National Unit Trust Berhad (NUTB) Promotional Strategies for Bumiputra in Malaysia

Abstract

The unit trust industry in Malaysia was first established by British investors in 1959 with the introduction of the Malayan Unit Trust Ltd. It is called unit trust instead of mutual fund because the ownership of the fund is divided into units of entitlement. Initially, the growth of the unit trust in Malaysia was very slow due to lack of public interest. The purpose of the study are to determine the types of NUTB’s promotional strategies, to identify the level of effectiveness promotional tools used by National Unit Trust Berhad (NUTB), to describe the correlations between NUTB’s promotional strategies with customer motivation to invest and to examine the effect of the promotional tools with the customer motivation to invest in NUTB’s products. The findings from the study found that several strategies should be recommended to National Unit TrustBerhad (NUTB). Firstly, NUTB should increase sales promotion such as high income distribution/dividend, offer scheme death scheme aid to the investors, offer fixed and variable price as well as withdrawal or savings at any time for the investors as this can really encourage Bumiputera and non Bumiputera to invest in NUTB. Secondly, the information about PNB should be more advertise in television and newspaper since people are always see and read this two medium. The advertisement also should be more creative and attractive. Furthermore, PNB National Unit Trust Berhad (NUTB) Promotional Strategies for Bumiputra in Malaysia 34 should hire more Sales Executives and Hire Individual Agents as the strategy to boost up NUTB’s sales. Keywords: Promotional strategies, National Unit Trust, customer motivation and promotional tools)