Abstract
Malaysian consumers through increasing purchasing power have been more aware of the need of FOMCA to be more responsible towards strengthening consumer protection towards achieving their organisation objectives. Due to the increasing violation on consumer rights, to certain extent, FOMCA'S promotional strategy will have impact on consumer's level of awareness on consumer protection. This paper aims to strengthening consumer protection awareness in Kota Kinabalu area through the promotional strategy provided by FOMCA. I am interested to explore whether the consumers in Kota Kinabalu area aware of the consumer protection served by FOMCA or not. Thus, to suggest the best promotional tool in strengthening consumer protection awareness. FOMCA carries out its operation through i.e. The National Consumer Complaints Centre (NCCC), The Association of Standard User, Era Consumer Malaysia and Water & Energy Consumer Association of Malaysia (WECAM). FOMCA promotional activities also being carried out through consumer programmes i.e. National Consumer Campaign, National Consumers Day and SWITCH! Campaign (FOMCA, 2010). A structured questionnaire was developed and distributed to 170 respondents. A total of
156 responses were used for the analysis of this study. The results showed significant positive relationship between all the variables used in strengthening consumer protection awareness and promotional strategy implemented by FOMCA. Conclusively, the effective promotional tools are the utmost priority towards strengthening consumer protection among consumer.
Metadata
Item Type: | Student Project |
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Creators: | Creators Email / ID Num. Primus, Josie Kay 2006101855 |
Contributors: | Contribution Name Email / ID Num. Advisor Mohammed, Rozita @ Uji rozlim97@uitm.edu.my Advisor Mohamed Ajmal, Habibun Nisa habibunn@uitm.edu.my |
Subjects: | H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Consumer satisfaction H Social Sciences > HF Commerce > Customer services. Customer relations K Law > K Law in general. Comparative and uniform law. Jurisprudence > Payment |
Divisions: | Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management |
Programme: | Bachelor of Business Administration (Hons) Marketing |
Keywords: | Consumer protection; Awareness; Promotional strategy |
Date: | 2010 |
URI: | https://ir.uitm.edu.my/id/eprint/71978 |
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