Chemical Fertilizer Purchasing of Famers in Ban Pong Distrist, Ratchaburi Province Area

Abstract

Abstract: The objectives of this study aim to find out the chemical fertilizer purchasing of farmers in Ban Pong District, Ratchaburi province. The interview was conducted to collect the data from 47 farmers by using convenient sampling technique. Then, the descriptive statistics was applied in data analysis. The results of this study revealed the buying behavior of chemical fertilizer that the majority of farmers buy the chemical fertilizer from the agricultural store. Most of them buy chemical fertilizer merely once per planting season. The Rabbit is the most famous brand of chemical fertilizer due to its quality and brand familiarity. For the marketing factors affecting farmers' buying of chemical fertilizer, farmers significantly consider to the price and distribution channel factors at the highest level. Consequently, the results showed that the farmers make a purchasing decision on the factor of the price and distribution channel.  Hence, the price level should be determined similar to other brands and the channel should be easy for farmers to access, the properly advertising channels also should be launched to attract attention and increase the product confidence.