การศึกษาการผลิต การตลาด และพฤติกรรมการบริโภคแพะเนื้อในพื้นที่ภาคใต้ตอนบน

Abstract

This study aims to determine (i) the raising and marjagement of meat goats (i) the pattern of meat goat marketing and (iii) consumers behaviour of meat goat in upper souther Thailand, consisted of 6 provinces, namely; Surat Thani, Nakorn Sri Thammarat, Krabi, Phang-Nga, Chumpon and Phuket. Survey study was used in this research by using three questionnaire sets as the main tool. A first questionnaire was focused on the socioeconomic trait, farm distribution, goat farm management, marketing channel and problem and constraint in goat raising in the upper souther area. A number of 155 goat farms classified into ten groups as follows: Thathong, Ban Kood, Kirirat, Sikeed, Huasai, Ao Luek, Klong Tom, Kura Buri, Tha Sae, and Thlang. Second questionnaire set was designed for the marketing channel of middleman or meat goat trader by purposive sampling. The middleman sampling were 6 representatives from each province in the studied area. The third questionnaire set was consumer behaviour regarding the goat meat and its product consumption by Haphazard or accidental sampling. Of the 177 heads of respondents, there were 44. 47, 23, 24, 18 and 21 respondents derived from Surat Thani, Nakorn Si Thammarat, Krabi, Phang-Nga, Chumpon and Phuket, respectively. The results showed that the average age of the goat farmer was 50.22 years old and mostly (43.87%) completed from elementary school. The farmer was 50.97% Thai Muslim, and 41.94% were the Para rubber plantation owner. As for the amount of goat farmer, Klong Thom was the highest of goat number raised for 1,300 heads, while Kirirat was the lesser amount for 173 heads. The average experience of running the farm in the studied area was 3.80 years. The main objective of raising meat goats was for marketing. Cross- bred goats were the most favorite raised among the farmer (86.45%). The animals were often kept in house and average amount of meat goats were 37.44 heads per farm. As for the marketing, it has shown that 80.0% sold within the province. At 85.16 and 41.94% of the farmers were marketed by a live body weighing and determine the price of goat by body appearance, respectively. The average price of meat goats in the upper southern area was 145.13 Baht per kg accounted for 38.06%. Must of the farmers share commonly agreed that the goal price was fluctuated. The problem and constraint of the goat farmer were (i) management view point: lack of the good breeder, not enough financial in generating business, lack of the support from government ii) marketing view point: most farms goat were unsatisfactory with the price as suppressed and control by the middleman and lack of the marketing channel. The average income of the middleman was 25,000 Baht per month. The marketing pattern of the goat trader involved in 3 categories, namely; local meat goat collector, live meat goat trader and dissection meat shop. Above the three marketing categories began by trader purchased the goats from farmers as price ranked between 70-140 Baht per head as meat goat price depends varied on body condition and breeder. And later the collecting live animal was transported to market for religious purpose slaughter, breeding, cooking, to other traders in particular the live goats may increase the price up to between 120-160 Baht per head. Phuket and Krabi are the two destinations of the meat goat market as could be seen by highly middleman actively mobilize in the area. Based on the interesting revenue in this business, our study indicates the meat goat margin was between 20-100 Baht per head. Results of behaviour of the consumer on the meat goat and its products showed the female was the most consumers and average age of 39.21 years old. Many consumers were equally ratio between Buddhism and Muslim and spending about 100-300 Baht per month for goat-cooked food and goat meat products. The reason of goat meat consumption was religious activities (64.54%). Male goat was the most favorite type used for cooking and the respondents prefer to have goat for consumption at age and weight of 1.0-1.9 years old and 20.0-25.90 kg, respectively. Rather than uncooked or raw meat, the consumer prefers to ready-to-eat food (78.01%). Goat Biryani and Goat curry was the most two preferred menus accounted for 80.1 and 99.09%, respectively. Including all activities, the respondent had an average goat meat menu at as low as 3.97 times per year and they had spent money for their food at between 91-110 Baht. Many of respondents purchased the live goat weight in 21.0-30.0 kg in a price between 100-150 Baht per kg. They also agreed that the price for sale at the present situation for meat goat was reasonable (91.0%), while 66.67% of them was unsatisfactory with a meat goat price as it seems too expensive. Not enough in goat meat available in the general open market, undiversified goat meat products and tess advertisements on its meat were figured for 68.79, 41.84 and 48.94%, respectively Suggestions for the goverment sectors including promoting on an extension and training to the goat farmers on production, farm management, product processing, PR and provide the information on goat meat nutrition value to increase the public consumption as well as support for goat breeder. In general, promoting the farmer for the production of meat goats with safe and good quality, increasing enough amounts of goats to meet the present meat requirements and balance its reasonable price in the market for widely consumer affordable would play highly attention. Strengthen cluster between the goat farmers across provincial by sharing the buy and the sale as capable of price bargaining with a middleman, increase the marketing channel of the live goats, goat meats and its meat products including open new marketing place and adding a meat products in the everyday market.