ส่วนประสมทางการตลาดที่มีผลต่อการผลิตเกษตรอินทรีย์ ในเขตจังหวัดอุบลราชธานี

Abstract

The purposes of this research were: 1) to examine a marketing mix affecting an organic farm production in Ubon Ratchathani province, 2) to compare a marketing mix affecting an organic farm production in Ubon Ratchathani province, classified by age, educational level, income, family members, status, and occupation. The samples were 355 organic farmers at Suppasing Farm in Nacharoen Village, Dongic Sub-district, Piboonmungsahan District, Ubon Ratchathani Province. Statistics for data analysis included correlation coefficient, F-Test, and multiple regression analysis.

            The findings were as follows: 1) The marketing mix in terms of price, process, environment, and product, affected organic production in Ubon Ratchathani Province at a significance different level of .01; 2) Farmers with different ages showed different opinions toward environment, price, and process. With regard to educational levels, farmers demonstrated different opinions toward environment, process, price, and product. In terms of monthly salary, farmers had different opinions toward product and price. In terms of number of family members, farmers showed different opinions toward environment, product, price, and process, whereas farmers with different status showed different opinions toward process.