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

Main Article Content

Onuma Natseeta
Wandee Sutthinarakorn
Pattarawat Jeerapattanatorn

Abstract

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.

Downloads

Download data is not yet available.

Article Details

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 https://so01.tci-thaijo.org/index.php/journaldtc/article/view/245517
Section
Research Article

References

Biothai. (2016). Alternative market. Accessible from www.biothai.net/node/30499.
(in thai).
Community enterprise information system. (2005). The definition of community
enterprise. Accessible from http://smce.doae.go.th. (in thai).
Community Enterprise Promotion Division. (2015). Community enterprise registration
information. Accessible from www.sceb.doae.go.th/regis.html. (in thai).
Gail W. Feenstra, Christopher C., Lewis, Clare C., Hinrichs, Jr, Gilbert W., Gillespie and Duncan,
Hilchey . (2009). Entrepreneurial Outcomes and Enterprise Size in US Retail
Farmers Markets. American Journal of Alternative Agriculture, 6(18), 46-55.
Kavak, Bahtışen, Tunçel, Niray and Erbil Özyörük, Hüseyin. (2015). Do Small and Medium
Sized Enterprises Have Their Unique Buying Behavior Variables? — A Qualitative Approach. International Journal of Trade, Economics and Finance, 6(6), 283.
Nakhonnayok Office. (2016). Strategic plan for the year 2018-2021. Accessible from
www.nakhonnayok.go.th. (in thai).
Pattanvongngam, Suchanat. (2019). A Community Market, Strength of Economic
Foundation and a Starting Point of Logistics Process at the Community Level :
A Case Study of Community Market at Chachoengsao Municipal Stadium, Mueang Chachoengsao District, Chachoengsao Province, Thailand. Journal of Modern Management Science, 10(2), 197. (in thai).
Pongpit, Sari. (2005). Base from: the master plan to the community enterprise. Bankok:
Panya Printing Company.
Promsaka Na Sakolnakorn, Thongphon and Sangkarat, Utit. (2013). Development Guidelines
for Small and Micro Community Enterprises in Songkhla Lake Basin. Department
of Educational Foundation, Faculty of Liberal Arts Prince of Songkla University.
Puriwat, Wilert. (2012). Alternative Marketing. Accessible from
http://library.acc.chula.ac.th. (in thai).
Ramya, N. (2016). Factors affecting consumer buying behavior. International Journal of
Applied Research, 2(10), 76-80.
Samtikai, Chuchai. (2015). Consumer behavior. Bankok. Chulalongkorn University Publisher.
Special Affairs Group Office of Policy and Planning Ministry of the Interior. (2018). Pracharat Market. Accessible from http://www.market.moi.go.th. (in thai).
Sutthinarakorn, Wandee. Kanjanavisut, Chintana. Tanjor, Siriporn and Sutthinarakorn, Somkiat.
(2015). Good Management and Learning Routes to Enhance the Career Capacity and
Better Life of the Community Enterprises in Samut Sakhon Province in Progression of their Community Economy Using the Philosophy of Sufficiency Economy. Journal of Industrial Education, 14(1), 25-32.
Schiffman, L.G. and Wisenblit, J.L. (2015). Consumer Behavior. United States of America:
Pearson Education Limited.
Solomon, M.R. (2015). Consumer Behavior Buying, Having, and Being. Pearson
Education Limited. United States of America.
Sukjarern, Wut. (2016). Consumer Behavior. Bankok: jee pee saiber prin.
Sukto Nantasari, Chavanakuru Pensin, Songern Kultira, Chomsuan Jirapon, Tuntidilok Nawapon, Lamthong Warisara, Hattakitpanichkul Wallapa, Sawanpitak Werapon, and Wattanasin Somsiri. (2012). Marketing an Introduction. Bankok: Pearson Education Indochina Company Limited.