Factors Affecting the Consumption of Processed Pon Yang Kham Beef Products in Sakon Nakhon Province

Abstract

This research aimed to investigate the factors affecting the consumption of processed Pon Yang Kham beef products in Sakon Nakhon Province. 385 samples were selected by purposive sampling method. The data was collected by using interviews and analyzed by binary logistic regression. The results of the study were statistically significant at 0.01 in the areas of sex (SEX), influential persons on consumption decision (IPC), and satisfaction level on marketing mix factors of the distribution channel (P3). The significant level of these variables was 0.000, 0.001 and 0.000, respectively showing that such variables affected the consumption decisions. The results showed that: 1) male consumers were likely to buy processed Pon Yang Kham beef products 0.382 times less than female consumers; 2) direct consumer were 2.576 times more likely to consumption processed Pon Yang Kham beef products; and 3) the consumers with the satisfaction on the increased distribution at the level of 1 had 2.114 times more potential to consume
processed Pon Yang Kham beef products.