Abstract:
Purpose: The main purpose of this study is to generate additional revenue to the
government for public expenditure to the welfare facilities of the people in the country
from the sale national lottery products. The lotteries buying behavior of people
specially in the Northern & Eastern provinces are very less in compare with other
districts even though there is no price variance in regional wise. It is a very big
question alarming in the mind of researcher why this much of difference of buying
lottery tickets in the districts of North and Easter Provinces. There may be some
specific reasons for the less sales performance in these districts. It was motivated the
researcher to study this problem.
Methodology: This non-experimental quantitative study is based on the research
questions mentioned above. The study used the lottery buying behavior as dependent
variable and its determinants – demographic, economic, social, cultural, psychological
and advertisement factors as independent variables. Testing of hypotheses employs
statistical procedures to draw inferences about the population to seeks answer. The
sampling size cover lottery buyers from 8 districts of Northern and Eastern provinces.
According to the population, a sample size of 384 respondents (Lottery buyers) was
identified by using online sample size calculator at 95% confidence interval. Collected
data was analyzed by means of statistical method using SPSS. In the analysis
descriptive statistics, Chi-squared test, correlation test and multiple regression
techniques were performed to meet the objective of the study.
Findings: The demographic factors analysis, the urban and the rural areas did not
contribute, but gender contribute marginally to buying behavior of lottery tickets
while age group showed differently.
Implication of the research: The findings of the study would be useful for
government and the senior marketing managers of the DLB & NLB improve sales
performance. Finally, the public can understand the important and the philosophy
behind the corporate social responsibility for the wellbeing of the public.
