An Extension Model for the Sustainability of Organic Agricultural Product Marketing for Farmers in Lower North-Eastern Provincial Cluster 2, Thailand

Abstract

The objectives of this research were to study 1) factors affecting practice towards marketing mix factors 2) factors affecting organic agriculture product purchasing 3) extension model development of sustainable organic agricultural product marketing. The population included: 1) farmers in the lower north-eastern provincial cluster 2 with the sample size of 399; 2) consumers in the same region with the sample size of 100. 3) 32 model assessors including agricultural experts, agricultural extension officers, and farmers. Data were analyzed by using descriptive statistics and multiple regression analysis. The results found that 1) most farmers received minimal levels of promotion. They had a high level of knowledge and need for promotion regarding marketing mix factors, and they had the highest level of opinions and practices concerning these factors. 2)  Promotion, opinions on distribution channels, marketing promotion, personnel management, service processes, and physical environment significantly affected the implementation of marketing mix factors.3) Most consumers received moderate information about organic agricultural products and had the highest level of opinions regarding marketing mix factors .4) Opinions regarding prices and promotion statistically affected the purchasing of organic agricultural products. 5) Developed from SMCR Model, the extension model for the sustainability of organic agricultural product marketing included: (1) extension officers; (2) information about marketing mix; (3) extension channels: trainings, meeting, and participatory learning; (4) farmers and related factors: consumers, forms of marketing, supporting factors, problems and limitations in extension, and extension results.