Consumer awareness towards promotional strategies implemented by FAMA in Melaka / Mohd Shafiq Mohamad Jaapar

The purpose of this research is to know the consumers respondent whether they are noticeable and aware about the promotional strategies that implemented by FAMA in Melaka state. The promotional strategies consist of elements such as advertising, personal selling, public relations and sale promotions. Nowadays promotional strategies have gained importance within the country to achieving the competitive advantage. Moreover promotional strategies have been used not by the profit organization but also the nonprofit organization.

The findings show that the FAMA have encountered some problem in their promotional strategies whereby becomes one of their weaknesses strategies in order to attract the consumers. The study is to find the consumers awareness towards the promotional products and the products that have been produce by the company. As to solve their problem the researcher suggest the company to enhancing their promotional strategies, developing more activity within the community such as education program, community service, sponsoring for the community program and so forth. 50 of respondents have been asked by using questionnaire in order to gain information and feedback to the company. The questionnaire consists of question about the promotional strategies and the product awareness to the consumers around Melaka state.