Authors : Qian Lei; Thanrada Chunthanom

Volume/Issue : Volume 9 - 2024, Issue 7 - July

Google Scholar : https://tinyurl.com/3f923zte

Scribd : https://tinyurl.com/mpm9cb8y

DOI : https://doi.org/10.38124/ijisrt/IJISRT24JUL1627

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : The objectives of this research: 1) to study the demographic factors affecting agricultural chemical purchasing decisions of farmers in Chanthaburi province; and 2) to study the marketing mix (4P's) affects farmers' purchasing decisions for agricultural chemicals in Chanthaburi province. This research is quantitative research. The population was farmers who purchased agricultural which the exact number is unknown. A sample of 246 people was used by specific random sampling. By using questionnaires as a tool to collect data statistics used in the analysis These are frequency, percentage, mean and standard deviation. and the statistics used in the test multiple Linear regression analysis. Major Findings: 1) most of the respondents were male, aged between 31 and 40 years, education below a bachelor's degree with a small agricultural area; and 2) The factors that had an effect on agricultural chemicals purchasing decision of farmers consisted of marketing promotion, price, and product aspect, consecutively at the statistical significance level of 0.05.

Keywords : Qian Lei; Thanrada Chunthanom and Purchasing

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