BEHAVIORS FOR ORGANIC FARMING PRODUCTS CONSUMPTION OF CONSUMERS IN LADKRABANG, BANGKOK THAILAND

Abstract

The Study aimed to explore demographic attributes and factors having relationships with behaviors on organic farming products. The sample group consisted of 435 consumers in Ladkrabang, Bangkok and they were obtained by convenience sampling. A set of questionnaires was used for data collection and analyzed by using frequency, percentage, mean, standard deviation, t-test and One – way Analysis of variance. Besides, an interview schedule was conducted with another sample group of 40 consumers. Obtained data were sorted, interpreted, and concluded.

Based on the questionnaire, results of the study revealed that most of the respondents (61.61 %) were female, 41-50 years old (40.23 %), bachelor’ s degree graduates (60.92 %), and their monthly income was 10,000 baht and below. The respondents had a high level of need for organic farming product consumption (= 3.77, S.D.= 0.52 ). Based on market mix factors, they needed for product most (= 3.94, S.D.= 0.56 ), followed by price (= 3.77, S.D.= 0.60 ) and place/distribution channel ( = 3.71, S.D.= 0.67 ). However they least needed for market promotion (= 3.67, S.D.= 0.65 ). It was also found that personal factor on sex, age, marital status, and educational attainment had no effect on needs of consumers. However, occupation and monthly income had an effect on needs for consumption of organic farming products with a Statistical significance level at 0.05. According to an interview, products to be sold in KMITL and Ladkrabang should be vegetables, fruits and beef/pork. However, it should not be a big amount but enough for needs of consumers since the products would always be fresh. Also, the products should be wrapped or contained in a natural container such as banana leaf and paper. And the price is not too high than the market