Factors affecting farmer credit card usage among the clients of Bank for Agriculture and Agricultural Cooperatives, Sichomphu Branch, Khon Kaen province

Abstract

The main objective of this research was to examine the factors affecting farmer credit card usage among the clients of Bank for Agriculture and Agricultural Cooperatives (BAAC), Sichomphu branch in Khon Kaen province. The data were obtained from a face- to-face survey of 98 clients of the BAAC Sichophu branch. Exploratory factor analysis and multiple regression analysis are applied to investigate the relationship between the BAAC clients’ socioeconomic characteristics and farmer credit card usage components. The results indicate that some of the BAAC clients’ socioeconomic characteristics such as net farm income and farm size are significantly impact the ‘farmer credit card marketing strategy’ component. The BAAC should provide the promotion strategies according to the client segmentation which can encourage further use of farmer credit card in order to enlarge the Thailand rural financial sector.