Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
This study was conducted to examine the relationship of promotional mix oncustomer choice to enroll at tuition centers in Tanjung Malim district. The populationin this study were the parents who sent their children to the five selected tuitioncenters. The sample consisted of 127 parents as responden...
Saved in:
| Main Author: | |
|---|---|
| Format: | thesis |
| Language: | eng |
| Published: |
2019
|
| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=6384 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This study was conducted to examine the relationship of promotional mix oncustomer choice to enroll at tuition centers in Tanjung Malim district. The populationin this study were the parents who sent their children to the five selected tuitioncenters. The sample consisted of 127 parents as respondents to answers thequestionnaires. There were four dimensions; advertising, public relation, salespromotion and direct marketing being analysed to identify the relationship toward thecustomer choice of tuition centers. Around 300 structured questionnaires containing26 items were distributed to the respondents. In this research, respondents werechosen randomly from students who attend tuition classes around Tanjung Malim byusing a simple random sampling method. Software Statistical Packages for SocialScience (SPSS) was used to analyse the data and it was presented in the forms ofinferential and descriptive statistics. From the finding, it is found that the correlationanalysis showed that all dimensions i.e promotional mix have significant relationshipwith customer choice of tuition centers. In multiple regression analysis have foundthat a combination of variables, namely promotional strategy elements (advertising,public relation and publicity, sales promotion and direct marketing) explained by34.2% of variance in the customers choice of tuition Centre. The results of this studycan be used as a guideline for organisations make the effective promotional strategiesto attract customers attention for subscribing their services. Recommendations to thestudies conducted in the future is to increase the population in this study for enableresearcher to generalize their finding with most higher confident. |
|---|