แนวทางในการพัฒนากระบวนการผลิตผักเพื่อตอบสนองความต้องการของผู้บริโภคในตลาดเกษตร ม.อ. คณะทรัพยากรธรรมชาติ มหาวิทยาลัยสงขลานครินทร์ กรณีศึกษา ผักกาดเขียวกวางตุ้ง

Abstract

This study aimed to examine the socioeconomic conditions, consuming behaviors, the need levels for marketing mix of flowering white cabbage, farmers’ opinions on practicing following the needs of consumers, and guidelines for the development of flowering white cabbage production processes in response to consumers’ needs consuming flowering white cabbage at the PSU Green Market of the Faculty of Natural Resources, Prince of Songkla University. The quantitative study was conducted with a sample group of 138 consumers consuming flowering white cabbage. Also, the qualitative study was conducted with a sample group of 10 farmers registered as sellers at the PSU Green Market with structured interviews. Descriptive statistics were used for data analysis: mean, percentage, and standard deviation. Inferential statistics were used for the analysis of multiple linear regression. Results of this study indicated for the socioeconomic situations of consumers consuming flowering white cabbage that most consumers finished undergraduate degrees, were Buddhists, and were university staff/lecturers for 65.69%, 94.90%, and 29.70%, respectively. Consumers had average values of age of 37.25 years old and incomes of 29,512. 41 baht/month with expenses of 19,065.22 baht/month. Most consumers for 31.90% bought flowering white cabbage 2-3 times/week or 8-12 times/month with an average of 42.17 baht/time. Consumers for 79.70% felt confident in the chemical safety e.g., insecticides and fertilizers used with vegetables. The study found that the marketing mix affected the needs of consumers consuming flowering white cabbage at selling locations at the highest level (4.32). For farmers’ opinions on practicing following the needs of consumers, the study found that farmers followed the needs of consumers on the issue of selling channels at the highest level (3.92). For the issue of arranging vegetables neatly easy for selecting and selling by practicing following the principles of food sanitation at the highest level (4.09). For problems or obstacles in producing flowering white cabbage of farmers at the PSU Green Market of the Faculty of Natural Resources, Prince of Songkla University, the study indicated that the major problems that mostly affected the production of flowering white cabbage were plant diseases and insects for 25.00% which the inferior was the production management problem for 17.19%