Exploring the contributing factors that affect brand knowledge on agromas product : a case study

Jamari, Zurin Akmal (2018) Exploring the contributing factors that affect brand knowledge on agromas product : a case study. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) Exploring The Contributing Factors That Affect Brand Knowledge On Agromas Product - A Case Study.pdf - Submitted Version Download (416kB)
	Text (Full Text) Exploring The Contributing Factors That Affect Brand Knowledge On Agromas Product - A Case Study.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

From day to day there is increasing number of local product appear in the market that will increase the competition among the product to remain in the market. The brand of each product is very important as it is one of the competitive advantages toward the brand when it’s already present in consumer’s mind. Brand knowledge is the most important factor towards the product brand especially in attracting more regular consumers. Therefore, the purpose of conducting this research is to explore the contributing factors that affect the brand knowledge on Agromas product and to determine whether the consumers of Agromas product have the brand knowledge of the product. There were two factors that affect the brand knowledge which are the brand awareness and the brand image. To achieve all the objectives, 170 respondent which are the consumers of Agromas product at Rengit FAMA Food Processing Centre (PMMFR) have been chosen to answer the questionnaire. The collected data was analysed using descriptive analysis and coded into SPSS 23.0. The finding shows that there is a significant relationship between brand images toward brand knowledge. Meanwhile, brand awareness do not have a significant relationship with brand knowledge.

Actions (login required)

View Item