An Evaluation of Buying Behaviors and Perceptions of Organic Vegetable Consumers in Chiang Mai Province
Authors: Somdech Rungsrisawat
The purpose of this research is to study of consumer perception and understanding consumer buying behavior that related between satisfied and factors affecting the purchasing. Methodology can be classified between qualitative and quantitative approaches for the qualitative research were interviews from middlemen who bought organic vegetables, and middlemen related to production and marketing system. A questionnaire was utilized as a tool to collect data. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. The result show the reason to decision buying motives is Fresh products of organic vegetables is the most significant factor on individuals’ income, with a b of –.143, t = –2.470, the price of organic vegetables is the most significant factor on individuals’ income, with a b of .176, t = 2.561, p value = .011. The results show that most people with higher income think about the organic products are expensive and have negative attitudes towards organic vegetable as individuals with low and medium income level. Therefore, household income had a significant influence on the purchasing decision.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1096745Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1943
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