Consumers’ perceptions of longan and smallholders’ choice of marketing channels with special reference to marketing contracts in Thailand | |
| Author | Yukti Buranrom |
| Call Number | AIT Thesis no.AB-19-10 |
| Subject(s) | Longan--Thailand Marketing channels Consumers--Thailand--Attitudes |
| Note | A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | This research aims to assess consumers’ perception of longan in the domestic markets of Thailand and to examine the factors influencing smallholders’ choice of marketing channel. The Weighted Average Index (WAI) and the Binary Logit Regression Model were used to determine both respectively. A questionnaire was used to interview 120 longan consumers in Khlong Luang, Pathum Thani and 120 longan farmers in Ban Thi, Lamphun. It was found that the ‘price’ element of the marketing mix was most influential to consumers. Taste was the most influential of all factors followed by the listed price. For farmers, education, market information access, price, and the payment period were significant factors. Market information was found to have a positive influence in choosing local middlemen who provide marketing contracts, while the rest had a negative influence. Implementation of pricing strategies and techniques that improve the taste of longan may prove effective in increasing domestic demand. Meanwhile, as almost all respondents choose local middlemen as their market channel, the government should improve education in rural areas where farmers tend to be smallholders. Moreover, improvement of market information access and pricing regulations may aid farmers in choosing the most beneficial market channel. |
| Year | 2019 |
| 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) | Kuwornu, John K.M. |
| Examination Committee(s) | Salin, K.R.;Sasaki, Nophea |
| Scholarship Donor(s) | Royal Thai Government Fellowship |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2019 |