance of Bakeries. Market orientation, customer orientation, competitor orientation, performance
Purpose-The reason to produce this paper is to better understanding why many SMEs in Northern Pro... more Purpose-The reason to produce this paper is to better understanding why many SMEs in Northern Provinces produce poor results and propose a model of marketing strategy for struggling MSMEs in the postwar situation, in Sri Lanka. Design/ approach-This is a conceptual paper which discuss a new insights of Marketing strategic model with considering the factors combined effect of varying degree challenges on performance of SMEs in this postwar environment. Findings: We develop a conceptual framework that identifies three dimension of strategic alternatives of marketing in post war situation as marketing mix, diversification and environmental strategy. Research implications-This conceptualized framework model revealed very practical, realistic and applicable strategic insights of marketing strategic and instead of recommending any common strategies for post war SMEs. Practical implications: There is vast differences in marketing strategic application between the developed and developing c...
Today in dynamic and competitive environment customers are highly informed and more demanding tha... more Today in dynamic and competitive environment customers are highly informed and more demanding than before, it creates more challenges to the business institutions. Success and survival of Institutions depends on the innovation, which espouses market orientation. The purpose of this study is to gain a better understanding the market orientation that influences the performance outcome of Institutions. The concept of marketing orientation was examined by with the construct of the customer focus, competitor orientation and inter-functional coordination. Data was collected from the major super markets in the Jaffna district. Structured questionnaires were sent through the mail and given to the manager of the firms. Factor analysis is used to validate the measures of market orientations and firm performance outcome. Correlation and regression analysis are performed to determine whether market orientation is associated with firm performance. ANOVA test was made to identify the difference i...
With the globalization trend, Small and Medium Enterprises (SMEs) are in rapidly growing and deve... more With the globalization trend, Small and Medium Enterprises (SMEs) are in rapidly growing and developing arena. It has momentous influences on the prolific changes in all countries, and they are major contributor for inclusive economic growth, regional development, employment generation and poverty reduction in Sri Lanka. This research was conducted to diagnose the awesome challenges and opportunities of SMEs in the existing situation of Jaffna District. Further this paper reviewed the existing literature, empirical studies as well as the prevailing data bases in order to identify the challenges and opportunities for the development of SMEs in the Jaffna District. Researcher conducted qualitative exploratory research; explain the phenomenon of problematic situation of SMEs in Jaffna District. Purposive sampling technique was the sampling method, primary data collection method was used to collect the data, and structured interview was conducted with the 37 heads of community developme...
After the local war , micro, small and medium enterprises (MSMEs) have been facing huge problems ... more After the local war , micro, small and medium enterprises (MSMEs) have been facing huge problems in Jaffna District and they have poor quality of product and services. The purpose of this paper is to explore the meaningful value addition strategies to access standards for products of micro, small and medium entrepreneurs (MSMEs) for establishing a competitive advantage. Coconut is vital sector of SMEs and also one of the major resources in Jaffna district. This sector has the greatest prospects for growth and development. Value addition for coconut based productions leads to more quality and creates adequate demand for the products. Thus researcher scoped coconut sector among the MSMEs. The research is qualitative in nature with exploratory narrative research. Under purposive sampling technique, the owners or managers of enterprises and stake holders of MSMEs were interviewed by using unstructured questions to explore the value addition. The author proposed two momentous models; the...
South Asian Journal of Marketing Management Research, Apr 9, 2013
Business and Management Horizons
The purpose of this study is to identify the problems and challenges of SMEs in the postwar situa... more The purpose of this study is to identify the problems and challenges of SMEs in the postwar situation of Northern Province. Researcher conducted qualitative exploratory research; explain the phenomenon of problematic situation of SMEs in Northern Province. By applying purposive sampling technique, with primary data collection method of focus group discussion and interviews were conducted with the owners of SMEs and officers related with the SMEs in the Northern Province. Finding of the study explains, first, marketing problems which includes product problems, pricing problems, promotion problem, distribution based problems, green problem and network problems, second, internal problem which includes financial problems and employee problems third, characteristics of entrepreneurs as problems, at last external problems, namely political and legal, economic and socio economic problems. The important implication is that this study indicates clearly the problems and challenges of SMEs in ...
Journal of Nonprofit & Public Sector Marketing