The objectives of this study were to study marketing channels of paddy and rice
in large agricultural land plot on rice farming with descriptive statistics, identify behavior
and demand of rice for determining marketing strategies with likert scale, and to analyze
factor affecting demand for rice by means of Tobit regression. The samples of this study
were randomized by purposive sampling in Chiang Rai and Phayao provinces. Data was
collected using the questionnaires administered to the sampled members in large
agricultural land plot on rice farming with 5 groups/ province, 10 entrepreneur, and 400
consumers/province.
It can be concluded that famers could process rice by themselves or take paddy
to middlemen, farmer groups, central market, rice mills, and agricultural cooperatives
for processing. Next, rice was delivered to retailer, agent as call yong, and wholesaler
who packed rice in terms of bags or sack to retailer for sale domestic. Modern trade,
grocer’s shops, rice shops, others such as agricultural cooperatives or online. In addition,
behavior and demand of rice for determining marketing strategies according to marketing
mixes (product, price, place, and promotion) had an average satisfaction at the highest
level, especially in cleanness of rice, quality and richness of rice grain, and taste, smell,
and color of rice. However, the packages of product should be modern and easy to use.
Advertisement should display the benefits of each type of rice consumption and
reliability and salesmen could introduce rice to decision making.
Besides, the factor affecting demand for rice was analyzed by Tobit regression
model. It indicated that age period, education levels, members in households, price per
unit of rice, taste of choosing to buy rice that is grown by chemical- free process, and
that have brand and reliable certified standard impacted on the increased possibility of
occurrence of purchase decision for rice, while taste of choosing to buy rice in
department stores and marketing strategies related to reliability of brand, convenience
of buying in grocer’ s shops influenced the possibility of occurrence of a decrease in
purchase decision for rice. Hence, the model can result in creating competitive
advantage in the market to increase profits for traders.