Consumer behavior and factors influencing the purchase decision of bamboo shoot-processed product among consumers in Songkhla Province
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Abstract
This research aims to study consumer behavior and the marketing mix in the consumption of bamboo shoot-processed products. It also seeks to examine the factors influencing consumers' decision-making processes regarding bamboo shoot-processed products in Songkhla Province and to explore appropriate marketing strategies for developing these products to achieve commercial viability. The study sample consisted of two groups. The first group comprised 400 consumers who purchase bamboo shoot-processed products in Songkhla Province, selected through accidental sampling. The research utilized questionnaires as the primary tool for data collection. The second group included five participants—bamboo farmers and agricultural marketing experts—who were selected through purposive sampling. Data from this group were gathered using focus group discussions and in-depth interviews. Statistical methods used for data analysis included descriptive statistics such as percentages, means, and standard deviations. Factors influencing the decision-making process for purchasing bamboo shoot-processed products were analyzed using Stepwise Multiple Regression Analysis. Additionally, a SWOT Analysis was conducted through focus group discussions, and strategies were formulated using the TOWS Matrix Analysis.
The study results revealed that: Most consumers purchase bamboo shoot-processed products from flea markets or village markets. The main problems encountered include product unavailability in certain seasons and inconsistent quality. Consumers prioritize good taste, freshness, and the retention of natural ingredients. Additionally, they consider the price to be a crucial factor. Factors influencing the decision to consume bamboo shoot-processed products include: the frequency of purchasing bamboo shoot-processed products, the type of packaging of regularly purchased bamboo shoot-processed products, good taste, freshness, and the preservation of natural raw materials, the number of consumers of bamboo shoot-processed products in the household, the location of purchase, which has a significant inverse relationship with the purchase decision at the 0.05 level of statistical significance. Farmers primarily sell fresh bamboo shoots through community market distribution channels. There is currently no advanced processing, branding, or availability of modern products for sale on online platforms. An appropriate marketing strategy should focus on producing products that meet quality standards, with prices at or above market rates. Additionally, distribution should be tailored to ensure adequate quantity and quality through convenience store channels. Sales promotion strategies should include public relations efforts involving food experts, price reductions, free gifts, and loyalty programs such as point collection systems.
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References
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