An Analysis of Target Areas Selection for Maize Seed Marketing Promotion in Meuang District, Nakhonratchasima Province

Abstract

The study aimed at investigating to determine the priority of the target market areas in order
to conduct marketing promotion program of s7328 variety maize seed in the area Mueang district,
Nakhonrat-chasima province. Therefore, the specific objectives had been designed to include revealing
maize production and the use of maize seed in the area, investigation on cost benefit analysis of maize
production, as well as analyzing priority of market target areas to pursue the marketing promotion program.
The study used primary data collected by interviewing through the structured questionnaires of
140 farm samples. Furthermore, to fulfull the study objectives the analysis applied in this study consisted
of descriptive analysis, cost-benefit analysis and discrimination analysis. The study results of investigating
priority of the market target area showed that priority consideration should include the significant factors
which consisted of age of the household leader and number of the year of farmer formal education. Thus,
promotion program should be applied to the priority of the market target areas as Nong Bua Sala, Si Mum,
Chai Mongkhon, Suranari, Khok Kruat and Nong Chabok which there were determined by the discriminant
score values of 0.44, 0.11, -0.18, -0.21, -0.36 and -0.76. The results of the study can be used to adjust
the marketing strategy and the direction of selecting target areas to promotion of maize seed in Meuang
district Nakhonratchasima province.