Attitude and Strategy of Using Direct Salesmen Influencing Decision-Making for Purchasing the Direct Sale Agricultural Products (Type of Fertilizer) of Customers in Surat Thani Province

Abstract

Fertilizer is an important raw material of agricultural business which will create added value to the continual businesses very well.  The purpose of this research was to study the sales strategy by using the direct salesmen and consumers’ attitude influencing the selection of the direct-sales of agricultural products (category of fertilizer) purchasing of customers in Surat Thani Province. The sample group used for the research was 400 farmers who used fertilizer for farming in ThaChana District, Surat Thani Province. Questionnaires as validated for reliability and consistency according to the research objective were used as the research tools, statistics used in data analysis such as multiple regression analysis. The study results found that the factors affecting purchase decisions for direct-sales of  agricultural products (category of fertilizer) of customers in Surat Thani Province were 1) the direct-sales strategy factor using the direct salesmen consisted of fast, continuous services and understanding the customer needs, and 2) the consumers’ attitude factor consisted of cognition, feelings and behavior. This result of the research can be used for the benefits to direct-sales business in category of fertilizer in order to make the business more profitable.