In recent years many Malaysian rock bands in the industry including ‘WINGS’ is hardly sustain in the industry, unlike in the era of 80s rock band which easily accepted by the audience. Acceptance of the current generation is showing less attention to local music rather than foreign music which was a phenomenon in Malaysia. This research is to evaluate the acceptance rate of Malaysian audience and to assess their level of acceptance towards the local rock music especially in the era of 80s rock scene on our society today.

1. MARKETING OF ROCK MUSIC IN MALAYSIA.
A CASE STUDY OF ROCK BAND WINGS.
By
FAIZUL IKRAM MOHD RAMLY
03BA12012
Supervisor:
MS JACQULENE ANTHONY
A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE OF
BACHELOR OF ARTS IN BUSINESS ADMINSTRATION
(MARKETING MAJOR)
i

2. MARKETING OF ROCK MUSIC IN MALAYSIA.
A CASE STUDY OF ROCK BAND WINGS.
A dissertation submitted to the University of Wales as a module requirement for the award
of the Bachelor of Arts Business Studies – Marketing ( Honours)
UNIVERSITY OF WALES
NAME
: FAIZUL IKRAM BIN MOHD RAMLY
YEAR OF COMPLETION
:
SUPERVISOR
: MS JACQULENE ANTHONY
ii

3. DECLARATION
I hereby declared that this graduation project is solely based on my original work except for
quotations and citations which have been duly acknowledge. I hereby also declared that this
project has not been previously or concurrently submitted by any other party.
____________________
Date:
iii

4. ACKNOWLEDGEMENTS
It is with great pride that I hereby present my bachelor thesis. During this three month long
process, I have gained a lot of knowledge of this research and it has been beneficial to my
development in furthering my career and my studies in the future. I would like to express
absolute gratitude to my beloved supervisor, Ms. Jacqulene Anthony for her kind words,
encouragement and persistent support in my undertaking of this research. God bless her!
I would like to express my appreciation to all Rock band in 80s especially to both iconic rock
band in Malaysia, WINGS and SEARCH for inspiring me to do the thesis. Lastly, this research
would not have been completed without the support and motivation from my beloved family,
friends, colleagues, lecturers, classmates who has been with me through thick and thin during
this marvelous adventure in completing our bachelor degree. Above all, to the Great Almighty,
Allah S.W.T., the author of knowledge and wisdom, for his countless blessings. Nisi Dominus
Frustra.
iv

5. ABSTRACT
Music especially the music performer provides not just a personal relationship, but a long‐term
loyal behavior as well by offering emotions, experiences, exclusivity and engagement. During
the 1980s, a rock band like Poison, Bon Jovi, Mötley Crüe, and Ratt dominated the music charts
with a pop-based form of hard rock, with a “hey day” and a glam-influenced visual aesthetic.
80's were the decade for styles such as synth pop, new wave and hair metal. This phenomenon
also invaded the music industry in Malaysia. But, in recent years many Malaysian rock bands in
the industry including ‘WINGS’ is hardly sustain in the industry, unlike in the era of 80s rock
band which easily accepted by the audience. Acceptance of the current generation is showing
less attention to local music rather than foreign music which was a phenomenon in Malaysia.
This research is to evaluate the acceptance rate of Malaysian audience and to assess their level of
acceptance towards the local rock music especially in the era of 80s rock scene on our society
today. It is research is also to assess the communication level among local rock music enthusiasts
with their fans and to evaluate the impact factors contributing to declining rate of acceptance in
the term of music genre. It is believe a several recommendations will resolve the acceptance of
rock music industry and the importance of marketing communication which will help to remain
the loyalty and expand the number of followers as well synchronizing the direction between
musicians and fans can gain benefits to both sides.
v

6. TABLE OF CONTENTS
DECLARATIONS
i
ACKNOWLEDGEMENTS
ii
ABSTRACT
iii
TABLE OF CONTENTS
iv
CHAPTER 1 - INTRODUCTION...........................................................................................1
1.1
The Background of Rock and Roll........................................................................1
1.1.2
1.2
The Great Era of Rock Music....................................................................... 2
Problem Statement................................................................................................. 3
1.2.1
1.2.2
1.3
Research Objective.........................................................................................3
Research Question..........................................................................................4
Scope of Study.........................................................................................................4
1.3.1 Band Member(i) & Album Discography(ii).................................................6
1.3.2 Awards.............................................................................................................6
1.4
Significance of Research...........................................................................................6
1.5
Key Terms and Definitions...................................................................................... 7
1.6
Chapter Outline........................................................................................................ 7
CHAPTER 2 - LITERATURE REVIEW...............................................................................8
2.1
Introduction........................................................................................................... 8
2.2
Consumer Behavior...............................................................................................9
vi

7. 2.2.1
Four Types of Consumer Buying Behavior................................................. 9
2.2.2
Consumer Decision Making Process (CDMP).............................................9
2.2.2.1 Problem Recognition..............................Error: Reference source not found
2.2.2.2
Information Search............................... Error: Reference source not found
2.2.2.3 Alternatives Evaluation......................... Error: Reference source not found
2.2.2.4 Purchase Decision...................................Error: Reference source not found
2.2.2.5
2.3
Post Purchase Evaluation..................... Error: Reference source not found
Marketing Theories.......................................... Error: Reference source not found
2.3.1
Marketing Process...................................... Error: Reference source not found
2.3.1.1 Understanding the Marketplace and ConsumerError: Reference source not
found
2.3.1.2 Designs a Customer-Driven Marketing Strategy...................................16
2.3.1.3 Construct a Marketing Program That Delivers Superior.....................16
2.3.1.4
Building Profitable Relationships and Create Customer Delight.......17
2.3.1.5........ Capturing Value In Return: Links between Customer Satisfaction,
Customer Loyalty and Customer Retention Is the Keys to Greater Long-Term
Business Success.
………………………………………………………………………………..17
2.4
Marketing Concepts..........................................Error: Reference source not found
2.4.1
Core Marketing Concepts..........................Error: Reference source not found
2.4.2
Customer Relationship Management (CRM).............................................24
2.4.3
Integrated Marketing Communication......................................................24
CHAPTER 3 - THEORETICAL FRAMEWORK.............................................................. 27
3.1
Introduction............................................................................................................27
3.2
Research Methodology.......................................................................................... 27
3.2.1
Research Design............................................................................................28
vii

8. 3.3
Respondents......................................................................................................... 28
3.4
Research Instrument........................................................................................... 28
3.5
Type of Data........................................................................................................... 28
3.5.1
Primary Data.............................................................................................29
3.5.1
Secondary Data.........................................................................................29
3.6
Limitation of Research........................................................................................29
3.7
Data Measurement............................................Error: Reference source not found
3.7
Data Collection..................................................Error: Reference source not found
3.8
Theoretical Framework....................................Error: Reference source not found
CHAPTER 4 - FINDINGS..............................................Error: Reference source not found
4.1
Introduction......................................................... Error: Reference source not found
4.2
Data Collection..................................................Error: Reference source not found
4.3
Respondents’ Age of Demographic...................................................................... 32
4.3.1
Respondents’ Citizenship and Race.........Error: Reference source not found
4.3.2
Respondents’ Highest Education.............Error: Reference source not found
4.3.3
Respondents’ Monthly Income................................................................... 34
4.4.1
Level of Knowledge in Music...................................................................... 35
4.4.2
Most Preferred Current Music Genre....................................................... 35
4.4.3
Reasons of Preferring Music Genre........................................................... 36
4.4.4
Chosen Device in obtain to Music...............................................................36
4.4.5
(i) YouTube for Latest Music......................................................................37
4.4.5
(ii) Frequency of Surfing YouTube.............................................................37
4.4.6
Download Music from Internet...................................................................38
4.4.7
Frequency of Download Music....................................................................38
viii

9. 4.4.8
Favor in listen to Rock music especially from the era of rock 80s music39
4.4.9
Likely in listen to Rock music especially from the era of rock 80s music39
4.5.1
Current Rock Music Acceptance.............Error: Reference source not found
4.5.2
(i) The Era of Rock 80s Music.................. Error: Reference source not found
4.5.3
(ii) The Era of Rock 80s Music.................Error: Reference source not found
4.6
The Rock Band: WINGS (Likert Scale).............Error: Reference source not found
4.7
(i) The Era of WINGS............................................................................................. 44
4.7.1
4.7.2
Survive another 10 to 20 years....................................................................46
4.7.3
WINGS to Expand Globally and Language Improvement......................47
4.7.4
Respondents Thought About WINGS........................................................48
4.7.5
4.8
(ii) The Era of WINGS.................................................................................45
WINGS Rivalries and Action......................................................................49
Reconciliation of.....................................................................................................49
CHAPTER 5 - CONCLUSION & RECOMMENDATIONS Error: Reference source not
found
5.1
Introduction......................................................... Error: Reference source not found
5.2
Research Conclusion...........................................Error: Reference source not found
5.2.1
5.2.2
5.3
Sustaining in the Music Industry.............Error: Reference source not found
Factors Impacted to the Music Industry. Error: Reference source not found
Recommendations............................................... Error: Reference source not found
5.3.1
Tidy up the Image as Iconic Rock Band in MalaysiaError: Reference source
not found
5.3.2
Stay Put with Quality Music.....................Error: Reference source not found
5.3.3
Joint venture With Young Artist (Current Trend Artist) Error: Reference
source not found
ix

10. 5.3.4
Collaborate With Other Country Music PerformerError: Reference source
not found
5.3.5
5.3.6
Improve English Language In Order To Expand Globally..................... 54
5.3.7
Maintain Media Exposure...........................................................................55
5.3.8
5.9
Expand Brand Name...................................................................................54
New Way of Communication to Reach the Audience............................... 55
Summary.............................................................................................................. 56
LIST OF FIGURES and Tables
Figure 1.1 Rock Bands of the 80’s
Figure 1.2 Rock Band in Malaysia, WINGS.
Figure 1.3 Basic model of Consumer Decision Making Process (CDMP)
Figure 1.4 Simple Model of the Marketing Process
Figure 1.5 Simple Model of the Marketing Process
Figure 1.6 ‘Nominal’ state of loyalty
Figure 1.7 ‘Preferred’ state of loyalty
Figure 1.8 Multidimensional Loyalty Model
Figure 1.9 Customer Retention Model
Figure 2.1 Model of the Core Marketing Concepts
Figure 2.2 Value Ratio
Figure 2.3 Integrated Marketing Communication Model
Figure 2.4 Marketing Communication Mix Model
Figure 2.5 Citizenship and Race
Figure 2.6: Respondents’ Highest Education
Figure 2.7: Respondents’ Monthly Income
Figure 2.8: Level of Knowledge in Music
Figure 2.9: Most Preferred Music
Figure 3.1: Reason of Preferred Music
Figure 3.2: Chosen Device in obtain to Music
Figure 3.3: Number of respondents using YouTube
Figure 3.4: Frequency of Surfing YouTube
x

11. Figure 3.5: Chosen Device in obtain to Music
Figure 3.6: Frequency of Download Music
Figure 3.7: Favor in listen to Rock music especially from the era of rock 80s music
Figure 3.8: Likely in listen to Rock music especially from the era of rock 80s music
Figure 3.9: Current Rock Music Acceptance
Figure 4.1: The Era of Rock Music
Figure 4.3: (i)The Era of WINGS
Figure 4.4: (ii)The Era of WINGS
Figure 4.5: can WINGS Survive for another 10 to 20 years
Figure 4.6: WINGS to Expand Globally & Language Improvement
Figure 4.7: Audience Thought about WINGS
Figure 4.8: WINGS Rivalries and Action
Table A: Benchmark used to measure the level of acceptance towards the questionnaire given.
Table B: Framework - Model for Integrated Marketing Communication
Table C: Likert Scale
REFERENCES
v
APPENDIXES
APPENDIX I - The Great Era of Rock Music
vii
APPENDIX II – Band Member & Album Discography
ix
APPENDIX III - Awards
xx
xi

12. APPENDIX IV – Four Types of Consumer Buying Behavior
xxii
APPENDIX V – Customer Relationship Management
xxiv
APPENDIX VI – Questionnaire
xxvi
xii