ปัจจัยที่มีผลต่อการตัดสินใจซื้อสับปะรดพันธุ์ภูแลของผู้บริโภคในจังหวัดเชียงราย

Abstract

The objective of this study were to study the Phulae pineapple market system and to study factors affecting consumers’ decision making to purchase Phulae pineapple in chiang rai province. The study processed by interview 4 entrepreneurs and collecting questionnaires from 372 consumers then analyzed by descriptive statistics, frequency, percentage, likert scale and test the relationship with chi-square. The results of the study showed that Phulae pineapple market system in chinang rai province was centrally distributed. Phulae pineapple transporting from farm to market in chiang rai and upcountry including Chinese market. After harvesting farmer transport produce to large entrepreneurs 80 % through the general operator to peel 10 %. Product was transported to the community enterprise group 15 % and farmer own retail 5%. Characteristics of products sold include pineapple and peeled pineapple. The main market is the Chinese market. Most of the consumer characteristics are female, age 21-40 years old, graduated with a bachelor's degree, monthly income 10,001 - 30,000 baht, and working as businessman and government official. Consumer purchasing characteristics is buy less than 1 kg, average purchase frequency once a month and the cost of each purchase is less than 50 baht. The reason for the purchase is consumer preferences. Time to purchase is lunch time since 12.00 to 16.00 hrs, Phulae pineapple distribution points such as the street market on Phaholyothin road and a fruit cart. In addition, consumers also buy Phulae pineapples for special occasions such as the New Year festival and Songkran Festival.According the decision process to buy Phulae pineapples, the consumer will ask for information from the seller and search information from internet. After consumers buy Phulae pineapples, they often advise others to buy because Phulae pineapples are different from other pineapples. The results also showed that marketing mix that affecting purchasing decisions form this study are equal importance including price products, distribution channels and marketing promotions. The relationship between demographic characteristics, gender, age, occupation and income on the purchasing behavior of Phulae pineapples were tested by Chi Square statistics. The results showed that gender was correlated with the purchasing behavior of consumers such as purchase frequency and where consumers buy. Test results for the relationship between age and consumers' purchasing behavior showed that Pineapple purchase quantity, frequency, and cost of each purchase are related with age of the consumer. In terms of occupation and purchasing behavior, there was a relationship between Pineapple purchase quantity, frequency, and cost of each purchase. The results suggested that producer should study the market system and marketing channel to planning production in accordance with the market situation and consumer demand. In addition, entrepreneurs should focus on the marketing mix and understand the purchasing behavior of consumers.