customer awareness towards
TRANSCRIPT
CUSTOMER AWARENESS TOWARDSPROMOTIONAL ACTIVITIES ON ASNB
PRODUCTS: PERSPECTIVE ON STUDENTS OFSEKOLAH MENENGAH KEBANGSAAN DURIAN
DAUN,MELAKA
NORASYIDA ZAIHANA BT ABO SHUKOR
Submitted In Partial Fulfillmentof the Requirement for the
Bachelor of Business Administration(Hons) Marketing
FACULTV OF BUSINESS MANAGEMENTUNIVERSITI TEKNOLOGI MARA
MELAKA
2008
UNIVERSITI TEKNOLOGI MARA
BACHELOR OF BUSINESS ADMINISTRATION (HONS) MARKETING FACULTY OFBUSINESS MANAGEMENT
"DECLARATION OF ORIGINAL WOR K"
I, NORASYIDA ZAIHANA (830823-01-6306) hereby declare that:
Hereby, declare that,
1. This project paper has not previously been accepted in substance or any degree,locally or overseas, and not being concurrently submitted for this degree or anyother degrees.
2. The results from this project paper consists my independent work and researchaccepts some information that stated.
3. All verbatim extracts have been distinguished by quotation marks and sources ofour information have been specially acknowledgement.
Signature :_~_.>,-- _ Date:_---'--::....j-+'-~'--_
CONTENT
TITLE PAGE
LETTER OF DECLARATION
LETTER OF SUBMISSION
ACKNOWLEDGEMENT
TABLE OF CONTENT
LIST OF TABLES
LIST OF FIGURES
ABSTRACT
CHAPTER 1: INTRODUCTION
1.1. Background Of Company
1.2. Problem Statement
1.3. Research Questions
1.4. Research Objectives
1.5. Theoretical Framework
1.6. Hypothesis
1.7. Significance Of Study
1.8. Scope Of Study
1.9. Limitation of Study
1.10. Definition Of Terms
CHAPTER 2: LITERATURE REVIEW
2.1. Introduction
2.2. Customer Awareness
2.3. Reach
2.5. Choices of Media
2.6. Frequency of Campaign
2.7. Cont inuity
2.8. Conclusion
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CHAPTER 3: RESEARCH METHODOLOGY
3.1. Introduction
3.2. Research Design
3.3. Population
3.4. Sampling
3.5. Data Collection Method
3.6. Data Analysis
3.7 Conclusion
CHAPTER 4: DATA ANALYSIS
4.1 Introduction
4.2 Reliability Test
4.3 Respondent Profile
4.4 Level of Customer Awareness
4.5 Factors Influence Customer Awareness
4.6 Major Influence Factors Towards Customer Awareness
CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
5.2 Recommendation
BIBLIOGRAPHY
APPENDICES
Appendix I - Questionnaire
Appendix II - List of Population
Appendix III - List of Respondents
Appendix IV - Tables
Appendix V - Output from SPSS
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ABSTRACT
The purpose of the study are to determined the levels of awareness of respondents
about ASNB Products, to identify the most effective awareness tools use by Amanah
Saham Nasional Berhad (ASNB), and if the promotional tools employ by PNB are
effective. Based on Pickton, David & Broderick, Amanda (2005) , customer awareness
can be creating due to reach, choices of media, frequency of campaign and continuity.
Customer awareness among the students at Melaka is still low compared to the other
state in Malaysia. According to the situation, the researcher has chosen 185 students
from Sekolah Menengah Kebangsaan Durian Daun, Melaka to be the respondents. In
this study, the researcher has used exploratory, descriptive and causal research. Self
administered questionnaire has been used in order to collect data from the respondents.
Reliability test, frequency of distribution, cross tabulation, hypotheses, correlation and
regression has been used in this study to get the data from the questionnaire that been
distributes to the respondents by using the Statistical Package for Social Science
(SPSS) . Finally, from the finding, it shows that choices of media is the influence factors
that can create awareness among the students of Sekolah Menengah Kebangsaan
Durian Daun, Melaka basically, but it can be used also towards all students in Melaka
espec ially. The choices of media are also related with the other factors such as reach,
frequency of campaign and continuity.
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