Amanah Saham National Berhad's Promotional Strategies and Its Relationship with Customer Motivation (Report‪)‬

INTRODUCTION Unit trust funds are investment products created by asset management companies, to pool resources from individual investors and invest in diversified portfolio of securities, with the purpose of adding value to their financial wealth in the future period. While the earliest unit trust fund was created in the newly independent Malaya around the year 1959, followed by the introduction of subsequent funds in 1966, 1967 and 1977, the development of fund management industry in 60s and 70s had been retarded, due to lack of push and pull factors from institutional settings. The launching of Amanah Saham National (ASN) unit trust funds in 1981 has provided an impetus for new growth in fund management industry (1).