Consumers acceptance and brand awareness toward Bumi Hijau products / Izuati Ahmad@Taufik Abdul, Malek Mohamed and Mohd Sharom Talib

Bumi Hijau Food Industries Sdn Bhd is one of food manufacturer in Malaysia. Other than to gain more sales and profit, Bumi Hijau is directly or indirectly will have to compete with other food manufacturers that have strong brand name. Bumi Hijau must be able to penetrate the market in order to compete with other competitor. Competition is needed to make the industry more· active and competitive. Therefore, this research is being conducted to find a further explanation on the current situation and to identify the possibilities to make an improvement that can benefit both consumers and the company. In this research, Bumi Hijau wants to determine whether its products have met consumers' acceptance and awareness. In order to identify the consumers' requirement and desire, Bumi Hijau must ensure that its consumers are fully satisfied with the products in relation to the marketing mix (4P's). Even there are several factors contributed to consumers' acceptance and brand awareness, majority agreed that promotion and effective marketing strategy could lead to consumers acceptance and brand awareness of the products. From the findings, the company has gain information on consumers' opinion on Bumi Hijau products in terms of 4P's. Bumi Hijau can identify what is the strength and weaknesses of Bumi Hijau products in terms of 4 P's and what is the comparison of Bumi Hijau products compared to the other competitors. The researchers recommend that Bumi Hijau should pursue more effective marketing and business strategies in order to sustain and growth in the market. The company should ensure that its products always available in the market and easily purchased by the customer.