MARKETING PLACE AND PROMOTION OF HIGH SAFETY VEGETABLE NO.8

Abstract

The research purposes were to study 1) the trading structure and consumer market of high safety agricultural product, vegetable no. 8, of agriculturists in terms of price, adequacy, characteristics, quality, supply chain management and logistics, and safety of product, 2) the marketing channels, types, and characteristics of the products which are the market needs for agricultural products (vegetable no. 8) of agriculturists, and 3) the guidelines and practice to increase marketing channels and promote trade balance in order to elevate the fundamental economy to local career creation. The research methodology is divided into 2 methods: participatory research and quantitative research. The research sample were 400 consumers, a group of suppliers or marketing organizations, and agriculturists who produce safe agricultural products. Analyze statistical information which is used in analyzing information is descriptive statistics such as percentages, averages and analyzing information by using description. The results show that, the marketing channels that consumers prefer to choose to buy safe vegetables are supermarket. The main marketing channel for corporate consumers is the middleman. It was found that the major constraints to entry into the corporate consumers, especially the supermarket, was to pass the safety vegetable certification standards issued by the responsible agency. It also found the need for middleman to manage the collection of products by orders, transactions, purchase orders, and finances. The research also estimated the frequency of purchase of safe vegetables 2.1-2.4 times/ week and each expense is about 146.52- 170.14 baht/ time and 1,254-1,650 baht/ month/ household. The research expected that the high-safe vegetable market will increase by 22.5 percent over the next three months.