Suwanmaneepong, Suneeporn

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Suwanmaneepong, Suneeporn
Alternative Name
Suwanmaneepong, S.
Main Affiliation
Email
suneeporn.su@kmitl.ac.th

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    Assessing farmers’ adoption of ethylene stimulation in increasing Para rubber production in Ban Khai District, Rayong Province
    (2023-07-01)
    Orsuwan, W.
    ;
    Suwanmaneepong, S.
    ;
    Llones, C.
    ;
    Khuhaswanvej, S.
    The study found that only 50 percent of the trained rubber farmers have adopted the use of ethylene stimulation. Several factors that contributed to non-adopters’ hesitance are perceived uncertainties of technology attributes, cost of implementation, and farmers’ attitudes. From these factors, the increasing cost was the recurring reason expressed by farmers during the focus group discussion. Furthermore, a review of related studies revealed that there was an inadequate R&D investment in the rubber industry. Therefore, government supported in boosting the R&D of the country’s rubber industry would require an immediately action and implementation that competed to rubber export countries for rapidly gaining in the competition.
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    Comparison of cost and return for rubber farmers on innovations to increase latex production in Ban Khai District, Rayong Province, Thailand
    (2024-03-01)
    Orsuwan, W.
    ;
    Veerasakulwat, S.
    ;
    Suwanmaneepong, S.
    The findings revealed important distinctions between the two groups of farmers. Rubber farmers who opted for ethylene gas incurred a total cost of 13,973.50 baht, comprising a total fixed cost of 1,202.02 baht and a total variable cost of 12,771.48 baht. These farmers achieved a total return of 17,955 baht per rai. On the other hand, rubber farmers who refrained from using ethylene gas reported a significantly different financial performance. For this group, the total cost amounted to 9,813.49 baht, consisting of a total fixed cost of 1,202.02 baht and a total variable cost of 8,611.48 baht, while the total return per rai amounted to 10,299.57 baht. Statistical analysis indicated that the total variable costs and returns for rubber cultivation significantly differed between the two groups of farmers at a significant level of .05. However, there was no statistically significant difference in the total fixed costs. Extension services and training programmes should be provided to educate farmers on the proper and safe use of ethylene gas to maximise its benefits and minimise potential risks. Furthermore, further research could explore the long-term sustainability and environmental impact of using ethylene gas in rubber cultivation to better understand its overall implications for the industry.
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    Factors affecting purchase decisions for organic dried noodles of a community enterprise in Chachoengsao Province, Thailand
    (2024-03-01)
    Saengnang, B.
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    Suwanmaneepong, S.
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    Llones, C.
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    Puttongsiri, T.
    ;
    Mankeb, P.
    The findings demonstrated that the typical potential buyer of organic dried noodles was a female aged 40–50 with a propensity toward online purchases. Interestingly, the primary determinants influencing purchase decisions are found to be product attributes such as trusted quality certifications (e.g., the FDA seal), comprehensive product information detailing benefits or nutritional content, and the credibility and traceability of the brand. These insights offered valuable guidance for businesses, encouraging further development of marketing strategies and product offerings to align with evolving consumer preferences and demands.
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    Tourists' behavior and importance of marketing mix factors in decision to use community-based agritourism services under the new normal era in Rayong Province, Thailand
    (2023-07-01)
    Ngamchaleaw, B.
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    Suwanmaneepong, S.
    ;
    Cavite, H. J.
    ;
    Khermkhan, J.
    The results showed that the majority of tourists visiting the site were female, between the ages of 20-30, single, and had completed a bachelor's degree. Most of the tourists were students and had a monthly income of at most 15,000 THB. In terms of agritourism behavior, the study found that most tourists visited the site during weekends and holidays for study tours before and during the COVID-19 pandemic. First-time visitors were prevalent, and most were influenced by friends and colleagues before the pandemic. During the pandemic, self-decision became the primary factor for traveling. Tourists preferred day trips to the Suan Yai Da agritourism site, with a majority intending to revisit the site. People's recommendations and Facebook fan pages were the top sources of information for tourists. Regarding the perception of marketing mix factors, tourists gave the highest importance to the awards received by the agritourism site as the best tourist attraction (= 4.25). This indicates that the reputation and recognition of the agritourism site play a significant role in attracting visitors. Other product factors that were highly rated included processed products available (= 4.20), lectures for agricultural knowledge (= 4.20), and the ability of tourists to visit all year round (= 4.14). In terms of price factors, tourists rated all of them as important, with mean ratings () ranging from 4.12 to 4.25. Overall, the study provides insights into the socio-demographic profile, agritourism behavior, and perceptions of marketing mix factors of tourists visiting the Suan Yai Da agritourism site. The findings can serve as a basis for agritourism service providers to improve their services and attract more tourists.
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    Comparison of cost and return for durian farmers on Magik Growth wrapping bag innovation to increase the quality of durian production in Rayong Province, Thailand
    (2025-07-01)
    Thongtem, K.
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    Suwanmaneepong, S.
    ;
    Suwunnamek, N.
    ;
    Kerdsriserm, C.
    The results of the study revealed that farmers who did not use the Magik Growth durian wrapping bag innovation had total costs of 37,647.48 baht per rai, resulting in an average yield of 1,420.41 kilograms per rai and a net profit of 164,999.25 baht per rai. In contrast, farmers who used the Magik Growth durian wrapping innovation had total costs of 48,724.58 baht per rai, leading to an average yield of 1,420.83 kilograms per rai and a net profit of 195,068.58 baht per rai. There was a significant difference of 0.01 in the average yield between those using and not using the Magik Growth durian wrapping innovation. Fixed costs and break-even yield also showed a statistically significant difference at 0.05. However, total costs, variable costs, production factors, product prices, net profit, and prices showed no statistically significant difference.
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    Do behavioral and socio-demographic factors determine consumers’ purchase intention towards traceable organic rice? Evidence from Thailand
    (2022-06-01)
    Cavite, Harry Jay
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    Mankeb, Panya
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    Kerdsriserm, Chanhathai
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    Joedsak, Athiwat
    ;
    Direksri, Nuttanan
    Despite the increased popularity of organic rice in Thailand’s domestic market, little is known about how consumers’ behavioral and socio-demographic factors predict their purchase intention. Grounded on the theory of planned behavior (TPB), this research investigates consumers’ purchase intention for traceable organic rice. Responses were collected from 243 organic rice consumers in a farmers’ market in Chachoengsao Province, Thailand, following a convenience sampling approach. Data were analyzed using factor analysis, multiple linear regression, and one-way ANOVA to determine the factors predicting consumers’ purchase intention and identify any differences with respect to socio-demographic variables. Results reveal that subjective norms, perceived behavioral control, health consciousness, and knowledge of product traceability significantly predict consumers’ intention to purchase traceable organic rice. However, socio-demographic variables — age, income, and education, were found to have no impact on purchase intention. This study’s findings offer theoretical and managerial insights to community enterprises and policymakers to fully understand consumer behavior for organic rice and implement effective marketing strategies and policies.
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    Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge
    (2022-02-23)
    Cavite, Harry Jay
    ;
    Mankeb, Panya
    ;
    Suwanmaneepong, Suneeporn
    Purpose: Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour. Design/methodology/approach: Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs. Findings: The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability. Social implications: The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention. Originality/value: This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.
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    Determinants of income diversification among farm households in Thailand
    (2023-05-01)
    Charoenkittayawut, S.
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    Mankeb, P.
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    Suwanmaneepong, S.
    The research finding indicated that the age and education level of the household head, the household size, household members migrating for domestic and overseas work, the amount of household debt in the informal sector, and household members’ access to credit significantly and positively affected income diversification among farm households in Thailand. The household dependency ratio, annual household income per capita, and the household's land size were found to be significantly and negatively associated with income diversification. In contrast, the sex of the household head, the amount of household debt in the formal sector, and the location of residence were not significant factors in determining income diversification. These results indicated specific factors determining income diversification, enabling policymakers to understand household resources, conditions, and social barriers. Such understanding allowed the policymaker to enhance participation in income diversification strategies in an informed and effective way.
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    Factors affecting the adoption of smart root washing innovation by commercial vegetable growers in the eastern suburbs of Bangkok, Thailand
    (2025-01-01)
    Sornphakdee, N.
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    Suwanmaneepong, S.
    ;
    Llones, C.
    Result showed that 70% of the participa. nts were male, and the majority cultivated leafy vegetables. Natural canals emerged as the primary water source, with manual labour being the dominant washing method. All farmers washed vegetables manually, and 73.3% reported inadequate cleaning as their main post-harvest challenge. The adoption of the smart root washer received a moderate perceived utility score of 3.44, mirroring ratings for ease of use/complexity (mean=3.45). There was a consistent moderate perception across other adoption parameters, including observability (mean=3.44) and risk (mean=3.45). The technology’s adoption trajectory encompassed knowledge, persuasion, decision-making, implementation, and confirmation stages, registering moderate acceptance levels, with scores ranging between 3.28 and 3.45. Gender was the strongest predictor across all models, with the persuasion model having the highest absolute Beta coefficient (β=0.673). The consistent significance of gender differences suggested to play a crucial role in the adoption process.
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    Social capital and production risk: examining the association using the case of irrigated rice farms in Northern Thailand
    (2023-05-01)
    Llones, C.
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    Suwanmaneepong, S.
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    Mankeb, P.
    ;
    Wongtragoon, U.
    Results showed that higher perceived social capital in terms of interpersonal trust and network relationships are negatively associated with variability in production. The observed association can be attributed to the social capital capacity for resource generation and networking, which help mitigate potential risks. The study provided evidence of the importance of developing and strengthening the social capital of farming communities in supporting farmers’ risk management. Especially among farmers with less access to information, the farmer’s network facilitated the knowledge-sharing on farming innovations and improved practices.