Attitude on the Marketing Mix and the Demand for Organic Eggs of Consumers in Sri Racha District, Chon Buri Province

Abstract

The objectives of this research were to 1) study consumer opinions toward marketing mix factors of eggs, 2) study consumer demand for organic eggs and 3) compare opinions in marketing mix of eggs classified by consumer demand for organic eggs. The samples were 400 consumers of eggs in Chao Phraya Surasak Municipality in Sri Racha District, Chon buri province by convenience sampling. The questionnaire was constructed and used as a tool to collect data. The statistical analysis methods were frequency, percentage, mean, standard deviation and t-test.

The findings were 1) the marketing mix of eggs covered 4 aspects: product, price, place and promotion. The consumers valued product, price and place at high levels, whereas the promotion was at a moderate level. 2) The demands for organic eggs were ranked according to the five-step human needs theory set by Maslow and found that the consumers paid attention to all five steps at high levels. As for buying behavior, 63% of the samples indicated that they would definitely buy organic eggs and 37% said they were not sure or would not buy them. 3) The comparison of opinions between consumers who definitely buy and not sure or not buy organic eggs towards the overall marketing mix factor showed a statistically significant difference (p<0.05).