http://dlib.iit.ac.lk/xmlui/handle/123456789/740 2026-04-21T20:49:35Z http://dlib.iit.ac.lk/xmlui/handle/123456789/1560 Impact of Mass Customization on Purchase Intention: A Study on Fashion Buying Behaviour of Sri Lankan Millennials Jayasooriya, Hashini Online retailing is currently a booming segment in Sri Lankan retail industry. However, Consumers are facing several problems with the local online fashion retaining process. In the global apparel industry, e-mass customization is quickly becoming a crucial online business principle in a competitive market. Goldsmith & Freiden, (2004) mentioned that clothing products are the most appropriate product category for mass customization. On the other hand, Consumers get the opportunity to co-design their individual needs with e-mass customization according to their individual body shapes and measurements. According to the literature, the millennials generation is expecting individuality in their lifestyle and they expecting to get a customized taste with their buying products. Globally most of the retail brands have initiated mass customization to offer that individual needs of consumers. With the development of internet technology mass customization is now into internet as E-mass customization. In the local context, there is immense potential for retailers to grow their online business with e-mass customization. Because it is reduced online purchasing issues of customers. Therefore, this research is aimed to identify the millennial consumers’ purchase intention towards e-mass customization. In order to identify that consumers, need this research is followed by the exploratory method. Survey data was gathered from 219 respondents and from five industry expertise were interviewed. Gathered Survey data were analyzed using SPSS software and interview data was analyzed manually. The findings of this research are presented in chapters four and five. According to that findings, it is proved that millennials consumers have a need for individuality. Therefore e-mass customization has huge potentials to grow in the Sri Lankan market. 2020-01-01T00:00:00Z http://dlib.iit.ac.lk/xmlui/handle/123456789/1559 A Study on Effect of Peer Pressure on Millennial Impulsive Fashion Buying Behavior in Sri Lanka Senevirathna, Samitha Peer pressure is a form of influence and persuasion which is a vital aspect in marketing strategies. Researchers agree that the concept of impulse buying behavior should not be limited to unplanned purchase, but it should also address the effect of exposure to the stimulus and consequently making the decisions on- the-spot. This could be due to internal or external stimulus. The prior reaches on impulsive buying due to external stimulus of peer groups is very less. Therefore, this research contributes to the limited literature on this context in both local and international context. Literature revealed four important factors of peer pressure that creates urge to buy on impulse. Sense of belongingness need for individualization, subjective norms and informational influence are those factors to be named. Theoretical frameworks such as Theory of planned behavior (TPB), Theory of Fundamental Interpersonal Relations Orientation (FIRO), stimulus-organism-response (S-O-R) framework and Hawkins Stern’s impulsive buying theory were used to determine the relationship between these factors and impulsive buying. According to Saunders’s research onion, this research carries a positivism philosophy because its highly structured and uses empirical methods and involves existing theories to develop hypothesis. The deductive approach was used to develop the hypothesis using the conceptual framework and all the hypothesis were proven positive in the data analysis using SPSS software. This research used a mixed method research choice with 225 responses to the questionnaire supported by some qualitative arguments. The data analysis depicted that informational influence is the most powerful factor of peer pressure and Sri Lankan millennials who are more collectivistic in behavior same as other Asians, value offline word-of-mouth the most. This shows that closer friends circle is trusted the most. Booming online transactions and social media culture further support online informational influence through online reviews, surprising discoveries and artificial scarcity can be utilized creatively to attract consumers through peer influence. Further there is a significant difference between male and female on impulsive buying due to peer pressure and its comparatively high among females. Hence retailers can use the research findings to design their new yet very powerful marketing strategy through peer-to-peer marketing where trust and authenticity is valued above all by Sri Lankan millennials. 2020-01-01T00:00:00Z http://dlib.iit.ac.lk/xmlui/handle/123456789/1558 Employee Turnover in the Sri Lankan Apparel Industry for Executives Silva, Suzana The topic Employee turnover in the Sri Lankan apparel industry for executives was analyzed throughout the research with the support of main objective and sub objectives. The main objective is to understand the key requirements of executives and the reasons for the turnover of executives in the apparel industry in Sri Lanka. Sub objectives of the research are, to evaluate the impacting factors of the turnover, to critically analyze socio – economy and organizational impacting factors which drive towards turnover and to provide recommendations based on analyzed factors. Employees are considered as the most essential asset of an organization and they work for the growth of the organization. The research is conducted focusing on the age group 20 – 35. Since this age group contains Millennials, this generation category will be examined and explained in the research as well. Executives are a set of people in an organization who are given a set of responsibilities and the decisionmaking authority to maintain work ethics. At the same time, it was analyzed and identified that there are several studies which were done focusing machine operators and team member categories. However, this research varies from above mentioned, as the author will be concentrating on the executive category which needs to be monitored properly due to the current situations faced by the apparel industry. The word “turnover” stands for an employee leaving an organization due to one or more issues. The turnover of executives has become one of the significant problems in the apparel industry and a common issue resulting tangible and intangible costs for the organization. The background of the study and justification take place in the first chapter. There are several key areas where an executive could get the intention to leave an organization. These main factors which impact the turnover are listed down and explained clearly in the second chapter. Literature review was included along with executive turnover. HRM practices, Job satisfaction and organizational commitment, training and development can be mentioned as a few areas which have being explained in the second chapter. Theories which connect with executive turnover and how impact could be reduced, discussed under the same chapter. Third chapter describes methodology, conceptual framework etc. Quantitative method was used to gather information with the support of a structured questionnaire. Executives who are currently working and who have already left the organizations were focused in the apparel industry when piloting the questionnaire. Questionnaires were distributed to executives from selected organizations who are working for the apparel sector in Sri Lanka to get accurate information to carry out the research. Interviews used as other supportive methods of collecting primary data. The research onion model was used with the pathway of positivism, deductive, survey, mono method and cross sectional. Finally, the results will be critically analyzed to conclude the main areas that become core factors to make an executive leave an organization and will further explain the recommendations which can be taken to reduce the impact. 2020-01-01T00:00:00Z http://dlib.iit.ac.lk/xmlui/handle/123456789/1557 Benefits of using Artificial Intelligence (AI) offline fashion retail store Weerakoon, Kaushala Rathnayaka The purpose of this research is to identify the benefits of artificial intelligence in offline fashion retail stores. The researcher mainly explores, impact of AI on global fashion retail industry and how it affects to the key elements of the industry, the preference of customers regarding the implementation of AI to the retail fashion industry and its effect on their purchasing behavior, the bottlenecks of AI in the Sri Lankan context, and to provide details for the investors who are able to invest on AI systems To make the study a success used inductive research approach. Deeply studied literature review, made the theories and collected qualitative data from the interviews. In order to carry out this research all the factors were analyzed. The main factors taken in to consideration were, customers and sellers knowledge of AI, technology innovations in fashion industry, impact of external factors in order to consumer purchasing, high customer demand and customer satisfaction. With the analytical results of qualitative research, identified there are more benefits by using Artificial Intelligence to the Sri Lankan offline retail stores. 2020-01-01T00:00:00Z