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

Abstract

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.