Creating a marketing mix of strawberry farmers in Samoeng district, Chiang Mai province

Abstract

     This study was conducted to investigate: 1) socio-economic attributes of strawberry farmers in Samoeng district, Chiang Mai province; 2) preparation of strawberry marketing mix of farmers; 3) factors having relationships with the preparation of strawberry marketing mix of the farmers; and 4) problems encountered and suggestions about preparation of strawberry marketing mix of farmers. A set of questionnaires was used for data collection administered with a sample group of 261 strawberry farmers. Obtained data were analyzed by using descriptive statistics i.e. percentage, mean, and standard deviation. Chi-square testing was also employed.
     Results of the study revealed that most of the respondents were female, 51-60 years old, elementary school graduates, and married. They mostly had less than 5 household members and 5 agricultural workforce. The respondents had 6-10 rai of agricultural land and earned an income form agriculture for 150,001-200,001 baht per year. Most of them not perceived news/information about strawberry but had never attended a training about strawberry. The respondents prepared strawberry marketing mix on place, product, price, and sale promotion at a high level. There was a statistically significant relationship between the preparation of strawberry marketing mix and product based on age (Sig.=0.010), place based on income form agriculture (Sig.=0.043), and sale promotion based on an income earned form the agricultural sector (Sig.=0.012) and training (Sig.=0.011). In terms of price, there was no a statistically significant relationship found in this study.
     The following were problems encountered in the preparation of strawberry marketing mix: 1) epidemic and pests; 2) lack of data about distribution channel about strawberry market; 3) lack of reliability of consumer about quality control; and 4) a low price of fresh strawberry. The following were suggestion for concerned government agencies, educational institutes, and private development agencies: 1) construction of knowledge about production process standards and safety for consumer; 2) extension or promotion of body of knowledge about packaging or brand which attracts consumers; 3) construction of knowledge about public relations or advertisement to access consumer; 4) construction of the market and feasible location for public access; and 5) extension of knowledge about yield quality keeping after harvest and during transportation.