Marketing Communication Channels toward Consumer Organic Rice Buying Behavior in Thailand

Abstract

The purposes of this research were to 1) study the relationship between demographic factors and organic rice consumer buying behavior in Thailand. 2) the marketing communication channels related to organic rice consumer buying behavior in Thailand. Data collected from 400 consumers were sampling by using questionnaire. Quantitative statistics (frequency, percentage, average, standard deviation and Chi-square test) were used. The results showed that most of the organic rice buying consumer were bachelor degree single female, aged between 20-29 years old, employed in private companies, and had THB 20,000-30,000 monthly income. Marketing communications channels were at a medium level, those being sold by Sales Representative, public relations, sales promotion, advertisement, and direct marketing. 1) The demographic factors that accepted the hypothesis were age, status and career. The Demographic factors that denied the hypothesis were gender, education and revenue. 2) The magazine advertisement marketing communications channels factors that related to monthly buying behavior. The reason to select organic rice products related to public relations through the agricultural market fair. Consumer behavior related to the reason to select organic rice products. Consumer behavior also related to sales representative who gave suggestions and demonstrate correct organic rice cooking and informed the characteristic and differences of each type of organic rice. The research result showed that the consumer buying behavior related to the promotion, discount information of the organic rice products through the media, direct marketing and e-mail contact. The consumer buying behavior also related to the location to buy organic rice with .05 statistical significances.