A STUDY OF A BUYING BEHAVIOR AND A DEMAND TO CONSUME ORGANIC FISHERY PRODUCTS BASED ON SUSTAINABLE SELF-RELIANCE OF SELF-SUSTAINABLE COMMUNITY ENTERPRISE OF CHANTHABURI AND TRAT.

Abstract

          The research objective was to study a buying behavior and a demand to consume organic fishery products based on sustainable self-reliance of SMCE of Chanthaburi and Trat. The participatory workshops, surveys and interviews that; were used to collect data.

1. The findings were as follows. For the product aspect, the top 3 ranks were; interesting package (=4.60) modern package (=4.53) notably color (=4.51) good quality of shrimp paste, dried shrimp, dried squid and dried fish (=4.41) and cookable in many ways (=4.32) .For the selling point, online channel such as Facebook & Line was ranked the most (=4.22) followed by production source (=4.09) and car park/tourism location (=3.99). For the price, they were consumers considered with; “worth to get” awareness (=4.38) acceptable price (=4.23) and cheap price (=4.05). For sale promotion, they were consumers considered with; frequency of the information (=3.35) and frequency of exhibition or roadshow occurred (=4.02) respectively.


2. For the Incentive aspects: product, selling point, price, and sale promotion, the top ones were good quality of organic fishery self-sustainable community enterprise (=4.77) good taste (=4.25) and nice color (=4.23), respectively.

               3. From the interviews with community enterprise groups in purchasing organic fishery products such as shrimp paste, purchasing products and packing them for resale mixed with other products led to the authentic shrimp paste of Trat difficult to sell. Organic fishery products were formed crab banks. In order to be able to negotiate higher prices in large quantities and some resorts bought them from the fishermen causing the selling price increased However, each fisherman sold the fishery products himself and resulted in decreasing the number of crabs.