Consumers' perception and attitude towards organic Hommali rice in the Roi-Kaen-Sarn area (Thai)

Abstract

The objectives of this research were to study buying behaviour, perception and attitude toward organic Hommali rice, and provide guidelines to increase perceptions of organic Hommali rice in the Roi-Kaen Sarn area. Field survey research was conducted and a questionnaire used as a data collection tool. The sample was 1,062 consumers with age of twenty years old and upwards who regularly buy Hommali rice in Roi-et, Khon Kaen and Mahasarakarm province (Roi-Kaen-Sarn Area). The data obtained from the survey were analyzed in accordance with descriptive statistics together with factor analysis. One way ANOVA was used for hypothesis testing. The survey found that most respondents do not purchase and consume organic Hommali rice. This is due to the lack of public information about organic Hommali rice, resulting in low awareness of organic Hommali rice in the Roi-Kan-Sarn area. Consumersû negative attitude towards organic Hommali rice is also evident and this leads to no confidence in the safety and the health benefit of organic Hommali rice and results in no intention to purchase organic Hommali rice in the Roi-Kan-Sarn area. However, among those who purchase this specific rice, the label and information from the vendor are found useful for them when justifying its authenticity. Under the study, there are two factors influencing consumersû decisions in purchasing organic Hommali rice: its benefit and characteristic. Benefit produces the greatest influence on the purchasing decision whereas the characteristic of organic Hommali rice appears to be a moderate influential factor. The strategic recommendations for building up perception and favorable attitude toward organic Hommali rice include an execution of advertising and public relations through vital media, for example, radio, advertising signs, brochures, exhibition organization and demonstrations focusing on its advantages and worth over typical rice.