Kajian Pemasaran Padi di Kompleks Bernas Sungai Baru Alor Setar, Kedah Darul Aman

• Main Author: Wan Rafiah, Wan Puteh
• Format: Thesis
• Language: English; English
• Published: 2002
• Subjects: HD Industries. Land use. Labor.
• Online Access: http://etd.uum.edu.my/980/1/WAN_RAFIAH_WAN_PUTEH.pdf; http://etd.uum.edu.my/980/2/1.WAN_RAFIAH_WAN_PUTEH.pdf; http://etd.uum.edu.my/980/
• Institution: Universiti Utara Malaysia

Padiberas Nasional Berhad (BERNAS) is an organization which is given a responsibility regarding national paddy and rice industry whether in the process of buying paddy or rice distribution. Therefore the aim of this study is to do research on marketing strategy taken by BERNAS to attract farmers to sell their product to BERNAS. This can be observed through the role played by public relation officer of the Kompleks BERNAS Sungai Baru, Alor Setar, Kedah which mingle among farmers. Identified strategies which being used like 'masuk ke kampung,' giving explaination and incentives to farmers, help and other methods to encouraged them to sell paddy to that complex. Exterior influence like lorry broker also play an important role whether to bring paddy to the complex or to the rice mill with the permission from the farmers. The method used in this study is quantitative research. The number of farmers being involved in this research is 110 as they are the BERNAS target to practice marketing strategy activities. Results of the questionnaires shows that incentives given by BERNAS to the farmers were the factors why they sell paddy to the complex. Marketing strategy factor truly have strong influence against effective strategy used by Kompleks BERNAS Sungai Baru in paddy buying.