Durian Marketing Management of Collaborate Farmers in Durian, Chanthaburi Province

Abstract

This research was conducted to study 1) personal demographic characteristic data of farmers, 2) durian growing of farmers, 3) perception in durian marketing of farmers, 4) knowledge in durian marketing management of farmers, 5) durian marketing management of farmers, and 6) relationship between demographic characteristic, durian growing, perception in durian marketing, knowledge on durian marketing management, and durian marketing management of farmers. Data were collected from 234 collaborate farmers in durian, Chanthaburi by using questionnaire. Descriptive statistics analysis including frequencies, percentage, weighted mean score, minimum and maximum score, and crosstab testing were employed to analyze the data. The results revealed that 1) farmers at 53.8 percent were male with average age of 52.37 years, they had primary school level of education at 45.3 percent, they had participated in durian collaborate farming 1.74 year and 73.9 percent were membership of durian collaborate farming, 2) they had average durian yield 17,439.10 kilogram/year and durian production cost at 336,486.32 Baht/year, their average income form durian was 1,486,252.14 Baht/year, 3) they had perceived in durian marketing at low level of product and price aspect, and there was a high level perception of place and promotion aspect, 4) their knowledge in durian marketing management was high level at average mean score 12.65 from total 15 score, 5) most of farmer had managed durian marketing at high level of product aspect, and low level of price, place and promotion aspect, and 6) education level, number of years in durian collaborate farming participation and perception in durian marketing in all aspect related on durian marketing management in product aspect, moreover, durian yield and perception in durian marketing in place aspect related on durian marketing management in price aspect.