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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