Perception of buying preference among customers towards 'Pasar Tani' and hypermarket: a case study of federal agricultural marketing authority (FAMA) / Wan Azirah Adzri

Federal Agriculture Marketing Association (F AMA) is one of government agency that provides help for Bumiputera's entrepreneurs in Malaysia. Malaysian government nowadays really concern about the quality of food and trying to do the best by serving good quality of product through Pasar Tani from FAMA. But in order to serving a good quality of products, it should incur high cost. The problem is many people or end users don't really concern about the quality but more concern about the price of the product. Pricing is one of hot topic. This problem is not only effect to the merchant or the seller but it also most affect the entire farmer that provide their high quality product to F AMA. Many people or user would like to buy the groceries at hypermarket or supermarket that cheaper than goods at Pasar Tani and not only about price, products and place also the common problem among customers. Method that been used by researcher is qualitative research whereby researcher do some data collection by using primary data such as interview and observation. Besides using primary data, secondary data also had been used such as journal, website/internet, articles and annual report. FAMA need to make a lot of program with customer to attract more customers to shop at Pasar Tani. Besides that, the seller can use many advantage that offered by FAMA to plant their selves in order to fulfill the demand from customers. Other than that, hope that the research will make F AMA more productive and more concern about customer preference.