Factors influencing customers decision in choosing ASNB unit trust products : case study on ASNB Kuala Terengganu / Mohd Amirul Shafeeq Mohd Sohaimi

The purpose of this study was to examine the factors influencing customers’ decision in choosing ASNB unit trust products. There are three independent variables that been studies which are dividend, promotion and risks. Researcher tries to identify what is the most influencing factor that affects customers’ decision in choosing ASNB unit trust products. Researcher used primary and secondary data for analysis. Structure questionnaires had been used for the primary data collection. The researcher distributed the questionnaires to customers at ASNB Kuala Terengganu. In order to provide an adequate level of confidence to this study, 100 sample sizes of respondents were selected. The data collected was then tested on its reliability and further analyzed using frequency analysis. Pearson Correlation analysis used to test the hypotheses in this research as well as regression analysis. The findings of this study suggest that all the independent variables seem to have positive relationship with dependent variable. Other than that, the result indicates that a risk is the most influencing factor that affects customers’ decision in choosing ASNB unit trust products. Based on the result obtained, researcher suggests some recommendations to ASNB. Firstly, ASNB can improve their promotional strategies by increasing their advertising in the electronic media and printed materials. Secondly, ASNB should put more effort towards Minggu Saham Amanah Malaysia (MSAM) because this program is one of the medium that will help people enhance knowledge and information about ASNB and PNB. Lastly, ASNB should employ more sales executives since it is effective strategy in persuading customers to invest in ASNB unit trust products