Consumer awareness towards advertising tools on Gradhitz package done by Bank Islam Malaysia Berhad (BIMB) / Marya Elena Rayen Abdul Aziz Rayen

Abdul Aziz Rayen, Marya Elena Rayen (2006) Consumer awareness towards advertising tools on Gradhitz package done by Bank Islam Malaysia Berhad (BIMB) / Marya Elena Rayen Abdul Aziz Rayen. [Student Project] (Unpublished)

Abstract

The research is entitled "Consumer Awareness towards Advertising Tools on Gradhitz
Package Done by Bank Islam Malaysia Berhad (BIMB)". The objectives of the study are,
to examine the level of consumer awareness towards GradHitz package offered by
BIMB; and secondly, to identify the advertising tools that have been used by BIMB in
order to promote the package to the consumers. Advertisement represents an important
means of how an organization interacts with their customers both current and potential. It
also enhances company performance besides making the entire consumer aware about the
offered products. In this study, the most influential advertisement tools as what have been
applied by the BIMB will be identified.
The scope of study was confined to the BIMB walk in consumer at Darul Takaful building in Jalan Sultan Ismail, Kuala Lumpur. The researcher used descriptive research as the research design and the sampling technique is nonprobability. Convenience sampling was chosen in order to distribute 100 questionnaires. From the study, it has been identified that the majority of the consumers were aware of the GradHitz package offered. BIMB have advertised the GradHitz package via newspaper, brochures, bunting, glass door stickers and websites. However, the newspaper has been identified as the most influential tool in which BIMB should use more frequently in the future.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Abdul Aziz Rayen, Marya Elena Rayen
UNSPECIFIED
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Keywords: Consumer awareness; Advertising tools; Gradhitz package; Bank Islam Malaysia Berhad
Date: 2006
URI: https://ir.uitm.edu.my/id/eprint/18408
Edit Item
Edit Item

Download

[thumbnail of PPb_MARYA ELENA RAYEN ABDUL AZIZ RAYEN BM 06_5.pdf] Text
PPb_MARYA ELENA RAYEN ABDUL AZIZ RAYEN BM 06_5.pdf

Download (1MB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

18408

Indexing

Statistic

Statistic details