SLT Business Research Method Project

Research Methods
Module: Business Research Project
Student Number (UWL Registration Number): 21434058
Assignment Name: Research Methods
Lecturer Name: Ms.Sumudu
1|Page UNIVERSITY OF WEST LONDON 12th October 2020

Word Count: 11884
Contents
ACKNOWLEDGEMENT......................................................................................................... 8
CHAPTER 1...............................................................................................................................9
1.0 INTRODUCTION..........................................................................................................9
1.1 Clear statement.............................................................................................................9
1.2 Company Background................................................................................................10
1.3 Current Situational Analysis of the Company........................................................... 10
1.3 Research Questions....................................................................................................11
1.4 Research Objectives...................................................................................................12
1.5 Research Hypothesis..................................................................................................12
1.6 Conceptual Framework..............................................................................................13
1.7 Research methods.......................................................................................................13
1.8 OVERVIEW.............................................................................................................. 14
CHAPTER 2.............................................................................................................................15
2.0 LITERATURE REVIEW............................................................................................15

2.1 Chapter Introduction.................................................................................................. 15
2.2 Marketing Strategy.....................................................................................................15
2.3 Brand awareness and Marketing strategy.................................................................. 16
2.4 Customer based brand equity (CBBE).......................................................................17
2.5 Social media...............................................................................................................18
2.6 Word-Of-Mouth......................................................................................................... 20
2.7 Public Relations......................................................................................................... 21
CHAPTER 3.............................................................................................................................23
3.0 RESEARCH METHODOLOGY.......................................................................................23
3.1 Chapter introduction...................................................................................................23
3.2 Research Philosophy.................................................................................................. 24
3.4 Research design..........................................................................................................25

3.5 Sampling.................................................................................................................... 26
3.6 Ethical Consideration.................................................................................................27
3.7 Limitations................................................................................................................. 27
CHAPTER 4.............................................................................................................................27
4.0 DATA ANALYSIS............................................................................................................27
4.1 FINDINGS.................................................................................................................... 28
4.1.1 DEMOGRAPHIC FINDINGS................................................................................28
4.2 DESCRIPTIVE FINDINGS.......................................................................................28
4.3 PEARSON’S CORRELATION ANALYSIS............................................................30
4.4 TESTING OF HYPOTHESES.................................................................................. 31
4.5 REGRESSION ANALYSIS...................................................................................... 32
4.5 RELIABILITY ANALYSIS...................................................................................... 33
CHAPTER 5.............................................................................................................................34
RECOMMENDATION AND CONCLUSIONS............................................................. 34

REFERENCES.........................................................................................................................37
APPENDIX..............................................................................................................................41
Appendix 1 - DEMOGRAPHIC FINDINGS...................................................................41

Appendix 2 - QUESTIONNAIRE.....................................................................................57
Appendix 3 - RECORD OF SUPERVISION MEETINGS............................................66

List of Tables
Table 1: Annual report of 2018,2019 and 2020.........................................................................8
Table 2: Overview of the study................................................................................................12
Table 3: Descriptive findings...................................................................................................26
Table 4: Pearson's correlation analysis.................................................................................... 28
Table 5: Regression analysis....................................................................................................30
. Table 6: Reliability statistics..................................................................................................31
List of Figures
Figure 1: Conceptual Framework.............................................................................................12

Figure 2: Customer based brand equity, Keller....................................................................... 17
Figure 3: The social media Trinity Model. Source: Mckee, 2010........................................... 18
Figure 4: Age distribution of participants................................................................................40
Figure 5: Gender distribution of participants...........................................................................41
Figure 6: Where have you seen and heard about the SLT brand............................................. 41
Figure 7: The most influencing strategy.................................................................................. 42
Figure 8: Current Using Social Media Platform......................................................................42
Figure 9: Function preferred in Social Media Platform...........................................................43
Figure 10: Number of Times Active in Social Media..............................................................44
Figure 11:Most Influential Marketing Media.......................................................................... 44
Figure 12: Number of Times Social Media is Used.................................................................45
Figure 13: First Time You Heard about Social Media Platforms............................................46
Figure 14: Familiarity with the Product...................................................................................47

Figure 15: Current Internet Service Provider...........................................................................47
Figure 16: Reason for not selecting SLT................................................................................. 48
Figure 17: Quality of Internet Service Provider.......................................................................49
Figure 18: The Quality of Word-of-Mouth Publicity.............................................................. 50
Figure 19: Effectiveness of the Public Relations.....................................................................51
Figure 20: Graphic Design and Symbol...................................................................................52
Figure 21: Easiness of the website...........................................................................................53
Figure 22: Features of the Service Provider.............................................................................54
Figure 23: Brand Image and Quality........................................................................................55
Figure 24: Recommendations.................................................................................................. 55
ACKNOWLEDGEMENT
I am entirely grateful to Miss Sumudu, my supervisor for her encouragement and guidance
throughout this project. Her positive criticisms patience and need for perfection are what have
shaped this project to what it is today.
A kind word of appreciation to my family for the support they have accorded me through the
entire project.
I would also like to thank my friends for been a constant major driving force throughout the
project.
A warm thank you also to everyone who took time off their busy schedules to fill out the
questionnaire.

To anyone else I may have unintentionally left out, thank you!
CHAPTER 1
1.0 INTRODUCTION
1.1 Clear statement
Business research is a cycle of gathering required information for an industry to get

successful. Additionally, this likewise assists with distinguishing the trouble spots in the
organization and in improving the business. This research is based on the topic “Investigating
the role of business marketing techniques to increase brand awareness of Sri Lanka Telecom
Internet”. Brand awareness is a marketing term that describes the degree of consumer
popularity of a product via its name. Creating logo consciousness is a key step in selling a
brand-new product or reviving an older logo. Preferably, awareness of the brand might also
consist of the features that distinguish the product from its competition. Marketing strategies
plays a major role in the procedure of increasing brand awareness. A Businesses’ plan for
accomplishing prospective consumers and turning them into customers of the products or
services the organization provides is known as a marketing strategy. A marketing strategy
incorporates the organization's value proposition, key logo messaging, and other excessive-
degree factors.

The aim of this research is to identify the accurate marketing strategies to promote the
Internet services at SLT (Pvt) Ltd. to increase brand awareness. SLT is currently facing high
competition and wants to increase brand awareness of SLT Internet services to promote the
Internet products/service they have. More importantly, SLT needs to retain its existing
customers and target new customers which results in increased sales. The latest technology
introduced by SLT was the Fibre Technology, hence one of their main aim is to promote the
Fibre service along with the other services available which are ADSL and 4G. Increasing
brand awareness helps SLT to make customers remember about their products by having a
good brand image which results in long term success.
Outcome of this study will be beneficial to SLT to increase their customer base by creating
brand awareness of their Internet services. It will also lead to an increase of sales and profits.
1.2 Company Background

Sri Lanka Telecom (Services) Limited was shaped in 1993 as a fully owned subsidiary of Sri
Lanka Telecom PLC. With the purpose of becoming a main community & structures
integration solution company, SLTS has deployed a comprehensive portfolio of services and
products. They are leveraging the availability of a large range of information to build an
engineering capability on the way to be unmatched within the industry. Sri Lanka Telecom
Limited (SLTL) is one of Sri Lanka's most significant blue-chip organizations with a yearly
SLT bunch income in abundance of Rs.81.4 billion. Sri Lanka Telecom is the country's main
coordinated correspondences service provider and the main broadband and leading services
provider in the nation. The Sri Lanka Telecom Group gives a whole extent of ICT
arrangements in the territories of fixed and mobile communication, broadband, information,
IPTV, cloud computing, hosted services and systems administration solutions for its
esteemed clients by means of the most recent front-line innovations and furthermore
enhanced administrations. Their vision is “To ensure that Sri Lanka Telecom (Services) Ltd
is the customer first choice in Information Communication Technology solution industry”.
The researcher chose this topic because it was relevant to the area of his/her study and was
easy to gain information through the company in accordance with the standard requirement of
the Research. As the researcher’s relative is an employee of SLT, it was easy for the
researcher to get an interview organized with the Director of SLT for collecting data regards
to the ongoing issue.

1.3 Current Situational Analysis of the Company
In the past three years (2018,2019 and 2020) Sri Lanka Telecom has not been able to get into
the top performing brands of Sri Lanka, as per the Annual reports on Sri Lanka’s most
valuable and strongest brands. Whereas SLT’s biggest competitor (Dialog) was able to take
the top spot in 2019 and remained to be the same in 2020. In the annual report of 2018, it was
said that Dialog has had the option to exploit the generosity of its customers, to produce
critical incomes from the latest products like Dialog Tv. Other than SLT/Mobitel, Dialog has
not had a genuine global contender to fight with, as individually they have fallen by the
wayside. The below table shows the ratings of SLT throughout the past 3 years.
ANNUA RAN BRAN PARENT INDUSTRY BRAN BRAN Brand

L K D COMPAN D D Value
REPOR NAME Y VALU RATIN chang
T YEAR E G e%
2018 16 SLT Sri Lanka Telecommunicati 9,936 A+ 20.9
Telecom ons %
2019 17 SLT Sri Lanka Telecommunicati 11,321 AA 14%
Telecom ons
2020 16 SLT Sri Lanka Telecommunicati 11,244 AA+ -1%
Telecom ons
Table 1: Annual report of 2018,2019 and 2020
As per the above information, the brand value change has decreased throughout the years,
this might mean that the brand is not marketing the products in the correct way, and not
introducing new technologies for the customers. Customers always expect to use the newest
technology introduced, and they even tend to change their service providers if the current
service provider is not offering the products/services according to their modern lifestyle. This
issue is being analysed in the objective section of the study.
Therefore, the issue which has been identified through these annual reports is that proper
marketing strategies has not been utilized at SLT to increase brand awareness, which has
resulted in a decrease of the SLT brand.
1.3 Research Questions

 What made you choose us over a competitor?

 Should more marketing be done to the Internet products of the company
 How satisfied are you with the quality of the product?
 How satisfied Are you as a customer of SLT Internet?
1.4 Research Objectives

The research objectives of this study are as follows.
1. To investigate the marketing strategies which can be used at SLT Internet for
brand awareness
2. To carry out a primary research in the form of questionnaire and interviews in

identifying the impact of techniques to be used on brand awareness at Sri Lanka
Telecom Internet
3. To identify areas of improvement in marketing the Internet products/Services.
4. To develop conclusions and recommendations to SLT Internet on increasing

brand awareness
1.5 Research Hypothesis
Ho: The impact of Customer-Based Brand Equity positively affects brand awareness
H1: The impact of Social media positively affects brand awareness

H2: The impact of Word-of-Mouth positively affects brand awareness.
H3: The impact of Public relations positively affects brand awareness.
1.6 Conceptual Framework

Independent Dependent
Customer-Based
Brand Equity
Brand awareness
Social media
Word-of-Mouth
Public Relations
Figure 1: Conceptual Framework
1.7 Research methods

To carry out this research, data must be obtained through several methods. Therefore,
Primary data and Secondary data will be collected using Questionnaires and through
interviews. The research design which is used in the study is the Case study research method.
And the researcher is planning to obtain information from a sample size of 80 customers
using the simple random sampling method.
10 | P a g e UNIVERSITY OF WEST LONDON 12th October 2020

1.8 OVERVIEW
In this section, the structure of the research is discussed. The structure is divided into 5
sections.
Chapter Description
01 The research background, the project rationale, objectives, research

questions, research problem, research hypothesis, conceptual framework,
along with a chapter outline of the research which is presented.
02 Secondary research information, useful literature, theoretical models and

concepts, definitions of the key concepts that lays the foundation of the
study is presented for a better understanding, analysis, and evaluation.
03 The sample, research design, research approach, data collection techniques

and data analysis techniques are presented in this section.
04 The secondary and primary data that were gathered for the specified purpose
of the study will be presented in this section of the report along with a
comprehensive analysis with the use of simple statistics analyzing

techniques.
05 Recommendations and actions that are available for the case organization in
overcoming the problem identified are made achieving the objectives and
purpose of the study forming useful literature and secondary information for
other research that will be carried out in the future within the industry for
similar purpose.
Table 2: Overview of the study
CHAPTER 2
2.0 LITERATURE REVIEW
2.1 Chapter Introduction
Within this literature review the author identifies the marketing strategies used to increase
brand awareness of SLT Internet. Internet has gotten a stunning potential for learning,
amusement and interacting. It has urged adults and children to take an interest and
communicate for phenomenal wellspring of data and personal growth. In this section the
author uses secondary theoretical literature review that has been founded by relative authors.
To construct a strong brand, brand awareness is vital for such energy (Buil et al., 2013).
Brand awareness separates the brand from competitors and prompts brand decision (Valavi,
2014). Balaji (2011) referenced that brand awareness impacts the quality of brand
connections in customer's intellect. Brand awareness incorporates of two additives:
recognition, and recall (Keller, 1993). Hence, the operational definition of brand awareness is
the capability of customers to remember or recognize that a brand is a member of certain
product’s class below exceptional conditions. Mishra and Mishra (2014) noticed that brand
awareness alludes to the quality of a brand's essence in the client's psyche. The logo focus
affects within the clients’ attitudes in the direction of emblem loyalty. Additionally, the
breadth of emblem focus expresses the range of buy reasons in which the logo call may also
come to mind (Keller, 1998). Usually, brand focus indicates the capability of customers to
keep in mind the brand with none sign (Aaker, 1996). Thus, brand awareness is an essential
component for growing the picture of a logo (Aaker, 1991).

The following section is an analysis on the study area with the use of academic sources to
present the interconnectivity between marketing strategies and brand awareness.
2.2 Marketing Strategy

“Marketing is managing profitable client relationships, the twofold goal of marketing is to
attract new customers by promising advanced cost and to maintain and grow contemporary
clients via turning in delight” (Armstrong & Kotler, 2007 p.). Despite attracting new
customers leads to brand awareness as well. According to the American Marketing
Association (1985), “marketing is the technique of planning and executing the conception,
pricing, merchandising and distribution of thoughts, items and offerings to create trade and
fulfil character and organisational objectives”. Kent (1986) states that the four Ps of the
advertising and marketing blend because the “holy quadruple of the advertising religion
written in pills of stone”.
Marketing is a very essential system that must be executed by every and each organisation. It
acts as a device, which enables within the selling of the product and attraction of the most
quantity of consumers. McCarthy introduced the 4P’s. The fundamental goal of this
investigation is to survey the current marketing mix and increase brand awareness. This
investigation gives a plan to the advertisers and can be utilized as instruments to help them in
seeking after their promoting goals. Borden (1965) cases to be the first to have utilized the
term marketing mix and that it was recommended to him by Culliton's (1948).
McCarthy (1964) offered marketing mix, regularly alluded to as the 4Ps, as a method for
making an interpretation of marketing plan into practice (Bennett, 1997). Marketing mix is
starting from the single P (cost) of microeconomic hypothesis (Chong, 2003).
2.3 Brand awareness and Marketing strategy

As indicated by Macdonald and Sharp (2000), one of the primary points of marketing is to
create and keep up brand awareness. It is anything but difficult to accept that marketers
consider brand awareness and brand recognition as two of their top destinations for their on
the web promoting endeavours (Hollis, 2005). Gulati and Garino (2000) contend that these
days’ organizations plan to arrive at gainfulness even more quickly, and the quickest method
to arrive at worldwide brand awareness is through online channels.
Aaker (1991) states that for making brand value it is essential to comprehend the driving
determinants of brand value, which originate from the name, channel, publicizing,
representative and the bundle and how they interrelate. Brand value along these lines turns
into the result of marketing strategy. Working of brands includes the administration of
marketing elements, which is incorporated in marketing strategy. Likewise, brands are

perceived as one of the key resources accessible to an organization that can give a dependable
upper hand (Kapn ferer, 2004). This at that point brings brand incorporating into focus as one
of the key elements inside an association.
The author found out four dependent variables which is helpful for this study. Below The
author has discussed the variables selected in the literature review and how it affects the
brand awareness.
2.4 Customer based brand equity (CBBE)
Brand equity relies on the brand awareness of products/Services. Keller introduced the brand
equity to help companies achieve the goal of building a strong brand. also known as
Customer based brand equity. Well-built brand awareness means good brand equity. Brand
equity means that the company needs to build up a strong brand equity, where customers
have a clear idea about the product and looks at the product with positive thoughts and has
opinions, beliefs, and perceptions about the product.
Yoo (2001) arranges brand value as the worth that a brand adds to its items because of its
general standing, a backhanded methodology. This preferred position of brand value is
utilitarian for the brand's future deals achieved through appending premium costs to items
and cutting off competitive advantage. His article centres around recognizing the different
proportions of Customer based brand value based with respect to psychological and social
angles for people. For firms, developing brand value is a key objective accomplished through
increasing more ideal affiliations and emotions among the target market (Falkenberg 1996).
As recognized by (Aaker 1991; Keller 1993). Aaker (1991) recognized the calculated
components of brand equity as brand awareness, brand affiliations, perceived quality, brand
devotion, and other restrictive brand resources, for example, licenses, brand names and
channel connections. Keller (1993) saw purchaser-based brand value carefully from a
customer’s research viewpoint and characterized it as "the differential impact of brand
information on purchaser reaction to the advertising of the brand”. As per this
conceptualization, a brand has a positive (or negative) esteem if the shopper responds more
(or less) well to the showcasing blend of a result of which he/she realizes the brand name
than to the promoting blend of an indistinguishable yet unbranded item. As per Keller (1993),
brand knowledge plays an important role in Customer based brand equity. Brand knowledge
divides into parts which is brand awareness and brand association. Brand awareness is an
important component of consumer-based brand equity according to most of the studies on
CBBE in the mid 1990’s.

Figure 2: Customer based brand equity, Keller
The researcher uses the Customer brand equity method introduced by Keller, in the study
mainly because it has a positive impact to the research problem, The CBBE model or the
Brand value pyramid as mentioned above (Figure 2) is really a pyramid which reveals how to
manufacture brand value by understanding the consumers and executing methodologies
likewise. If there is an association between the brand and the customer, it brings about certain
brand value and has a superior possibility of procuring and retaining consumers, in this way
giving an immense favourable position to the organizations and items which are considered
as "brands". By utilizing the Brand value pyramid or the CBBE model, brands know which
systems to execute and how to give the correct encounters to their crowd, so they make the
WOW factor. CBBE helps to form a solid establishment of brand character upwards towards
the sacred goal of brand value 'resonance': where consumers are in an adequately optimistic
relationship with a brand which is supporting it. Positive CBBE results in long lasting
incomes, consumers eagerness to search out for themselves new channels of dispersion, the
capacity of firms to order more excessive costs and the viability of marketing strategies
(Keller, 2003).
2.5 Social media
The author has chosen social media as one of the marketing strategies to be used for SLT
internet because nowadays social media is a highly used marketing tool to increase brand
awareness. Social media has many platforms which is useful and helps in increasing brand
awareness for a product/service. Many companies are currently attempting to adapt their
correspondence systems to web-based media stages, so it is easier to interface with the

customers. Online media stages give less expensive, quicker, dual, and more successful
correspondence opportunity. Through online media accounts brands can boost their items,
increase awareness, and accordingly urge shoppers to purchase their items. In this unique
circumstance, the fundamental target of this investigation is to inspect the impact of social
media marketing on client's mentality towards the brand awareness and buy expectation
through web-based media exercises and data sharing.
McKee (2010) introduces an electronic media model (Figure 3), which is the “The Social
Media Trinity Model". The model contains isolating social stages into three estimations by a
particular explanation: frameworks organization, conversation, and organization. This is a
business creating and brand awareness raising model, in which the brand is at the centre,
enclosed by the network, frameworks organization and conversation. "Conversation builds
beginnings which makes earnings" "Organization: Where one can pass on for a broader
group. A spot with participative correspondence"; Networking: Where one can participate in
packs appropriate to the business (LinkedIn) interfacing with various specialists. Partner with
friends and family and even their own brands, entertainers, restaurants, etc.
Figure 3: The social media Trinity Model. Source: Mckee, 2010.
In contrast brands are utilizing social media stages as a promoting specialized instrument to
get to customer at lower costs and higher speed. As per (Stelzner, 2015) practically 60% of
brands are utilizing online media correspondence as a piece of conventional promoting
correspondence. Brand awareness alludes to the quality of a brand’s presence in consumers’

minds (Hutter et al., 2013). At the end of the day, it is the information about a particular
brand. Brand awareness can be made with occurrence, advertising, advancement and so forth.
Social media introduce an approach to make awareness. Through stages and organizations
customer are presented to advertisings and details made by different buyers and brands.
Clients face with product linked advancements and sharing. Because of these encounters
clients or customers will in general keep the name, logo, shading, or sound identified with a
brand.
2.6 Word-Of-Mouth
Exploration in advertising by and large backings the case that WOM is more compelling on
conduct than other advertiser-controlled sources (Day, 1971; Sheth, 1971; Mahajan, Muller,
and Kerin, 1984). WOM has been appeared to impact an assortment of circumstances:
awareness, desires, recognitions, perspectives, and conduct (Richins and Root-Shaffer, 1988;
Hogan et al., 2004). When there is constructive WOM, efficiency of showcasing is upgraded
on the grounds that expression of mouth frequently supplements and broadens the impacts of
publicizing (Hogan et al., 2004). Sheth (1971) stated that WOM was a higher priority than
publicizing in increasing awareness of an advancement and in making sure about the choice
to attempt the product. Day (1971) gathered that this was because of source unwavering
quality and the adaptability of relational correspondence. He figured that WOM was multiple
times as successful as promoting at changing over negative or impartial inclination into
inspirational mentalities. Thusly, when a positive pay of disease happens with respect to a
specific item, organizations normally increment their promoting profitability since positive
WOM expands the impacts of publicizing among genuine and future clients and improves the
probability that a prospect needs to attempt the item, with no extra allotment of assets.
Investigators have indicated that individuals will in general request prompt or suggestion to
close related individuals, for example, companions and family members (Brown and
Reingen, 1987; Bone, 1992). Therefore, the more grounded the tie, the more likely
individuals start a WOM cycle. Likewise, if the existing customers of SLT shares positive
thoughts about the Internet services, more people tend to try out the service which will result
in increased brand awareness.
As discussed above the author has proved that Word of Mouth helps to increase brand
awareness. It can be used in the research since it has a positive impact on the research
problem. WOM can be used to build stronger relationships between customers, if the bond is
stronger between customers it is more likely for them to remember the brand in their mind.

This can also help the brand to go viral because most of the time people tend to believe their
friends and family when they share positive information about a brand. Word of Mouth is
also a free marketing strategy which will help to reach a wider audience without any costs
involved. Meanwhile (Day, 1971; Sheth, 1971) also discussed that WOM has a positive
impact on the brand awareness.
2.7 Public Relations
The process of preserving a good picture and establishing positive relationships with an
agency and the socially focused, associations, and individuals it represents is public relations
(PR). Public relations do not pay for exposure and popularity, whereas advertisements, seeks
to generate favourable perceptions through reimbursed communications. Instead, by
attracting attention to the organization's noteworthy and advertising-worthy activities and its
clients, PR aims to achieve a good picture. The author has selected Public relations as a
variable because it has so many advantages towards a product/service. As SLT wants to
increase brand awareness of their Internet products, the public relation marketing tool will
help to achieve the goal of this research. As it helps in promoting brands, organizations,
products and so on. This also help SLT Internet to build a positive image and to communicate
with the consumers. The author has discussed the positive impact Public relations have on
brand awareness in the below section using secondary information.
Professionals act essentially as structure analysts, who Seek to decide how circumstances,
features, decisions, behaviour Problems must be raised, to achieve a Desirable goal. A variety
of techniques, on the other hand, can create a more compelling message. Across all of
history, and from the information authors have found, some data has been highlighted
although overstating or refusing to acknowledge other pieces of data.
However, they discuss both, The substance, and the composition of messages. A variety of
devices continue to be used by specialist educators. Such as, figures, polling and interviews,
reviews, promotions, and Behavioural arguments.
Furthermore, a PR survey of sales representatives, for instance, it was discovered that public
relations rated better in the Performance in eight areas than advertisements or marketing:

 Reputation of brands,
 Business image,
 Cultivation of Thinking leaders,
 Development of policy,
 Introducing a New product,
 Awareness raising,
 Development of messages
 Resolving a problem.
The idea and practice of business legitimacy has gotten significantly more essential to the
achievement of business. Hynes accepted that the genuineness to lift a brand should originate
from public relations (Hynes, 2009). Allen called attention to the presence of association
among credibility and narrating (Allen, 2005). Narrating has a function in pretty much every
part of the association and directing investigation has indicated the significance of the
account in branding. Finishing this string is the reality of a public relations career that has a
legacy in narrating. McLellan called attention to that accounts give a mechanism of
correspondence to customers and revealed a developing authoritative utilization of stories as
a public relation and promoting device (McLellan, 2010). In proportion, the account "is
progressively perceived as focal in branding" and has been alluded to as the "uncelebrated yet
truly great individual of victorious branding activities in any industry" (Denning, 2006).
The improvement of a fruitful public connection methodology includes four components:

• Identification of the different qualities and attributes of the brand; for instance, its qualities
and advocating practices, its situating and character. Once these have been recognized an
appraisal must be made of their suggestions concerning an association's way of life and open
doors for inspiring execution. At that point, a public relations stage can be based on the
brand's impute, qualities and guarantee.
• The view of all outside partners must be surveyed. This ought to stretch out past recognition
about items to incorporate such drivers of character as guidance, development, monetary
worth, nature of the executives and corporate community.
• The corporate interchanges capacity should utilize the brand's credits and attributes inside to
advise workers regarding the organization's arranging on various issues to help change
activities to emphasize believability in emergency and to direct conduct.
• A yearly, quantifiable public relations ought to be made, secured by the brand guarantee,
with the destinations of forming the main viewers' impression of authority, client
associations, commercial center advancement and corporate obligation.
CHAPTER 3
3.0 RESEARCH METHODOLOGY

3.1 Chapter introduction
Research methodology is the precise tactics or techniques used to pick out, recognize,
practice, and analyse data approximately on a topic. In a studies paper, the technique section
permits the reader to captiously compare a research's overall effectiveness and authenticity.
The researcher had conducted a survey to determine the causes of the issues, and to provide
SLT with solutions to overcome the current situation. In this chapter the research
methodology used such as the research philosophy, research design, data collection, the
sample, limitations, and the ethical considerations of the study will be explained.

3.2 Research Philosophy
With regards to investigating the marketing strategies to increase brand awareness, the
researcher has used primary and secondary data to gain more information and to have a better
understanding of the research problem. Primary data is information that is gathered by a
specialist from direct sources, utilizing techniques like overviews, meetings, or trials. It is
gathered considering the research venture, legitimately from essential sources. Whereas
Secondary data is the information that has just been gathered through essential sources and
made promptly accessible for analysts to use for their own exploration. It is a sort of
information that has just been gathered previously, Secondary sources of data, for example,
studies, books, journal, articles, reports and so forth that are adjusted for dependability and
validity are utilized in this study.
The research methods chose in this study are Positivism and Interpretivism. Positivism
contemplates the part of the analyst is restricted to information assortment and understanding
in a goal way. Positivism relies upon quantifiable perceptions that lead to factual
investigations. Whereas Interpretivism, otherwise called interpretivist includes analysts to
decipher components of the investigation, along these lines interpretivism incorporates
human premium into an examination. As indicated by interpretivist approach, it is significant
for the analyst as a social entertainer to acknowledge contrasts between individuals.
Positivism and Interpretivism are the two fundamental ways to deal with research techniques
in Sociology. Positivist incline toward logical quantitative techniques, while Interpretivists
favour humanistic qualitative strategies. Since this study uses both qualitative and
quantitative data, Positivism and Interpretivism are being used as research methods.
In this research Complementary techniques are used which alludes to the utilization of more
than one strategy when the researcher looks for outline, explanation, or elaboration about
exploration discoveries. There are two "expansive strategies for thinking, they are the
inductive and deductive Approaches. Inductive is characterizing as moving from the
particular to the general, while allowance starts with the general and finishes with the
particular; contentions dependent on experience or perception is best communicated
inductively, while contentions dependent on laws, rules, or other broadly acknowledged
standards are best communicated deductively. The deductive scientist "works starting from
the top', 'from a hypothesis to speculations to information to add to or negate the hypothesis".
Interestingly, they characterize the inductive specialist as somebody who works from the
"base up, utilizing the members' perspectives to fabricate more extensive topics and produce

a hypothesis interconnecting the subjects". In research, the two primary sorts of examination
ordinarily utilized are quantitative (deductive) and qualitative (inductive). The Qualitative
Research and Quantitative Research were chosen to obtain information because the
researcher will be gaining information through questionnaires and interviews. Quantitative
research which is an assortment of information that can be evaluated and exposed to factual
treatment in thought to help or disprove "substitute information claims" (Creswell, 2003, p.
153) will be utilized in the current research where the questionnaire will be calculated and the
results will be estimated (Kumar and Phrommathed, 2005). Qualitative research is a type of
research method used in collecting and exploring the information gathered in the problem of
the research. The researcher had conducted an interview with the brand consultant at SLT, to
discuss the current situation. The consultant had answered the researcher’s questions and had
also provided solutions to the current issues which they hoped to implement soon.
3.4 Research design

Case study research is a famous exploration strategy in business region. Case Study analyses
mean to break down explicit issues inside the limits of a particular climate, circumstance, or
association. As indicated by its plan, Case study investigations in business examination can
be separated into three classes: explanatory, descriptive, and exploratory. The author chose
the descriptive case study method which is to investigate the arrangement of relational
occasions after a specific time. Studies in business research having a place with this class
ordinarily portray culture or sub-culture, and they endeavour to find the key wonders. Pros of
case study investigation technique incorporate information assortment and research inside the
setting of phenomenon, coordination of subjective and quantitative data in information
investigation, and the capacity to catch complexities of genuine circumstances with the goal
that the ace can be concentrated in more noteworthy degrees of understanding. Case study
investigations do have certain inconveniences that may incorporate absence of perfectionism,
challenges related with information examination and almost no reason for rumours of
innovations and endings. In a great deal of research techniques, just one structure can be
utilized, for example, an overview, and this can just give a restricted measure of data. For
instance, when you experience a review, you are just collecting shut answers rather than
offering open finished conversation starters person to person. Therefore, when utilizing
descriptive research individuals can collect discoveries from all types of information, for
example, individual records, contextual investigations, or interviews. The reason for the
researcher to choose the descriptive research technique is because it gives various responses
to different angles being research because the researcher has the mathematical component
through questionnaires and the individual and observational component through interviews.
This study has two methods which has been used to collect data, the initial segment of the

investigation comprised of a progression of all well-organized questionnaire, and the other
design is an organized meeting with the manager. The data assortment method is a
questionnaire and interview. It organized under the simple examination. The specialists
investigate and accumulated data through elucidating and derivation insights. As per
Saunders et al (2009), the following examination attempts to decide the capacity to interface
the research problem. Subsequently, the researcher has gotten essential information through a
coordinated questionnaire and through an interview. Moreover, in this study, there are most
utilized helpful ways when gathering the information. The questionnaire survey and the
interview of the investigation depends on the multi method research classification (Saunders
et al, 2009).
3.5 Sampling
The researcher has chosen the simple-random sampling method to represent the entire data
collected. The researcher targets to get around 80 samples from existing customers and the
new target customers through the questionnaires distributed. Out of these samples the author
will conduct a random sampling method where a small portion Is selected from the entire
population to constitute the entire data set, and a random sample is selected. Due to time and
cost effectiveness, researcher only targeted on 80 respondents, compared to the total
population this sample is to be considered enough for this study. This will help researcher to
get a lot information from customers on the marketing strategies of SLT Internet. A few
reasons the researcher chose simple method is because, When the errand of task of random
number to various things of populace is done the cycle is half done. This cycle spares cost
and time generally and its effortlessness guarantees that we do not need to spend an excessive
number of assets on the inspecting cycle itself. We can take quite a few examples from this
cycle. Task of Random number should be possible by any sort of individual after a short
instruction as this does not include any extensive, unpredictable, and significant cycle. The
data of the scores received from the questionnaires will be presented in tables, graphs, and
charts.
3.6 Ethical Consideration
The consumer data assembled exclusively with the end goal of the predetermined research
will be just utilized for the investigation as recognized to the customer and the information
accumulated will be made sure about in the possession of the author. Besides, to guarantee
that the primary research is directed in a moral way, the researcher will clarify the reason for
the exploration, how the information will be utilized and how secrecy and obscurity will be

guaranteed at the phase of mentioning cooperation for the questionnaire. The information
identified with optional sources, for example, articles, Government Publication, and the web
will be accurately referred to and credit will be given to the first writer.
3.7 Limitations
Some limitations of this research would be that due to time constraints and cost effectiveness
researcher only chose the Colombo area to do the research on, as the researcher was planning
on collecting information from people outside Colombo (Outstation) , so that a wider span of
information can be collected and can be helpful for the study to find out the conclusions
easily, but because of the costs involved and the limited time, researcher was not able to
travel so far in order to distribute the questionnaires. Another limitation would be that due to
the current pandemic situation in the country, there will be difficulties in collecting data, as
the Colombo area is on lockdown hence the researcher will not be able to meet the customers
and distribute the questionnaire so the researcher will be sending the questionnaire through an
online platform to gain information. The third limitation is that customers might not be
honest when answering the questions and this might impact for the researcher to not achieve
the objectives of the study. The fourth limitation is that the analysis of the study is based on
the published annual reports (Secondary information). The fifth limitation was that due to the
busy schedule of the Manager of SLT, it was hard to arrange a date and to finalize the
interview.
CHAPTER 4
4.0 DATA ANALYSIS
Findings chapter of this research reveals outcome of the questionnaire used for collection of
data. Data was collected from 80 participants. This chapter focuses on demographic analysis,
descriptive analysis, correlation, regression and reliability analysis. Pie charts, bar charts and
tables were used to present the findings. Further, the analysis assists in finding the
relationship between variables and to test the hypotheses.
4.1 FINDINGS
4.1.1 DEMOGRAPHIC FINDINGS
According to the respondents, most respondents belong to 18-29 age categories which are 46
individuals. And Among the selected 80 participants 42 is female and 38 is male participants.

Refer Appendix 1 for further explanation.
4.2 DESCRIPTIVE FINDINGS
Descriptive statistics of this study is as follows. It shows range, mean, standard deviation,
variance, skewness and kurtosis with reference to the data set collected.
Descriptive Statistics
Range Mean Std. Varianc Skewness Kurtosis

Deviation e
Variable
Statistic Statistic Statistic Statistic Statistic Std. Statistic Std.
Error Error
Customer_based_brand_eq
4.00 3.4375 1.06550 1.135 -.702 .269 -.134 .532
uity
Social_media 3.00 3.4375 1.06550 1.135 .006 .269 -1.231 .532
Word-of-mouth 4.00 2.9250 1.19889 1.437 .283 .269 -.966 .532
Public relations 4.00 2.7375 .92427 .854 .750 .269 -.486 .532
Brand awareness 2.80 3.5175 .74948 .562 -.638 .269 -.477 .532

Table 3: Descriptive findings
According to the results, Customer based brand equity, Social media and Brand awareness
variables have a mean value of 3.4375, 3.4375, 3.5175 respectively. All the values are above
average which are more into agree side. Word of mouth and Public relations shows mean
values as 2.9250 and 2.7375 which are below average and more into disagree side.
Regarding the standard deviation, values of Customer based brand equity, Social media and
word of mouth shows quite high. Therefore, it can be said data are spread far from the mean.
Other two variables brand awareness and Public relations show less value. Hence, data is
spread around the mean (Rumsey, 2015).
Variance assists to measure the dispersion of a dataset whereas range is defined as the
difference between the highest and the lowest value. It is evident that Customer based brand
equity, Social media and word of mouth have high variance.
Data of the word-of-mouth variable and social media is symmetrical as the skewness value is
between -0.5 and 0.5. All other variables are moderately skewed as the values between 1-and
0.5 or -1 and -0.5.
The data distribution seems light tails and follows a platykurtic distribution because all the
kurtosis values are less than 0 (SPC for excel, 2018)
4.3 PEARSON’S CORRELATION ANALYSIS
The correlation analysis assists the researcher to understand whether there is a relationship
exists between the independent variable and dependent variable. Further, it shows how strong
the relationship is.
Pearson’s Correlation
Brand awareness

Pearson Correlation .784**
Customer_based_brand_equity Sig. (2-tailed) .000
N 80
Social_media Sig. (2-tailed) .000
N 80
Word-of-mouth Sig. (2-tailed) .000
N 80
Public relations Sig. (2-tailed) .007
N 80
Table 4: Pearson's correlation analysis
According to the Pearson’s correlation analysis only the Customer based brand equity, Social
media and Word of mouth has a relationship with the brand awareness as sig value is less
than 0.05. Further, those variables have a strong correlation with the dependent variable as
the r value is above 0.5. Public relation has no relationship with the dependent variable
accordingly.

4.4 TESTING OF HYPOTHESES
According to the Pearson’s correlation analysis acceptance and rejection of hypotheses are as
follows.
H0: The impact of Customer-Based Brand Equity positively affects brand awareness -
Accepted
H1: The impact of Social media positively affects brand awareness - Accepted
H2: The impact of Word-of-Mouth positively affects brand awareness. - Accepted
H3: The impact of Public relations positively affects brand awareness - Rejected
4.5 REGRESSION ANALYSIS
The regression outcome of the study is as follows.
Coefficientsa
Model Unstandardized Standardized T Sig.

Coefficients Coefficients
B Std. Error Beta
1 (Constant) 1.179 .184 6.390 .000
Customer_based_
.377 .048 .536 7.783 .000
brand_equity
Social_media .234 .063 .332 3.722 .000

Word-of-mouth .105 .059 .169 1.797 .076
Public relations -.025 .058 -.031 -.438 .663
a. Dependent Variable: Brand awareness
R Square 0.759
Adjusted R Square 0.746
F Stat 59.080
Table 5: Regression analysis
According to the regression analysis carried out only Customer based brand equity and Social
media variables are statistically significant as the sig value is below 0.05. Further, brand
awareness would go up by .536 if there is any change in Customer based brand equity and
by .332 units if Social media change.
R square value is 0.759 and above 0.5 which is evident that the model used for analysis is
ideal and Adjusted R square is closer to R value which can be accepted as good. As the F stat
value is above 1 the regression model used for this study is effective (Riya & Chetty, 2019).
4.5 RELIABILITY ANALYSIS
If the Cornbrash’s Alpha value is above 0.7, it is considered as great and research instrument
employed is with high reliability. Since this study’s Cronbach's Alpha value is 0.838 it can be
concluded that the questionnaire used for this study is reliable.
Reliability Statistics

Cronbach's Alpha N of Items
.838 5
. Table 6: Reliability statistics
CHAPTER 5
RECOMMENDATION AND CONCLUSIONS
Conclusion Based on the Findings of the Primary Data Analysis -According to the data
analysis from the constructed four hypothesis three of the hypothesis are accepted whilst one
is rejected saying that there is no relationship between public relations and brand awareness.
Hence the summary of the data analysis can be depicted as
H0: The impact of Customer-Based Brand Equity positively affects brand awareness –
Accepted
H1: The impact of Social media positively affects brand awareness – Accepted
H2: The impact of Word-of-Mouth positively affects brand awareness. – Accepted
H3: The impact of Public relations positively affects brand awareness – Rejected.
Conclusion Based on the Findings of the Secondary Data Analysis of Systematic

Literature Review The reviewer of the research identifies with the past research the
Marketing Techniques used to boost SLT Internet brand awareness in this literature analysis.
The Internet has had a vast ability to read, appreciate and connect. Adults and children have
been encouraged to demonstrate interest and to communicate the phenomenal data and
development. Brand awareness is important for this energy to create a good brand. Brand
awareness distinguishes the brand and promotes the judgment on the brand. Balaji (2011)
reported that awareness of the brand affects the consistency of consumer intelligent brand
relations. Brand awareness requires two additives: identification and alert (Keller, 1993).

Consequently, brand awareness is an organizational concept that allow consumers to recall or
understand that a brand is below uncommon circumstances in a certain product class. The
awareness of products relates to the consistency of brand existence in a brand's attitude, as
Mishra and Mishra (2014). The focus of the logo influences the mindset of the consumers to
the allegiance of emblems. Furthermore, the width of the symbol core reflects the variety of
purchasing factors for the call to the logo (Keller, 1998). Brand emphasis typically implies
consumers' willingness to hold the brand in mind without signals (Aaker, 1996). Brand
awareness is also an integral factor for the image of a logo (Aaker, 1991).
The following segment analyzes the field of research utilizing academic references in order to
demonstrate how marketing campaigns and the brand awareness interconnect with the review
of the secondary research conclusion.
"Marketing manages profitable customer relationships, the dual purpose of marketing is to

attract new customers by promising advanced costs and to keep and grow modern customers
by delightful means" (Armstrong & Kotler, 2007 p.). While new buyers are drawn, it also
adds to brand awareness. "Marketing is the planning, pricing, marketing and distribution of
ideas, products and offers for creating trade, and achieving the character and organizational
objectives," according to the American Marketing Association (1985). The four Ps of
advertisement and publicity mix (Kent (1986)) because of the "holy four-fold of the
advertising religion written in stone pills."
From the Research Output Recommendation to the Research Problem
Brand awareness involves brand identification and brand reminder: the willingness of
customers to affirm past exposure to a brand whether the brand is used as a predictor is brand
recognition. In other words, do they remember the brand they were already used to when they
went to the store?
Brand recall is the capacity of customers to recover brand from memory, when the
requirements satisfied by category, or the buying or use circumstance as an indicator are
provided, If research shows that multiple purchase decisions at the purchasing point are taken
where brand names, logo, packaging and so on are present and recognizable, then it is

essential that brand identification be remembered. Hence it is paramount important for SLT
to have a good brand development and publicity to create more customer awareness.
When on the other side, customers are primarily taking away from shopping, brand recall
would be of greater importance. Consumers must consciously scan the brand and then be able
to collect it from memory as possible. Notice that while brand reminding can be less relevant
at the time of buying, the brand assessments and choices of customers can also always rely on
what else they remember about the brand and these can be taken out as the primitive
recommendation to create more customer awareness.
The architecture and content of the association making up the brand name are affected by
brand attention. To build an impression of a brand, marketers can first create a brand center in
their mind that affects how quickly the customer knows and stores additional brand
affiliations. As another step psychological attention for the brand is also very important.
Customers must regard the brand to any degree they make a transaction on which a demand
may be fulfilled or reached. Increasing brand awareness raises the likelihood that the brand is
part of the thought phase of products that receive legitimate interest to purchase. Several
studies have found that consumers seldom focus on one brand and only a handful have brands
that they choose to buy and a maybe littler range of brands they buy. As the customers
usually think about only as a few procurement products, it is therefore less likely to accept or
check the reality that the brand is put at the notice of the company. This also can be taken as a
step of increasing awareness of brand of SLT. The creation of the loyal customers is one
another step to increase the customer awareness.
The third preference of an irregular brand attention is that it may influence decisions of the
brands in the thinking phase, irrespective of the reality that the interaction between them is
essentially no different. In this situation, consumers have been told of a decision to buy only
popular, well-established brands often. Therefore, a simple degree of brand attention can
suffice for the item decision even in low-association environments, even without a decent
framed structure. And the researcher wants to find out ways to retain the existing customer
and to target new customer by setting an affordable pricing compared to its competitors. As
per the annual report SLT is at a lower rank and the brand value change is low, Hence, SLT
introduced a new technology recently called “SLTGO”. This is where the existing customers

who has a SLT broadband service can use their home Wi-Fi without a router at any place
outside home. New customers and Existing customers will be interested in using this app
(SLTGO). This will help to retain the existing customers and gain new customers. Hence it is
recommended that all attention of the marketing strategy need to be analyzed and focus for
the brand awareness creation of SLT.
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APPENDIX
Appendix 1 - DEMOGRAPHIC FINDINGS
Q1. Age distribution of participants
According to the below table there are four age categories. A majority of respondents belong
to 18-29 age categories which are 46 individuals. The least category represents 3 participants
which are above 50 years category. Further, 30-39 years of respondents are 23 and 40-49
years of respondents are 8.
Above 50 3
40-49 8
30-39 23
18-29 46
0 5 10 15 20 25 30 35 40 45 50
Figure 4: Age distribution of participants
Q2. Gender distribution of participants

Among the selected 80 participants 42 is female and 38 is male participants.
38
Male
Female
42
Figure 5: Gender distribution of participants
SURVEY FINDINGS
Q3. Where have you seen and heard about the SLT brand
30
25
25
20
15
15 13
10 9
7 6
5
5
0 0 0
0
ia s e t s r ve
ed ue rc
h
sit cle en rd in
e
he
m ag
sea eb A r ti
em oa
gaz
O t
abo
l lle e w e/ tis llb a e
cia co lin LT in er Bi /M th
So r n S a z v s of
,o O ag ad ne
w
ne
ily m TV d o
m e te N
fa in
d s, O nl P r in
ien
Fr
Figure 6: Where have you seen and heard about the SLT brand

According to the gathered data, most of the respondents have heard about SLT through TV
advertisements which are 25. The second highest is 15 respondents through social media. 13
participants have seen from billboards. 9 respondents through printed news/magazines, 7
through online search, 6 via SLT website, 5 via friends, family or colleagues respectively.
No one has selected online magazine/article, other or none of the above answer.
Q4. Which of the followings would most influence you when deciding to buy a product
or service?
Other 1
Trade shows/events 2
Advertising 29
Industry publications 5
Sales/service representative 15
Word-of-mouth 25
Commentary on the Internet/Web site 3
0 5 10 15 20 25 30 35
Figure 7: The most influencing strategy
The most influencing mode is according to the table is advertising. That is 29. The least
influencing mode is other modes, which is 1. Word of mouth is 25, sales 15, industry
publications are 5, commentary on the internet is 3, and trade shows 2 respectively.
Q5. Which Social Media Platforms Are You Currently Using

52,65%
Facebook
Instagram
Twitter
4,5%
Blogs
Other
7,9%
17,21%
Figure 8: Current Using Social Media Platform
As indicated by the pie chart, most of the participants use Facebook, which is 65%. Instagram
is used by 21% which is the second highest. 9% of respondents use Twitter and 5% use blogs
accordingly. No one has marked other platforms.
Q6. What Functions Do You Prefer Seeing on Social Media Platforms
48,60% Possibility of Leaving

Feedback
8,10% Receiving Special Offers
Publishing of Product
Reviews
Provision of Customer
8,10% Service
Pictures and
Demonstrations of
Products
3,4%
13,16%
Figure 9: Function preferred in Social Media Platform

Majority of participants which means 60% of respondents prefer to receive special offers
through social media. 16% of individuals would like to see product reviews, 10% of
respondents would like to see possibility of leaving feedback, pictures and demonstrations of
products. 4% of individuals would like to see provision of customer service through social
media.
Q7. How Often Are You Active on Social Media
50 47
45
40
35
30
25
20 15
15 13
10 5
5
0
ek ek ek ek
/we /we /we /we
es es es es
tim tim tim tim
0-
1
4-
6 10 10
7- n
tha
e
or
M
Figure 10: Number of Times Active in Social Media

As per the above data, 47 participants are active on social media more than 10 times a week.
Least number of individuals active 4-6 times a week, which is only 5. 13 number of
participants 1 time a week and 15 respondents 7-10 times a week.
Q8. The marketing medium that influences you the most is
Word of mouth communication 14
Print ads 5
Brochures 1
Social media advertising 60
0 10 20 30 40 50 60 70
Figure 11:Most Influential Marketing Media
The medium that influences most of the respondents is social media as per the above bar
chart. Only 1 person is influenced by brochures, 5 persons from print ads, and 14 persons
from word-of-mouth communication, respectively.
Q9. In the past three months how often have you heard people talking about SLT?

Once or twice 19
A few times 28
Very often 10
Often 23
0 5 10 15 20 25 30
Figure 12: Number of Times Social Media is Used
According to the above bar chart 28 participants have heard a few time people talking about
SLT which is the highest. 23 participants often, 19 participants once or twice, 10 participants
very often respectively.
Q10. The first time you heard about the SLT brand was

19,24% 20,25%
In the last month

In the last six months
In the last 12 months
In the last 3 years
More than 3 years ago
19,24%
22,28%
Figure 13: First Time You Heard about Social Media Platforms
27% of participants first time have heard about SLT more than 3 years ago. 25% in the last
month, 24% in the last 6 months and in the last 12 months, respectively. No one have heard
about first time about SLT in the last 3 years.

Q11. Are you familiar with the products and services of SLT
According to the below table 37 respondents are familiar with the SLT products and 43 are
not.
44
43
43
42
41
40
39
38
37
37
36
35
34
Yes No
Figure 14: Familiarity with the Product
Q12. Are you currently using Sri Lanka Telecom as your internet service provider? If
Answer is no, the reasons for not selecting SLT
43
42
42
41
40
39
38
38
37
36
Yes No

Figure 15: Current Internet Service Provider
According to the gathered data 38 participants are already SLT customers and 42 are not
using SLT products.
The reasons for not using SLT products were categorized into 6 categories. Majority believes
it takes longer to activate which are 11 participants. 9 participants do not use it due to the bad
word of mouth publicity, and 8 individuals due to high price. Equal number of respondents
do not use due to less social media marketing and for other reasons. 2 are not satisfied with
public relation marketing.
None of the above 6
Less social media marketing 6
Less effective public relations marketing 2
Bad Word of Mouth publicity 9
High-priced 8
It takes longer to activate 11
0 2 4 6 8 10 12
Figure 16: Reason for not selecting SLT

13. The products and services of Sri Lanka Telecom are of superior quality based on
cost and package attributes of the product or service
Series 1
Strongly Disagree
Strongly Agree
Nuetral
Disagree
Agree
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00%
Series 1
Figure 17: Quality of Internet Service Provider
The products and services of Sri Lanka Telecom are of superior quality based on cost and
package attributes of the product or service is as above and majority of the respondents agree
to the above statement.

14. SLT Internet gets good word of mouth publicity
Series 1
Strongly Disagree
Strongly Agree
Nuetral
Disagree
Agree
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%
Series 1
Figure 18: The Quality of Word-of-Mouth Publicity
Respondents of the study majority disagree with the statement that SLT is having a good
word of mouth referral for the publicity even though there are few neutral answers as well.
However the word of mouth as a publicity related independent factor provides great deal of
significant influence over the brand awareness of the products.

15. I think effective public relations activity is done for SLT which positively affects the
internet services
Series 1
Strongly Disagree
Strongly Agree
Nuetral
Disagree
Agree
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Series 1
Figure 19: Effectiveness of the Public Relations
Public relations activities of the SLT is not related with the brand awareness of the company
and many of the respondents to the survey disagrees with the same. But few respondents
agree for the above and however public relations cannot be directly affected to the brand
awareness according to the study.

16. Graphic design, Symbol and logo of SLT is unique and memorable
Series 1
Figure 20: Graphic Design and Symbol
Strongly Disagree
Memorable logos graphic designs and other symbols related to SLT provides a very good
Strongly Agree
nature of the brand awareness for the public related to the SLT as a brand and as a good
internet service provider.
Nuetral
Disagree
Agree
0.00% 5.00% 10.00% Series 1

15.00% 20.00% 25.00% 30.00%

17. It was easy for me to find all the information I needed to know about the product on
the SLT website
Series 1
Strongly Disagree
Strongly Agree
Nuetral
Disagree
Agree
0.00% 2.00% 4.00% 6.00% Series12.00%

8.00% 10.00% 1 14.00% 16.00% 18.00% 20.00%
Figure 21: Easiness of the website
Majority of the respondents for the study believes that they are finding enough information
from the website for the related products and it helps to create good brand awareness among
the employees of the company.

18. Even if another brand has the same features as SLT, I will still prefer to purchase
from SLT
Strongly Disagree
Strongly Agree
Nuetral
Disagree
Agree
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00%
Series 1
Figure 22: Features of the Service Provider
Because of the reputed service provider for the internet services people tend to purchase SLT
over for the many brands as a service provider for the internet even though they are having
same features of all services.
19. I chose SLT over other competitors because of the brand image and quality of the
Internet service

Series 1
Strongly Disagree
Strongly Agree
Nuetral
Disagree
Agree
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00%
Series 1
Figure 23: Brand Image and Quality
Quality of the brand is one of the reasons why many people selected SLT as an internet
service provider and people believe that in the survey too the same factor where the SLT as a
quality service provider
20. I would highly recommend SLT for my friends, family, and colleagues
Series 1
Strongly Disagree
Strongly Agree
Nuetral
Disagree
Agree
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
Series 1

Figure 24: Recommendations
Recommendation for the SLT as a quality service provider among other relative friends and
family is very high majority agreed the same as the results of the findings of the study. But
significant amount of people who do not agree with the statement is there and there are
neutral responses over the statement too.
Appendix 2 -
Investigating the role of businessQUESTIONNAIRE
marketing techniques to increase brand
awareness of Internet services at Sri
Lanka Telecom PLC (SLT)
Page 1 : Investigating the role of business marketing

techniques to increase brand awareness of Internet
services at Sri Lanka Telecom PLC - Introduction
Dear respondent,
I am an undergraduate student who is carrying out a research for my BA (Hons)

International Business Management degree at American National College. The following
questionnaire was developed with the objective of Investigating the role of marketing
techniques to increase brand awareness of Sri Lanka telecom (SLT) Internet services,
which is done as a partial requirement for the final year. To Complete my research, I
need to collect data through this questionnaire. Please express your opinion against
each statement. Thank you for your cooperation.
Information contained in this questionnaire will remain strictly confidential and will be
used solely for the academic purpose.
54 | P a and
Thanks, g e Regards, UNIVERSITY OF WEST LONDON 12th October 2020
Haneesha Teenu
services at Sri Lanka Telecom PLC
Section A : Demographic Information
1. Age  Required
18 - 29
30 - 39
40 - 49
50 +
2. Gender  Required
Male
Female

Section B : Consumer awareness survey
You can select more than one answer for the below three questions.
3. Where have you seen and heard about the SLT brand recently  Required
Social media
Friends, family, or colleagues
Online search
SLT website
Online magazine/Article
TV advertisement
Billboards
Printed news/Magazine
Other
None of the above
4. Other than the product itself, which of the following would most influence you when
deciding to buy a product or service  Required
Commentary on the Internet/Web site

Word-of-mouth
Sales/service representative
Industry publications
Advertising
Trade shows/events
Other

5. Which Social Media Platforms Are You Currently Using  Required
Facebook
Instagram
Twitter
Blogs
Other
Please do not select more than one answer for the below questions.
6. What Functions Do You Prefer Seeing on Social Media Platforms  Required
Possibility of Leaving Feedback

Receiving Special Offers
Publishing of Product Reviews
Provision of Customer Service
Pictures and Demonstrations of Products
7. How Often Are You Active on Social Media Platform  Required
0-1 times/week
4-6 times/week
7-10 times/week
More than 10 times/week

8. The marketing medium that influences you the most is  Required
Social media advertising

Brochures
Print ads
Word of mouth communication
9. In the past three months how often have you heard people talking about SLT 
Required
Often
Very often
A few times
Once or twice
10. The first time you heard about the SLT brand was,  Required
In the last month

In the last six months
In the last 12 months
In the last 3 years
More than 3 years ago
11. Are you familiar with the products and services of SLT  Required
Yes
No

12. Are you currently using Sri Lanka Telecom as your internet service provider 
Required
Yes
No
12.a. The reasons for not selecting SLT
It takes longer to activate

High-priced
Bad Word of Mouth publicity
Less effective public relations marketing
Less social media marketin
None of the above

Please indicate your response under the given option which accurately reflects your
perceived respond.
1 - Strongly disagree
2 - Disagree
3 - Neutral
4 - Agree
5 - Strongly Agree
13. The products and services of Sri Lanka Telecom are of superior quality based on
cost and package attributes of the product or service  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
14. SLT Internet gets good word of mouth publicity  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

15. I think effective public relations activity is done for SLT which positively affects the
internet services  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
16. Graphic design, Symbol and logo of SLT is unique and memorable  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
17. It was easy for me to find all the information I needed to know about the product on
the SLT website  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

18. Even if another brand has the same features as SLT, I will still prefer to purchase
from SLT  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
19. I chose SLT over other competitors because of the brand image and quality of the
Internet service  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
20. I would highly recommend SLT for my friends, family, and colleagues  Required
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Final page
Thank you for taking the time to fill this survey.

Appendix 3 - RECORD OF SUPERVISION MEETINGS
RECORD OF SUPERVISION MEETING 1
STUDENT NAME STUDENT ID SUPERVISOR NAME
Haneesha Teenu 21434058 Ms.Sumudu
DATE TIME TYPE OF MEETING
05/09/2020 12.00pm  In-person  Telephone  UWL Skype  Blackboard
IMPORTANT: For the purpose of this record a supervision meeting shall only be defined as a meeting in which a
verbal discussion occurred between the student and the supervisor. Email exchanges are not regarded as supervision
meetings. The University does not authorise staff to use social media channels to engage with students apart from the
University’s Skype-for-Business and Blackboard (please see Social Media Policy for Staff).
 SECTION A
To be completed by student prior to meeting
A1) What is the current latest version of your dissertation / project report draft (circle relevant option):
Nil 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th 16th
Other
Other please state: ______
A2) Do you have any outstanding actions from previous meeting(s) that requires supervisor approval?
 YES – review progress of outstanding actions before discussing new
business  NO – proceed directly to discuss new business
A3) What do you intend to discuss with your supervisor at this meeting?
To discuss about the research problem and how it affects the company chosen
1
To discuss if the objectives selected are sufficient for the study

2
To discuss if the Independent variables are accurate for the study

3

To check if the research questions are suitable for the study
4
CLBS Internal Document Page 1

of 2
 RECORD OF SUPERVISION MEETING
 SECTION B
Column B1 to be completed by supervisor at this meeting. Column B2 to be completed by supervisor at

next meeting.
B1 B2
ACTIONS FROM THIS MEETING REVIEW OF PROGRESS
List the actions that the student needs to take in order to improve the dissertation / project Indicate progress towards action. State the date.
Getting approval for the questionnaire Completed – 3/10/2020
Change the research objectives Completed – 3/10/2020
Complete chapter 1 and 2 Completed – 3/10/2020
 SECTION C
C1) Additional Feedback
Please use following box to provide additional feedback or comments (if any):

C2) Next Meeting
DATE: 03-10-2020 TIME: 01.30pm VENUE: ANC
C3) Agree record of this supervision meeting is a true and fair representation of the meeting discussion:
Haneesha
Signature of Student
Signature of Supervisor
Date: 05/09/2020 Date: 05/09/2020

of 2

03/10/2020 12.00pm  In-person  Telephone  UWL Skype  Blackboard
 SECTION A
Other
Discussing on how to develop the research objectives
1
2 Finding out articles to select the independent variables
Discussion on writing the literature review

3

of 2
 SECTION B

next meeting.
B1 B2
Read more Articles Completed – 19/10/2020
Change the independent variables Completed – 19/10/2020
Complete the first 3 chapters Completed – 19/10/2020
 SECTION C

C2) Next Meeting

DATE: Postponed TIME: VENUE:
Haneesha
Date: 03/10/2020 Date: 03/10/2020

of 2

30/10/2020 10.30am  In-person  Telephone  UWL Skype  Blackboard
 SECTION A
Other
Developing the first 3 chapters
1

of 2
 SECTION B
next meeting.
B1 B2
The literature review sections need to improve on discussions on how you use Completed – 16/11/2020
available literature in your research problem.
Justify the research methodology section. Completed – 16/11/2020
 SECTION C
C2) Next Meeting

Haneesha
Signature of Student Signature of Supervisor

Date: 30/10/2020 Date: 30/10/2020

of 2

 SECTION A
Other
Getting approval to proceed with sending the questionnaire to people.
1

of 2

 SECTION B
next meeting.
B1 B2
Asked to proceed Completed – 05/12/2020
 SECTION C
C2) Next Meeting

Haneesha
Date: 27/11/2020 Date: 27/11/2020

of 2


 SECTION A
Other
Getting approval before submitting the research
1

of 2
 SECTION B
next meeting.
B1 B2

Final discussion on the Research Completed – 23/12/2020
 SECTION C

Research includes all the major requirements.
C2) Next Meeting

Haneesha
Date: 23/12/2020 Date: 23/12/2020

of 2


SLT Business Research Method Project

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SLT Business Research Method Project

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Research Methods

Module: Business Research Project

Student Number (UWL Registration Number): 21434058

Assignment Name: Research Methods

Lecturer Name: Ms.Sumudu

1|Page UNIVERSITY OF WEST LONDON 12th October 2020

1.2 Company Background................................................................................................10

1.3 Current Situational Analysis of the Company........................................................... 10

1.3 Research Questions....................................................................................................11

1.4 Research Objectives...................................................................................................12

1.5 Research Hypothesis..................................................................................................12

1.6 Conceptual Framework..............................................................................................13

1.7 Research methods.......................................................................................................13

2.0 LITERATURE REVIEW............................................................................................15

2.2 Marketing Strategy.....................................................................................................15

2.3 Brand awareness and Marketing strategy.................................................................. 16

2.4 Customer based brand equity (CBBE).......................................................................17

2.5 Social media...............................................................................................................18

2.7 Public Relations......................................................................................................... 21

3.0 RESEARCH METHODOLOGY.......................................................................................23

3.1 Chapter introduction...................................................................................................23

3.2 Research Philosophy.................................................................................................. 24

3.4 Research design..........................................................................................................25

2|Page UNIVERSITY OF WEST LONDON 12th October 2020

3.6 Ethical Consideration.................................................................................................27

4.0 DATA ANALYSIS............................................................................................................27

4.2 DESCRIPTIVE FINDINGS.......................................................................................28

4.3 PEARSON’S CORRELATION ANALYSIS............................................................30

4.4 TESTING OF HYPOTHESES.................................................................................. 31

4.5 REGRESSION ANALYSIS...................................................................................... 32

4.5 RELIABILITY ANALYSIS...................................................................................... 33

RECOMMENDATION AND CONCLUSIONS............................................................. 34

Appendix 1 - DEMOGRAPHIC FINDINGS...................................................................41

3|Page UNIVERSITY OF WEST LONDON 12th October 2020

Figure 1: Conceptual Framework.............................................................................................12

4|Page UNIVERSITY OF WEST LONDON 12th October 2020

5|Page UNIVERSITY OF WEST LONDON 12th October 2020

Business research is a cycle of gathering required information for an industry to get

6|Page UNIVERSITY OF WEST LONDON 12th October 2020

1.2 Company Background

7|Page UNIVERSITY OF WEST LONDON 12th October 2020

ANNUA RAN BRAN PARENT INDUSTRY BRAN BRAN Brand

Table 1: Annual report of 2018,2019 and 2020

1.3 Research Questions

8|Page UNIVERSITY OF WEST LONDON 12th October 2020

 How satisfied are you with the quality of the product?

 How satisfied Are you as a customer of SLT Internet?

1.4 Research Objectives

2. To carry out a primary research in the form of questionnaire and interviews in

3. To identify areas of improvement in marketing the Internet products/Services.

4. To develop conclusions and recommendations to SLT Internet on increasing

1.5 Research Hypothesis

H1: The impact of Social media positively affects brand awareness

9|Page UNIVERSITY OF WEST LONDON 12th October 2020

H3: The impact of Public relations positively affects brand awareness.

1.6 Conceptual Framework

Figure 1: Conceptual Framework

1.7 Research methods

10 | P a g e UNIVERSITY OF WEST LONDON 12th October 2020

01 The research background, the project rationale, objectives, research

02 Secondary research information, useful literature, theoretical models and

03 The sample, research design, research approach, data collection techniques

11 | P a g e UNIVERSITY OF WEST LONDON 12th October 2020