Factors affecting pesticide-free vegetables purchase of consumers in Surat Thani province

Abstract

This research aimed 1) to study demographic factors: gender, age, status, educational level, occupation, and monthly income, 2) to study marketing mix factors affecting purchasing pesticide-free vegetables in Surat Thani province, and 3) to study the relationship between the demographic factors and consumers' purchase behavior with the marketing mix factors affecting purchasing pesticide-free vegetables in Surat Thani province. This study was survey research. The samples consisted of 400 consumers who had the experience of purchasing pesticide-free vegetables in the Mueang district of Surat Thani province. The questionnaire was used as a tool for collecting data. The research showed descriptive statistics (frequency, percentage, mean, standard deviation) and inferential statistics (Chi-Square). The research findings showed that most of the samples were females aged between 24 – 33 years who earned a bachelor’s degree and private employees with an income of 10,001-20,000 baht monthly. The majority of consumers bought the edible leaves from an onsite store. Tesco Lotus was the most popular store. The consumers purchased pesticide-free vegetables 2 - 3 times weekly from 3.01 p.m. – 6.00 p.m. The significant reasons for choosing pesticide-free vegetables are the product's quality and pesticide-freeness. The consumers decided to buy the product by themselves. The quantity of purchasing products was less than 1 kg. The consumer decision to use pesticide-free vegetables was at the highest level among all factors in the overall marketing mix. Product, price, and place factors were also at the highest level, with promotion being at a high level. The finding from the hypothesis testing showed that the demographic factors and consumers' purchase behavior had a relationship with the marketing mix factors, namely product, place and promotion statistically significant at the 0.01, 0.05 level.