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VOT NO: 68708

VOT NO: 68708. Acknowledgemen t. We would like to confer our appreciation for the financial award, co-operation and support we have received during the course of this study from Yayasan Tun Ismail Mohamed Ali Berdaftar, and Permodalan Nasional Berhad.

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VOT NO: 68708

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  1. VOT NO: 68708

  2. Acknowledgement We would like to confer our appreciation for the financial award, co-operation and support we have received during the course of this study from Yayasan Tun Ismail Mohamed Ali Berdaftar, and Permodalan Nasional Berhad. We would also like to express our gratitude towards Research Management Centre, Universiti Teknologi Malaysia for the assistance in managing the research activities. i

  3. Executive Summary Purpose The purpose of this study is to develop a new segmentation for investment expenditure and pattern based on psychographic variables in Malaysia. Approach This study employed survey method using questionnaire adopted from established international model. Survey data was gathered nationwide (1520 respondents). Findings The results of the study reveals nine segments for investment and pattern based on psychographic variables in Malaysia Managerial Implications Although demographic variables are crucial to a successful segmentation strategy, it is deemed to be insufficient on its own by various academic literature. The psychographic variables therefore can be used as the main basis to enhance segmentation and supported by the demographic variables. ii

  4. Acknowledgement i Executive Summary ii Table of Content 1.0 Introduction 1 2.0 Main Objectives 2 3.0 Research Approach 3 3.1 Survey Research Tool 4 3.2 Population and Sampling Technique 5 3.3 Survey & Interviews 6 3.4 Limitation 8 3.5 Data Analyses 9 3.6 Reliability & Validity 10 4.0 AIO Worldwide 11 4.1 Research on AIO 12 4.2 Application of AIO worldwide 13 4.3 Application Of AIO Worldwide: The Conclusion 17 5.0 Scope of the Study 19 Contents Pages Table of Contents

  5. 6.0 Main Findings 20 6.1 Application of AIO in Malaysia 21 6.2 Demographic Segmentation 22 6.3 Behavioral Profile 25 6.4 Current Investment by Zone & State 27 6.5 Zoning by Prospect & State 28 6.6 Zone Profile 29 6.7 Unit Trust Market: Competitive Analysis 31 6.8 The Findings: Malaysian Psychographics Segmentation 32 6.8.1 Pioneering Innovator 33 6.8.2 Cognizant Contemporary 34 6.8.3 Assertive Leader 35 6.8.4 Self-reliant Advocate 36 6.8.5 Conformist 37 6.8.6 Excitement Hunter 38 6.8.7 Gizmo Eager 39 6.8.8 Civilized Persona 40 6.8.9 Solo Sustainer 41 6.9 Psychographics Segmentation Key Values 42 6.10 Target Segment 43 6.11 Where to Market 44 6.12 The Position of Malaysian Psychographics Segments on 45 Unit Trust Product Based on Market Prospect 6.13 The Shared Value Among Existing Consumer Psychographics Segment 46 7.0 Managerial Implication 47 References Appendices

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