From Farm to Screen: Consumers' Purchasing Behavior of Agricultural Products in the PSU Bazaar Facebook Group

Abstract

The PSU Bazaar Facebook Group serves as an online platform for trading agricultural products. The objectives of this research were to: 1) describe consumers’ demographic and socioeconomic characteristics as well as their buying behavior of agricultural products;
2) explore consumers’ opinions on the marketing mix of agricultural products; and 3) examine the demographic and socioeconomic factors associated with consumers’ expenditures on agricultural products. Primary data were collected using structured questionnaires from a total of 480 consumers who purchased agricultural products through the PSU Bazaar Facebook group. The sample was selected using an accidental sampling method. For data analysis, descriptive statistics and Chi-square tests were employed. The findings revealed that more than half of the respondents were female, with an average age of 29.10 years. The largest proportion of respondents purchased agricultural products twice a week, spending between 100 and 500 baht per transaction. Regarding the marketing mix of agricultural products, the aspects of product, price, place, and promotion were identified as important factors influencing consumer decisions, with product safety receiving the highest average score. In addition, educational level and income were found to have statistically significant associations with consumers’ expenditures on agricultural products.