STUDENT PERCEPTIONS OF FACEBOOK MARKETING IN HIGHER EDUCATIONS: A CASE STUDY OF THE UNIVERSITY OF JAFFNA, SRI LANKA

Abstract

The study investigates the factors influencing consumer buying behaviour, with special reference to Surf Excel and Sunlight detergent powders in the Sri Lankan market. In today’s dynamic and competitive business environment, understanding consumer behaviour is crucial for organizations to develop effective marketing strategies. This research aims to identify and analyze key cultural, social, personal, and psychological elements that impact consumers’ purchasing decisions regarding detergent products. A quantitative research approach was employed, and data were collected through structured questionnaires from a selected sample of detergent consumers. The findings reveal that brand image, product quality, price sensitivity, promotional activities, and social influences significantly shape consumer buying patterns. Additionally, the study compares consumer preferences between Surf Excel and Sunlight, offering valuable insights for marketers and brand managers to enhance their marketing strategies and meet consumer expectations. 69 SEUSL Journal of Marketing, Vol. X, No. 2, 2025 ISBN2513 – 3071 Page Number 69 - 89