Agromas

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UNIVERSITY OF TECHNOLOGY MARA
UiTM SHAH ALAM

BRM 681

BUSINESS RESEARCH METHODOLOGY

PERFORMANCE DETERMINANTS OF FAMA’S AGROMAS PRODUCTS IN SHAH ALAM

PREPARED FOR:

DR. NOORAINI MOHAMAD SHERIFF

PREPARED BY:

FARIDAH NOR MOHD MOKHTAR 2011514043

MOHD ADY AZRI ISLAKHUDDIN 2011729145

NUR ZULAIKHA ABD AZIZ 2011356423

SITI KHADIJAH MOHD MOKHTAR 2011926713

CLASS: BM 7701CF

TABLE OF CONTENTS

CHAPTERS
1. INTRODUCTION 1
1. Background of Study 1
2. Background of Company 2
3. Scope of Study 5
4. Problem Statement 5
5. Research Objectives7
6. Research Questions8
7. Theoretical Framework8
8. Significance of Study8
9. Limitations of Study9

2. LITERATURE REVIEW10
1. Introduction 10
2. Sales Performance10
3. Promotion Effectiveness11
4. Availability of Product12

3. RESEARCH METHODOLOGY14
1. Research Design14
2. Sampling Frame14
3. Sample Size14
4. Sampling Technique15
5. Data Unit Analysis15
6. Data Collection Procedures15
7. Survey Instrument 15
8. Validity Instrument16
9. Data Analysis Plan 16

4. REFERENCES17

APENDIXES19
CHAPTER 1

INTRODUCTION

1. INTRODUCTION

As far as eating-out is concerned, Malaysia is one of the countries in the world where a family can afford to eat out almost every day of the week. Depending on one’s budget, the choice of eating places can range from posh hotels and chic sidewalk cafés to fast-food joints and hawker stalls. The variety of international and local cuisines available in almost all major commercial centers has influenced consumer’s desires, tastes and preferences.

One thing that can be noticed about the Malaysian nowadays, they are more driven towards fast, easy and instant product. This is noticeable more on the urban area where most people are having a very busy lifestyle. Malaysia’s consumer lifestyle has been evolving and changing due to rising of affluence and education levels. So this is the other factor that consumer today are concern towards fast, easy and instant product consumption. Malaysians are becoming more westernized, sophisticated and cosmopolitan. Admenment

1. Background of Study

Although the fast growth in sales of instant food products has intrigued researchers’ interests, most existing research on the food industry has dealt with marketing strategies more than consumer’s behavior. Without in depth understanding of consumer behavior for this product category, it is difficult to devise effective marketing strategies. Furthermore, there are numerous studies regarding consumer’s attitudes and purchase behaviors the food products. It is also to be remembered that well organized production process and innovative product are in vain, if the consumer doesn’t like it, then the product is not viable in the market. It is necessary to recognizing the consumer behavior at the product and it is important to know what strategies of marketing that the products need to apply in order to increase sales performance. Availability of certain product itself also gives big impact to company sales performance. For deep understand of sales performance, it necessary to look out company products as well as marketing strategies that they used.

The Pareto principle also known as the 80–20 rule, states that, for many events, roughly 80% of the effects come from 20% of the causes. However in business situations it can be define as “80% of your profits come from 20% of your product”. Based on researchers study, researchers...
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