A study on the effectiveness of promotional mix towards customer awareness at Pirate Park, Melaka / Mohd Faiz Ismail, Nor Hanisah Abd Manap and Norlyana Syafira Mohamad Razali

Ismail, Mohd Faiz and Abd Manap, Nor Hanisah and Mohamad Razali, Norlyana Syafira (2014) A study on the effectiveness of promotional mix towards customer awareness at Pirate Park, Melaka / Mohd Faiz Ismail, Nor Hanisah Abd Manap and Norlyana Syafira Mohamad Razali. [Student Project] (Unpublished)

Abstract

Creating customer awareness is one of the most important aspect in park and recreation industry. The study focuses on the most effective promotional mix towards customer awareness. The aim of this study is to determine the most effective promotional mix and whether customers are aware of Pirate Park's products and services. To analyse the data, the researcher used SPSS software version 21. According to the results, the most effective promotional mix is personal selling (0.590), followed by public relation, advertising (0.446), direct selling (0.361), and sales promotion (0.296). After reviewing the literature, about 200 questionnaire was prepared but only 190 respondents participated.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Ismail, Mohd Faiz 2011847342 Abd Manap, Nor Hanisah 2011293268 Mohamad Razali, Norlyana Syafira 2011498108
Contributors:	Contribution Name Email / ID Num. Advisor Mohd Yazid, Siti Amalina UNSPECIFIED
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > Travel. Voyages and travels (General) H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Hotel and Tourism Management
Programme:	Bachelor of Science (Hons) in Tourism Management
Keywords:	Promotional Mix; Customer awareness; Pirate Park
Date:	2014
URI:	https://ir.uitm.edu.my/id/eprint/60362