Factors Affecting the Loyalty of the Farmers Growing Oil Palms towards Crude Palm Oil Extraction Plants in the Upper Southern Thailand

Abstract

The objectives of this research were: 1) to study the general information of the farmers growing oil palms in the upper Southern Thailand, 2) to study the marketing mix in the perspectives of the farmers growing oil palms in the upper Southern Thailand, 3) to study the motivation in choosing to use the services of the farmers growing oil palms in the upper Southern Thailand, and 4) the loyalty of the farmers growing oil palms in the upper Southern Thailand. The samples were 400 farmers growing oil palms in the upper Southern Thailand. The research instrument was a questionnaire. The statistics were percentage, mean, standard deviation, and multiple regression.

The research findings were found as follows.

1. The farmers growing oil palms in the upper Southern Thailand were mostly male, aged from 40 to 49 years old, owned the lands to grow the oil palms from 10 to 20 rai, had the palm fruit to sell monthly from 2.5 to 5 tones, and had the experience in growing the oil palms from 3 to 5 years.

2.The marketing mix in the perspectives of the farmers growing oil palms in the upper

Southern Thailand in the overall was at a high level. When each aspect was considered, the  first priority was the distribution channel, followed by the products, prices, product images, personnel, processes, and marketing promotion, respectively.

1. The motivation in choosing to use the services of the farmers growing oil palms in the upper Southern Thailand in the overall was at a high level. When each aspect was considered, the reasons was at the first priority, followed by the external factors, the patronage systems, emotion, and the products, respectively.
2. The loyalty of the farmers growing oil palms in the upper Southern Thailand in the overall was at a high level. When each aspect was considered, the first priority was the reduction of the alternatives and habits, followed by the history of the company, the connection of the emotional attachment, the reliability and the trust, and the famers’ satisfaction, respectively.