STUDY OF AGRI-PRODUCT DEVELOPMENT AND CONSUMER BEHAVIOR BY MIXED METHOD APPROACH

Abstract

This research studied 1) the way of agri-products development of the community living in Klong 5 sub-district, Klong Luang district, Pathum Thani province, 2) the marketing situation of those, and 3) consumers’ behavior in marketing factors. The mixed method approach using in the study were quantitative and qualitative. The quantitative was collecting data from questionnaires of 400 consumers and the method of analyzing data in descriptive statistics; arithmetic mean, frequency, and standard deviation whereas the qualitative was emphasizing on participatory action research (PAR) collecting data by studied related documents, held small group meetings, use of community research study tools; a hand-made map, planting calendar, and community time line. The result found 1) up until now agricultures in the community have 3 forms of agri-products development that are the planting method, the product transformed, and new product innovation. 2) The marketing situation now shows a network of agricultures engaged for exchange knowledge and news of marketing events. 3) The study of consumers’ behavior in marketing factors revealed that most of them agreed that banana was good material for agri-product transformed. The buying decision was made based on products’ quality. The consumers received information of agri-product via internet/web sites. The buying objective was mainly for family consuming and the most powerful influencer to buy was oneself. Their opinions in marketing mix (4P’s) of agri-products were considering highest on product specification particularly on cost-benefit, later was promotion of sample and tasting, then distribution channels must be easy accessed and convenience for buyers, and the last point was the price meaning that consumers preferred the lower price when quality was the same.