Catching customer's attention on BIMB: a study on marketing aspects / Muhammad Shakir Ismail

Ismail, Muhammad Shakir (2016) Catching customer's attention on BIMB: a study on marketing aspects / Muhammad Shakir Ismail. [Student Project] (Unpublished)


Currently, most people know about the current account, time deposit account but not aware about the modaraba, musharaqa, etc. Some people only have accounts in BIMB just for depositing and withdrawing purposes (wadiah & qardh al - hassan), but they don't know about other products provided. This may be due to marketing problems such as promotions, products, distribution channels and human resources. Effective marketing needs to be considered for effective responses. The objective of this study is to investigate the level of knowledge and understanding on BIMB's products and services and the effective marketing strategy that needs to be taken by BIMB to spread its products and services in Kuala Lumpur. There are 5 potential variables that can be used to meet the objective which are knowledge and understanding, advertising, customer's attitude, reputation, and product and service quality as the independent variables and marketing on BIMB's products and services as the dependent variable. The data will be collected through questionnaire survey. The questionnaire will be distributed to the BIMB customers of Kuala Lumpur using simple random sampling. The data collected from the questionnaire will be run through IBM SPSS Statistics 22. The econometric methods uses in this research are Pearson Correlation Coefficient and Multiple Linear Regression. Pearson Correlation Coefficient is used to identify the relationship of dependent variable and independent variables whether it show positive or negative result.


Item Type: Student Project
Email / ID Num.
Ismail, Muhammad Shakir
Email / ID Num.
Thesis advisor
Ismail, Irwan
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HG Finance > Banking > Bank accounts. Bank deposits. Deposit banking
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (HONS) Islamic Banking
Keywords: BIMB; marketing
Date: 2016
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