Factors Affecting the Frequency of Consumers' Purchase of Thai Native Chicken in Nakhon Sri Thammarat Province

Abstract

The objective of this research was to investigate factors affecting consumers' purchase frequency of Thai native chicken. This was done by studying consumers in Nakhon Sri Thammarat province. A survey was conducted from 393 consumers by using the questionnaire. A statistically significant multiple regression analysis of 0.05, had an R of 0.805 and R² of 0.648, or 64.8%, which could explain the consumers' purchase frequency of Thai native chickens. This found that the status (0.359x₂), the level of education (-0.214x₃), occupation (-0.316x₄), the cost of buying native chickens (Baht/time) (0.002x₅), and the volume of consumer purchases of native chickens (kg/time) (-1.328x₆) were statistically significant at the level of 0.01. The type of food cooked (0.137x₇) was statistically significant at 0.05. To increase the likelihood that consumers have a greater frequency of purchasing Thai native chickens, it is better to develop or control the weight of butchered Thai native chickens to a modest level for a single household to be used in cooking on menus between 1.0-1.5 kg per package, as well as trimming butchered native chicken parts to be ready for cooking that can be immediately. In addition to developing native chicken meat products as ready–made or semi–finished frozen foods to facilitate consumers, this research also helps to increase the frequency of purchases of products from native chickens.