Satisfaction of consumer for purchasing the Doikham products certified with agricultural standards (GAP and Organic)

Abstract

The objective of this research was to study the satisfaction of consumers for purchasing Doikham food products with agricultural standards, guidelines for product development and marketing plan. The questionnaire survey was used to collect data of 400 samples from customers who purchased Doikham food products at 33 branch Doikham stores by the questionnaire in QR code. Data was analyzed by percentage, mean and standard deviation. Hypothesis testing by using the correlation coefficient and multiple regression analysis. The results showed that most consumers were female, 30-39 years old, bachelor's degree, company employees, average income lower 20,001 bath/month. Consumers’ recognition of Doikham food products has received agricultural standards of 75%. Average satisfaction scores for quality of products are at a high level, with the highest score of 4.52. Generality of consumers; gender related to satisfaction of food safety, quality, health and flavors (P<0.05). Age related to the satisfaction of agricultural standard (GAP and organic) and trust (P<0.05). Frequency of entering Doikham stores related to satisfaction of agricultural standards (GAP and organic). The multiple regression analysis showed satisfaction of the agricultural standards (GAP and organic) (B = 0.143), healthy (B = 0.124), product variety (B = 0.173) and trust (B = 0.256) of Doikham products related to the overall satisfaction of Doikham food products. Obviously, satisfaction of agricultural standards (GAP and organic) related to many aspects of generality of consumers and positive relationship with the overall satisfaction of Doikham food product. Therefore, the products certified with agricultural standards are important for consumer satisfaction.