Strategies to increase distribution channels for sea bass by sea bass farmers, Song Khlong Sub-district, Bang Pakong District, Chachoengsao Province.

Abstract

This research aims to study 1) consumers' purchasing behavior of sea bass, 2) current distribution channels of sea bass for sea bass farmers, and 3) strategies to increase distribution channels of sea bass to find ways to develop the distribution model of sea bass for sea bass farmers in Khlong Song Subdistrict, Bang Pakong District, Chachoengsao Province to increase local income. The research method is a mixed research, quantitative research and qualitative research. The questionnaire tool was used to collect data from a sample group of 419 consumers in Chachoengsao Province, selected by convenience (Convenience sampling) and 22 restaurant operators and 10 fresh fish vendors by purposive sampling. Qualitative data were collected from the sample selection and analyzed using frequency distribution, percentage, mean, and standard deviation.

The research found that the purchasing behavior of 419 local and nearby province consumers shows that most consumers buy sea bass at fresh markets, like restaurant operators. Fresh fish vendors purchase sea bass for resale from various sources, such as fish rafts, middlemen, self-breeding, and fish farms. For the distribution channels of sea bass farmers, most of the sea bass is exported abroad through middlemen or agents. However, strategies to increase the distribution channels for sea bass farmers should focus on selling at fresh markets in various locations and promoting sea bass through different forms of publicity to make it more recognizable locally., etc.