The level of Bumiputera awareness towards Unit Trust Investment: a case study in Permodalan Nasional Berhad / Amirah Bisyarah Azizan

Every single company needs strategies in order to survive or to become a leader in the market nowadays, therefore a study towards findings the suitable strategies for Permodalan Nasional Berhad had been carried out. The purpose of the study is to identify the level of Bumiputera awareness towards unit trust investment, to identify the factors contribute to level of Bumiputera awareness towards unit trust investment and to examine the most effective factor contribute to level of Bumiputera awareness.

A good research design will ensure that the marketing research project is conducted effectively. In this research, the exploratory research, descriptive and causal effect has been used. The target sampling size for this study is 70 customers where the questionnaires were randomly distributed to those visiting ASNB main service counter, Kuala Lumpur. For this study, the nonprobability sampling technique has been chosen. The non-probability sampling method will be used is convenience sampling. Moreover, computer programs have been developed to simplify and ease the research tabulation and analysis task. One of the most accurate and dependable statistical analysis packages is Statistical Package for Social Science (SPSS). Included in this package are the procedure of frequency and descriptive.

The finding from the study found that several strategies should be recommended to Amanah Saham Nasional Berhad (ASNB). Firstly, ASNB should increase sales promotion such as high income distribution/dividend, offer scheme ‘Bantuan Khairat Kematian’ to investors, offer and variable price as well as withdrawal or savings at any time for the investors as this can really encourage Bumiputera to invest in ASNB. Secondly, information about PNB should be more advertise in media electronic and printed media since people are always read this two medium. The advertisement also should be more creative and attractive. Furthermore, PNB should hire more Sales Executives and Hire Individual Agents as the strategy to boost up ASNB’s sales.