The Marketing Mix of Pesticide-Free Vegetable Business in Mueang Tak District, Tak Province

Abstract

        The purposes of the research seemed to investigate 1) the pesticide-free vegetable consumption behavior in Mueang District, Tak Province        2) the marketing mix that influenced the decision in purchasing pesticide-free vegetables and 3) the consumer opinion on the marketing mix of pesticide- free vegetables business in Mueang District, Tak Province which was a survey research. The samples of the research  were  400 people of Mueang District, Tak Province. The research instruments were question naires. The collected data were analyzed by frequency,   percentages,  arithmetic means,  and standard deviation. The findings of the research indicated that most of the respondents were female whose ages were 26     to 30 years old. Their average monthly income was 5,001 to 10,000 baht. Their occupations were private sector employees. The study of the pesticide-free vegetable consumption behavior in Mueang District, Tak Province indicated that they purchased pesticide - free vegetables three to four times a week and the kind of pesticide - free vegetables they chose to purchase was cabbage.The expense in purchasing pesticide - free vegetables was 300 to 400 baht at a time. The reason for purchasing pesticide-free vegetables was a business’s credibility mostly from Big C        and Tesco Lotus and made their own decision to purchase. In term of the marketing mix that influenced the decision in purchasing pesticide - free vegetables, the respondents rated at medium level. The respondents valued the product factor as the most important factor followed by price, physical and presentation, in orderly. The opinion on the marketing mix of pesticide-free vegetable business was rated at medium level.