An economic and marketing analysis of cut flower orchid farming : a case study of Ratchaburi Province, Thailand | |
| Author | Pensuda Lertjatuphornchai |
| Call Number | AIT Thesis no.AB-12-15 |
| Subject(s) | Cut flowers--Marketing--Thailand--Ratchaburi Orchid industry--Thailand--Ratchaburi |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management, School of Environment, Resources and Development |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. AB-12-15 |
| Abstract | Cut flower orchid farming has played the crucial role in Ratchaburi’s economy especially cut flower of Dendrobium. This research was to study the socio - economic and marketing of cut flower orchid farming: Dend robium as well as to analyze the finance , marketing cost, margin, farmer ‘ s share and farmer’s price of cut flower farming in Ban Pong, Damneon Saduak and Ph o tharam ditricts, Ratchaburi province. Also, identify the competitive advantage to orchid growers were appeared in this study. The sample size was 30 orchid growers which divided into three farm sizes for socio – economic and two farm sizes for financial and marketing analysis. Financial analysis divided into two farm sizes; small and large farm whic h 0.8 ha and 5.6 were as a representative of smal l and large farms respectively, by using the discount rate at 7 percent per year. The feasibility of cut flower orchid farming investment based on the Dendrobium’s life cycle that was 5 years. Ban Pong was the highest potential for cut flower orchid investment (Dendrobium) for both of small and large farms . T he net present v alue (NPV) was 1,558,539 , benefit cost ratio was 1.39 , and internal rate of return was 47.62% for small farm respectively. Payback peri od was the lowest 2 years 10 months in Ban Pong In addition, the net present value (NPV) was 13,022,109 , benefit cost ratio was 1.51 , and internal rate of return was 48.08% for large farm respectively. Payback period was the lowest 2 years 8 months in Ban Pong. Also , Ban Pong has not any affected when testing sensitivity analysis by 14, 21 and 28% both of small and large farms. Talad Thai was the highest potential for trading cut flower orchid because the marketing margin, farmer’s price and farmer’s share in the consumer’s price were the highest value at Talad Thai. Also, Talad Thai was suitable for all farm size and location. Focus strategy was the highest potential to orchid growers for competitive advantage in domestic markets. Focus strategy involved t he quality of cut flower orchid because quality affected directly on the price of cut flower. The recommendation from this study that was g overnment or related organization should establish the knowledge center to encourage Thailand as the orchid productio n park in the Asia. Also, government or related organization should open an auction market of cut flower and ornamental products for fair price to orchid growers and market efficiency in business. Key words: Economic analysis, marketing cost, marketing ma rgin, farmer’s price, farmer’s share in the consumer’s price, cut flower orchid, Dendrobium, Ratchaburi |
| Year | 2012 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. AB-12-15 |
| Type | Thesis |
| School | School of Environment, Resources, and Development (SERD) |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Soni, Peeyush; |
| Examination Committee(s) | Shivakoti, Ganesh P.;Athapol Noomhorm;Wattanaporn Meskuntavon; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2012 |