Consumers' attitude and perception towards purchasing decision on organic food products : a case study of Prachin Buri, Thailand | |
| Author | Thitipat Rattanawith |
| Call Number | AIT Thesis no.AB-20-02 |
| Subject(s) | Organic farming--Thailand Natural foods--Thailand Consumers--Thailand--Decision making Consumers--Thailand--Attitudes |
| Note | A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | The purpose of this study was to investigate consumers’ attitude and perception towards purchasing decision on organic food product in Prachin Buri province, Thailand. The objectives of this study were to investigate the attitude of consumers towards decision making process in purchasing organic products, to indentify the factors affecting consumer’s perception on purchasing decision process and to develop the guidelines to enhance the organic food products consumption. The sample comprised of 400 organic food product consumers who lived in Prachin Buri province, Thailand. The respondents consisted of 143 of male (35.8%) and 257 of female (64.2%) in which lower than Bachelor's degree (39.8%), 203of Bachelor's degree (50.8%) and 38 of higher than Bachelor’s degree (9.5%). The descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (Multiple regressions) were used to analyze the data. The main finding of the research was that consumers’ attitude can predict purchasing process decision at the significant level as of 0.000, different gender and consumers with different income have different purchasing decision process towards organic food product significantly, and there is a significant relationship between marketing mix strategy and purchasing decision process. A provide comprehensive information about organic food products through extension workers and other various marketing channels as well as providing the platform for producers, entrepreneurs, and consumers of organic products. |
| Year | 2020 |
| Type | Thesis |
| School | School of Environment, Resources, and Development |
| 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) | Anal, Anil Kumar |
| Examination Committee(s) | Datta, Avishek;Rabgyal, Tenzin;Loc, Thai Nguyen |
| Scholarship Donor(s) | Her Majesty the Queen's Scholarships, Thailand |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2020 |