Market Mix in the Decision-Making to Purchasing Agro-chemicals of Farmers Growing Strawberry in Bo-Kaew Subdistrict, Samoeng District, Chiang Mai Province

Abstract

     This study was conducted to investigate: 1) socio-economic attributes of farmers growing strawberry, Chiang Mai province; 2) market mix in the decision-making to purchase agro-chemicals of the farmers; and 3) guidelines for purchasing and correctly using agrochemicals in accordance with standards of farmers. A set of questionnaires was used for data collection administered with 166 farmers growing strawberry in Bo-Kaew sub-district, Samoeng district, Chiang Mai province. Obtained data were anslyzed by using descriptive statistics and type sorting/grouping.
     Results of the study revealed that most of the respondents were male, 36-45 years old, married and they did not attend formal education. The respondents had a strawberry cultivation area for 1.00-2.50 rai and earned an income for 100,000-150,000 bath per year. They had 5-10 years of experience in strawberry growing. Most of the respondents perceived data/information about strawberry growing through neighbors, agricultural extension officers and middlemen. The respondents put the importance on market mix for the purchase of agro-chemicals at a high level (=4.43). That was, the put the importance on product most and followed by price, distribution channel and market promotion was found least.
     The following were guidelines for purchasing and using agro-chemicals correctly under the following: 1) enhancement awareness towards negative impacts of chemicals using without control or using chemicals which had not been recognized in terms of human health and environment, 2) promotion on body of knowledge transfer about the correct selection of agro-chemicals for strawberry growing under good agricultural practice; and 3) participation in monitoring and control of agro-chemicals using to be in accordance with good agricultural practice. This must be done with the coordination in standard agro-chemicals selling (agro-chemicals selling shops and the public sector).