แนวทางการพัฒนาธุรกิจข้าวปลอดสารเคมีของกลุ่มทำนาเลิกเคมี อำเภอโพธิ์ทอง จังหวัดอ่างทอง

Abstract

The objective of the research was to study lesson learned chemical-free rice business for Chemical-Terminated Farmer Group, Pho Thong district, Ang Thong province. Study consumer behavior towards chemical-free rice. Study the opinions of consumer chemical-free rice to eat rice. The chemical-terminated farmers were launched group in 2009 with 2 members until 2015 with 28 numbers. The group was certificated by Pookpintokao project and Ang Thong Provincial Commercial Office for chemical-free rice producing. The purpose was to study 4M operation, nature and organic agriculture, chemical-free rice management, rice processing and distribution. Data from this study was collected into 2 parts. First, it was the depth-interview with 12 members of chemical-terminated farmer. The data was analyzed and summarized in descriptive table. It was found that knowledge management of the group used sufficiency economy to decrease budget in chemical-free rice producing. Farmers had shared knowledge the and also agricultural equipment They assembled the management of rice processing and distribution which was valuable for rice pricing and easy to catch consumers’ purchasing. These processes were lead farmers to the same direction. In the second part, it was survey by 200 questionnaires for observing general information of rice consumers, rice consumption behavior and opinion toward chemical-free rice. The results of observation showed that people used to consume brown rice with 76 %, some people always eat brown rice was 9.5 % and decide to ate by themselves with 48.5 %. The study also indicated that frequency of consumption was once a month with 43.5 %, 82.5 % consumed brown rice for healthy, 96.5 % interested in chemical-free rice. People received chemical-free rice information from television about 52 % and via internet 50 %. For the opinion people placed important to healthy rice product with average of 6.20±1.10 and price also important for consumers. Reasonable price the product was another important for consumer with average of 5.48±1.30. Consumers considered in distribution and prefer to buy rice from convenience store with average of 5.53±1.39. Last, people consider to product promotion such as buy 2 get 1 free with 5.36±1.57. Another result was the relation between consumer and rice behavior. It found that women paid attention to eating brown rice than men that included their consumption frequency. People in 31-45 years old had relation with behavior, rice buying decision and place to buy were the most. The age of consumers affected marketing mix of chemical-free rice product in pricing, distribution and promotion. In conclude lessons this the guidance of chemical-free rice business for Chemical-Terminated Farmer Group, Pho Thong district, Ang Thong province. Make a note consumer behavior to eat chemical-free rice. Make a note the opinions of rice to eat chemical-free rice. The data can be distributed to farmers who want to grow chemical-free rice processing and distribution of rice. Consumers of opinion consumers interested in chemical-free rice products.