Marketing and Sales


Photo of Dr. Padmali Gawri Kumari Rodrigo

Dr. Padmali Gawri Kumari Rodrigo

  • Qualifications: PhD Marketing (U.K), Msc (Distinction) (U.K), BA (Hons) First class (U.K), ACIM, Professional Diploma in Marketing CIM (UK)
  • Role Title: Research Fellow
  • Address: Richmond Building Portland Street Portsmouth PO1 3DE
  • Telephone: 023 9284 4199
  • Email:
  • Department: Marketing and Sales
  • Faculty: Portsmouth Business School


My PhD research is focused on an investigation of country of origin (COO) effects on elite Sri Lankan consumers purchase decisions of hedonic versus utilitarian products. I also hold a MSc degree in Business with Marketing Management with a Distinction and a BA (Hons) degree, with a First Class Honours in International Business Management.

I am an associate member (ACIM) of the Chartered Institute of Marketing (CIM) and hold a professional diploma in marketing from the CIM.  Prior to joining Portsmouth Business School, I was a doctoral researcher, an associate lecturer and a researcher at Northumbria University.

I am competent in designing and conducting mixed methods research and competent analysing data using both qualitative and quantitative techniques. More particularly, I am competent in analysing quantitative data using a variety of multivariate analytical techniques using statistical software such as SPSS and AMOS. I also possess a good working knowledge of analysing textual and media based qualitative data using NVIVO.

I have presented both qualitative and quantitative research at national and international conferences held within UK, Sweden, Greece, USA, Porto Rico and Canada.



  • Country of Origin (COO)  effects on consumer purchase decisions
  • Consumer psychology
  • Developing and testing conceptual frameworks to investigate consumer attitudes, purchase intentions in different product, service and consumer contexts
  • Application of Means–End-Chain (MEC) theory and use of  laddering technique to gain rich insights into consumer cognitive structures associated with the decision making process
  • SME development and Internationalisation in emerging markets
  • Service offshoring
  • Structural equation modelling and other multivariate data analysis techniques

Research profile

Explore my research profile, publications and activities on the Portsmouth Research Portal

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