ปัจจัยที่มีผลต่อการคงสมาชิกภาพผู้ปลูกสตรอว์เบอร์รีของ โรงงานหลวงอาหารสำเร็จรูปที่ 1 (ฝาง) จังหวัดเชียงใหม่

Abstract

The objectives of this research were 1) to study the socioeconomic background of strawberry growers of the First Royal Factory (Fang) or FRF-Fang, Chang Mai Province, 2) to analyze factors affecting FRF-Fang strawberry grower membership retention, and 3) to recommend guidelines for retaining FRF-Fang strawberry grower membership. The research employed mixed methods research. Study samples consisted of 81 FRF-Fang strawberry growers, eight former FRF-Fang strawberry growers who resigned from their membership, and two strawberry growers who were not FRF-Fang members. The interview form was used as a tool for data collection. The data were analyzed using descriptive statistics, multiple regression, and quantitative data analysis. The results showed that 63% of strawberry farmers were female, an average age of 33.60 years old, and 95.10% had a marital status. Around half of the farmers (50.62%) completed primary school. They had 6.52 household members on average and an average of 2.67 household members as agricultural laborers. Most farmers (92.60%) did not employ strawberry production workers, and most (96.30%) had farming as a primary occupation. They earned an average income of 41,037.04 baht/per year from strawberry cultivation. Of this income, an average of 29,370.37 baht/year were gained from selling strawberry to FRF-Fang, and an average of12,986.11 baht/year were generated by selling strawberry themselves. In addition, farmers also earned income from selling other produce. For example, 60.49% of farmers gained an average income of 15,561.22 baht/year from lychee, while 55.56% of them had an average income of 23,553.33 baht/year from maize. Farmers' cost of strawberry cultivation was 18,185.19 baht/year on average. About half of the farmers (50.60%) had no household debt, and 66.70% used their own money to invest in strawberry cultivation. Farmers had household expenses of 4,858.02 baht/month on average. They had an agricultural area of 9.02 rai on average, with an average size of strawberry planting area of 0.66 rai. Farmers had an average strawberry cultivation experience of 4.91 years and had been FRF-Fang members for an average of 4.83 years. Many farmers (60.49%) joined FRF-Fang following an FRF-Fang agricultural extension officer's suggestion. Most farmers (87.65%) received information on strawberry production from an FRF-Fang agricultural extension officer. Farmers had a satisfaction of FRF-Fang at a high-level (x ̅= 3.97). They also agreed with various aspects of FRF-Fang operations and strawberry production (x ̅ = 3.83). It was found that the age of farmers, farmers' satisfaction with FRF-Fang, and farmers' opinions on FRF-Fang and strawberry cultivation significantly influenced FRF-Fang strawberry grower membership retention (p<0.05). To promote strawberry grower membership retention, FRF-Fang should simplify its strawberry cultivation system by focusing on reducing labor-intensive production; for example, use of a tractor for plowing and bed preparation and a drone for fertilizer and agrochemical spraying. It should also improve its extension system and policies to meet farmers' expectations to create satisfaction and a positive attitude. In addition, FRF-Fang should identify ways to reduce the costs of strawberry production.