Consumer Demand for Processed Marian Plum Products for Value-Added in Nakhon Nayok Province

Abstract

This study aimed to examine: (1) the personal, economic, and social characteristics of tourists in Nakhon Nayok Province; (2) purchasing behavior toward fresh and processed Marian plum products; (3) consumer demand for processed Marian plum products for Value-added; and (4) the relationships between personal, economic, and social characteristics, purchasing behavior, and consumer demand for processed Marian plum products. The sample consisted of 400 tourists in Nakhon Nayok Province, selected through accidental sampling. Data were collected using a questionnaire as a research instrument between November 2025 and January 2026. Statistical analyzed using frequency, percentage, mean, standard deviation, and the chi-square test. Consumer demand was categorized into categorical variables for testing relationships. The results showed that most respondents were female, with an average age of 30years, held a bachelor's degree, and worked as private-sector employees. Most respondents had previously purchased processed Marian plum products, primarily at the annual Marian Plum–Sweet Marian Plum Festival in Nakhon Nayok Province, mainly for personal consumption. Overall interest in processed Marian plum products was at the highest level (mean = 4.30), while overall consumer demand was at a high level (mean = 4.11). The hypothesis testing revealed that gender, age, marital status, place of residence, educational level, monthly income, household size, purchase experience, purchase location, and overall product interest were significantly associated with consumer demand for processed Marian plum products at the 0.01significance level. In contrast, occupation and primary reasons for purchasing were not significantly associated with consumer demand.