Pawada Food Industries: to study the potential of Pawada's brand in market / Ashidawati Sani

Pawada food Industry has involved in food manufacturing for a decade. With the high skill manpower and fully equipped, Pawada has to compete with the present outstanding food manufacturer with outstanding brand such as MAGGI, ADABI, KIMBALL and so on. This study carries the objective to see the overall performance of Pawada and its customers as well. The objectives are to determine the level of consumer’s awareness of Pawada brand as well to identify the consumer preferences and consumer’s perception on Pawada brand and to come out with reliable recommendation to increase Pawada Food Industry Sdn. Bhd. market share and competitiveness in the market. The research involved both male and female respondents, which represent the user and non-user. The idea is to get different view from the respondents, the views of male and female, user and non-user. The respondents are chosen randomly in order to get the fair answer from different respondents. The respondents, which was selected from different races in the city of Kuching; Malay Chinese, India and other races (native people). The research is conducted by distributing questionnaires form to the respondents. Other method is by conducting interviews with the respondents as well as observation. Beside that the information gathered from secondary data. After finishing the research, several finding and result has been made. The wholly result seems to be encouraging. Majority of the respondents gave good perception about Pawada. The brand as well as the product is accepted, consumers are willing to use the brand, and the only the problem is they are not too aware of its existance. As a