ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่

This study on factors affecting the purchase of Omega-3 eggs by consumers in Mueang District of Chiang Mai Province was undertaken to get the understanding about the general consumer behavior in egg consumption, the consumers’ attitudes toward consuming Omega-3 eggs, and factors influencing the purc...

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Main Author: พิราช บูลย์ประมุข
Other Authors: อารี วิบูลย์พงศ์
Format: Independent Study
Language:Thai
Published: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ 2018
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Online Access:http://cmuir.cmu.ac.th/jspui/handle/6653943832/45872
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Institution: Chiang Mai University
Language: Thai
id th-cmuir.6653943832-45872
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institution Chiang Mai University
building Chiang Mai University Library
country Thailand
collection CMU Intellectual Repository
language Thai
topic ไข่ไก่
โอเมก้า 3
ผู้บริโภค
spellingShingle ไข่ไก่
โอเมก้า 3
ผู้บริโภค
พิราช บูลย์ประมุข
ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่
description This study on factors affecting the purchase of Omega-3 eggs by consumers in Mueang District of Chiang Mai Province was undertaken to get the understanding about the general consumer behavior in egg consumption, the consumers’ attitudes toward consuming Omega-3 eggs, and factors influencing the purchase of Omega-3 eggs. The poultry egg of the present interest is chicken egg. The needed information was collected from 400 consumer samples for regression estimation using Logit Model based on maximum likelihood estimation – MLE procedure and subsequent analysis based on the calculated marginal effects. From information on personal background, 51.5 % and 48.5 % of the samples under study were male and female, respectively. These samples predominantly were in 20 – 29 years old age group (32.5 %), completed high school education (31.5 %) followed by bachelor’s degree (25.5 %), generally did not have any chronic health problems from congenital or underlying diseases, and mostly earned 5,001 – 10,000 baht monthly income (33.5 %). Consumers generally had eggs in their meals for three or more days per week (55.3 %) whereas male appeared to have egg consumption more often per week compared to female. Those consumers who ate chicken eggs no more than three days per week accounted for 48.8 % of the total samples. On health consideration, it was found that the frequency and the amount of chicken egg consumption were correlated at statistically significant level with consumer’s health condition. Chicken eggs were commonly consumed in the form of egg dishes particularly fried eggs (50.5%). Most consumers ate one or two eggs at a time; however, those who had chronic health problems tended to consume only one egg. Generally, the consumers under study were the ones who bought the chicken eggs themselves (83.0 %) and they preferably chose to buy from fresh food markets at the amount of 10 eggs per time of purchase (60.2 %) as well as picked eggs graded as number 0 or large as their most preferred choice. On consumers’ attitudes toward Omega-3 eggs, the study found that most consumers had moderate level of confidence about the benefits of Omega-3 contained or fortified in the eggs, and that they had some least worry about consuming Omega-3 eggs. Although consumers considered produce or products containing Omega-3 not to be luxurious goods, they had quite low interest in buying them. Meanwhile, the acceptance of prices set for Omega-3 eggs was found not dependent on the consumers’ belief in the benefits from Omega-3, at statistically significant level. Nevertheless, the consumers revealed they had most important consideration on the aspects of freshness of Omega-3 eggs, produce/product label indicating source and date of production, convenient availability for the purchase, and information or knowledge about the health benefits of Omega-3 eggs. The results from Logit Model application indicated that, at statistically significant level, the factors influencing consumers to buy Omega-3 eggs were income, frequency of chicken egg consumption, the belief in the benefits from Omega-3, ever see an advertisements, and the thought that produce/product containing Omega-3 is necessary. Consequently, from this study’s findings, producers and sellers of Omega-3 eggs are recommended to regularly arrange interesting advertisement or marketing campaigns, provide reliable information to consumers about the benefits from Omega-3, pay attention to the freshness of the goods as well as the labeling matter, make it easy for consumers in various local communities to buy Omega-3 eggs, pack the produce in the fashion of 10 eggs per carton, and set the prices at reasonable level.
author2 อารี วิบูลย์พงศ์
author_facet อารี วิบูลย์พงศ์
พิราช บูลย์ประมุข
format Independent Study
author พิราช บูลย์ประมุข
author_sort พิราช บูลย์ประมุข
title ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่
title_short ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่
title_full ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่
title_fullStr ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่
title_full_unstemmed ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่
title_sort ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่
publisher เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่
publishDate 2018
url http://cmuir.cmu.ac.th/jspui/handle/6653943832/45872
_version_ 1681421644870975488
spelling th-cmuir.6653943832-458722018-03-21T04:21:54Z ปัจจัยที่มีผลต่อการซื้อไข่ไก่โอเมก้า 3 ของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่ Factors Affecting Omega-3 Egg Purchasing of Consumers in Mueang District, Chiang Mai Province พิราช บูลย์ประมุข อารี วิบูลย์พงศ์ เยาวเรศ เชาวนพูนผล ไข่ไก่ โอเมก้า 3 ผู้บริโภค This study on factors affecting the purchase of Omega-3 eggs by consumers in Mueang District of Chiang Mai Province was undertaken to get the understanding about the general consumer behavior in egg consumption, the consumers’ attitudes toward consuming Omega-3 eggs, and factors influencing the purchase of Omega-3 eggs. The poultry egg of the present interest is chicken egg. The needed information was collected from 400 consumer samples for regression estimation using Logit Model based on maximum likelihood estimation – MLE procedure and subsequent analysis based on the calculated marginal effects. From information on personal background, 51.5 % and 48.5 % of the samples under study were male and female, respectively. These samples predominantly were in 20 – 29 years old age group (32.5 %), completed high school education (31.5 %) followed by bachelor’s degree (25.5 %), generally did not have any chronic health problems from congenital or underlying diseases, and mostly earned 5,001 – 10,000 baht monthly income (33.5 %). Consumers generally had eggs in their meals for three or more days per week (55.3 %) whereas male appeared to have egg consumption more often per week compared to female. Those consumers who ate chicken eggs no more than three days per week accounted for 48.8 % of the total samples. On health consideration, it was found that the frequency and the amount of chicken egg consumption were correlated at statistically significant level with consumer’s health condition. Chicken eggs were commonly consumed in the form of egg dishes particularly fried eggs (50.5%). Most consumers ate one or two eggs at a time; however, those who had chronic health problems tended to consume only one egg. Generally, the consumers under study were the ones who bought the chicken eggs themselves (83.0 %) and they preferably chose to buy from fresh food markets at the amount of 10 eggs per time of purchase (60.2 %) as well as picked eggs graded as number 0 or large as their most preferred choice. On consumers’ attitudes toward Omega-3 eggs, the study found that most consumers had moderate level of confidence about the benefits of Omega-3 contained or fortified in the eggs, and that they had some least worry about consuming Omega-3 eggs. Although consumers considered produce or products containing Omega-3 not to be luxurious goods, they had quite low interest in buying them. Meanwhile, the acceptance of prices set for Omega-3 eggs was found not dependent on the consumers’ belief in the benefits from Omega-3, at statistically significant level. Nevertheless, the consumers revealed they had most important consideration on the aspects of freshness of Omega-3 eggs, produce/product label indicating source and date of production, convenient availability for the purchase, and information or knowledge about the health benefits of Omega-3 eggs. The results from Logit Model application indicated that, at statistically significant level, the factors influencing consumers to buy Omega-3 eggs were income, frequency of chicken egg consumption, the belief in the benefits from Omega-3, ever see an advertisements, and the thought that produce/product containing Omega-3 is necessary. Consequently, from this study’s findings, producers and sellers of Omega-3 eggs are recommended to regularly arrange interesting advertisement or marketing campaigns, provide reliable information to consumers about the benefits from Omega-3, pay attention to the freshness of the goods as well as the labeling matter, make it easy for consumers in various local communities to buy Omega-3 eggs, pack the produce in the fashion of 10 eggs per carton, and set the prices at reasonable level. 2018-03-21T04:21:53Z 2018-03-21T04:21:53Z 2557-05 Independent Study (IS) http://cmuir.cmu.ac.th/jspui/handle/6653943832/45872 th เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่