GAP Rice Market Developing of Huai Krot Farmers

Abstract

The objectives of the study were to; 1) study Huai Krot Farmer’s GAP rice consumption behavior of people in Chainat Province, 2) study customer value of GAP rice of Huai Krot Farmers, and 3) developing marketing strategy GAP rice of Huai Krot Farmers. Data analysis methods were content analysis, frequency, percentage, mean, standard deviation, chi-square test, t-test, one-way analysis of variance and Scheffe' method. The research result found that; 1) Huai Krot Farmer’s GAP rice consumption behavior of people in Chainat Province including; the reason for decision to bought GAP rice was they want to be healthy, the consumption quantity was 11-15 kg per month, the frequency to bought was a time per month, and bought via a general store, the best sale promotion had reduced the price and influencer was family members, 2) the overall of customer value to GAP rice was at a high level, the highest average was cognitive value awareness. The result of research hypotheses testing found that demographic characteristics were significantly associated with GAP consumption behavior and customers with different demographic characteristics also had a statistically significant difference of GAP rice at 0.05, and 3) product and price strategies were divided 3 size including; consume size 15 kg 550 baht, souvenir size 1 kg 40 baht and bowl size 400 g 30 baht as well as place strategies were used home as a store and join the exhibition to sell other provincial customers, and promotion strategies were given example rice to target customers can test before actual purchase.