Consuming Behavior and Buying Decision of Lettuce Consumers of PB Valley KaoYai Winery Enterprise, Pak Chong District, Nakhon Ratchasima Province

Abstract

The objective of this research was to study consuming behavior and buying decision of lettuce consumers of PB Valley KaoYai Winery Enterprise, Pak Chong district, Nakhon Ratchasima province. Accidental sampling was used. Questionnaire was applied for data collection from seventy lettuce consumers. Descriptive statistics was applied to data analysis. The findings reveal that most lettuce consumer samples are located near by the enterprise. Nearly half of the samples identify reasons for consuming lettuce as a matter of preference. The remaining samples are identified as food and health issues. More than half of the samples consume lettuce at least once a week. The factors relating decision to buy lettuces are product characteristics and taste of the product. Moreover, enterprise credibility, GAP certification label, and cleanness of shop are needed. At the same time, product price is not too high, but should close to the market price. These are what consumers need and should be managed and developed