Business Lures Employed by Malay Kelantanese Entrepreneurs

^* Corresponding author: nizamsahad@usm.my

Abstract

The foundation of a successful business is essentially the level of consumer response to a product or service offered. Entrepreneurs’ abilitities to cater to their consumers’ needs are one of their secrets to success. Hence, the objective of this study is to uncover the secrets of business success, particularly the business lures that have helped Kelantan entrepreneurs to popularise products or services they offer. A qualitative approach was used to analyse the interview data according to themes. The study found five factors which determined the business success of the selected Malay Kelantanese entrepreneurs. These factors were: they were persistent in asking for help from Allah, they strived to be approachable entrepreneurs, and they cultivated positive entrepreneurial virtues such as having an honourable personality, being creative, and innovative, as well as being bold in their marketing strategy. Although the findings are not representative of all Malay entrepreneurs in Malaysia, this study can, however, serve as a source of reference to encourage other entrepreneurs to emulate the business success of the selected entrepreneurs. Apart from that, it can encourage awareness among the Muslim entrepreneurs, about the importance of managing a business in accordance with the Islamic laws