The effectiveness of Kazz Hidroponik domestic promotional mix to create customer awareness toward hydroponics / Elsa Mening Belawan

Belawan, Elsa Mening (2009) The effectiveness of Kazz Hidroponik domestic promotional mix to create customer awareness toward hydroponics / Elsa Mening Belawan. [Student Project] (Submitted)

Abstract

Promotional mix is an important process by which a company can influence a target market, improve the position of that company's product/service in the target market, and effectively build up its brand image. This research discusses the effectiveness of existing promotional mix done by Kazz Hidroponik Domestik to create customer awareness towards hydroponics products. There are many promotional mix available. Variations in business objectives and budgetary limits make it impossible for a company to employ all these promotion mix to convey sales messages to the customers. But not all promotional mix is suitable and able to create customer awareness unless it could send the valuable message to customer. So, the selection of the best promotional mix would involve subjective information processing, instead of a numerically expressed objective decision-making process. In this research, the researcher using Schematic Diagram for Theoretical Framework which taken from Dibb et al. to extract the optimum promotional mix of a variety of tools to create customer awareness towards hydroponics products. The proposed methodology shows satisfactory results in terms of estimating the degree of awareness of customer towards hydroponics products through the use of existing promotional activities.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Belawan, Elsa Mening
2006819920
Contributors:
Contribution
Name
Email / ID Num.
Advisor
Sharif, Zainudin
UNSPECIFIED
Subjects: S Agriculture > S Agriculture (General)
S Agriculture > S Agriculture (General) > Agricultural ecology (General)
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons.) Marketing (BA240)
Keywords: Promotional mix; Customer awareness; Hydroponics; Brand image
Date: 2009
URI: https://ir.uitm.edu.my/id/eprint/74784
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