The Study of Market Situation and Consumer Behavior of Community Enterprise in Nakhon Nayok Province

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Onuma Natseeta
Wandee Sutthinarakorn
Pattarawat Jeerapattanatorn


The objectives of this research 1) to study the market situation of community enterprises and 2) to study the behavior of the consumers buying the products from community enterprises in Nakhon Nayok. The study of the market situation was conveyed with 419 community leaders and representatives with semi structural interview and content analysis. The study of the behavior was consumers was conducted with 400 consumers through the questionnaire. The data is analyzed with the consideration of frequency, percentage, mean and standard deviation. The results can be formulated as follows.

  1.   In Nakhon Nayok province, there are 148 alternative/local markets, 53 mainstream markets, 137 Pracharat markets and 82 markets in tourist sites.

  2. The study of the behavior found that 388 informants are women (72.00%) Most of the informants, 85 people (21.25%) are more than 60 years old, 235 of informants (58.75) do not have a bachelor’s degree. In addition, 216 informants (54.00%) earn less than 10,000 Baht, and 187 informants (46.75%) live in a family with more than four people. 78 informants (56.60%) are civil servant. Most of consumers, which are 138 people or 34.50%, buy the products via both offline and online platforms. The agricultural products such as fresh foods, vegetables and fruits are the most bought products (53.75%). The main reason of buying is for personal use (28.25%). The consumers buy the products mostly during festivals and in tourist sites whereas they spend less than 2,000 Baht each time they buy (90.75%). The decision to buy is influenced by family members (37.25%) and they buy the products in the community enterprise outlets (32.25%). Power strategy is the most influent marketing mix ( =4.04) affecting the behavior of consumers to buy the products of community enterprises.

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How to Cite
Natseeta, O. . ., Sutthinarakorn, W. ., & Jeerapattanatorn, P. . (2020). The Study of Market Situation and Consumer Behavior of Community Enterprise in Nakhon Nayok Province . Dusit Thani College Journal, 14(3), 310–327. Retrieved from
Research Article


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