Different Opinions on Marketing Mix Affecting the Choice of Buying Organic Rice of Luang Neua Sub-District, Doi Sa Ket District, Chiang Mai, Thailand

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Published: Jun 23, 2025
DOI: https://doi.org/10.55003/kmaj.2025.06.23.012
Keywords:
organic rice opinion marketing mix consumer

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Katesuda Sitthisuntikul
Agricultural and Environmental Economics, Faculty of Economics, Maejo University, Chiang Mai 50290
Banjarata Jolanun
Civil and Environmental Engineering, Faculty of Engineering, Rajamangala University of Technology Lanna, Chiang Mai 50300
Waraporn Nunthasen
Agricultural and Environmental Economics, Faculty of Economics, Maejo University, Chiang Mai 50290
Ke Nunthasen
Agricultural and Environmental Economics, Faculty of Economics, Maejo University, Chiang Mai 50290
Anupan Somboonwong
Research Division, the office of Agricultural Research and Extension Maejo University 50290
Wassana Chakkaew
Airline Business, School of Tourism and Hospitality, Suan Dusit University Lampang Cente

Abstract

     This study was aimed at surveying consumer’s opinions about marketing mix affecting the choice of buying organic rice and to analyze the differences in demographic factors affecting consumer opinions about marketing mix affecting the choice of buying organic rice. The study area was located at Luang Nuea Sub-District, Doi Sa Ket District, Chiang Mai Province. Data were collected from 400 questionnaires for buyers of organic rice in Luang Nuea Sub-District. In data analysis, opinion levels were analyzed by average and standard deviation, and different personal affecting consumer opinions were analyzed by ANOVA. The result indicated that the marketing mix with the maximum average opinion was product, and the subsequent average opinions were price, place, and promotion, respectively. Different factors also influence consumer opinions about marketing mix affecting the choice of buying organic rice at a statistically significance level of 0.05, namely, residence, age, education, married status, occupation, and incomes.

Article Details

How to Cite
Sitthisuntikul, K., Jolanun, B. ., Nunthasen, W. ., Nunthasen, K. ., Somboonwong, A. ., & Chakkaew, W. . (2025). Different Opinions on Marketing Mix Affecting the Choice of Buying Organic Rice of Luang Neua Sub-District, Doi Sa Ket District, Chiang Mai, Thailand. King Mongkut’s Agricultural Journal, 43(3), 427 –. https://doi.org/10.55003/kmaj.2025.06.23.012
Issue
Vol. 43 No. 3 (2025): September-December
Section
Research Articles
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King Mongkut's Agricultural Journal

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