National Lottery Business as an Alternative Form of Revenue Generation Activity of Sri Lanka

Objective: The main objective of this study is to generate additional revenue to thegovernment for public expenditure to the welfare facilities of the people in the country fromthe sale national lottery products. The lotteries buying behavior of people specially in theNorthern & Eastern provinces are very less in compare with other districts even though thereis no price variance in regional wise. It is a very big question alarming in the mind ofresearcher why this much of difference of buying lottery tickets in the districts of North andEaster Provinces. There may be some specific reasons for the less sales performance in thesedistricts. It was motivated the researcher to study this problem.Methodology: This non-experimental quantitative study is based on the research questionsmentioned above. The study used the lottery buying behavior as dependent variable and itsdeterminants – demographic, economic, social, cultural, psychological and advertisementfactors as independent variables. Testing of hypotheses employs statistical procedures todraw inferences about the population to seeks answer. The sampling size cover lottery buyersfrom 8 districts of Northern and Eastern provinces. According to the population, a samplesize of 384 respondents (Lottery buyers) was identified by using on line sample sizecalculator at 95% confidence interval. Collected data was analyzed by means of statisticalmethod using SPSS. In the analysis descriptive statistics, Chi-squared test, correlation testand 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 in buying behavior of lottery tickets while age groupshowed differently.Implication of the research: The findings of the study would be useful for government andthe senior marketing managers of the DLB & NLB improve sales performance. Finally, thegeneral public can understand the important and the philosophy behind the corporate socialresponsibility for the wellbeing of the public.