A Study of Chemical Use Behaviors and Marketing Mix Factor Influencing the Purchasing Decision on Chemical Pesticide of Farmer Households in the Western Region of Thailand

Abstract

The objective of this study is to analyse farmers’ purchasing decisions of chemical pesticides in the Western Region of Thailand. After the purchasing decision is made, this study additionally examines the marketing mix factor that influenced the purchasing decision. The survey sample examined consists of approximately 377 households. Data was gathered to answer the research question, and descriptive statistics were used. The results indicate that herbicides are the most necessary and unavoidable, followed by insecticides and fungicides, respectively. Every farmer claimed to use herbicides due to labour shortages and a lack of alternative substrate or alternative methods that are both effective and economical. With regard to the marketing factors that influenced the farmers’ purchasing decision, the quality and efficacy of the product were found to be the most influential, followed by distribution, promotion and price, respectively.