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Author: search.filters.author.Fakkhong, SasimaHas files: No

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    Effects of Marketing Mix Factors on Customer’s Decision to Purchase Community-Made Fermented Soil: A Survey in the Eastern Peri-Urban Area of Bangkok, Thailand
    (2024-01-01)
    Fakkhong, Sasima
    ;
    Suwanmaneepong, Suneeporn
    ;
    Llones, Christopher
    ;
    Cavite, Harry Jay
    This study investigates the marketing mix factors affecting customers’ decision to purchase community-made fermented soil (CMFS). Data were collected in the eastern peri-urban area of Bangkok, Thailand, using survey questionnaires. A total of 202 customer respondents were chosen through purposive sampling. Two sampled groups of customers were identified, the first group (n = 53) includes customers who already purchased and used CMFS, while the second group (n = 149) includes those who intend to use CMFS in the future. The data were analyzed using descriptive statistics, and a binary logistic regression was employed to investigate the marketing mix factors affecting customers’ purchasing decisions. Customers who already purchased and used CMFS, the price factor was the most important among the marketing mix elements. While customers with future intentions to purchase CMFS, market promotion factors were the most important. The binary logistics regression results revealed that adequate nutrients for plant growth and the sales location increase the odds for customers to purchase community-made fermented soil. Moreover, a higher probability of purchase intention was observed among consumers with higher perceived health and environmental concerns. This implies the viability of CMFS as an alternative to chemical fertilizer and a viable additional income for farmers.
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    Factors influencing the adoption of urban commercial vegetable production in the Bangkok Metropolitan, Thailand
    (2020-01-01)
    Suwanmaneepong, Suneeporn
    ;
    Fakkhong, Sasima
    The objectives of this study were as follows: 1) to describe the socio-economic factors of urban dwellers who practise vegetable production; 2) to determine the factors influencing urban dwellers’ adoption of urban commercial vegetable production (UCVP) in the Bangkok Metropolitan, Thailand. Questionnaires were administered to 134 respondents, who were randomly selected. A binary logistic regression model was employed to analyse the collected data. The results revealed that network membership and the practice of urban vegetable production has the potential to reduce the cost of buying vegetables and increase household income. The motivation that the consumption of urban vegetable products enhances people’s health was found positively significant to the adoption of the UCVP practice. Moreover, the following factors were found to be negatively significant to UCVP practice adoption: access to information on urban vegetable production can also facilitate access to fresh vegetables and practising vegetable production as a recreational activity.
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    Determinants of sustainable efficiency of rice farming in peri-urban area, evidence from Ladkrabang district, Bangkok, Thailand
    (2018-01-01)
    Fakkhong, Sasima
    ;
    Suwanmaneepong, Suneeporn
    ;
    Mankeb, Panya
    Growing urbanisation, dwindling land for rice cultivation, and declining numbers of rice farmers have been major concerns. Yet, many local people living in peri-urban areas still produce rice for their livelihood. This study aimed to estimate the sustainable efficiency (SE) of the rice farmers in the peri-urban areas and investigate the determinants of SE by employing a multiple linear regression methods. Based on data collected from 230 rice farmers in the Ladkrabang district, the peri-urban area located to the East of Bangkok, Thailand, this study revealed that, on average, the SE of sample rice farmers was 0.84. The large-sized farmer had a higher average SE than small-sized and medium-sized ones. The results of regression analysis indicated having heirs working in farm was the most effective variable on the SE of rice farming, followed by participation in agricultural training programs, formal years of schooling, the number of family labour, and subsidies.