Study of Factors Influencing on the Brand Availability at Stores in Sri Lankan Cables Firm

Abstract

In the view of the availability of the selected brand cables at the stores, it is a vital aspect that the decision-makers will have to consider that the product and services of the internal aspects will have to synchronize with the external aspects in order to gain the advantage of the brand, competition as well as the marketing channels. Prime objective of the research is to identify and understand the factors that affect the availability of the selected cables at the stores in Sri Lanka in absolute and relative terms in order to provide effective recommendations to increase the product reachability. The research has been considered at all the stores as well as the distributor who sell the cable products all around the selected region. The participants were taken from the Colombo district, and the sample has been considered as a hundred. The study has been designed in a quantitative manner where the research instrument has taken to collect the data was a structured questionnaire. The research has attained the outcomes as there is a relationship among competitor cable products, brand awareness, intermediaries’ activities with the dependent variable of availability of the selected brand cables at the stores. The researcher has figured out the aspects which could motivate the consumers to make the purchasing decisions with regards to the selected variables of the cable products.