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

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

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

(PROPOSAL)

NURFARHANA BINTI YUSHALANI2009608554

BACHELOR OF BUSINESS ADMINISTRATION (HONS) FINANCEFACULTY OF BUSINESS MANAGEMENTUNIVERSITI TEKNOLOGI MARA (UITM) KOTA BHARU CAMPUS

APRIL 2011

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 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 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 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 108th 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 ProfileCompany Name : Bank Kerjasama Rakyat Malaysia Berhad Gua Musang BranchAddress : Lot Pt 7841 & 7842 Taman Mesra, Jalan Persiaran Raya, 18300 Gua Musang, Kelantan.Tel. No : 09-9124600Fax No : 09-9125595Website : www.bankrakyat.com.my

1.2.1Company Structure

Hamdan bin DaudBranch ManagerFigure 1.1: Company structure

Abd Razak bin Mohd AtanAssistant Branch ManagerEn Azhar bin YusoffHead of Financing Administration UnitShariful Bhari bin Ch Ayak @ AyubHead of Financing Unit

Norul Alwani binti Mohd ArshadExecutive of Operational UnitMohd Shafie bin MuhammadExecutive of Financing Unit

Mat Hasan bin YaacobFinancing Administration Unit

Wahida binti RamliTellerAzman bin Abdul AzizFinancing UnitMohd Noor Hashimi bin AwangDocumentation Unit

Nik Muhammad Hafizie bin Nik DaudFinancing Unit

Maisarah binti Che MahmoodTeller

Mohd Saiful Izam bin SuhadinOffice Assistant / AdministrationWan Mohd Marwanhakem bin W.Muhamad GhaziFinancing Unit

Nurul Izwahida binti OthmanBR-SMART Executive of Marketing (Financing Unit)

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.

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.

1.5 THEORETICAL FRAMEWORK

Promotion

Teachers ApplyingThe 1Aslah PersonalFinancing-i

Price

Product

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.

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 1Ho: 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 2Ho: Teachers applying on 1Aslah Personal Financing-i is not influence by the price.H1: Teachers applying on 1Aslah Personal Financing-i is influence by the price.

Hypothesis 3Ho: Teachers applying on 1Aslah Personal Financing-i is not influence by the product.H1: Teachers applying on 1Aslah Personal Financing-i is influence by the product.

1.7 SIGNIFICANCE OF STUDYThe 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 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.

Financialsaving and lending moneyMarketing 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

Pricethe 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 needResearcher the author who conducting this studyTeacher 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:

1.9.1Lack of ReferencesThe 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.1.9.2Barriers of RespondentsResearcher 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.1.9.3The distanceDuring 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 difficult for the researcher and the advisor to make a discussion about this thesis.

1.9.4Time constraintThe 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.

1.11SUMMARY

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

LITERATURE REVIEW

2.1INTRODUCTION

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.

2.2AN OVERVIEW OF FINANCIAL APPROACHDifferent 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 thefinancialneeds by considering thefutureneeds. 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.

2.3THE 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 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.

2.4THE ROLE OF PERSONAL FINANCINGMost 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.

2.5TEACHERTeacher 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.

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.

2.6PROMOTIONPromotion 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.

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.

2.7PRICEPrice 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.

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.

2.8PRODUCTThe 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.2.9SUMMARYIn 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.

CHAPTER 3RESEARCH METHODOLOGY

3.1INTRODUCTION

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.

3.2RESEARCH DESIGNResearch 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).

3.2.1Purpose of the StudyBefore 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 found that 1Aslah Personal Financing-i commonly offered for those who work as an educator, which includes teachers and lecturers.

3.2.2Population of the StudyAccording 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.

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

3.2.4Sampling TechniqueAccording 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)3.3DATA COLLECTION METHODSData 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.

3.3.1Primary DataPrimary 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 InterviewPersonal 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.

3.4DATA ANALYSIS TECHNIQUESIn 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.

3.4.1Reliability analysisThis 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.

3.4.2Frequency DistributionIt 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.

3.4.3Cross TabulationIt 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.

3.4.4Correlation CoefficientOnce 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 TestHypothesis 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.3.7SUMMARYIn 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

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.

BOOKSNaresh K. Malhotra (2004), Marketing Research, An Applied Orientation - 4th Edition, Prentice Hall, USA.Sekaran, U (2003) Research Methods for Business-A Skill Building Approach-4th Edition.30