Brand image problems of AGROMAS: a case study of Federal Agricultural Marketing Authority (FAMA) in Malacca

Agromas is a brand name for a range of food products produced by the Federal Agricultural Marketing Authority (FAMA). However, Agromas brand name is not well recognized and the degree of market reach is low; thereby influence customers to switch to another brand. This descriptive study is aimed to determine the consumers’ awareness towards the Agromas products and features. This study also discussed on how the distribution, promotion and advertising slogan affect the consumers buying decision of Agromas products. This study has distributed 100 questionnaires to the respondents in Malacca area but only 35 were returned. The finding reveals that consumers do not know about the Agromas products. It was also discovered that majority of the consumers agree that those distribution and promotion are important to ensure awareness about Agromas brand. However, advertising slogan is not necessary in developing a strong and consistent image. Hence, it is suggested that Agromas should make intensive distribution and greater amount of advertising for better result in the long run.