http://dlib.iit.ac.lk/xmlui/handle/123456789/2760 2026-04-21T20:52:36Z 2026-04-21T20:52:36Z Kaluthanthri, Pabasari http://dlib.iit.ac.lk/xmlui/handle/123456789/2765 2025-06-30T05:21:18Z 2024-01-01T00:00:00Z

Analyzing the Impact of Wish-list Abandonment on Sales Conversion Rates in the E-commerce Fashion Industry of Colombo, Sri Lanka. Kaluthanthri, Pabasari "The present study searches into the unexplored domain of “Analyzing the Impact of Wish-list Abandonment on Sales Conversion Rates in the E-commerce Fashion Industry of Colombo, Sri Lanka.” With an emphasis on brands that do not maintain the wish-list feature, this research fills a crucial gap in the existing literature, as no prior research has been conducted on this topic. The study adopts a mixed-method research approach, combining 100 survey responses from consumers and insights gathered from interviews with 4 leading Fashion brand executives from Colombo, Sri Lanka. The research investigates the potential implications of wish-list abandonment on sales conversion rates in the dynamic E-commerce Fashion landscape of Colombo, Sri Lanka. It seeks to understand the factors influencing customers’ decision to abandon their wish-lists and explores how this phenomenon impacts E-commerce Fashion brands’ overall sales and customer engagement. The theoretical frameworks employed in this study encompass the Theory of Planned Behavior (TPB), which aids in comprehending customers’ intentions and behaviours related to wish-list usage, and the Technology Acceptance Model (TAM), which sheds light on customers’ perceptions of the wish-list feature and its significance in their shopping experience. Key findings from the survey responses and interviews reveal the challenges faced by Fashion brands due to wish-list abandonment, such as reduced sales conversion, decreased customer engagement, and missed opportunities for personalised marketing. Additionally, the study highlights the significance of personalised remarketing and timely promotions as effective strategies to address wish-list abandonment issues and enhance customer retention. In conclusion, this research brings to light the significant impact of wish-list abandonment on sales conversion rates in the E-commerce Fashion Industry of Colombo, Sri Lanka. The insights obtained from both consumers and brand executives provide valuable guidance for E-commerce Fashion brands to optimise their strategies, enhance customer experiences, and ultimately drive sales growth. The study’s novel approach and unique focus on brands without a wish-list feature offer a promising avenue for future research in the realm of E-commerce and Consumer Behaviour."

2024-01-01T00:00:00Z Moulana, Shareefa http://dlib.iit.ac.lk/xmlui/handle/123456789/2764 2025-06-30T04:10:44Z 2024-01-01T00:00:00Z

The Impact of Promotional Fashion Marketing Strategies on Consumer Fashion Purchasing Decisions in Sri Lanka Moulana, Shareefa "In this dissertation, titled ""The Impact of Promotional Fashion Marketing Strategies on Consumer Fashion Purchasing Decisions in Sri Lanka,"" I explore the dynamic interplay between marketing strategies and consumer behavior within the context of the Sri Lankan fashion industry. As the market continues to evolve, it is imperative for brands to understand the factors that influence purchasing decisions to enhance their competitive edge. This study employs a quantitative approach, integrating quantitative surveys to gather comprehensive insights from a diverse demographic of consumers. The findings indicate that various promotional strategies, including content marketing, sales promotions, and social media engagement, significantly affect consumer purchasing behavior. Notably, the research reveals that consumers are increasingly swayed by digital marketing channels, with social media platforms emerging as critical influencers of their perceptions and preferences. Furthermore, the study identifies key demographic factors, such as age and income level, that shape consumer responses to different marketing tactics. In conclusion, I provide practical recommendations for fashion marketers in Sri Lanka, emphasizing the necessity for tailored marketing strategies that resonate with local consumer values and preferences. By leveraging the insights derived from this research, fashion brands can optimize their promotional efforts, ultimately driving sales and fostering brand loyalty. This dissertation contributes to the broader understanding of consumer behavior in emerging markets, offering valuable implications for both academic research and industry practice. "

2024-01-01T00:00:00Z Imbulana, isuri http://dlib.iit.ac.lk/xmlui/handle/123456789/2763 2025-06-30T04:01:59Z 2024-01-01T00:00:00Z

The Factors Affecting the Success of International Fashion Brands in Sri Lanka: a Customer Centric Analysis Imbulana, isuri "This study investigates a developing nation with a unique cultural and economic landscape. By examining the experiences of various global brands operating in Sri Lanka, such as Nike, Levi’s, Hugo Boss, Mango, and Adidas, the research aims to understand why some brands thrive while others exit the market. The study highlights the importance of understanding the brand perception existing in the market, aligning brand offerings with local consumer preferences, implementing effective management strategies, and developing targeted marketing campaigns. Additionally, it identifies the challenges posed by Sri Lanka's economic conditions, including low disposable income, high operating costs and lack of brand awareness within the market. Through empirical research the study provides a comprehensive analysis of the key factors affecting the success of international fashion brands in Sri Lanka from customers perspectives and offers strategic recommendations for brands considering entering this market. The findings are intended to guide international brands and local brand representatives in navigating the complexities of the Sri Lankan fashion retail market, ultimately enhancing their chances of achieving sustained success. "

2024-01-01T00:00:00Z Kamalgoda, Lakshika http://dlib.iit.ac.lk/xmlui/handle/123456789/2762 2025-06-30T03:59:27Z 2024-01-01T00:00:00Z

Impacts of European Digital Product Passport on the Apparel manufactures of Sri Lanka Kamalgoda, Lakshika "Digital product passports are a digital document that provides the detailed level of traceability with regard to all information about a product throughout its entire life cycle. Due to mandatory legislation by the European Commission, apparel exports to Europe will require digital product passports. The Sri Lankan apparel industry still exports approximately 25% of their total manufactured garments to Europe. Therefore, the need to obtain digital product passports will be a significant requirement for these factories in the future. The purpose of this research is to understand and analyze the degree to which these factories are prepared and capable in their present state to acquire digital product passports. Literature identified aspects related to the triple bottom line in which companies need to focus on social justice, environmental preservation as well as profit maximization. Literature further analyses the importance of technology adoption which has the capability of integrating several layers of the supply chain and providing transparency for information exchange. The quality of reporting structures as well as the interoperability of technologies were also key factors that was identified in literature. Primary research designed to acquire quantitative data through a survey questionnaire was chosen. The participants' profiles were persons in high-ranking positions in the apparel industry that had the capability of influencing the necessary changes needed to acquire digital product passports. Based on the literature the conception of a framework with the variables of green supply chain, reporting structures, technology and system interoperability was proposed with the series of hypotheses for testing. The analysis indicated that green supply chain and technology had medium positive relationships while reporting structures and system interoperability had weak positive relationships. The study further determine that green supply chain and technology were positively performing to support the use of digital product passports, with a few minor requirements of improvement. However, reporting structures and system interoperability had low levels of performance indicating that they were not up to the required levels for the use of digital product passports. Recommendations were given on areas that need to be improved in reporting structures and system interoperability, as well as minor improvements to the areas of green supply chain, reporting structures. "

2024-01-01T00:00:00Z