MARKETING FACTORS AND CONSUMER BEHAVIOR TOWARD THE CONSUMPTION OF FROG MEAT PRODUCTS IN MUEANG DISTRICT, UDON THANI PROVINCE

Abstract

The objectives of this research were: 1) to determine the level of importance of marketing factors for frog meat consumers in Mueang District, Udon Thani Province, and 2) to study the consumption behavior of frog meat consumers in Mueang District, Udon Thani Province. Data was collected using questionnaires from 400 individuals with experience consuming frog meat in the municipal area of Udon Thani Province. The statistics used for data analysis were mean and standard deviation. The research findings revealed that most respondents were male, aged between 26 and 40, married, and had 2-3 family members. The majority held a bachelor's degree and were self-employed business owners. The age range of the sample group indicates that they are heads of households with a strong value for consuming local food. Regarding the purchasing behavior of those with experience consuming frog meat in Mueang District, Udon Thani Province, most chose to buy farmed frogs. They primarily cooked the frog meat themselves and made their own purchasing decisions. The main reason for choosing to buy frog meat was its good taste, and they preferred to purchase it from fresh markets. The marketing factors that influenced the purchasing of frog meat products were, in order of importance to the consumers: product, price, and distribution channels. Consumers with experience consuming frog meat in Mueang District, Udon Thani Province, primarily valued these factors, followed by marketing promotion.