Abstract:
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This research aimed to study consumer behavior in purchasing organic products, the factors influencing the decision to buy organic products, and the relationship between marketing mix factors and consumption behavior of organic products of consumers in Muang district, Chiang Mai Province. Data were analyzed by the logit model and the Chi-square test using questionnaires as a tool for data collection from 400 random consumers in Muang district, Chiang Mai province.
The results demonstrated the consumer behavior of the consumers that tended to purchase vegetables as the top organic product in health stores with a frequency of 1 time per week by spending around 101-200 baht. The organic products with the organic product certification mark were purchased regularly in the proportion of 1-25% compared to general agricultural products. Moreover, the consumers tended to purchase the branded products in the evening or after work by cash. The marketing mix factors that affected the decision to buy the organic products according to the study on the opinions included seven aspects. The results found that the consumers were most concerned about the marketing mix factor in product and price. From the Logit model, the factors influencing consumer decision to buy organic products in Muang district, Chiang Mai province indicated that if the consumers were aged, had an educational level, single status, and private company employee, the advice from close people and family who consumed the organic products could convince them to increasingly purchase the organic products. However, the consumers or family members who had health problems tended to have a lower probability of purchasing organic products than consumers without health problems. The reasons why the consumers decided not to purchase the organic products were because of the high price, less information regarding the products, and did not see any difference between consuming the organic products and general agricultural products, respectively.
Keywords: 1) organic products 2) Purchase factors 3) Chiang Mai
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