Main Article Content
The objective of this study was to analyze optimal marketing strategies for organic agricultural products according to marketing mix theory with multinomial logit model. Data were collected in the form of interviews with questionnaires from 2,500 consumers who bought the products divided into farm plants, processed and fresh organic agricultural products, herb products, and others by means of purposive random sampling of 25 districts in Chiang Mai province. It could be concluded that an increased probability of buying in the farm plant groups should focus on notification of product details and certified brand completely in product strategy. Similarly, the processed product should emphasize an organic agricultural product adequacy and attractiveness of the packaging. Moreover, the fresh and herb product groups should emphasize discounting, changing, distributing, adding, or testing of promotion strategies. It indicated that the marketing strategies influenced buying decision making to the different product groups. Hence, the determination of optimal marketing strategies was conducive to the competitive advantage.
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