A study on the paddy supplier’s evaluation towards Bernas marketing mix: case study on customer at Tanjung Karang, Selangor / Rubitah Sairan

This research is study on paddy supplier towards BERNAS marketing mix. This case study is focus on supplier of paddy at Sri Tiram Jaya Complex, Tanjung Karang, Selangor. The objectives of this research are determining the total of paddy supplier that is satisfied with the overall service offered by BERNAS and evaluate the BERNAS marketing mix. Further more to provide a recommendation to BERNAS on how to improve it’s marketing mix. 125 of respondents were selected by using convenient method. However, only 101 of respondents were doing well to complete the questionnaires. Otherwise the balances of the questionnaires were incomplete and missing. From the result the researcher can conclude that most of the respondents stated that the services offered by BERNAS is insufficient especially on its promotion. From the personal observation of the researcher at BERNAS complex show that the most of the supplier do not sell the paddy to the BERNAS. Since the promotions have a relationship with the paddy supplier evaluation, BERNAS should advertise their news through campaign, advertisement, and pamphlet and also from mouth to mouth. Hopefully, the customer will more educate and being a loyal customer to BERNAS.