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...

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Main Author:	Nor Jamilah Ibrahim
Format:	thesis
Language:	eng
Published:	2019
Subjects:	HF Commerce
Online Access:	https://ir.upsi.edu.my/detailsg.php?det=6384
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id	oai:ir.upsi.edu.my:6384
record_format	uketd_dc
institution	Universiti Pendidikan Sultan Idris
collection	UPSI Digital Repository
language	eng
topic	HF Commerce
spellingShingle	HF Commerce Nor Jamilah Ibrahim Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
description	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.
format	thesis
qualification_name
qualification_level	Master's degree
author	Nor Jamilah Ibrahim
author_facet	Nor Jamilah Ibrahim
author_sort	Nor Jamilah Ibrahim
title	Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
title_short	Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
title_full	Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
title_fullStr	Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
title_full_unstemmed	Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
title_sort	promotional mix and customer choice to enroll at tuition centres in tanjung malim
granting_institution	Universiti Pendidikan Sultan Idris
granting_department	Fakulti Pengurusan dan Ekonomi
publishDate	2019
url	https://ir.upsi.edu.my/detailsg.php?det=6384
_version_	1747833261291208704
spelling	oai:ir.upsi.edu.my:63842021-10-28 Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim 2019 Nor Jamilah Ibrahim HF Commerce 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. 2019 thesis https://ir.upsi.edu.my/detailsg.php?det=6384 https://ir.upsi.edu.my/detailsg.php?det=6384 text eng closedAccess Masters Universiti Pendidikan Sultan Idris Fakulti Pengurusan dan Ekonomi Abu Bakar Abdul Hamid, A. Q. (2004). Prinsip Pemasaran. Universiti TeknologiMalaysia: McGraw HillAbdul Majeed C. (2007). ?A study of the effect of sales promotion on consumption of fast movingconsumer goods in Kerala? Thesis. Department of Commerce & Management Studies, Universityof Calicut.Arshad (2004). Amalan Tuisyen Dalam Sistem Pendidikan. Utusan Malaysia.Retrieved January 26, 2004, from http://www.utusan.com.myAlvarez, A. & Cavanagh (2005). "Consumer Evaluations of Sales Promotion: The Effect onBrand Choice" European Journal of Marketing, Volume: 39, Number: 1, pp. 54 - 70.Ashkan Yousefi (2016). 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Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim

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