พฤติกรรมและปัจจัยที่ส่งผลต่อการบริโภคเห็ดจากห้างสรรพสินค้าในจังหวัดเชียงใหม่

Abstract

This research focused on studying the behavior and factors that affected mushroom consumption of the clients of the supermarkets in Chiang Mai Province. A questionnaire was distributed to 300 subjects in the sample group who were clients of Big C, Lotus, Makro and Tops supermarkets in the Mueang Districts and Hang Dong Districts in their vegetable and fruit sections with the following objectives: Analyzing the behavior and factors affecting mushroom consumption in some supermarkets in Chiang Mai. And Comparing various kinds of needs of the consumers. The results were as follows: The majority of the respondents were female who were married and were living in Chiang Mai. Their age was 25-39 years old and the education was from BA to PhD. Some of them had a private business and some were government employees with an income from 15,001-29,000 Baht. They bought 100-500 grams of mushrooms each time about 11-15 times a year, mostly for home consumption. They gave significance to factors such as freshness and chemical-free products. They were also interested in mushrooms in a drinking form for health benefits. Most of them were customers of Tops Supermarket. The respondents whose age range was 40-59 years old had an education from secondary school to a diploma level. They were mostly hotel/restaurant entrepreneurs, having an income from 15,001-29,000 Baht. They bought more than 500 grams of mushrooms each time over 20 times per year, mostly for cooking and processing for commercial purposes. This group gave emphasis to such factors as price, producer’s reducing price and convenient buying places. They were interested in mushrooms in a drinking form for health benefits. This group were customers of Makro. The respondents in the age range of 30-59 years old, having an education from a dioploma/higher vocational certificate (Por-Wor-Sor) to a Bachelor’s degree, were employees of a private or state enterprise or the general hiring jobs. Their income ranged from 15,001-28,000 Baht as well. They bought about 100-500 grams each time from one to twenty times per year, mostly for home consumption. This group gave importance to size of the mushrooms and attractive packaging. They were interested in instant mushroom products and most of them shopped at Big C and Lotus.