Organic Rice Purchase Behavior of Consumers in the Municipality of Surin Province

Abstract

The objectives of this research were to study the organic rice purchase behavior of consumers in the Municipality of Surin Province, to study the relationship between individual factors and customers’ organic rice purchasing behaviors, and to study the problems and obstacles related to organic rice purchasing and provide suggestions for the organic rice purchasing. The samples consisted of 385 participants. A questionnaire was employed for data collection. Statistics used for data analysis were mean, frequency, percentage, and chi-square. The study found that most consumers are influenced to buy organic rice by salesmen or distributors. Averagely, they consume organic rice more than 5 kilograms per month. Additionally, the consumers usually buy the organic rice from department stores at least 5 times per month. The cost of each purchasing is between 100-200 baht and the reason for the purchase is the benefit of organic rice. Moreover, the most of them buy the organic rice at the price of 51-60 baht per kilogram and buy organic rice due to public relations. According to the relationship between the individual factors and the organic rice purchasing behaviors, the study revealed that genders, age, education and occupation are significantly interrelated with the organic rice purchasing behavior at .05 of statistical level. In addition, most consumers still encounter problems in buying organic rice because the public relations are not as thorough as it should be. As a result, there is a difficulty for consumers to buy organic rice since the consumer lacks of knowledge on organic rice as well as there are few useful information resources about organic rice. However, most consumers suggest that public relations to promote knowledge and prepare sources of information about organic rice should be provided by relevant organizations. In addition, retailers / places selling organic rice should have a clear labeling and publicizing must be focused.