ทัศนคติของผู้บริโภคในอำเภอเมืองเชียงใหม่ที่มีต่อไข่ออร์แกนิค

Abstract

This independent study has purpose about studying on attitudes of Consumers in Amphoe Mueang Chiang Mai Toward Organic Egg. Samples in this study are 400 consumers with age older than 18 years old who used to buy eggs. The data gathered by questionnaires and processed with statistics in percentage, mean and frequency. Results of this study show that mostly consumers are female which has age in range 18 to 25 years old, graduated in bachelor degree, occupation in personal business, have salary between 10,001 – 25,000 THB per month and have status single. The samples divided into two groups: 1) consumers who never bought organic egg, 253 persons and 2) consumers who used to buy organic egg, 147 persons. Then, we found that the people who never bought organic egg generally have low knowledge level in organic egg, while the people who used to buy organic egg generally have high knowledge level. The consumers who never bought organic egg have average opinion to marketing mix in high level, can be sort as following: place, price, product and promotion, respectively. Meanwhile, the consumers who used to buy organic egg have average opinion to marketing mix in high level too and can be sort as following: product, place, price and promotion, respectively. From overall respondents, mostly are tending to buy organic egg, the major reason is about for the health of themself and people in their family but the major reason about not to buy the organic eggs is the difficulty to be found in market. They think the best channel to promote information of organic egg is as a banner or an advertisement in the store. They require buying in price range between 50-69 Baht and glad to buy at supermarket.