Proposal

1ASLAH PERSONAL FINANCING-I: FINANCIAL APPROACH
AND ITS STRATEGIES AMONG TEACHERS

(PROPOSAL)

NURFARHANA BINTI YUSHALANI
2009608554

BACHELOR OF BUSINESS ADMINISTRATION (HONS)
FINANCE
FACULTY OF BUSINESS MANAGEMENT
UNIVERSITI TEKNOLOGI MARA (UITM) KOTA BHARU
CAMPUS

APRIL 2011
1ASLAH PERSONAL FINANCING-I: FINANCIAL APPROACH AND ITS STRATEGIES AMONG
TEACHERS

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CHAPTER 1

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Personal loans are the solution to all kinds of financial needs and make a right
approach to choose secure, suitable and satisfy loan are important to customer.
The need is only of going through some of these loan plans and understand the
terms and conditions thereupon for secured personal loans. Hence, the financial
approach that can estimate the need is by doing marketing. Marketing is the act
process of buying and selling in a market (Dictionary.com). At its best, it can
actually change peoples lives for the better. Marketing is not also engage the
attempt of sale and promotion, but also involve another activities. To justify the
successful of the marketing effort, the success of activities must start with the
understanding about the market itself to make sure the fulfillment of the need
been utilize. Once an organisation is able to identify the needs and wants of the
customer they will enhance the customers lifestyle, while at the same time
ensuring that the satisfaction of these needs results in a healthy turnover for the
organisation.

Based on that, the researcher mainly focuses on marketing strategy of 1Aslah
Personal Financing-i done by Bank Rakyat Gua Musang to measure the impact
of the approach. Hence, marketing strategy is suitable approach in other to
persuade their market need. In achieving market plan 2011, Bank Rakyat Gua
Musang has formulated and implemented their marketing strategy for the main
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selected group target which is government employees especially to attract
teachers in applying 1Aslah Personal Financing-i.

1.2 BACKGROUND OF THE COMPANY

In economic situation, Islamic bank becoming important role in market due to the
success of Tabung Haji and the calls from the Malaysian Muslims who need the
Islamic financial system has emphasized the government to establish a full
fledged Islamic bank. In Malaysia, one of the popular companies that use Islamic
banking system is Bank Rakyat. Bank Rakyat was established in September
1954 under the Cooperative Ordinance 1948, following the period in which the
cooperative credit movement began its rapid in Peninsular Malaysia.

In order to overcome difficulties in providing the loan facilities to their members
as well as in finding sources of funds, the credit cooperative societies in the rural
areas recognized their own union Cooperative Banks. On 28th September 1954,
eleven of these banks amalgamated in an Apex Bank, which also known as Bank
Agong. Nowadays, the name has changed and become a Bank Rakyat.
Subsequent changes in the By Laws of the Bank Agong resulted in the
enlargement of its role, restructuring of its membership structures as well as the
changing in its name.

From Bank Agong with a membership of eleven Union banks, it became Bank
Kerjasama Malaysia Berhad in 1967 with membership opened to both
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cooperative societies and individuals. Further changes in by laws of bank enable
it to established subsidiaries and participate in any activities that will be profitable
to the bank. Due to the expansion of its role, on 6th January 1973, the name was
changed onto Bank Rakyat.

On 8th May 1993, Bank Rakyat took a giant step forward with the launching of
Islamic Banking facilities at four of its branches. The bank also announced its
objective of covering all its banking facilities from the conventional system to
those which are based on shariah principles, making Bank Rakyat the second
bank in the country that launched fully Islamic products. From 1st January 1997,
all the branches were operating as Shariah Branches.

In fact, the Islamic Banking system is available to all-Bumiputeras, non-
Bumiputeras, Muslims and also to non-Muslims. To this extent, Islamic banking
would help to enlarge and expand the countrys financial system. A rapid
development of Bank Rakyat in Malaysia has widespread its products to fulfill the
customer needs.

To enlarge its activities, Bank Rakyat has introduced a various products from
time to time to sufficient with the consumers need. One of the products is Aslah
Personal Financing-I. Aslah Personal Financing-I as a new brand name came out
from rebranding process before this known Aslah Personal Financing-I (Ministry
of Education) was introduced in 2007, before that also known Mudarris Personal
Loan is a personal loan which based on the Shari'ah principle. Now, Aslah
Personal Financing-I is a personal financing offered especially for government
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employees from the Ministry of Education as the higher target groups.
Nowadays, there are a lot of personal loan have been around since the world is
accelerated by a high Islamic banking development.

Bank Rakyat Gua Musang is 108
th
branch and to date there are 15 staff only. The
branch is gred C which is categorized for small branch of Bank Rakyat.

1.2.1 Companys Profile
Company Name : Bank Kerjasama Rakyat Malaysia Berhad Gua
Musang Branch
Address : Lot Pt 7841 & 7842 Taman Mesra, Jalan Persiaran
Raya, 18300 Gua Musang, Kelantan.
Tel. No : 09-9124600
Fax No : 09-9125595
Website : www.bankrakyat.com.my

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1.2.1 Company Structure
Figure 1.1: Company structure

Hamdan bin Daud
Branch Manager
Azman bin Abdul Aziz
Financing Unit
Mohd Shafie bin
Muhammad
Executive of Financing Unit
Shariful Bhari bin Ch
Ayak @ Ayub
Head of Financing Unit
Mohd Noor Hashimi
bin Awang
Documentation Unit
Mat Hasan bin Yaacob
Financing Administration
Unit
En Azhar bin Yusoff
Head of Financing
Administration Unit
Abd Razak bin Mohd
Atan
Assistant Branch
Manager
Norul Alwani binti Mohd
Arshad
Executive of Operational
Unit
Wahida binti Ramli
Teller
Maisarah binti Che
Mahmood
Teller
Mohd Saiful Izam bin
Suhadin
Office Assistant /
Administration
Nurul Izwahida binti
Othman
BR-SMART Executive of
Marketing (Financing Unit)
Nik Muhammad
Hafizie bin Nik Daud
Financing Unit
Wan Mohd Marwanhakem
bin W.Muhamad Ghazi
Financing Unit
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1.3 PROBLEM STATEMENT

Nowadays, there are a lot of challenges when running the business since it
becoming more complex. Many companies work harder to progress their
performance and get more profit. They set a marketing strategy and implement it
effectively to achieve their goals and target.

Marketing strategy is a key for all kind of business. By creating a good strategy
within its application, those companies can catch the attention of people to deal a
business with them. Seems the business world becomes hard and more
globalize, they have to battle with banking sector. So, the entire business
especially the cooperative has to anxiety about this cause and must be
encouraged and positive in creating a good strategy, especially in marketing
aspect. Furthermore, most of the bankers in Malaysia offer all kind of loan and
have their own specialties, so they have to battle with those bankers to get their
own borrowers.

In this study, the researcher tries to determine whether the teachers are
influenced on the marketing strategy implemented by Bank Rakyat Gua Musang
for their 1Aslah Personal Financing-i. Hopefully, researcher will know and get a
clear view by concerning to the problems statement.

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1.4 OBJECTIVES OF THE STUDY

Through this study, the researchers have planned a few objectives of this
research. The main focus of this research is to identify:

1.4.1 To examine the most important financial approach and its strategy that
influence teachers applying on 1Aslah Personal Financing-i.
1.4.2 To study the implementation of marketing strategy in Bank Rakyat Gua
Musang that concentrated on product, price and promotion.
1.4.3 To provide some ideas on how to know the best marketing mix in
marketing strategy for personal loan.
1.4.4 To give some recommendations in order to help Bank Rakyat Gua
Musang perform effectively in the future.

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1.5 THEORETICAL FRAMEWORK

INDEPENDENT VARIABLES DEPENDENT VARIABLE

The theoretical framework is the foundation for the entire research project is
based. The development of the theoretical framework shows that the dependent
variable was about the teachers decision to apply 1Aslah Personal Financing-i
based on marketing strategy. Meanwhile, there are three independent variables
have been developed which are the studying about the factor of promotion, price
and product that influence the teachers applying on 1Aslah Personal Financing-I
at Bank Rakyat Gua Musang.

Promotion
Price
Product
Teachers Applying
The 1Aslah Personal
Financing-i
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1.6 HYPOTHESIS

There are three hypotheses that have been designed for this study, where (Ho) is
a null hypothesis to be tested and (H1) is an alternate hypothesis. There are as
follow:

Hypothesis 1
Ho: Teachers applying on 1Aslah Personal Financing-i is not influence by the
promotion.
H1: Teachers applying on 1Aslah Personal Financing-i is influence by the
promotion.

Hypothesis 2
price.
H1: Teachers applying on 1Aslah Personal Financing-i is influence by the price.

Hypothesis 3
product.
H1: Teachers applying on 1Aslah Personal Financing-i is influence by the
product.

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1.7 SIGNIFICANCE OF STUDY
The significant of this study are as follow:

1.7.1 To the Researcher

Upon completing this study, it hopes that the researcher will get a better
understanding about the marketing strategy created by Bank Rakyat Gua
Musang for their 1Aslah Personal Financing-i. Besides that, researcher
also hopes to get some additional knowledge in gathering the information
about the best financial approach.

1.7.2 To the Bank Rakyat Gua Musang

This study will help the company to improve their marketing strategy in
provided that better loan services to their customers in order to analyze
and evaluate financial information relating to past and future business
performance. Besides, they can arrange and perform an effective strategy
especially in marketing their products.

1.7.3 To the Respondents

After completing this study, it hopes to gives a better insight also
information and thus the respondents will be aware to the Bank Rakyat
product, especially on 1Aslah Personal Financing-I.

1.7.4 To the Industry

The study will help to propose important strategy for the cooperative
industry to cater the needs of Muslims and non-Muslims. It also hopes
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that cooperative industry will be equally modern and refined as the
banking system.

1.8 DEFINITION OF TERMS

Personal financing a loan that establishes consumer credit that is fixed
for personal use.

Financial saving and lending money

Marketing a social and managerial process by which
individuals and groups obtain what they needs and
wants through creating and exchanging goods and
value with others.

Promotion the coordination of all sellers initiated efforts to set
up channels of information and persuasion to sell
goods and services or promote an idea

Price the quantity of payment or compensation given by
one party to another in return for goods or services

Product an item that ideally satisfies a market's want or
need

Researcher the author who conducting this study
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Teacher a person who is teaching in the school

1.9 LIMITATION

Upon conducting the research, researcher faced several limitations that acted as
barriers to carry out a good research project. They are:

1.9.1 Lack of References
The researcher does not have sufficient references in doing the study.
There are not many articles and journals and other references material
found during conducting research. The researcher also has a problem to
find the latest articles regarding the topic.
1.9.2 Barriers of Respondents
Researcher confronts some difficulties when facing with the respondents.
Some of the respondents did not give a full cooperation during distribution
of questionnaires. They were reluctant to give their cooperation to answer
the questions and some of them just check answers without read the
questionnaires.
1.9.3 The distance
During conducting the thesis, the researcher doing a practical training at
Gua Musang and every month the researcher should go to see the
advisor at University Technology MARA Kota Bharu campus. Even Gua
Musang to Kota Bharu is not far but it took time to arrive at campus. It is
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difficult for the researcher and the advisor to make a discussion about this
thesis.

1.9.4 Time constraint
The researcher facing the limitation in time during conducted this study
because the time given was not enough for researcher to get more
information and data.
1.10 SCOPE OF STUDY

The research will conduct at the schools in town of Gua Musang. The main
reasons why this study focuses at Bank Rakyat Gua Musang because based on
personal interviewed with staff of Bank Rakyat Gua Musang that concluded 70
percent who applied 1Aslah Personal Financing-i as known Mudarris Personal
Loan is came from academicians especially teachers.

1.11 SUMMARY

In this chapter, shows that the study was introduce subject as a research
attention. With followed by the background of study which covered Bank Rakyat
background and some introduction of the product Aslah Personal Financing-i with
Islamic banking concept. Then, researcher was contributed the statement of the
research problem, objective of the study has specific, identify the dimension
scope of the study, describe the significant of the study can contribute, and the
key terms that used in this study.
CHAPTER 2

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LITERATURE REVIEW

2.1 INTRODUCTION

In this chapter, the researcher has searched some of literature that is relevant to the
topic study. According to Sekaran (2003), literature review is a documentation of a
comprehensive review of the published work from secondary sources of data in the
areas of specific interest to the researcher.

A loan is one of the sources which consumers can obtain money in easy way to fulfill
their needs and wants. People will apply a loan for financial needs if they dont have a
sufficient amount funds in order to expand their needs and wants. Moreover, most of the
loans were easy to apply since most of the bankers, cooperative and financial
institutions offer a loan scheme to consumers. Indeed, these people can be the owner of
a sum of money in short term periods. The advantage for customers is they have such a
lot of alternative in choosing personal financing as a loan scheme.

For this study, the researcher has seemed to be onward in finding the literature for
dependent variable and independent variables. Thus, the researcher has found to
originate some of the literature about financial approach, marketing strategy, personal
financing, and teacher for dependent variable. Meanwhile, for independent variables, the
researcher has look for promotion, price and product.

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2.2 AN OVERVIEW OF FINANCIAL APPROACH
Different plan sponsors, of course, have different constraints and objectives that can
vary widely with the health of the corporation and its approach to managing the pension
plan (Kimberly A. Stockton). However, due to the changes in the past few years to
pension accounting and funding rules have generally raised awareness to each
company about their strategy that they conduct.

Financial approach where is the technique used to estimating the financial needs by
considering the future needs. Hence, based on this study the researcher wants to
estimate whether the marketing strategy is suitable approach which will give better
financing to the company in other to get profit and achieve their objectives.

For this study, the researcher has seemed the customers go through a process of
knowledge, persuasion, decision and confirmation'' before they are ready to adopt a
product or service according to the Rogers and Shoemaker. The adoption or rejection of
an innovation begins when ``the consumer becomes aware of the product'' (Rogers and
Shoemaker). The Wallis Report (1997) states that ``consumers will seek out those
financial products and suppliers which offer the best value for money and they are
educated about it''. Hence, it is necessary that the banks offering this approach which
marketing strategy that make the consumers aware about the availability of such a
product and explain how it adds value relative to other products of its own or that of the
competitors. Bank Rakyat Gua Musang has made marketing plan for this year 2011 so
that they finally achieve the target the headquarters want.

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2.3 THE IMPORTANCE OF MARKETING STRATEGY IN SUSTAINING NUMBER OF
CUSTOMER.

In recent years, several studies have pointed to the importance of marketing to company
performance, and in the UK, considerable emphasis has been placed on improving the
marketing performance of small and medium-sized enterprises. Brooksbank et al. (1992)
found that the most successful companies are those which are marketing oriented.

The meaning of the terms marketing and marketing strategy had developed
considerably. Earlier studies of marketing style to extravagance as a practically oriented
management function with several consistent subdivisions such as product
development, distribution, packaging, purchasing, promotion and pricing. These refer as
a marketing mix. Marketing is uniquely proficient to appraise consumer needs and the
firms potential for gaining competitive advantages that eventually must guide the
corporate mission.

According to Kotler and Amstrong (2004), marketing is a social and managerial process
by which individuals and groups obtain what they need and want through creating and
exchanging products and value with others. Meanwhile, according to Baker (2000),
marketing is not only much broader than selling; it is not specialized activity at all. It
encompasses the entire business. It is the whole business seen from the viewpoint of its
final result, that it, from the customers point of view. Concern and responsibility for
marketing must therefore permeate all areas of the enterprise.

Hawkin et al. (1998) said that marketing strategy is basically the answer to the question:
How will we provide superior customer value to our target market. Based on this, Bank
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Rakyat has created a personal financing especially for all teachers as their target market
look likes there were most bankers in Malaysia offer a loan scheme for people.
According to Mason (1987), marketing strategy is a plan of action that outlines in broad
terms how organization will compete in chosen market. Moreover, Allvine (1987) agreed
that marketing strategy is a major aspect of strategic planning concerned with evaluating
present and potential business and selecting those with greatest promise.

In marketing concept, it will mainly highlighted on the marketing mix in determining the
marketing activities for an organization. According to Kotler and Amstrong (2004),
marketing strategy consist of 4Ps, namely product, price, promotion and place. He also
supplemented that marketing mix is the set of controllable tactical marketing tools;
product, price, promotion and place, that the firms mix together to produce the reaction it
wants in the target market.

As for this research, the marketing factors were referring to marketing strategy that
influences the teachers apply 1Aslah Personal Financing-I. Based on the case of this
study, place is determined of Bank Rakyat Gua Musang was operating in which located
in town of Gua Musang, Kelantan. So, the main marketing factors for this research are
promotion, price and product not including factor of place.

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2.4 THE ROLE OF PERSONAL FINANCING

Most banks and cooperative operate personal financing scheme which are likely to loan
account except they are intended for personal customer only and that the regular
repayments incorporate the interest charges. Under personal financing scheme, a
customer have a loan of a sum of money for an agreed period of time and makes
monthly repayment, where which contain interest fixed so as exactly to extinguish the
debt at the end of the time. However, this personal loan or personal financing not
practicing interest, but, the rate charged by 1Aslah Personal Financing-i known as profit
rate.

According to Sudin Haron (1994), Bay al-Inah is a contract based on transaction of al-
nasiah (delayed). For this study, Bank Rakyat offered 1Aslah Personal Financing-i to
teachers who apply it. However, those teachers who applied it must make a repayment
as a fulfillment of the contract. This contract was known as Bay al-Inah. This payment
measured as al-nasiah because those applicators just make a repayment base on
monthly installment.

2.5 TEACHER
Teacher plays an important role to act as an educator. Basically, teachers teach
children, teenagers or even adult. Their task is to provide knowledge based on their
skills and education. Moreover, teachers have to execute a positive attitude seems they
be a role model for students.

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According to Sidek Baba (1992), teacher is a person who is responsible to make the
process of giving knowledge and information, shares the experience and also transfer
the deftness. It is absolutely focuses more on knowledge, information, deftness, skills,
experiences and also good attitude to be follow.

Meanwhile, based on Abd Rahman (1992), teacher also known as a leader. The superb
and impressive leadership leaders or teachers are by not off-putting them for the specific
style of management or lecture. What will the teachers or leaders do are, they can
provide accommodation the proper style of leadership to whom they will lead or teach. In
the certain situation, leaders can use several theories or models to make a good
management or lecture.

Seem teachers work as a government servant, they also be paid a salary for they use it
for basic needs and wants. According to Parkay and Stanford (1998), teachers salaries
are typically determined by years of experience and advanced training as evidenced by
graduate credit hours or advanced degree. However, additional duties such as coaching
an athletic team, providing the book and school newspaper, sponsoring club or directing
the band will bring extra pay for teachers.

Looking at Parkay and Stanford suggested, we see that not all teachers have a high
salary. Bank Rakyat takes this prospect to offer a loan scheme for all teachers with
applicable condition. Seems most of the bankers in Malaysia offer a loan scheme, Bank
Rakyat create a loan for a specific group in government employees. With that, Bank
Rakyat can just focus on 1Aslah Personal Financing-I to be promoting to all teachers.
So, those who be paid a middle part of salary can apply 1Aslah Personal Financing-i in
sort to fulfill their basic needs and wants.
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2.6 PROMOTION
Promotion plays as a key of function in introducing product especially a new one. It
consist of many elements such as advertising, personal selling, sales promotion and
public relations. All categories has it owns strategies and tools.
Belch (1995) define promotion as the coordination of all seller-initiated efforts to set up
channels of information and persuasion to sell goods and services or promote and idea.
Burnett (1993) added promotion as the marketing function concerned with persuasive
communicating to target audiences the components of the marketing program in order to
facilitate exchange between the marketer and the consumer and to help satisfy the
objectives.

Hart (1993) adds, in general little effort is put into the promotion of either advertisement
or any other promotions will gain better performance. Indeed, lack of promotional activity
is frequently an indicator of lack of anything to promote. It is the case where the
producers will hardly get their target consumers. In the context of bank marketing
planning, Guiltinan and Donnelly (1983) identify ``information about the benefits of using
a product/service'' as an essential service/ product promotion strategy.

In other word, promotion can be defined as activities that communicate the intrinsic
worth of the products or services and persuade the target customers to buy it. When the
consumers responsive with the message given, definitely they will go and seek more
information about the product or even they have intent to know more about it.

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Factually, the researcher supposed that promotion is a vital part for companies to
introduce themselves or a part of their bodies. With proof of some literature reviews,
researcher can conclude that the promotion has a relationship in arrange to attain the
customers awareness. Naturally, when customers aware with some of the promotion
strategy, they will be determined to know more about the message the company tries to
give. In this study, the researcher believes that Bank Rakyat has put its whole effort to
promote the products especially in the case of 1Aslah Personal Financing-i. Bank
Rakyat also has allocation on pamphlet, banner as option medium channels to promote
1Aslah Personal Financing-i and basically persuade teachers interest to know more
about 1Aslah Personal Financing-i itself.

2.7 PRICE
Price is a mostly persuasive element of the marketing strategy because of its through
impact on the customer, the company and the economy. To the consumer, price is a key
indication of quality and an important factor in the decision-making process. For the
company, the price is a major at which a product or service is sold stand for the only
means of recovery costs and making a profit.

Bovee and Thill (1992) defined price as the value usually in monetary term. Stigler
(1987) said that price system gives innumerable message on the state of supply and
demand for each commodity or services at each place where it is bought or produced.
Briety et al. (1998) said that price is a key element in overall business strategy and to
make strategic pricing decisions one should know what objectives are being served.

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For Bank Rakyat, seem 1Aslah Personal Financing-i is a kind of scheme but still on
their product, they generate the price in term of the amount to be loan and the fixed rate
to be charge. By charging using fixed rate, they can gross the profit. Besides that, the
total amount also can attract teachers to apply 1Aslah Personal Financing-i because of
its applicable and condition which related with the pricing strategy.

2.8 PRODUCT
The product is the basis or an establishment of the marketing strategy. The product must
be considered as the starting point for marketing strategy, because without product,
there is no promotion and nothing to price or distribute. Without a product strategy, it is
difficult to know which track to take. One idea may show attractive to one person and not
another.
According to Skinner (1994) with Pride and Ferrel (1991), they agreed that product might
in term of good, service or idea. This view will be transfer by the firms in winning the
number of customer. Meanwhile, according to Allvine (1987), product is a physical item
or service that meets a particular type of customer need on dimensions including quality,
convenience, variety, appearance and image.

Base on Jain (2000), product tell customer what companies stand for, what companies
are and how companies would like customers to evaluate them. For that, Bank Rakyat
has introduced 1Aslah Personal Financing-i to public. More deeply, they target this kind
of product to those government servants, which includes teachers and lecturers. So,
similarly with Jain opinion, teachers or lectures can said that Bank Rakyat have
persuade them to apply 1Aslah Personal Financing-i look likes Bank Rakyat has
provided to them as a simple way for them to get some money for personal use.
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2.9 SUMMARY
In this chapter, show that the keys of literature review based on study. There are
includes financial approach, marketing strategy, personal financing, teachers, promotion,
price, and product. The literature review in this study was referred, researcher was used
a secondary data. According K.Malhotra (1999), secondary data can be defined as data
collected for some purpose other than the problem at hand. Secondary data for this
research was gathered from textbooks, journals, magazines and other references in the
library. Although, some data was collected retrieve from Bank Rakyat websites.

Based on the review of key studies, marketing strategy on 1Aslah Personal Financing-i
was positively related with all those independent variables. Those independents
variables include sales promotion, price and product. It shows that marketing strategy
made by Bank Rakyat on 1Aslah Personal Financing-i to attract among teachers in Gua
Musang to apply it as a dependent variable. Moreover, it will be shows or not that most
of teachers are clearly understood the concept, application and objectives of marketing
strategy. The influence on marketing strategy of 1Aslah Personal Financing-i among
teachers offered by Bank Rakyat will be significant or not with promotion, price and
product. Beside that, Bank Rakyat has to achieve their objective in giving a good service
to their target customer by plotted good marketing strategies.

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CHAPTER 3
RESEARCH METHODOLOGY

3.1 INTRODUCTION

This research requires a proper methodology serving as general framework or blueprint
for conducting a research project. Framework is very important in order to gather enough
and relevant to solve research problem.

In this research the researcher is going to study on the influence of marketing strategy
on 1Aslah Personal Financing-I among teachers. The researcher will only take the
teachers who teach in primary schools at Gua Musang as target or research population.
The researcher assumes that it would be easier to collect data or information regarding
the research problem from this group of people.

3.2 RESEARCH DESIGN
Research design is framework or blueprint for conducting the research project. It details
the procedure necessary for obtaining the information needed to structure or solve
research problems (Naresh K.Malhotra).

3.2.1 Purpose of the Study
Before the research is proceed, it is important to define the target population of
the study. After a research had gone through a several process, the researcher
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found that 1Aslah Personal Financing-i commonly offered for those who work as
an educator, which includes teachers and lecturers.

3.2.2 Population of the Study
According to Zikmund (2000), population is a complete group of entities sharing
some common set of characteristics. In this study, the researcher had decided to
take the entire teachers who were teaching at primary schools in the town of Gua
Musang as a population.

3.2.3 Samping Size
The sample used about 60 respondents which comprise the existing customers.

3.2.4 Sampling Technique
According to Sekaran (1992), non-probability sampling technique refers to the
elements do not have a known or predetermined chance of being selected as
subjects. In addition to that, according to Malhotra (1999), probability sampling as
a sampling procedure in which each element of the population has a fixed
probabilistic chance of being selected for the sample.

In sampling technique, the researcher decides to use simple random sampling as
the sampling techniques for this study. Simple random sampling is a probability
sampling technique in which each element in the population has a known and
equal probability of selection. Every element is selected independent of every
other element and the sample is drawn by a random procedure from sampling
frame. (Naresh K.Malhotra, 2004)
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3.3 DATA COLLECTION METHODS
Data collection is the central part of the study. It is the process of gaining the data. For
the purpose of gaining the data, the researcher had gathered the data through by
primary data.

3.3.1 Primary Data
Primary data is originated for the specific purpose of addressing the research
problem. Primary data is also known as the raw data. There are several
techniques of gathering primary data.

a) Questionnaires

The questionnaire is one of the methods using in collecting the data. It is
appropriate because the respondents will have the opportunity and free to
answer all the questions without any enforcement. The questionnaires will be
distributes to the sample as well as interviewing through face to face. A
questionnaire is formalized set of question for eliciting information that will be
given to 100 teachers who are teaching in seven selected primary schools at
located in town of Gua Musang.

b) Personal Interview
Personal interview is another technique that will be made in order to obtain
more information to the subject matter. In this research, the researcher will
made a personal interview with some teachers as a respondent to get
feedback about the information in this study.

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3.4 DATA ANALYSIS TECHNIQUES
In data analysis techniques, the researcher will discuss the finding of the data and try to
interpret them within data collected will be analyze using the Statistical Package For
Social Science (SPSS) 14.0 for Windows Student Version Program.

Based on this study, the process of analyzes a data and finding analysis begins after all
the data and information had been gathered through the data collection method.
Through this process, the researcher was determined the influence between the variable
such as to identify the relationship between dependent variable and independent
variable. Besides, the Statistical Package for a Social Science (SPSS) will be used in
order to interpret all of the data that was obtained through data collection method
process. Meanwhile, Reliability analysis, Frequency Distribution, Descriptive statistics
and Hypotheses Testing (Correlation Coefficient) are also been use at this stage.

3.4.1 Reliability analysis
This analysis is to determine the consistency and stability of the data that was
gathered. In this analysis, the alpha is guidance to the researcher where the
value of alpha is 0.6 above will consider reliable and can accept in this study.

3.4.2 Frequency Distribution
It is a method to examine the question that was resulted from frequency table
(Malhotra, 2004). Regarding to this method, the researcher can determine the
variables that include in questionnaire such as frequency of respondents profile
and other question that stated in independent and dependent variables section.

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3.4.3 Cross Tabulation
It is a technique that was used in order to measure a comparison between two
different variables. Hence, from that analysis the researcher can identify the
relationship between one variable to another variables.

3.4.4 Correlation Coefficient
Once the data are ready for analysis, the researcher is ready to test the
hypotheses that already developed for this study. In this study, the hypotheses
study is tested using the Person Correlation matrix. It is because, since the
researcher is using an interval measurement of scale, Sekaran (2003) suggested
that it would be appropriated to use Pearson correlation matrix. The rules of
thumb have been proposed to characterize the strength of the association
between variables, based on the absolute size of the correlation coefficient.

3.4.5 Chi-Square Test
Hypothesis Testing is the process to determine the relationship between the
variables whether to accept or reject the hypothesis. However, order to achieve a
good result, the researcher decided to choose another analysis to test whether
these variables have a significant relationship or not. So, the researcher decided
to choose Chi-Square Test. According to Sekaran (2003), Chi-Square Test is a
nonparametric test that establishes the independent variables and dependent
variables. In this study, the decision rule of hypothesis testing will accept the
alternate hypothesis (HI) when the Observation value is greater than Critical
value.
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3.7 SUMMARY
In this chapter, reviews all parts of research methodology will be using in this study.
Although in part of methodology, researcher was describes how research design
adopted in the study, provide details in data collection methods based on population and
size sample, about questionnaire, how the questionnaire will be administrative, and data
analysis techniques to be use in analyzing the data.

BOBLIOGRAPHY

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Bank Rakyat Malaysia Berhad, (2009). Annual Report 2009. [Online]. Available at:
http//www.bankrakyat.com.my and www.irakyat.com.my [accessed 5 January 2011]
Bank Rakyat Malaysia Berhad, Gua Musang Branch (2011), Pamphlet and Form of
Personal Financing-I.
Belch, G.E. and Belch M.A. (1995) Introduction to Advertising and Promotion: An Integrated
Marketing Communications Perspective.
Bovee, L.L. and Thill, J.V (1992) Marketing. UK: McGraw-Hill Inc.
Briety, E.G., Reeder, R.R. and Eckles, R.W. (1998) Business Marketing.
Burnett, J.J. (1993) Promotion Strategy.
Cox, D. (1988) Success in Elements of Banking.
Cox, D. and Fardon, M. (1989) The Business of Banking. Worcester, London: Northwick
Publisher.

BOOKS
Naresh K. Malhotra (2004), Marketing Research, An Applied Orientation - 4
th
Edition,
Prentice Hall, USA.
Sekaran, U (2003) Research Methods for Business-A Skill Building Approach-4
th
Edition.

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