Online Marketing Needs for Khao Yai Pomelo Farmers in Bang Sakae Subdistrict, Bang Khonthi District, Samut Songkhram Province
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Abstract
This research aims to study 1) personal, economic, and social background factors 2) production of Khao Yai pomelo 3) media exposure 4) needs for online marketing of Khao Yai pomelo 5) factors affecting the needs for online marketing of Khao Yai pomelo. The sample group consisted of 152 farmers growing Khao Yai pomelo, randomly selected from a population of 249 farmers in Bang Sa Kae Subdistrict by accidental random sampling. Data was collected by using questionnaires. The statistics used for data analysis included descriptive statistics, t - test, F - test and LSD. Results Most of the farmers were male, with an average age of 49.30 years. They had completed secondary education or vocational certificates (Vocational Certificate or Diploma). The average experience in pomelo cultivation was 14.95 years. The average income was 78,815.79 baht per rai per year, while the average expense was 20,243.42 baht per rai per year. On average, farmers watered their pomelo trees 3–4 times per week. The average yield was more than 2,000 kilograms per rai per year. YouTube was the most frequently used online source for media exposure. Overall, farmers had the highest level of needs for all aspects of the online market mean = 4.45. Farmers with different ages, education levels, pomelo cultivation experiences, irrigation practices, average yields, and types of online media usage exhibited significantly different levels of online market needs at the 0.05 and 0.01 statistical significance levels.
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