Case study on promotional tools among night market traders at Segamat District / Ahmad Zuhair Abdul Manaf

The purpose of this study was to gain a better understanding of the importance of promotional tools toward night market traders of the factors that leading to influence the performance of business. Advertising, sales promotion and word of mouth is promotional tools that being choose by the researcher in conducting the study. This promotional tool being choose because its method is near suitable to night market trader's business. The study was run at night market at Segamat district because the area was near to the researcher's practical training at night market, so it is easy for him to do the research. The data were collected using in depth interviews as well as observation. The findings indicated that the night market is important to implement promotional tools at their stall, advertising play role as promotional tool to increase the awareness of customers toward the night market trader's products; sales promotion play role to attract customers to towards the products and increase customer loyalty to the night market traders; and word of mouth is important to attract new customers and maintain loyalty customers by maintain the quality of products or services.