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Abstract

The research objectives are defined to study the general social, economic and product marketing situations of durian gardeners in Nathavee and Chana district, Songkhla province. The product marketing, production management in the garden level, the analysis on social and economic factors which affects the attitude levels of durian gardeners, including problems and proposals to improve durian gardens to be in accordance with the standard are considered in the research. The secondary data for this research are collected from various sources and the primary data are gathered from 100 durian gardeners in Nathavee and Chana district. The primary data are statistically analyzed into percentage, mean and Chi-square Test to analyze the relations among social and economic factors and gardeners' attitude levels on durian gardening in Natavee and Chana Districts, Songkhla Province. The main findings indicate that most of the agriculturists are males with the educational level at Prathom 4. The average age ranges 41-50 years old. The average numbers of households are 4.71 persons in each family. The average agricultural work force per household is 2.45 persons. The average durian-gardening area is 8.4 rai (one rai = 0.39 acre) each family. In the previous year, durian price defined by regular merchants was 11-20 baht per kilogram. Most agriculturists' gross earnings are over 40,000 baht yearly per family. Most of them had never been trained in fruit-bearing trees; however, they were transferred knowledge by the promotional officers. The agriculturists are more interested in durian cultivation than other kinds of plants. Fertilization is applied once or twice a year. In addition, more chemicals are used for durian pest prevention and extermination than natural anti-pest elements are. The assistance on fertilizer cost is mostly required from the government agencies, and the supports on product sales are next in line. Moreover, the knowledge mostly required is durian-tree nurture. Most of agriculturists' attitudes are found to be positive e.g. proper areas available for durian plantations and stable market all year round. The chi-square test in order to analyze the social and economic factors affecting the gardeners' attitude level reveals as following. Gender is in relation to the attitude level on a trend of higher durian price in the future. Age and education relate to the attitude level regarding the governmental support on durian plantations. Incomes, the agricultural work force, debt status, and land ownership are in relation to the attitude levels on suitable areas for orchard plantations. The numbers of households relate to the attitude level concerning a desire on durian plantation ownership as neighbors do. The loan sources relate to the attitude level pertaining to a trend on higher durian price in the future. The agriculturists' problems and threats are high production cost factors e.g. the fertilizer cost, and the climate conditions affecting durian productivity. However, the agriculturists request for the additional knowledge transfer on durian plantation from the government. Finally, Suggestions raised by the researcher are the concerned parties should impart updated knowledge on durian-tree nurture and care to the agriculturists. In addition, information service on marketing should constantly be made available to agriculturists as well.