THE LIFESTYLE DIFFERENCE OF ORGANIC PRODUCT CONSUMERS IN THAILAND : MARKETING STRATEGY IMPLICATIONS

Abstract

This paper studies the relationship between characteristics of organic product consumers
(residential location (region), educational standard, and ages) in relation to their lifestyles.
Researchers utilized survey research to conduct an Analysis of Variance (ANOVA) used for hypothesis
testing. By utilizing cluster sampling technique, data was collected from 400 organic product
consumers in 6 regions in Thailand. The research findings show that the consumers who live
in different regions have different activities, interests, and opinions relating to organic products,
while the consumers who have different educational background do not have different activities,
interests, and opinions relating to organic products. Whilst, the consumers who are of different
ages have different opinions relating to organic products, but not for activities and interests.
The research findings benefit to entrepreneurs in formulating marketing strategy to tackle a specific
target group by considering the influence of consumers’ residential location and age, but regardless
of educational background. However, future research may study other factors that probably
influence organic product consumers’ lifestyle, as well as consider the effect of time lapse and
quantitative measures. By considering these issues, research in this area could be developed.