Decision making in varieties selection for rice from farmers in tharua agriculture co-operative Ltd. of Ayutthaya province

Abstract

The purpose of this study is to observe the value information in order to set up decision making in varieties selection for from farmers in Tharua Agriculture Cooperative Ltd. of Ayutthaya Province. This research use questionnaires as the medium to collect the information from 160 target consumers. As the result of the research, this can be concluded as follows; Most of the target consumers are male gender age 14 – 50 years old and educated in Primary School including rice farming, worker who have earnings below 10,000 baht per month. This target group is very concerning on the factor that show product’s marketing image and products as well as the price and the purchasing locations of products but not very much From the research, it shows that consumers of rice seed is concerning on marketing factors as follows. The result shows that consumers of rice seed purchase the product because of the image officials, products are reliable, quality, packaging and brand of the products. Price factors, for the research, we can tell that the consumers variable methods of payment available including cash, credit card, etc,. and the prices are suitable with quality of the products. ง Purchasing location, from the research, it shows that consumers of rice seed is very easy to buy, where to buy close to home, released in the right moment. Merchandise factor, as rice seed of Tharua Agriculture Co-operative Ltd. use loans in order to advertise their products which affects buying decision, staff recommendation, the exhibit has made clear pay more attention at the highest level. Down from a premium price tag outdoor shows. And has organized various to assist in the promotion of cooperatives. Consumers can get information on the local newspaper. And radio at least.