Factors Related to Decision to Purchase Fresh Vegetables at Shops in Marketing Organization for Farmers

Abstract

This research was to investigate: 1. the basic demographic factors and consumer’s opinion,
2. perception and search of information of consumers who decide to buy fresh vegetables in the field of marketing mix and 3. factors related to marketing mix towards decision to purchase fresh vegetables of consumers.
This survey research employed the interview schedule as an instrument. Samples were 171 consumers at shops in M.O.F.; namely, The Arts and Crafts Project, The Royal Project and Vegetable Market in M.O.F. Statistic to analyze data included frequency, percentage, arithmetic mean, minimum, maximum and Chi-square test. Research findings revealed 1. most consumers who purchased fresh vegetables at shops in M.O.F. were female (60.8%), married (62.6%), had 3-4 household members (50.9%), aged between 55-77 years old (36.3%), attained bachelor’s degree and above (83.6%), had own business (33.3%), earned salary 45,001-100,000 Baht (36.8%), took 16-30 minutes (46.2%) to M.O.F. and perceived information about fresh vegetables (69.0%). There was a high level of opinion about fresh vegetables (50.8%) and had moderate level of opinion about health (81.8%). 2. Perception of the marketing mix were being perceived all components but only search for information of place. 3. The result from the hypothesis testing at 0.05 statistical significance level between factors related to marketing mix towards decision to purchase fresh vegetables found that the monthly income had relationship with purchasing decision in all aspects followed by number of family members and information perception of fresh vegetables.