Title: Influence of marketing mix elements on the intention of sugarcane farmers in Thailand to use commercial tailor-made fertiliser

Authors: Krichanont Hothongcum; Opal Suwunnamek; Suneeporn Suwanmaneepong

Addresses: Administration and Management College, King Mongkut's Institute of Technology Ladkrabang, Chalongkrung Rd., Ladkrabang, Bangkok, 10520, Thailand ' Administration and Management College, King Mongkut's Institute of Technology Ladkrabang, Chalongkrung Rd., Ladkrabang, Bangkok, 10520, Thailand ' Faculty of Agricultural Technology, King Monkut's Institute of Technology Ladkrabang, Chalongkrung Rd., Ladkrabang, Bangkok, 10520, Thailand

Abstract: Tailor-made fertiliser (TMF) is a new practice in Thailand that aims to achieve a more efficient use of a fertiliser on cultivated soil. This study attempts to determine farmers' attitudes toward a marketing mix of TMF and to investigate factors influencing the farmers' intention to use TMF in accordance with the marketing mix strategy. A survey was conducted among 387 sugar cane farmers who were interviewed at the Thamaka sugar refinery, Kanchanaburi Province, Thailand. The results indicate that farmers' attitude toward the retailer available over a wide area has the biggest influence on their intention to use TMF. This is followed by their attitude toward stability of TMF product quality, and by whether price is more competitive than other chemical fertiliser.

Keywords: tailor-made fertilisers; farmer intentions; farmer attitudes; sugarcane farmers; effective fertilisers; Thailand; fertiliser management; marketing mix; efficiency; soil cultivation; marketing strategies; retailers; product quality stability; fertiliser prices; competitiveness; chemical fertilisers; farming industry; fertiliser industry; chemical industry; eco-friendly; environmentally friendly; sustainability; greening; environmentally friendly; sustainable development; agriculture.

DOI: 10.1504/WREMSD.2015.066976

World Review of Entrepreneurship, Management and Sustainable Development, 2015 Vol.11 No.1, pp.1 - 18

Available online: 19 Jan 2015 *

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