STUDY OF APPLICATION COMPONENTS TO FULFIL CONSUMERS’ NEEDS FOR TRADING ORGANIC PRODUCTS

Abstract

          The objectives of this research article were to study application components to fulfil consumers' needs for trading organic products. The sampling group was consumers of organic products in Surin Province, totally 250 persons, using the accidental sampling method. The research tool was a questionnaire. For the research methodology, the researchers collected the data from the questionnaire responded by the consumers of organic products in Surin Province in 7 items comprising: 1) products and services, 2) price, 3) distribution channels, 4) promotion and public relations, 5) usability, 6) safety and reliability, and 7) direct - to - service for consumers. Then analyzed the assessment results from the application components to fulfil consumers’ needs to trade organic products. The statistics used in this research were percentage, mean and standard deviation. The research results were found as the followings. 1) General information of the respondents found that most of the respondents were female with a total number of 188 persons as 75.2 percent; aged over 50 with a total number of 127 persons at 50.8 percent; graduated bachelor degrees with a total number of 115 persons as 46 percent; were occupation government officials/state enterprises with a total number of 161 persons as 64.4 percent, and had an average monthly income of more than 50,000 baht per month with a total number of 62 persons as 24.8 percent. 2) Requirements of application components to fulfil consumers' needs for the trading of organic products found that the overall level was high demand ( = 4.10, S.D. = 0.71). When considered on each side, they were all needed comprising: 1) products and services ( = 4.26, S.D. = 0.64), 2) safety and reliability ( = 4.15, S.D. = 0.68), 3) promotion and public relations ( = 4.12, S.D. = 0.77), 4) distribution channels ( = 4.09, S.D. = 0.75), 5) direct - to - service for consumers ( = 4.09, S.D. = 0.76), 6) usability ( = 4.03, S.D. = 0.66), and 7) price ( = 4.02, S.D. = 0.77). These items can be used to design and develop an application to fulfil consumers' needs for trading organic products.