Consumers’ Purchasing Behavior on Vegetable Products: A Case Study of Agricultural Demonstration Center, Tha Sao sub-district, Sai Yok district, Kanchanaburi province

Abstract

The objectives of this research were to determine 1) general background of consumers, 2) behavior on purchasing vegetable products towards marketing mix factors, and 3) constraints in vegetable products purchasing. Data collection was obtained by interview schedule from 30 consumers who purchased vegetable products in Agricultural Demonstration Center, Tha Sao sub-district, Sai Yok district, Kanchanaburi province. Descriptive statistics such as frequency, percentage and mean were used to analyze the data. The results revealed that majority of respondents were female with average age of 49 years old, attained primary school, income less than or equal to 10,000.00 baht/month, the average number of family members was 3.27 persons. Consumers’ behavior on purchasing vegetable products towards marketing mix factors found that most of consumers focused on price. The rest were place, product and promotion, respectively. The most constraint in vegetable products purchasing was non-standard certification of products