Factors Affecting the Decision to Buy Chemical Fertilizer of Agricultural Product Store Entrepreneurs

Abstract

The objectives of the study are for investigating demographic factors. The affect choices of chemical fertilizers in agricultural product stores, studying the behavior of buying chemical fertilizers in agricultural product stores and studying the factors of marketing mix that influence the purchasing choice of chemical fertilizers in agricultural product stores. The tool that was used in this research was a set of questionnaire from fertilizer distribution of 302 stores by agricultural product stores. This information were analyzed by descriptive statistics ,which consist of percentage, mean, standard deviation and inferential statistics including statistics Independent-Samples T-Test and multiple regression analysis.

                   The results were shown that the  most of respondents were male, aged 35-44, had a bachelor's degree, with an average monthly income of 150,000 - 250,000 baht, So demographic factors including gender, age, income and education level differences. This did not affect the decision of purchasing chemical fertilizers in the agricultural product stores. Behavioral factors which consist of the time of purchase, quantity of purchasing and the person who participated in purchasing decision. It was found that the personal behavioral factors involved in purchasing decision influenced the decision of buying chemical fertilizer in agricultural products shops differently. Marketing mix factors which consists of product aspect, price aspect, channels of distribution, marketing promotion, personnel and processes. It was found that the product marketing mix factors in product aspect, different price and process aspects influence the decision to buy chemical fertilizers in agricultural product stores differently.