Nuttanan Direksri, Suneeporn Suwanmaneepong
Although rice production community enterprises have seen an improved growth in past years, they still faced several problems in promoting and developing organic rice package in response to modern consumers’ demand. This study investigated the community enterprise consumers through examining their demographic characteristics and importance to marketing mix factors in purchasing organic rice. Data were collected using a questionnaire survey to 400 organic rice consumers of Baan Nong Saeng community enterprise in different distribution channels in Chachoengsao province, Thailand. Data were analyzed through descriptive (means and percentages) and inferential (one-way ANOVA) statistics. The results revealed that most organic rice consumers were females between 41 and 50 years of age, where most of them are married and have a bachelor’s degree. As for the marketing mix factors, consumers had very important ratings for product ( = 4.23) and price ( = 4.30), and important ratings for place and promotion factors, which both have a mean of 4.10. Overall, these four Ps of organic rice marketing were rated as important ( = 4.19). Moreover, results show the high variation or difference in the consumers’ preferences for organic products across demographic characteristics. Marketing strategies and policy recommendations base on the four marketing mix factors are presented.