Description:
Abstract
This research aimed (1) to obtain primary information on the non-toxic agricultural
product production of farmers within the area of Chombueng district, Ratchaburi; (2) to
examine demand and consuming behavior of consumers for the non-toxic agricultural
products; and (3) to build up management network of non-toxic agricultural products flea
market in Chombueng district, Ratchaburi. Research instruments were field questionnaire,
individual and group in-depth interviews, participant observation, and focus group. Primary
information on the producers of the non-toxic agricultural products revealed that in
Chombueng there were 14 producers, who were socially accepted and have been
continuously producing the products, both fresh and processing ones. Most of them are
currently acquiring the guaranteed certificate from authorities. In examining demand and
consuming behavior for the products from the sample of 591 accidentally drawn
consumers, the study found that most of consumers of the products were female, 45 – 54
years old, government and government enterprise officials. Most of them earned 20,001 –
25,000 Baht a month, and purchased the products for the reason of having a good health.
Most influencing person on product purchasing decision was themselves. Kind of products
frequently purchased were vegetable. Rate of purchasing is every 2 – 3 days from
community market. All samples preferred to have non – toxic agricultural product market
in communities, preferably on Saturday during 07.00 – 11.00 am. Factors most influencing
purchasing decision at the market are availability of different kinds of the products and the
cost of it. In terms of demand, the study found that current demand level for the products
was high. In building up management network of the non-toxic agricultural products flea
market, the study discovered that the actual network consisted of three parties working
cooperatively. The first party was the market management committee, which consisted of
chairman, vice-chairman, public relations and recruitment committee, product quality
control committee, treasurer, and secretary. They were elected from the group of producers.
The second party was advisory committees, a group of resource persons who were
nominated and selected by the management committee. The third one was supportive units,
which composed of District Administrative office, Municipality, District Administrative
Office of Agriculture, District Administrative Office of Community Development, District
Administrative Office of Public Health, Tambon Administrative Organization, District
Police Station, and Muban Chombueng Rajabhat University.