“Study of the factors impact towards customer purchase intention of hats market in Sri Lanka” (Part 3)

* The significance/rationale of the exploring of the problem
* Significance in terms of Methodological/ Output Perspective

1.1.1 Company
Customer knowledge and brand awareness pertaining to the particular product has important relationship with customer purchase intention. Perceived value also has direct and significant relationship with customer purchase intention. Moreover, type of product, packing of the product and as well as celebrity endorsement also has significant and paramount relationship with customer purchase intention. According to company stock inventory there is stock of ——- (please insert the stock details and current status of the stock of the company) to be sale to the customers subject to market strategies adopted by the company. In order to sale the particular products, it is required to identify the motivational facts which influenced towards the customer purchase intention.
1.1.2 Industry
During the last decade, it has been evident that, shifting the consumption pattern of the society in relation to head-wares. Moreover, customer purchase intention towards hats has been progressively changing in compliance with the prevailing customer requirements and values in the society. Customer purchase intention in relation to hats markets in Sri Lanka are influenced by the moderating and consumer motivational factors in line with the perception of the customer. therefore, researcher utilized theory of Guiot and Roux (2010) in relation to motivational factors which impact towards the customer purchasing intention of hat markets in Sri Lanka with special reference to the Yash Hat Lanka (Private) Limited.
1.1.3 Researcher

2. The Objective/s of the Research
2.1.1 Primary Objectives
The general objective of this research study is to identify, explore and examine the significance and impact of the factors and customer’s perception towards the customer purchase intention in relation to hat market in Sri Lanka and its impact to the generate of profits and achieving the sales targets of the company.
2.1.2 Secondary Objectives
Another objective of this research is to identify the positive relationship between the purchase intention of the customers and economic growth of Sri Lanka. Moreover, to evaluate the challenges, obstacles and hindrance of the factors impact toward the purchase of customer intention of hat markets in Sri Lanka and made recommendations to overcome the such challenges and obstacles through effective marketing strategies identify the consumer requirements while generating higher revenue considered as secondary objectives of this research study.
3. Brief Literature Review
3.1 Dependent Variable
Customer purchase intention basically based on perceptions, attitudes and behavior of the customer and as a result of that, dependent variables pertaining to the customer purchase intention based on number of internal factors such as; customer preferences, consumer requirements, perception and attitude of the customer and different types of external factors. According to Rao and Monroe (1988), customer knowledge pertaining to the particular product considered as one major dependent variable which made impact towards the customer purchase intention. Satish and Peter (2004), explained that, customer perception, necessity, customer knowledge, reliability and interaction of the product, advertising and sales promotional strategies, design and style, product packing and celebrity endorsement, etc. also made impact towards customer purchase intention which plays integral and paramount role when customer made product purchase decision.

Moreover, number of previous research studies and scholars confirmed the fact that, Perceived Usefulness (PU) and “Perceived Ease of Use (PEOU) and as well as significant relationship between Perceived Usefulness and Perceived Ease of Use, also relevant to influenced on customer purchase intention as dependent variable within the online trading context (Moon & Kim, 2001; Leader et al., 2000, Teo et al., 1999). Researcher also demonstrate the importance of internet and websites as dependent variables in relation to customer purchase intention since online trading and transactions conducted through online platform.
3.2 Independent Variable
Customer purchase intention interpret as preference given by the customer in order to purchase some product or service. therefore, customer made self-evaluation prior to ultimate decision to purchase the particular product. According to Keller (2001), customer’s purchase intention based on number of external independent variables, such as, customer attitude towards the product, customer behavior, brand awareness and cohesiveness are few of them (Witt & Bruce, 1972). The details about the brand of the product purchased by one set of customers may influenced on the decision making of another group of customers (Witt, 1969). According to Moschis (1976), this is also considered as independent variable which made impact towards customer purchase intention of hats market in Sri Lanka. According to Pavlou (2003), described that, online retail shopping, technology and online offer-acceptance model, consumer confidence and trust and website and internet content also considered as independent variables in relation to factors impact towards the customer purchase intention of the hat market in Sri Lanka.
3.3 Empirical Gap
This research study should be considered to as a launching for the research studies carried out in the future in the research area of the challenges and obstacles associated with customer purchase intention. Highlighting the fact that, Sri Lanka is a country which is not having huge customer base for hat market compared to European Countries and American Countries. Assessing the relationship and coherence between the dependent and independent variables as discussed to made impact towards the customer intention of hat market in Sri Lanka, future researches to be conducted in order to take necessary steps, transboundary and negative impacts and minimize the potential risks on the customer purchase intention in order to generate the revenue while expending the market spare both local and international perspective. It is noteworthy to outlined that, further research study is much required to evaluate and analyze such challenges and obstacles and adopt appropriate and efficient market strategies to overcome the same.