FACULTY OF BUSINESS, COMMUNICATIONS AND LAW

(FOBCAL)

COURSEWORK COVER PAGE (INDIVIDUAL)

TO BE COMPLETED BY STUDENTS

FULL NAME: MATRICULATION NO:

KUAN KAH MEN I17012689

COURSE CODE AN
MKT4219 MARKETING RESEARCH
COURSE NAME

MARKETING RESEARCH PROPOSAL –

RESEARCH TITLE SURVEY THAT IDENTIFIES CUSTOMERS’ SATISFACTION AT
SHOPPING MALL

LECTURER’S NAME MR. WONG CHEE HOO

PROGRAMME BUSS in INTERNATIONAL BUSINESS

SECTION / GROUP 8IB1 SESSION AUG 2020

INDIVIDUAL
COURSEWORK DUE
ASSIGNMENT - 5TH OCTOBER 2020
DETAILS DATE
PROPOSAL

NOTE: PLEASE SIGN THE STUDENTS’ DECLARATION ON THE

NEXT PAGE

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 EVALUATION RUBRIC FOR INDIVIDUAL ASSIGNMENT

CRITERIA Mark Marks Feedback

Assigned Allocation
Executive Summary 20
Background 5
Problem Definition 10
Research Objectives 5
Research Design 5
Fieldwork/Data Collection 5

Data Analysis 10

Reporting 5

Cost and Time Table 10

Questionnaires 20
Demographics/Probe (5)
IV’s/Follow Up(10)
DV/Closing (5)

References 5

TABLE OF CONTENT

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1.0 EXECUTIVE SUMMARY ……………………………………………………………….……… 5

2.0 BACKGROUND ………………………………………………………………..………………... 6

3.0 PROBLEM STATEMENT ……………………………………………………...……………….. 7

4.0 RESEARCH OBJECTIVES …………………………………………………….…………….…. 7

5.0 RESEARCH DESIGN …………………………………………………………..……………..… 8

6.0 FIELDWORK / DATA COLLECTION ………………………………………...……………..... 8

7.0 DATA ANALYSIS ……………………………………………………………..…………...….. 9

8.0 REPORTING ………………………………………………………………………………...…. 9

9.0 COST AND TIMETABLE ……………………………………………………..…………...….. 10

9.1 COST ………………………………………………………………………………………..….. 10

9.2 TIMETABLE ……………………………………………………………………………..…….. 10

10.0 QUESTIONNAIRES ………………………………………………………………………..11-15

11.0 REFERENCES …………………………………………………………………………...…… 16

1.0 EXECUTIVE SUMMARY

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Due to the fiercely competitive market, the improvement of brand awareness and product
quality is seriously affected by consumers. Consumers may change their brands or favourite
products according to current trends. Therefore, MC Gemilang should take action to improve
itself as a unique and powerful brand in the market while gaining more new loyal customers
in order to form a strong competitive advantage with competitors, Therefore, the purpose of
market research is to complete the analysis the “Marketing" strategy of mineral water,
analysis the "Brand" positioning and strategy and the analysis the "eCommerce" online &
offline selling strategy of mineral water business/industry in Malaysia and ASEAN region.

The proposal will the analysis the “Marketing" strategy of mineral water, analysis the
"Brand" positioning and strategy and the analysis the "E-commerce" online & offline selling
strategy. We will choose to apply quantitative research methods in this recommendation.
According to my understanding, the most effective quantitative method is to conduct surveys
to outline them. Basically, the information will be collected through the research of three to
four people in a specific area (usually shopping centres, convenience stores (Mynews) and
petrol stations where individuals regularly purchase bottled water). We will synthesize the
information that collected from the survey was conducted through a program called Microsoft
Excel.

After information investigates and draws important from the findings, the results of the
exploration will carry on to a report and recommend to Mr. Francis or MC Gemilang’s,
followed by conducting face-to-face or online presentation. The cost for carrying out the
whole research project is around RM7,580.

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2.0 BACKGROUND
The organization of LWI Marketing is based on fellowships 30 years ago. Simon Wang,
Jeffrey Tan and SK Tan met at an auxiliary school in Triang, Pahang and have been dear
companions during their careers. When Simon, his father Datuk Wang and the famous
geologist, Zainol Bin Husin found conventional natural mineral water under the ancient
Langkawi rainforest at the Gunung Raya base. When they were in the store, they set up the
MC Gemilang organization and began to pass on this gift of Langkawi to the residents and
guests of Langkawi.

It has been a long and difficult experience to pour mineral-rich Langkawi water into the
spring water just drawn from Langkawi. When the potential underground mineral water flow
is identified, it is still necessary to drill a well in the correct location, which requires some
effort while ensuring the full value of the land from the source. When mining spring water,
foundation and equipment must be set up at this location so that the mineral water can be
packaged at the source to ensure the foundation of the carbon footprint. So far, it has taken
more than 4 years, but now in 2019, MC Gemilang is in a situation where water rich in
unique minerals meets the strict requirements of the Ministry of Health.

The Wang family’s goal is to focus on preserving the area by using part of the benefits from
the packaging of mineral-rich water, and thus focus on preserving the precious rainforest that
they have become guardians. To this end, the family needs to fundamentally redistribute
business units so that MC Gemilang can be zeroed in the packaging of Aquaraya natural
mineral water, while supporting the basic conditions that two locals and guests enjoy on the
island. This is where LWI Marketing enters; Simon, Jeffrey and SK conducted LWI
marketing with SK and later acquired former partner Alex Kallmeier, who has been in close
contact with SK for the past 13 years. The main goal of LWI Marketing is very important,
that is, to make Aquaraya natural mineral water become a world brand in Malaysia by
persuading legal advertisements and exporting mineral water to the world.

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3.0 PROBLEM STATEMENT
MC Gemilang has encountered some problems, how to attract more people; how to attract
more consumers to buy their products; how to build a strong brand awareness and so on.
Because there are many bottled water brands on the market for customers to choose among
all competitors. As a new bottled water brand, MC Gemilang should develop several
marketing strategies to establish its brand equity and brand status to showcase its high-quality
and unique bottled water in market segments. For them, it is a big challenge to stand out
among all bottled water competitors. Therefore, preparing a marketing proposal will
effectively enhance MC Gemilang branded bottled water. In order to gain a deeper
understanding of today's consumer behaviour, MC Gemilang hopes to conduct marketing
research before they start to develop marketing strategies.

4.O RESEARCH OBJECTIVES

In this statistical marketing research, the research objectives are to analyse the “Marketing"
strategy of mineral water business/industry in Malaysia and ASEAN region, analyse the
"Brand" positioning and strategy of mineral water business/industry in Malaysia and ASEAN
region and analyse the "E-commerce" online & offline selling strategy of mineral water
business/industry in Malaysia and ASEAN region.

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5.0 RESEARCH DESIGN

Through this quantitative marketing research, we decided to use a descriptive research

design. Descriptive research is the study of the population, condition or phenomenon under
study. It focuses on how, what, when and where. If it is a research problem, it is not the
cause. This is mainly because it is important to correctly understand the research question at
the beginning of the research.

Therefore, we chose to conduct a descriptive survey. We believe that surveys are the most
effective way to attract more people but have a better understanding of consumer behaviour.
It uses surveys to gather information on different topics. In addition, this is a series of
questions that allow us to collect large amounts of data and analyse frequencies, midpoints
and patterns. Therefore, the use of bottled water export surveys includes demographic data of
bottled water users, preliminary information, and some independent and dependent variables
related to bottled water use experience.

6.0 DATA COLLECTION

All information will be collected through investigation and research methods, and the data
will be more accurate than other methods. This study will outline a large number of
questionnaires for bottled water customers or customers in each range, whether they are
workers or people who are engaged in research of different races and age ranges. Sharing the
survey through WhatsApp, Facebook, Instagram and other social media platforms can attract
more people. The questionnaire is divided into four parts. The suggested sample scale is to
collect 400 respondents through online phrases, the survey will be a design survey, and the
data will be collected through Google Form or Survey Monkey. Therefore, we will give some
rewards to motivate people to participate in our survey. For the time being, we will send
some specific restaurant RM5 discount vouchers to consumers through email. Restaurants
such as McDonald's, KFC, Texas, Sushi Mentai, KyoChon, 4 Fingers and Go Noodle House.
The questionnaire will include customers' intention to buy mineral water, consumer
behaviour, customer satisfaction and experience of buying mineral water. In addition, basic
descriptive statistics will be used to analyse the quantitative data collected from the
questionnaire to view the ratio of customer demographic characteristics and the customer's
willingness to buy bottled water. By launching the survey link on social media, we will spend

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more than one month on research. We will pay Facebook to boost our posts until we had
reached our expected sample size. RM50 to boost one time, one time can reach 2k people.

7.0 DATA ANALYSIS

When it comes to data analysis, there are a variety of software that can perform data in the
data analysis step, such as IBM SPSS Statistics, Microsoft Excel, E-View, SAS and other
software. However, we found that Microsoft Excel is the most user-friendly, easy-to-use and
powerful software. When performing calculations, Microsoft Excel is very convenient. The
product contains basic mathematical formulas, insights and design functions in any situation.
It may be necessary to display the estimated value of some key points, just enter some basic
equation segments for Excel to determine the last answer. Therefore, in this research, we will
use Microsoft Excel to support the investigation and analysis of survey and interview data,
which can not only help us obtain accurate and reliable information, but also make the data
cleaner and easier to analyse.

8.0 REPORTING

After completing the quantitative research, the next step is to meet Mr. Francis and
representatives of MC Gemilang. We will show them our descriptive research result and
report it to them through the online presentation software tools such as Microsoft Teams or
Zoom. Therefore, the purpose of carry on a report to MC Gemilang is to clearly understand
the ratio of customer demographic characteristics, the opinions of customers or shoppers’
shopping behaviour and the customer's willingness to buy bottled water from the quantitative
data collected from the questionnaire. Also, we will give a clear explanation about the whole
process of conducting the research from start to finish. Therefore, the recommendations will
be given in order to improve the company.

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9.0 COST AND TIMETABLE

9.1 Cost

Research Tools Unit Price Total (RM)

1. Restaurant RM5 discount coupons RM5 x 400 respondents RM2,000
2. Facebook Bost Post RM50 x 2 times RM100
(one time can reach 2k people)
3. Microsoft Excel RM5,000 x 1 buyout RM5,000
4. Transportation fees RM120.00 X 4 members RM480
Total Amount RM7,580

** The cost for the whole research is around RM7580.

9.2 Timetable

THE TIMETABLE OF RESEARCH PROJECT

Activity / Week 1 2 3 4 5 6 7 8 9
Background Reading                  

Initial and Proposal Meeting                  

Implement the descriptive
research                  
Design questionnaires by using
survey method                  

Data Collection                  

Conducted the data analysis                  

Discussion of the data outcomes                  

Submit report and presentation                  

The quantitative research will be conducted for 9 weeks, starting from the background
reading of the research to the presentation and report submission.

10.0 QUESTIONNAIRE
SECTION A: PRELIMINARY INFORMATION

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This section is to collect some basic information about your good self. Please tick (√) in the relevant box.

1. What is your favorite brand of bottled water*?

 

 

 

 

  Others
(Please specify…….)

*If you have more than one brand, your answer will be the latest brand that you bought. Please choose one only.

SECTION B: INDEPENDENT VARIABLES

Please indicate the extent to which you agree or disagree with each statement as it applies to your experience
by ticking (√) against the relevant items below using the scales provided.

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1. Price
1= Strongly Disagree, 2= Disagree, 3=Neither Agree Nor Disagree, 4= Agree and 5= Strongly Agree

1 2 3 4 5

1 Price is the most important factor making purchase at

mineral water.

2 I compare prices of other mineral outlets (eg.Evian etc)

before I purchase.

3 I buy mineral water because the price is appropriate.

2. Service Quality
1= Strongly Disagree, 2= Disagree, 3=Neither Agree Nor Disagree, 4= Agree and 5= Strongly Agree

1 2 3 4 5

1 Service personnel who can provide customer individualized

care improve service quality.

2 Service personnel who understands customer needs

improve service quality.

3 Service personnel who provide appropriate services with

the promised time improve service quality.

3. Brand Image
1= Strongly Disagree, 2= Disagree, 3=Neither Agree Nor Disagree, 4= Agree and 5= Strongly Agree

1 2 3 4 5

1 Brand image is an important aspect of every product.

2 I will switch to other brand if it provides good quality

products.

3 I will purchase those brands which have good reputation in

the market.

4. Corporate Social Responsibility

1= Strongly Disagree, 2= Disagree, 3=Neither Agree Nor Disagree, 4= Agree and 5= Strongly Agree

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 1 2 3 4 5

1 I would walk an extra five minutes to a mini market that I

knew was socially responsible.

2 I will be willing to pay more money for coffee or products

from a socially responsible mini market.

3 I will increase the number of visits to a mini market if I

knew it was socially responsible.

5. Brand Credibility
1= Strongly Disagree, 2= Disagree, 3=Neither Agree Nor Disagree, 4= Agree and 5= Strongly Agree

1 2 3 4 5

1 The cosmetics brand I choose will deliver or will deliver the

products it promises.

2 The cosmetic brand I choose claims to be credible.

3 Over time, my experience with the cosmetics brand of my

choice made me expect it to fulfill its promise.

6. User trust in E-payment

1= Strongly Disagree, 2= Disagree, 3=Neither Agree Nor Disagree, 4= Agree and 5= Strongly Agree

1 2 3 4 5

1 The privacy of e-payment will be well protected.

2 Providing credit card information for e-payment

transactions is safe.

3 E-payment will be as secure as other e-commerce website.

SECTION C: DEPENDENT VARIABLE

Please indicate the extent to which you agree or disagree with each statement as it applies to your experience
by ticking (√) against the relevant items below using the scales provided.

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1. Purchase Intention
1= Strongly Disagree, 2= Disagree, 3=Neither Agree Nor Disagree, 4= Agree and 5= Strongly Agree

1 2 3 4 5

1 I will continue purchasing bottled water

2 The probability that I would consider buying bottled water

again is very high.

3 I would like to buy bottled water again.

SECTION D: PERSONAL BACKGROUND

This section enquires information on your personal background. Please tick (√) in the relevant box.

1. Gender

 Male
 Female

2. Age

 Under 20  40 – 49
 20- 29  50 & Above
 30- 39
3. Marital status
 Single  Others
 Married (Please specify…………..……)

4. Race
 Malay  Indian
 Chinese  Others
(Please specify……………..…)

5. Highest education attained

 SPM or STPM  Master
 Diploma  PhD/DBA
 Degree  Others
(Please specify……………..…)

6. What is your job’s position in the present company?

 Clerical / Executive  Senior Manager/AGM
 Senior Exe./ Asst. Manager  GM/ COO/ CEO
 Manager  Advisor/Consultant
 Others
(Please specify……………..…)

7. Your company is in which industry?

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  Manufacturing Products  Government
 Services Provider  Others
(Please specify……………..…)

8. What is your monthly gross income?

 Less than RM5,000  RM10,001 to RM15,000
 RM5,001 to RM10,000  More than RM15,000
9. What is your average monthly bill on bottled water?
 Less Than RM20  RM61 to RM80
 RM21 to RM40  RM81 to RM100
 RM41 to RM60  More than RM100
10. Would you subscribe to bottled water monthly?
 Yes
 No

Thank you very much for your time, effort and contribution to this survey.

11.0 REFERENCES

1. Langkawi Water. 2020. THE LWI MARKETING STORY. [ONLINE] Available

at: https://langkawiwater.com/our-history/. [Accessed 21 September 2020].

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2. Experian. 2020. Malaysia Corporate Profile. [ONLINE] Available
at: https://buy.experian.com.my/index.php/search/Malaysia-Company/1179061/MC-
GEMILANG-NATURAL-WATER-SDN.-BHD..html. [Accessed 20 September 2020].

3. Formplus. 2020. Descriptive Research Designs: Types, Examples & Methods. [ONLINE]
Available at: https://www.formpl.us/blog/descriptive-research. [Accessed 22 September
2020].

4. Techwalla. 2017. Why Use Microsoft Excel. [ONLINE] Available

at: https://www.techwalla.com/articles/use-microsoft-excel. [Accessed 23 September 2020].

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