ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

This study on factors affecting the purchase of Omega-3 eggs by consumers in Mueang District of Chiang Mai Province was undertaken to get the understanding about the general consumer behavior in egg consumption, the consumers’ attitudes toward consuming Omega-3 eggs, and factors influencing the purchase of Omega-3 eggs. The poultry egg of the present interest is chicken egg. The needed information was collected from 400 consumer samples for regression estimation using Logit Model based on maximum likelihood estimation – MLE procedure and subsequent analysis based on the calculated marginal effects. From information on personal background, 51.5 % and 48.5 % of the samples under study were male and female, respectively. These samples predominantly were in 20 – 29 years old age group (32.5 %), completed high school education (31.5 %) followed by bachelor’s degree (25.5 %), generally did not have any chronic health problems from congenital or underlying diseases, and mostly earned 5,001 – 10,000 baht monthly income (33.5 %). Consumers generally had eggs in their meals for three or more days per week (55.3 %) whereas male appeared to have egg consumption more often per week compared to female. Those consumers who ate chicken eggs no more than three days per week accounted for 48.8 % of the total samples. On health consideration, it was found that the frequency and the amount of chicken egg consumption were correlated at statistically significant level with consumer’s health condition. Chicken eggs were commonly consumed in the form of egg dishes particularly fried eggs (50.5%). Most consumers ate one or two eggs at a time; however, those who had chronic health problems tended to consume only one egg. Generally, the consumers under study were the ones who bought the chicken eggs themselves (83.0 %) and they preferably chose to buy from fresh food markets at the amount of 10 eggs per time of purchase (60.2 %) as well as picked eggs graded as number 0 or large as their most preferred choice. On consumers’ attitudes toward Omega-3 eggs, the study found that most consumers had moderate level of confidence about the benefits of Omega-3 contained or fortified in the eggs, and that they had some least worry about consuming Omega-3 eggs. Although consumers considered produce or products containing Omega-3 not to be luxurious goods, they had quite low interest in buying them. Meanwhile, the acceptance of prices set for Omega-3 eggs was found not dependent on the consumers’ belief in the benefits from Omega-3, at statistically significant level. Nevertheless, the consumers revealed they had most important consideration on the aspects of freshness of Omega-3 eggs, produce/product label indicating source and date of production, convenient availability for the purchase, and information or knowledge about the health benefits of Omega-3 eggs. The results from Logit Model application indicated that, at statistically significant level, the factors influencing consumers to buy Omega-3 eggs were income, frequency of chicken egg consumption, the belief in the benefits from Omega-3, ever see an advertisements, and the thought that produce/product containing Omega-3 is necessary. Consequently, from this study’s findings, producers and sellers of Omega-3 eggs are recommended to regularly arrange interesting advertisement or marketing campaigns, provide reliable information to consumers about the benefits from Omega-3, pay attention to the freshness of the goods as well as the labeling matter, make it easy for consumers in various local communities to buy Omega-3 eggs, pack the produce in the fashion of 10 eggs per carton, and set the prices at reasonable level.