Findings of the StudyThis research study used primary and the secondary data

Findings of the StudyThis research study used primary and the secondary data and its findings. The primary data was gathered through the structured survey questionnaire. The primary survey questionnaire method that relies upon on the categories of sample population and the Likert scale questions have been used for the accuracy of the data collection and it will be attached as an appendix. The secondary data was gathered through the books, journals, articles and other appropriate resources. The quantitative research approach has been used for this research study; under this approach only the survey questionnaire was designed by the researcher with the suitable manner.

The development of literature finings that highly depended on the secondary sources finings; the secondary sources were critically analyzed that factors that make the influence on novel buying behavior and through this findings, it can be identified that various factors such as personality, lifestyles, publishers' reputation, authors' reputation and the price those make the influence on novel buying behavior.

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According the primary and the secondary data finings, the objectives of the research have been achieved on this research study. 1. To investigate the relationship between personality factor and consumers' purchasing behavior towards Sinhala novels The primary and the secondary data findings showed that personality is one of the factors for buying behavior and it has been theoretically analyzed on the literature review; due to the primary finings, there was positive correlation in between the personality and the buying behavior received; therefore personality factor influence on consumers' purchasing behavior towards Sinhala novels.

2. To examine the relationship between lifestyles of consumers and consumers' purchasing behaviors towards Sinhala novels. The primary and the secondary data findings showed that lifestyles is one of the factors for buying behavior and it has been theoretically analyzed on the literature review; due to the primary finings, there was positive correlation in between the lifestyles and the buying behavior received; therefore lifestyles influence on consumers' purchasing behavior towards Sinhala novels. 3. To analyze the relationship between publishers' reputation and consumers' purchasing behavior towards Sinhala novels. The primary and the secondary data findings showed that publishers' reputation is one of the factors for buying behavior and it has been theoretically analyzed on the literature review; due to the primary finings, there was positive correlation in between the publishers' reputation and the buying behavior received; therefore publishers' reputation influence on consumers' purchasing behavior towards Sinhala novels.4. To investigate the relationship between authors' reputation and consumers' purchasing behavior towards Sinhala novels. The primary and the secondary data findings showed that authors' reputation is one of the factors for buying behavior and it has been theoretically analyzed on the literature review; due to the primary finings, there was positive correlation in between the authors' reputation and the buying behavior received; therefore authors' reputation influence on consumers' purchasing behavior towards Sinhala novels. 5. To investigate the relationship between price and consumers' purchasing behavior towards Sinhala novels.The primary and the secondary data findings showed that price is one of the factors for buying behavior and it has been theoretically analyzed on the literature review; due to the primary finings, there was positive correlation in between the price and the buying behavior received; therefore price influence on consumers' purchasing behavior towards Sinhala novels.. 5.2 DiscussionThe primary finings shows the following outcome for this research study;There is highly correlation between the personality and the purchase intention. The correlation is .980. It shows once the personality of the novel is increased, the customers who purchase intention will be increased significantly. There is highly correlation between the lifestyles and the purchase intention. The correlation is .980. It shows once the lifestyles of the novel are increased, the customers who purchase intention will be increased significantly. There is highly correlation between the publishers' reputation and the purchase intention. The correlation is .984. It shows once the publishers' reputation of the novel is increased, the customers who purchase intention will be increased significantly. There is highly correlation between the authors' reputation and the purchase intention. The correlation is .957. It shows once the authors' reputation of the novel is increased, the customers who purchase intention will be increased significantly. There is highly correlation between the price and the purchase intention. The correlation is .976. It shows once the price of the novel is reasonable, the customers who can buy the books from the marketDue to the secondary data findings, following factors identified for buying behavior. Customer behavior is those exploratory study of the methods that consumers use should select, secure, act and about products and services that gratify their necessities. Knowledge of consumer behavior demanding consumer behavior directly impact once marketing strategy (Anderson et al, 2005).There is simple definition of personality is consistent methods of responding to the environment in which (a person) lives (Smith, 2001:66). To understand the sources, nature and development of this consistent behavior patterns and how the knowledge might be useful in human relationship, scholars and researchers in the field of psychology have developed a number of theories.Lifestyle captures harshly more than the person's social class alternately identity. It layouts An person's whole example for acting and interchanging purchaser qualities and entryway they impact purchasing conduct (Schiffman and Kanuk, 2007).There are millions of book titles on sale worldwide the book industry has a well merited reputation for offering a highly diverse range of products, in terms not only of language and origin, but also of categories, topics, authorial voices and cultural vocations.Author co-citation analysis (ACA) records the number of papers that have cited a specific pair of documents, and it therefore indicates the similarity of content of the two documents' contents, as well as revealing the pattern of citations of authors contributing key ideas in a field. In addition, the analysis of citations identifies groups of authors who are frequency co-cited (McCain, 1990), and authors fundamentally fall into distinct clusters or groups because of the conceptual correspondence of their works (White and Giffith, 1981; McCain, 1990).A large number of academic papers focus on the influence of buyers' personal characteristics on the perception of discounts, such as already mentioned price sensitivity, consumer's involvement (Rohani et al., 2012), loyalty to the brand, consumer's experience level of purchasing from the specific product category and the most important one " budget constraints (Campo et al, 2007).Due to the above theoretical perspective it can be identified that there are factors affecting to the customer buying behavior.5.3 ConclusionConsumer behavior research goes far beyond the facets of consumer behavior and incorporates the consumers' behavior displayed in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumers give valuable insights in their consumption- related behavior. It makes them wiser consumers. Based on the main concept of buying behavior that related to the Sinhala literature book and this major concept was analyzed based on the primary and the secondary data. Through the primary data analyses there were correlation analysis conducted on this study; through this analysis, the independent and the dependent variable relationship have been identified and based on the findings and the results, the recommendation are proposed for this research study. 5.5 Recommendations In Sri Lanka, there are Sinhala literature books available in the market place; people who are buying this peopled of books due to the various factors such as price, personality, author's reputation, publisher's reputation and life styles and these factors were analyzed on this research and due to the findings, there are following recommendation proposed for this research study. 1. The study recommends that publishers' reputation is the major factor; therefore the Sinhala literature books need to get the publishers reputation; therefore, the books need to increase the publishers' reputation and it will increase the buying behavior of Sinhala literature.2. The price is also one of the factor that make the influence to buy the products; therefore Sinhala Literature need to maintain the standard price for the book and it will motivate the people to buy the books.. 3. The books covers should be attractive and colorful and it will make the motivation to buy the books from the shop. 4. There are free books and the discounts price of the books that have to be given by the shop in any specific occasion and it will increase the buying behavior of Sinhala Literature. 5. The Sinhala Literature novel book promotion is a major aspects; once the novel publish in the market, the effective promotion should need to make by the bookshop and it will make the impact to motivate the buying behavior of Sinhala Literature novel book.6. The winning award of the book and award for the authors of the book has to celebrate by the Universities or any other institutions; and this situation will make the identity of the author and the book and it will motivate the people to buy the Sinhala Literature novel book.5.6 Suggestion for future researchThe research study has been conducted in Western province in Sri Lanka. This research has analyzed five various factors and future study the research has to select the various factors and find the lack of areas of the customer buying behavior of Sinhala Literature novel book. Therefore, the future study, there are various factors need to be analyzed based on the primary data.5.7 Summery of Chapter fiveThis chapter is the last part of the study and entire research concepts were summarized on this chapter and also this chapter has given the recommendation and the suggestion for the entire research study.