Business Management and Purchasing Satistaction of Bamboo Tube Sticky Rice among Touristsat Nong-mon Market, Mueang Chon Buri District, Chon Buri

Abstract

At Nong Mon market in Mueang District, Chon Buri Province this survey researeh aims to study the following: (1) the business management of bamboo tube sticky rice among producers; (2) demographic characteristics of tourist consumers of bamboo tube sticky rice; (3) the marketing mix of bamboo tube sticky rice; (4) tourists’ satisfaction with bamboo tube sticky rice. The sample was divided into 2 groups. The first group included 10 persons selected to represent 56 bamboo tube sticky rice producers. The second group included 420 bamboo tube sticky rice tourist consumers at Nong Mon market. Study tools included structured interview questionnaires and self-report questionnaires. Data analysis statistics included frequencies, averages, percentages, standard deviations and t-tests. The results of the study revealed that 1) the production management of bamboo tube sticky rice was inherited from parents employing family members as the core workforce and hiring additional Thai and migrant workers as needed. Productions were both for retail and wholesale, setting price by calculating costs plus profit; 2) demographic characteristics of tourist consumers of bamboo tube sticky rice mostly were single females, aged 21-30 year old with graduate degrees;  3) marketing mix included: product – traditional long bamboo sticky rice tubes were statistically significantly more popular (t=2.68, df=418, p<0.05) among tourists compared to new short tubes; price – tourists preferred to buy in value-priced sets; place – mostly bought at Nong Mon market; promotion – taste-testing before buying and getting free extras when buying in bulk; 4) overall satisfaction scores (maximum of 5) were “very satisfied” (average 3.81 ± 0.74)