Abstract:
The fast food industry in Sri Lanka is experiencing market related changes from the globalized food
patterns to the indigenous nutrient food products which are promoted by the public sector agencies
through the concepts such as establishing Hela Bojun Outlets Island wide. In order to gain and
secure the existing state of competitive advantages for Hela Bojun outlets, they need to identify and
understand the importance of the Elements of the extended marketing mix which defined as Product,
Price, Place, Promotion, People, Process and Physical Evidence. Hence the respective area of study is
not widely discussed in the academia, through this study it is expected to investigate the impact of
Extended Marketing Mix elements on the Customer purchase Intention of Hela Bojun Outlet with
special reference to Galle District. In order to conduct the research survey, a sample of 200
respondents, who have the capacity to make purchasing decisions were selected from Hela Bojun
outlet in Galle district. A self-administered questionnaire was used to collect the primary data both
physically and online from the respondents and SPSS Statistics version 22 was used as the data
analysis tool. Data analysis was performed through the descriptive statistics and multiple linear
regression analysis. As the finding of the study revealed except place, people and process elements,
all the other variables of product, price, promotion and physical evidence significantly and positively
impact on the purchase intention of the customers. Further „product‟ element has the highest impact
on customer purchase intention. Accordingly, this study recommends the Administration of the Hela
Bojun to expand their service into various market segments based on the impact of the marketing mix
elements and new business strategies should be formulated to enhance the performance of those
marketing mix elements.
Keywords: Extended Marketing Mix; Customer Purchase Intention; Fast food Consumption;
Indigenous Fast Food Industry; Hela Bojun Outlets
