Factors Affecting Differences in Marketing Channel of Rubber Sheets between Central and Local Markets in Changwat Phuket.

Abstract

Rubber planters utilize different marketing channels for their products. A study was conducted in Changwat Phuket to identify and describe factors affecting their selection of the respective marketing channels. Two-hundred and twenty rubber planters were interviewed to determine their socio-economic, communicative and psychological characteristics, their behaviors in selling rubber sheets including associated problems and their recommendations, and factors affecting differences in marketing channels between central and local markets. The findings revealed that most rubber planters had obtained formal education at Grade 4 and were literate. Rubber planting was their major occupation and their income from rubber sheet sales ranged from 30,000-40,000 baht per family per year. Relatives and friends and television were sources of information about the market price of rubber sheets. In adition, rubber planting officers and sub-district extension officers were mentioned as having important roles in providing useful information. Most of the rubber planters interviewed sold their sheets within one week or two weeks after processing. The quantity sold per sale ranged from 100 kilograms or below to 200 kilograms. The rubber planters whose sheets were classified as No.1-No.3, sold their sheets through central markets, felt that price received was fair and they were satisfied with it. For those whose sheets were classified as No.4-No.5, sold their sheets through local markets were dissatisfied with it felt that the price received was unfair and they were dissatisfied with it. Through correlation analysis, it was discovered that those who sold rubber sheets through central markets were younger and had obtained more education. They had more personal contact with important persons. They had larger status of land tenure, larger farm size and better standard of living. They were more financially independent, but showed a greater dependence on the accumulation of material objects. They had a more favorable attitude towards the central market, because they received higher prices for their rubber sheets than those selling through local markets. The results of the study indicate that the socio-economic status of an individual results in behavioral differences which influence his selection of markets for selling rubber sheets. Better regulations and higher standard for the preparation of rubber sheets should be encouraged. In the development of central markets, farmer organizations should be established, the areas set aside for buying operation should be expanded, and public participation in the operation of central markets should be promoted as well.