The Importance Of Promotional Tools Towards Halal Food Product: A Case Study Of Mamee–Double Decker (M) Bhd

Ammar , Roslan Khairi (2015) The Importance Of Promotional Tools Towards Halal Food Product: A Case Study Of Mamee–Double Decker (M) Bhd. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The main purpose of this research is to increase the awareness of the halal food manufacturer about the importance of promotional tools in their business. Mamee-Double Decker (M) Bhd. is the role model and will be the best example for a company in halal food industry that really concern about the role of promotional tools. Good product will not be sold by itself without the efforts to market, promote and advertise the product (Omar, 2013). This research emphasized the importance of advertising, sales promotion, personal selling and public relation in a promotional activities. A survey by distributing a questionnaire helped the researcher to explain the importance of promotional tools. People around Malacca mainly city area will be the respondents who will answer the questionnaire. The researcher used exploratory factor analysis to prove proposed theories about the importance of promotional tools. As a result, the researcher found that advertising was the best promotional tools used by Mamee to create the awareness. This research also has proved that promotional tools were important things to implement and it gave a benefits for both customers and company. This research are significant to the manufacturer in Halal food industry because they should understand that implementing a promotional tools cannot be underestimate. The researcher also obtained to answer all research questions and fulfil the research objectives. The customer’s perspective agreed that promotional tools is important as it can increase the awareness.

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