The Effectiveness Of Promotional Strategies In Enhancing Customer Awareness In Unit Trust Industry

Abdul Samat, Fifiyana Asmida (2017) The Effectiveness Of Promotional Strategies In Enhancing Customer Awareness In Unit Trust Industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Promotional strategies are the most important method in enhancing customer awareness of a product or brand name. Most of the customer will look at a promotion for less than ten seconds,so promotional strategies needed to be designed well enough to convince them to purchase the product in short amount of time.For that reason,this study was conducted to identify the factors affected promotional strategies to enhance customer awareness.The data were collected using questionnaires from 400 respondents in Johor,Melaka,Negeri Sembilan and Kuala Lumpur.The results of the data analysis showed recognizable has significant impact on customer awareness in Unit Trust industry.There was thought-provoking when information,attractiveness and consistency were not significant on influencing the customer awareness in Unit Trust industry.The results of this study contributes exceptional judgment to marketers and Unit Trust companies in Malaysia.

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