Research on the effectiveness of FAMA marketing strategy in respect to customer awareness on Agromas products / Amansahrin Ahmad Moghni

The study of the effectiveness of FAMA marketing strategy in relating with customers awareness towards AGROMAS products actually can give some opportunity for Federal Agricultural Marketing Authority (FAMA) to analyze the main problem of AGROMAS brand especially the level of awareness among customers. There are some areas that needed to be improved by processed division of FAMA in order to encourage sales of AGROMAS where since year 1998 until last year they fail to achieved their target sales. Literature review use by Researcher are mainly from previous research especially from Universiti Putra Malaysia where these research are mainly concerned on the changes in distribution of agro produce products. Some method also used by Researcher such as research design, convenience sampling techniques, primary and secondary data, distribution of questionnaires and others. The study showed that out of 100 respondents involve there are only 23% are aware and consume AGROMAS brand while 77% are not aware or even consume this products. This study also have review some opinion of customers the weaknesses of this products such as lack of customer awareness and lack of promotion activities.