Factors Influencing the Purchasing Decision of Rabbit Brand Chemical Fertilizer among Rice Farmers in Surin Province

Abstract

          This research aims to study the personal factors and marketing mix factors influencing the purchasing decision of Rabbit Brand chemical fertilizer among rice farmers in Surin Province. This is a quantitative study employing a convenience sampling method to collect data from 385 rice farming households in Surin Province using questionnaires. The data were analyzed using percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), and multiple regression analysis. The findings revealed that most respondents were male, aged between 46 and 60 years, had primary education, had more than 21 years of rice farming experience, and had an average monthly income between 5,000 and 10,000 baht. The hypothesis testing showed that (1) personal factors such as age, farming experience, and education level had a statistically significant effect on the purchasing decision of Rabbit Brand chemical fertilizer at the 0.05 level; and (2) marketing mix factors including product, marketing promotion, and process significantly influenced the purchasing decision of Rabbit Brand chemical fertilizer at the 0.05 level. The estimation model could explain 56.4% of the variance in the purchasing decision of Rabbit Brand chemical fertilizer among rice farmers in Surin Province.