The Selection Of The Most Effective Promotional Strategy For Food Product Among SMEs In Melaka

Azimalidya Azilanie, Che Abdul Aziz (2015) The Selection Of The Most Effective Promotional Strategy For Food Product Among SMEs In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Promotional mixes are crucial to a company to promote their products and develop companies with more consistent. This research had three objectives of a study to investigate the relationship between promotional mixes and impacts on SMEs business performance, to identify the promotional mixes that can drive SMEs business performance, to identify the most effective promotional strategies for SMEs to promote their products and the respondents are SME food products around Melaka. Data were collected from questionnaires and structured quantitative response was formed in the 5-Likert scale. Researchers have carried out the data analysis using correlation coefficient and simple linear regression. The results of this study have shown that the promotional mixes were affected the relationship between the independent variables and the dependent variable, business performance. In addition, the study found that SME food products using promotional mixes more show business development more rapidly than SMEs that were not using promotional mix. Researchers want to recommend further research to study the effect of the use of the promotional mix in other states as well as studies using other research methods to reinforce the findings. Finally, the researchers also suggested that SME food products using appropriate promotional mix to increase their business performance.

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