A Study of Guidelines for The Development of Distribution Channel Models of Langsat and Longkong in Agroforestry Systems, Eastern Phi Pan Nam Mountain of Uttaradit province: Case study of Tambon Mae Phlu, Tambon Ban Dan Nakham and Tambon Nang Phaya

Abstract

          The objectives of this study are to (1) study the situation of production, marketing and distribution channels of Langsat and Longkong (2) study consumer behavior and purchasing decision of Langsat and Longkong (3) to study the guidelines for the Development of distribution channel models of Langsat and Longkong. The sample group were farmers and growers, representatives from government agencies and private sectors, dealers, middlemen and consumers. Structured interview questions and questionnaires were employed in this study as data collection techniques. Descriptive statistics were used for data analysis.

          The research results were found that in 2019, the Langsat-growing areas and the Langsat yield had decreased because of its unpopular fruit and slump price, so most farmers will grow Langsat for their conservation. While Longkong-growing area had the same amount between 2018 and 2019. Longkong yield increased but Longkong price went down in 2019. Most of the Langsat and Longkong products are sold to middlemen from upcountry and some of the products are sold in local markets. The consumption behavior of Langsat and Longkong, customers buy Langsat and Longkong because of its flavour and quality, 2 kilograms each time. The middlemen behavior, middlemen will buy Langsat and Longkong from farmer all quality grade in low price; however, Langsat and Longkong prices are depend on Sorting graded Langsat and Longkong. The marketing mix factor that most influences the purchasing decision of Lagsat and Longkong is product aspect. Followed by the price is the same. The results of the study of Guidelines for the development of distribution channel models were found 1) Small-scale farmers sort the quality of Longkong by themselves then sell them to fruit market dealers. 2) Group of farmers produce fruit quality 3) Local governments or government agencies grant funding for farmers in remote areas. 4) Small scale farmers adopt of e-commerce platform.