Marketing communications toward buying behaviors of organic rice in thailand

Abstract

The purpose of this research was to study demographic factors and consumers’ behaviros of buying organic rice in Thailand and the marketing communications. This was a quantitative research collecting data from 4 0 0 samples by the questionnaire. The statistics used in this research were frequency, percentage, mean, standarddeviation, and chi-square test with statistical significance at .0 5 . The results showed that most of the consumers aged between 20- 29 were female, Single, employed in private companies, graduated with a bachelor degree, and had income THB 20,000 – 30,000 per month. Marketing communications were at a medium level, Those are sold by Sales Representative, public relations, sales promotion, advertisement, and direct marketing. 1) The demographic factors Those accepted the hypothesis were age, status and career. The Demographic factors those denied the hypothesis are were gender, education and revenue. 2) Marketing communications factors in a magazine advertisement showed that buying behavior related to the frequency of monthly buying organic rice, public relations through the agricultural market fair showed that the buying behavior related to the reason to select organic rice products, Sales Representative who gave suggestions and demonstrate the correct organic rice cooking, finally Sales Representative who informed the characteristic and differences of each type of organic rice. showed that the buying behavior related to The information of the organic rice products received through the media, promotion and discounts, the buying behavior related to the location to determine the buying of organic rice, the direct market and customer contact via e-mail, showed that the buying behavior related to the location to determine the buying of organic rice with statistical significance at .05.