Agricultural cooperatives are essential for strengthening rural economies by enhancing market access, supporting farmer livelihoods, and promoting sustainable agriculture. Changing consumer preferences toward organic and value-added products have highlighted the need for effective marketing strategies within these enterprises. Intensifying competition requires cooperatives to adopt customer-oriented marketing to improve consumer awareness, build trust, and encourage repeat purchases. This study examines how marketing activities influence consumer awareness, purchase behaviour, customer satisfaction, and recommendation intention. A descriptive research design was used, gathering primary data via a structured questionnaire from consumers of agricultural products, alongside secondary data from academic and industry sources. Data were analyzed using statistical tools including percentage analysis, mean, median, mode, correlation, multiple regression, reliability analysis, and ANOVA. Findings reveal that product quality, organic certification, fair pricing, and brand trust significantly drive purchasing decisions. There are positive correlations between consumer awareness and purchase behaviour, brand trust and customer satisfaction, and customer satisfaction and recommendation intention. Regression analysis shows quality and certification are major predictors of purchase behaviour. Digital engagement and marketing communication are also crucial for market participation. The study concludes that agricultural cooperatives can boost customer acquisition and retention by enhancing their promotional activities, digital presence, and brand identities.