Investment

CHAPTER 1
INTRODUCTION

1. AN OVERVIEW

First and foremost, the research topic that conducted by the researcher is “A Study on Factors that Influence Customers in Choosing ASNB Unit Trust Products”. The contents of this report consist of the introduction part, the literature review, research methodology, findings and interpretation of data, recommendation, conclusion and bibliography. Each of these chapters is explained in detail with the sub topics that discuss the essential procedures and steps in completing this study. On this chapter will discuss about the background of study, scope of study, problem statement, objectives and research question, hypothesis, limitation and significance involved and also discusses the definition of the main terms used in this research.

1.1 BACKGROUND OF THE STUDY

In general, customers choose to have and to buy something that will fulfill their desired and needs is based on several factors. As long as it will satisfy their needs and wants, so they will decided to buy and having those things. Here, it mentions about a satisfaction of customers in choosing a desired products because, the satisfaction known as a person’s feeling of pleasure or disappointment resulting from comparing a product or service performance (or outcome) in relation to his or her expectations. If the performance falls short of expectations, the customer is dissatisfied. On the other hand, if the performance matches the expectations, the customer is satisfied. Meanwhile, if the performance exceeds expectations, the customer is highly satisfied or delighted. So, there may have a several factors that will be an importance issues in choosing a unit trust products.

A unit trust funds is one of the famous type of funds in Malaysia. On the other hand, it is a financial vehicle through which individuals may invest their money in a right way. The idea behind unit trust is the better investment through collective investing.

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