MARKETING FACTORS INFLUENCING THE DECISION TO PURCHASE PLANT FACTORY WITH ARTIFICIAL LIGHTING (PFAL) SYSTEM IN BANGKOK, THAILAND
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Abstract
This study examines user adoption behavior regarding Plant Factory with Artificial Lighting (PFAL) systems and analyzes the marketing mix factors influencing purchase decisions. The research focuses on three primary segments: eight farmers, seven academic institutions, and ten real estate enterprises. A purposive sampling technique was applied, and data were collected through individual structured interviews. The findings reveal that farmers primarily cultivate lettuce for supermarket distribution, typically operating within 200-500 square meter with investment budgets ranging from 100,001 to 500,000 THB. Academic institutions aim to adopt PFAL systems to enhance experiential learning, curriculum development, and publication, generally maintaining budgets below 500,000 THB. Real estate enterprises seek PFAL investment to establish unique competitive advantages, with an acceptable investment threshold of 1,000- 2,000 THB per square meter. The analysis of marketing mix factors influencing PFAL purchase decisions reveals distinct determinants across user groups. Regarding product, the most influential aspects for farmers include comprehensive training and after-sales services. For the academic institutions, equipment durability, system lifespan, and guarantees related to crop quality and system performance are the primary concerns. For the real estate enterprises, flexibility in system sizing and installation layout, equipment durability, and system performance guarantees are the most critical product attributes. Regarding price, farmers emphasize Return on Investment (ROI), cost-effectiveness, and operating and maintenance costs. The academic institutions prioritize operating and maintenance costs, while the real estate enterprises emphasize cost-effectiveness. Regarding place, farmers consider convenience of access to distribution and service locations. The academic institutions require convenient locations with knowledgeable staff. The real estate enterprises look for broad service coverage with knowledgeable staff. Regarding promotion, farmers value free maintenance packages and training program. The academic institutions emphasize free maintenance packages, marketing support, and training program. Similarly, the real estate enterprises consider free maintenance packages and training program for staffs.
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