Focusing on strengthening consumer protection awareness : a study on the promotional strategy implemented by FOMCA in Kota Kinabalu area / Josie Kay Primus

Primus, Josie Kay (2010) Focusing on strengthening consumer protection awareness : a study on the promotional strategy implemented by FOMCA in Kota Kinabalu area / Josie Kay Primus. [Student Project] (Unpublished)

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
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
Edit Item
Edit Item

Download

[thumbnail of 71978.pdf] Text
71978.pdf

Download (860kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:
On Shelf

ID Number

71978

Indexing

Statistic

Statistic details