ความภักดีของลูกค้าผักปลอดสารพิษในตลาดเกษตรชุมชน สหกรณ์การเกษตรบ้านลาดจำกัด (Customer loyalty of Non - Toxic Vegetables at Agricultural Community Market of BanLat Agricultural Cooperative Limited)

Abstract

The objectives of this research were to study (1) the level of content marketing, psychological factors, purchasing behavior and customer loyalty of organic vegetable and fruit. (2) the influence of the content marketing and psychological factors that affect purchasing behavior of organic vegetable and fruit, and (3) the influence of purchasing behaviors of the organic vegetable and fruit that affect the loyalty. The samples were 400 customers of organic vegetable and fruit in the Community Agricultural Cooperative Market, Ban Lat Agriculture Co., Ltd., Phetchaburi. Questionnaires were used to collect data. Data analysis was done by using percentage, means, standard deviation and multiple regression analysis.

The results indicated that most of the respondents were female, aged 26-39, had at least a high school education, were self-employed/business owner/trading, and had income between 15,001–30,000 Baht per month. In addition, the data presented that mean of all variables including psychological factors, such as purchasing perception, purchasing motivation, purchasing attitude, content marketing, purchasing behavior and customer loyalty of the organic vegetable and fruit were at the highest level.

The results of hypothesis testing, showed, purchasing perception, purchasing attitude, and content marketing of customers have a positive effect to purchasing behavior of organic vegetable and fruit. As well as, the purchasing behavior has a positive effect to customer loyalty of, organic vegetable and fruit in the Community Agricultural Cooperative Market Ban Lat Agriculture Co., Ltd., Phetchaburi, with a statistical significance at 0.01 level.