A study of consumer's perception towards livestock supply in farmers' market / Yusri Hj Ahmad

This study of consumer’s perception toward livestock products and it supply in Farmer’s Market is very useful to Federal Agriculture Marketing Authority ( FAMA), especially the Market Development Unit. The study is aimed to explore and analyze consumers’ perception of the variety supply of livestock, which will focus on FAMA Marketing Mix .Since Farmers Market establishment in the 80’s until now, no proper study is conducted in Farmers Market on its commodity .For this study, exploratory research design , simple random sampling, cross tabulation and frequency distribution method is used. The study showed that out of 235 respondents that returned the questionnaires, 51% of the respondents were not aware of the meat product in Farmers Market and of 41 & that aware, only 32% purchased or consumed the meat available in Farmers Market. The study also shows that FAMA needs to be more aggressively promotes the commodities in Farmers Market by organizing several promotion activities to create awareness among the public on the product available in Farmers Market. Based on the recommendation, it is hopefully that FAMA should put an extra effort in developing the Farmers Market thus achieving the social objective of quality supply and guaranteed of best product is only available in Farmers Market and this will realized by the implementation of Malaysia Best product which will be introduced by 2004 .