Behavior and Demand of Marketing Factors of Consumers’ Purchasing of Native Chicken Meat in Phatthalung Province
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Abstract
The primary objective of this study is to investigate consumer behavior related to the demand for marketing factors and their influence on the frequency of purchasing native chicken meat among consumers in Phatthalung Province. The questionnaire data was collected from a sample of 400 people using convenience sampling and the data were analyzed using descriptive statistics such as frequency, mean, and percentage, standard deviation and multiple regression analysis. The research findings indicate that consumers who preferred to purchase native chicken meat tended to be female, with an average age of 41.40 years. They typically had an education level lower than middle school, were engaged in farming occupations, and had an income of 15,620.38 baht. Consumers opted to purchase domestic chicken breeds, typically about once
a month. These chickens are predominantly female, whole, yellow in color, and weigh approximately 2 kg. Consumers commonly acquired them from local fresh markets and prepared homemade dishes like chicken curry and chicken Tom Kha. The most desired market factor in purchasing local chicken meat is the product factor while marketing promotion, distribution channels, and price factors are in high level (average values 3.95, 3.83, 3.79, and 3.67, respectively). The results of the hypothesis testing reveal that gender and educational level positively impact the frequency of purchasing native chicken meat, with a statistically significant level of 0.05. However, income was found to negatively affect the frequency of purchasing native chicken meat, with a higher statistical significance level of 0.01. Therefore, farmers, producers, and marketing professionals must focus on aligning their product offerings with consumer preferences. This should entail developing strategies to promote local chicken breeds, enhancing their visibility, and extending their reach to a wider consumer base.
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King Mongkut's Agricultural Journal
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