INTERNATIONAL JOURNAL OF AGRICULTURAL TECHNOLOGY

Volume 14, No. 07, Month DECEMBER, Year 2018, Pages 1829 - 1842

Knowledge and attitudes towards marketing innovation of organic rice farmers in sanam chai khet organic agriculture group, chachoengsao province, thailand

Ruaykijakarn, N., Suwanmaneepong, S. and Kuhaswonvetch, S.

Abstract Download PDF

The socio-economic, knowledge, and attitudes towards marketing innovation of organic rice farmers in Chachoengsao Province, Thailand was investigated. The research findings revealed that most farmers are female (65%), aged between 51-60 years old (35%), graduated from primary school (80%). Experienced in organic rice production was 11-20 years (55%). The area of organic rice production was less than 15 Rai (50%), the most of which were their own areas (95%). The most commonly used rice was Jasmine Rice (Red How Mali Rice) (85%). The farmers produced rice products in accordance with the IFOAM, EU, and Canada Standard Organic Farming Procedures (90%). The main distribution channel of organic rice product was farmers’ group shop (70%). There was no bargain with buyers (70%) and no marketing promotions for customers (90%). The result of participant on farmer knowledge of marketing innovation was a knowledgeable about organic rice marketing innovative at a moderate level (55%). They had a high knowledge of price (91.70%), and promotion (81.65%), while knowledge of place and product were at moderately levels (70% and 68.75%, respectively). Considering the attitudes, the farmers had high level of attitudes towards marketing innovation (80%). Interestingly, they strongly agreed on price ( . 7), but they agreed on product ( . ), and on promotion ( .6 ). However, the farmer’s attitudes towards place was undecided ( . 7).

Keywords

organic rice, marketing innovation, farmer’s knowledge, farmer attitudes

---