Consumer brand equity: A case study on Agromas product by Federal Agricultural Marketing Authority (FAMA)

AgroMas is a brand developed by FAMA which is also responsible for marketing the products. It
is a national brand for local SMl products in Malaysia and AgroMas product is developed based
on local food ingredient. The word '·AGRO" was taken from the word "Agriculture"' while
"MAS .. was from the word '·MALAYSIA". Federal agricultural marketing authority (FAMA) is
responsible in doing the marketing for all products under brand AgroMas alongside to build the
image of its brands. The brand of AgroMas already in the market since 1994. But otherwise it
already in the market over 20 years, consumer still have problem to recognize this local food
product brand and it sti II less competitive compare to other brands. In this study researcher want
to determine the factors influencing the consumer brand equity towards AgroMas product. This
study used Aaker's brand equity model to investigate consumer brand equity of AgroMas
product based on data collected from 73 respondents in Sepanggar area. Resulted revealed that
among four brand equity variables, consumer brand equity towards AgroMas product is highly
significant to the perceived quality and followed by brand loyalty of the brand.