Attributes of the Market of Marketing Organization for Farmers that Affects the Consumers Service Selection in Bangkok Metropolitan

Abstract

The purposes of this research were 1) to study the relationship between demographic characteristics and consumer behavior in selecting the market marketing organization for farmers and 2) to study attributes of the market marketing organization for farmers affecting the consumers' service selection in Bangkok metropolitan. This research was quantitative research which was collected from 400 questionnaires. The statistics used for data analysis were frequency, percentage, standard deviation, Chi-square, Independent sample t-test and One-way ANOVA with a statistical significance of 0.05 level.

The research result found that the samples were buying behavior in the Market Marketing Organization for Farmers by buying vegetable and fruit products products. The market expenses cost 501-1,000 THB/ time. And the samples visit the Market Marketing Organization for Farmers on weekend afternoon. They visit the market less than 1 time/ month. The time it takes to buy products in the market is less than 1 hour. Moreover, car is the most famous travelling method. Lastly, myself plays the most important role in decision making. From the study, the hypotheses were shown that the difference of gender, age, status, education level, occupation, and monthly income influenced the consumer behavior in selecting of the trees market marketing organization at 0.05 significant level. In addition, gender, status, occupation and monthly income have affected to attributes of the trees market marketing organization for farmers at 0.05 significant level.

Keywords: Attributes, Decision Making, the Market Marketing Organization for Farmers