08 Consumer Behavior for Local Products Food and Herbs: Case study in Kanchanaburi Province.

Abstract

The objectives of the research were to study the consumer behaviors for the local
products of food and herbs. The sample groups were 385 people of the local products’
consumers in Kanchanaburi. By selecting a specific purposive sampling. The data were analyzed
as frequency, percentage,mean and standard deviation.
The research found that; for the food products, the reasons of buying were quality/
taste of the products. The amount of buying was between 50 and 100 baht. The information
receiving was from other people. The buying duration was weekend. The favorite buying place
was exhibition. The decision criterion was quality. And most of the consumers had planned
before buying. For the herbs products, the consumers used to buy the most was the external
use drug with the reason of quality. The amount of buying was between 101 and 200 baht.
The information receiving was from other people. The buying duration was weekday. The
favorite buying place was the manufacturing place. The decision criterion was quality. And
most of the consumers had planned before buying.