พฤติกรรมการบริโภคไก่พื้นเมืองของผู้บริโภคจังหวัดเชียงใหม่

Abstract

This research on Behaviour of Native Chicken Consumption of The Consumers in Chiangmai province, Thailand was carried out with two main purposes - 1). to study the behaviour of native chicken (Pradu Hang Dum) consumption of the consumers in Chiangmai province, Thailand, and 2). to investigate consumer satisfaction with the products of native chicken (Pradu Hang Dum). The study was conducted in the area of Mueang District, Chiangmai province, Thailand with primary data collection out of total 330 consumers in three market levels: lower market (fresh food market/ local market), middle-class market (modern trade market), and high-end market (supermarket). The data collected from 110 consumers of each market level were analyzed through the Statistical Package for Social Science (SPSS) with application of percentage as the descriptive statistical tool. The study revealed that most of the consumers of native chicken(Pradu HangDum) in the lower market (fresh food market / local market) in Chiangmai with the percentage of 69.1% bought native chicken products from fresh food markets, and most of the chicken parts bought were whole fresh chicken. The chicken parts most often bought were fresh chicken with the purchase frequency of every 2-3 days, with the amount of purchasing 101-150 baht per time, and without any interest in product brands of the chicken.When considered to those in the middle-class market, this study found that the consumers bought the products from modern trades and supermarkets with a popular purchase of the four dissected parts of the chicken - chicken drumsticks, chicken thighs, chicken breasts, and chicken wings. The middle-class consumers made their most often purchasing on fresh frozen chicken that are the products of community enterprises with the frequency of twice a week and with the purchase amount of 201-300 baht a time.As for the high-end market, most consumers also made their shopping on the products in the modern trades and supermarkets, and they liked the four dissected parts of the chicken, too. Their most often bought products were fresh frozen chicken with the purchase frequency of every two weeks and with the purchase amount of 201-300 baht per time from the community enterprises.When regarded to the aspect of the behaviour of those consumers in Chiangmai on buying the native chicken(Pradu HangDum) products, it was observed that most of the consumers in high-end market were very satisfied with the products regarding to the product itself, sale price, sales promotion, and distribution channel; while those of lower market and middle-class market showed their highest satisfaction with product itself, sale price, and distribution channel, and very satisfaction with sales promotion.