A study on the promotion effectiveness of FAMA products at Seremban / Faizura Irda Ishak

This research paper is being prepared to partially fulfill the requirement of the Bachelor of Business Administration (BBA) majoring in marketing. The title of the research is “A Study On The Promotion Effectiveness of FAMA Products At Seremban”. There are many reasons that can influence customers buying the products at market. It is due to the products itself, price, place where the product are being market and the most important things is promotion. Promotion play a vital role in creates consumers awareness and indirectly can enhance the potential buyer. Because of this reasons, the main purposes of this research is to study on the promotion effectiveness that FAMA had implement in promoting their brand name such as Agromas and OLE. In this research, the researcher had used the primary data in order to gather information. A total of 60 questionnaires had been distributed to the customers at Giant Hypermarket Senawang and Terminal One Shopping Centre Seremban. The reason in choosing these two outlets in distributing the questionnaire is because most FAMA products had being marketed at these outlet. The researcher also uses convenience sampling method in conducting the research. The purposes for choosing this type of method are the sampling units are accessible, easy to measures and cooperative. Data analysis applied in this study are frequency distribution, reliability analysis and one hypothesis testing which are One Sample T-Test where the result shows all the null hypothesis are rejected and the alternate hypothesis are accepted. All the promotional tools that FAMA had used are effective and have a relationship with promotional effectiveness. Sales carnival and personal selling are the most significant elements in showing this relationship and this followed by campaign and exhibition and mass media.