Consumer Behavior in Buying Organic Products in Sukjai Market, Sampran District, Nakhon Pathom Province

Abstract

This research was to study 1) consumer behavior in buying organic products and 2) problems and suggestions for management of Sukjai Market, Sampran district, Nakhon Pathom province. Using accidental sampling from consumers who came to buy organic products. Questionnaire was used as an instrumet for data collection from seventy consumers. Descriptive statistics such as frequency, percentage, and mean were used for data analysis. The results showed that most of the samples consumed more than one year of organic products. For consumption behavior of organic products in Sukjai market, most of the samples identified health reasons for choosing organic products. As regards frequency of buying of organic products in Sukjai market, most of the samples stated that they regularly came in 1-2 times a week. More than half of the sample purchased ready-to-eat cooked food. On satisfaction of the quality of organic products in Sukjai market, the samples indicated that they were very satisfied. The satisfaction of the variety of products was moderate. More than half of sample spent money to purchase products less than 350 baht for each visit. Regarding the factors related to purchasing decision, most of the samples stated that organic certification and information obtained from public relations affected the decision to buy organic products. More than half of the samples stated that the packaging did not affect the decision to buy.