Factors Influencing Farmers' Decision-making in Purchasing Fertilizer in Mueang District, Loei Province

Abstract

The research on factors affecting farmers' fertilizer purchasing decisions in Mueang Loei District, Loei Province is a quantitative research methodology. The objectives are: 1) To study the marketing mix factors affecting farmers' fertilizer purchasing decisions in Mueang Loei District, Loei Province; and  2)To compare the factors affecting farmers' fertilizer purchasing decisions in Mueang Loei District, Loei Province, classified by gender, age, education level, average annual income, cultivation experience, and size of the cultivation area. The sample group in this study was 392 farmers who purchased fertilizer for use with all types of plants living in Mueang Loei District, Loei Province. The size was determined using the Yamane formula and the multi-stage sampling method, which consisted of basic statistics such as frequency, percentage, mean, and standard deviation. The inferential statistics were tested by T-test and F-test (One-way ANOVA) according to the LSD method.

The results of the research found that: 1) The overall marketing mix factors were at a high level. When considering each aspect, the aspect with the highest mean was product and promotion, followed by physical characteristics and process. In terms of distribution channels, employees, and price, respectively; and 2) Farmers in Muang District, Loei Province with different ages, education levels, and cultivation experiences have different factors in deciding to buy fertilizers, with statistical significance at the .05  level.  As for farmers with different genders, average annual income, and size of cultivation areas, there were no differences.