01 Volume 14, Issue 1 Consumer Satisfaction on the Features and Quality of Commodities: A Case Study of MyFarm Outlet
Volume 14, Issue 1, 2025
Population growth in Malaysia will increase food demand, which is projected to increase from 70% to 100% by 2050; consequently, food security is essential to economic development in order to meet population growth. The Federal Agricultural Marketing Authority (FAMA), a statutory body under the Ministry of Agriculture and Agro-Based Industry, is responsible for ensuring food security in the country, overcoming food crises, and ensuring the availability and affordability of agricultural and food commodities for consumers. MyFarm is an initiative introduced by FAMA to assist in lowering consumer product prices. This study will investigate two states that account for 200 customers: Putrajaya (MFO Putrajaya) and Terengganu (MFO Chendering). Every state received 100 consumer questionnaires. It will discuss MFO consumer information, contentment by aspect, and product quality fulfilment. Muslims, Malays, and Malaysians dominated MFO sales. Their ages ranged from 17 to 72, with an average of 37. Users are 63% under 40. This study identified two distinct categories of purchasing satisfaction: aspect and commodity. All conditions were met. The top-rated location. Customers were satisfied with the MFO website. Promotion scored the lowest. Consumers suggested social media advertising. Product and operation received average to excellent ratings.
Full text download hereAziz, M. F. A., & Musa, S. (2023). Poster Paper PS NAFEC2023. In National Agricultural and Food Engineering Convention.
Chamhuri, N. (2011). Consumers’ Perceptions and Experiences of Food Quality in Purchasing Fresh Food from Retail Outlets in Malaysia. School of Management Curtin Business School.
Chamhuri, N., & Batt, P. J. (2013). Segmentation of Malaysian shoppers by store choice behaviour in their purchase of fresh meat and fresh produce. Journal of Retailing and Consumer Services, 20(6), 516–528. https://doi.org/10.1016/j.jretconser.2013.06.008
Hanim, S., Zailani, M., Arifin, Z., Nabsiah, A., Wahid, A., Othman, R., & Fernando, Y. (2010). Recommendations To Strengthen Halal Food Supply Chain For Food Industry In Malaysia. In Journal of Agribusiness Marketing • Special Edition.
Hu, A. H. (Ed.). (2019). Riches At The Base of The Pyramid; Alleviating Poverty With Green Productivity and Sustainability (pp. 74–83). Asian Productivity Organization.
Man, N., Mohd, N., Nawi, M., & Mansor, I. (2009). An Overview Of The Supply Chain Management Of Malaysian Vegetable And Fruit Industries Focussing On The Channel Of Distribution. In Journal of Agribusiness Marketing • (Vol. 2).
Manaf, N. A. B. A., Ariffin, K. H. K., & Nasution, M. D. T. P. (2021). Do Innovativeness, Proactiveness, and Risk-Taking affect Business Performance? : Entrepreneurial insights of FAMA’s Entrepreneurs. International Journal of Business Economics (IJBE), 3(1). https://doi.org/10.30596/ijbe.v3i1.7895
Marhaini, K., & Ridzwan, M. I. (2004). Dasar bioteknologi dilancar- 9 teras utama digaris ke arah pertumbuhan ekonomi baru. Utusan Malaysia. http://www.utusan.com.my/utusan/info.asp?y=2005&dt=0429&pub=utusan_ malaysia&sec=Muka_Hadapan&pg=mh_01.htm&arc=hive
Murdad, R., Muhiddin, M., Osman, W. H., Tajidin, N. E., Haida, Z., Awang, A., & Jalloh, M. B. (2022). Ensuring Urban Food Security in Malaysia during the COVID-19 Pandemic—Is Urban Farming the Answer? A Review. In Sustainability (Switzerland) (Vol. 14, Issue 7). MDPI. https://doi.org/10.3390/su14074155
Musa, S. B., & Ab Aziz, M. F. Bin. (2022). Agribusiness Marketing, its Challenges and Current Trends. Journal of Agribusiness Marketing, 9(1), 1–12. https://doi.org/10.56527/jabm.9.1.1
Mustafa, A., Ismail, Z., Kamis, T., Ahmad, M. H., Hassan, N., & Abu Hassan, S. A. (2018). Factors Influencing Business Performance among Mega Farmers’ Market Traders. International Journal of Business and Management, 2(6), 28–35. https://doi.org/10.26666/rmp.ijbm.2018.6.5
Pilař, L., Balcarová, T., Rojík, S., Tichá, I., & Poláková, J. (2018). Customer experience with farmers’ markets: What hashtags can reveal. International Food and Agribusiness Management Review, 21(6), 755–770. https://doi.org/10.22434/IFAMR2017.0039
Polimeni, J. M., Iorgulescu, R. I., & Mihnea, A. (2018). Understanding consumer motivations for buying sustainable agricultural products at Romanian farmers markets. Journal of Cleaner Production, 184, 586–597. https://doi.org/10.1016/j.jclepro.2018.02.241
Pyle, J. (1971). Farmers’ Markets in the United States: Functional Anachronisms. Geographical Review, 61(2), 167. https://doi.org/10.2307/213994
Raihan, N., Hamid, A., & Ishak, N. K. (n.d.). Farmers’ Participation And Supply Chain Issues: A Case Study Of Farmers’ Market In Kuala Lumpur Vicinity. http://www.fama.gov.my
Razak, M. I. M., Hamzah, A. S. M. A., Abas, N., Azis, R. A., & Ibrahim, Z. (2014, February 6). Sustaining Food Production for Food Security in Malaysia. https://doi.org/10.15242/iicbe.c0214010
Rotar, L. J., & Kozar, M. (2017). The Use of the Kano Model to Enhance Customer Satisfaction. Organizacija, 50(4), 339–351. https://doi.org/10.1515/orga-2017-0025
Royal Society, T. (2009). Reaping the benefits: Science and the sustainable intensification of global agriculture.
Saili, A. R. (2011). Analysis of Urban Farmers’ Markets as a Tourism Product in Malaysia.
Saili, A. R., Rubzen, M. F. R., & Batt, P. J. (2008). Review of farmers’ markets. Stewart Postharvest Review, 3(6), 1–6. https://doi.org/10.2212/spr.2007.6.14
Terano, R., Yahya, R. binti, Mohamed, Z., & Saimin, S. bin. (2015). Factor Influencing Consumer Choice between Modern and Traditional Retailers in Malaysia. International Journal of Social Science and Humanity, 5(6), 509–513. https://doi.org/10.7763/ijssh.2015.v5.509
Wood, N. (2004). Customer value: applying the first principle of lean. Management Service, 48, 14–17.
Zainol, F. A., & Aik, C. K. (2021). Food Value Chain, Sustainable Intensification and Food Security in Malaysia. The Journal of Management Theory and Practice (JMTP), 27–30. https://doi.org/10.37231/jmtp.2021.2.2.97