Consumer brand equity: A case study on Agromas product by Federal Agricultural Marketing Authority (FAMA)

• Main Author: Perman, Nadirah
• Format: Student Project
• Language: English
• Published: 2017
• Subjects: Product management; Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/49949/1/49949.pdf; https://ir.uitm.edu.my/id/eprint/49949/

AgroMas is a brand developed by FAMA which is also responsible for marketing the products. It is a national brand for local SMl products in Malaysia and AgroMas product is developed based on local food ingredient. The word '·AGRO" was taken from the word "Agriculture"' while "MAS .. was from the word '·MALAYSIA". Federal agricultural marketing authority (FAMA) is responsible in doing the marketing for all products under brand AgroMas alongside to build the image of its brands. The brand of AgroMas already in the market since 1994. But otherwise it already in the market over 20 years, consumer still have problem to recognize this local food product brand and it sti II less competitive compare to other brands. In this study researcher want to determine the factors influencing the consumer brand equity towards AgroMas product. This study used Aaker's brand equity model to investigate consumer brand equity of AgroMas product based on data collected from 73 respondents in Sepanggar area. Resulted revealed that among four brand equity variables, consumer brand equity towards AgroMas product is highly significant to the perceived quality and followed by brand loyalty of the brand.