Marketing Communication Exposure Affecting Aromatic Young Coconut Farmers’ Decision to Purchase Fertilizer in Damnoen saduak District, Ratchaburi Province

Abstract

        This research investigates the demographic characteristics, marketing communication exposure, and fertilizer purchasing behavior of aromatic young coconut farmers in the Damnoen Saduak District of Ratchaburi Province. Furthermore, it explores the influence of marketing communication on the purchasing behavior of these farmers. Employing a quantitative methodology, the study utilized a structured questionnaire as the primary tool for data collection, gathering responses from a sample of 350 farmers. Data analysis was conducted using descriptive statistics (frequency, percentage, mean, and standard deviation) alongside inferential statistics (multiple regression analysis). The findings indicate that the majority of respondents were male, aged between 41 and 50 years, had attained secondary education, were married and cultivated approximately 16,000 square meters (10 rai) of aromatic young coconuts, and earned an average monthly income exceeding 13,000 baht. Overall, farmers exhibited a high level of exposure to marketing communication, with a mean score of 3.83 (SD = 0.50), particularly regarding sales promotion, advertising, and public relations. Their purchasing behavior concerning fertilizer was similarly rated high, with a mean score of 3.74 (SD = 0.58). Among the various marketing communication tools analyzed, event marketing and experiential marketing were found to exert the most significant influence on purchasing behavior, followed by public relations and advertising. Conversely, direct marketing, sales promotion, and personal selling did not demonstrate a statistically significant impact on the farmers’ fertilizer purchasing behavior at the 0.01 level.