Marketing Strategies for Promoting Organic Community Products: A Case Study of Agricultural Product Management Learning Center (Farmer's Market) in Chiang Rai Province.

Abstract

The objectives of this research were to study the demographic characteristics that affect the purchasing decision of organic agricultural products among consumers and to examine the marketing strategies that affect the purchasing decision of organic agricultural products among consumers in Chiang Rai province. The data was collected from 400 consumers at the Agricultural Product Management Learning Center (Farmers' Market) in Chiang Rai province using a questionnaire. The research found that the demographic factors affecting the purchasing decision of organic agricultural products among consumers include age, education level, occupation, and average monthly income. Moreover, the marketing strategies affecting the purchasing decision of organic agricultural products among consumers consist of five aspects, namely Process (PRC), Product (PRD), Promotion (PSE), Physical evidence (PMT), and People (PEP). The research also developed a predictive equation for the purchasing decision of organic agricultural products among consumers, which is Y = 1.14 + 0.32 (PRC) + 0.15 (PRD) + 0.10 (PMT) + 0.07 (PSE) + 0.04 (PEP). The research findings will befenfitfarmers who produce organic products, providing them with production and development guidelines that are aligned with consumer needs. This will facilitate sustainable income generation for the farmers.