ASNB unit trusts funds: a case study on investor acceptance towards ASNB unit trust funds / Norashikin Abang

This study is to determine the customer acceptance towards ASNB unit trust funds in Kuching City. The factors for independent variables are awareness on unit trust investment, the benefits of investing in unit trust, customer perception and customer satisfaction towards ASNB products are expected to influence the customer acceptance towards ASNB products. Pearson Correlation analysis is used to determine the difference between independent and dependent variables. The finding reveals that all independent variables do influence the customer acceptance on ASNB products. Reliability, frequency and descriptive analysis also used and based on the findings of the analysis, it seems that majority of the respondents come from those age 30 to 50 years old with income range from RM1,000 to RM3,000. This indicates that this group are satisfied and accept ASNB unit trust funds in Kuching City.