The Consumers’ Purchasing Decision of Organic Rice in Bangkok

Abstract

          The purposes of this research were to investigate the factors influencing the behavior and purchasing decision of organic rice, and, to compare consumers’ purchasing decision of organic rice in Bangkok. The samples were 400 consumers purchasing organic rice from shops in the department stores The research instrument was a questionnaire. The statistics included percentage, mean, standard deviation (S.D.), t-test Independent, one - way ANOVA, Chi - square test, and Multiple comparison statistics by Fisher’s Least Significant. The result showed that most consumers were single female aging from 20-29 years old working as company employees with the salary of 10,001-20,000 Baht/month and having bachelor degree. The consumers bought organic rice because of its nutrition value. The most purchased rice was riceberry and bought from the supermarket. The information needed to know was the benefits of organic rice. Most information was from internet. The 4 P’s affected the decision making process at a high level. From the hypothesis testing, it was found that sex, age, occupation, income, buying reason, buying quantity, packaging, message on the packaging, and distribution channel did not influence on the purchasing decision of organic rice. On the other hand, level of education and brand influenced on the purchasing decision. Regarding the behavior, it was found that the price of organic rice had no influence on buying behavior in terms of buying volume but buying reason influenced on frequency of organic rice consumption. Brand influenced price and packaging influenced quantity of buying organic rice.