The objectives of this research were to study 1) the personal, economic, and social
characteristics of farmers 2) the level of importance of farmers’ marketing mix, and
3) marketing mix factors affecting the purchase of agricultural machinery of farmers.
The sample group comprised 397 farmers in Chiang Mai. The data were collected using
questionnaire and analyzed by descriptive statistics and multiple regression analysis
using the Enter method.
The study results revealed that 1) most of the informants were male, average aged
of 55 years old, have primary education or less, have marital status, have an average of
4 household members, have an average total number of 3 household laborers,
have an average household holding area of 7.39 rai, and have an average total household
income of 170,682.62 baht per year, most of the farmers do not have a social position
and have worked on a farm for an average of 23 years. 2) In overall, farmers attach
importance to the marketing mix was at a high level (x? = 3.73). 3) Factors positively
affecting the marketing mix in buying agricultural machinery of farmers statistically
significant at the 0.05 level, there were 4 variables: gender (male), age, number of workers
in the agricultural sector and gross household income. At the same time, negative factors
statistically significant at the 0.01 level were the duration of farming.