Factors affecting marketing channel selection by rice farmers in Thailand

Thamthanakoon, N. (2019) Factors affecting marketing channel selection by rice farmers in Thailand. Doctoral thesis, Harper Adams University.

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This study examines the factors that affect marketing channel selections of rice farmers in Thailand, which are believed to be distinctive compared with those of other agricultural products. One of the possible reasons for the differences is the Thai government has formally, over many years, subsidised rice farmers under the rice pledging scheme (RPS).Since the scheme ended in 2014, rice farmers have been facing a more competitive market environment and need to be more proactive in their choice of marketing and this research aims to generate greater understanding of the drivers of choice in order this issue may be addressed. This study identified factors affecting the marketing channel choices drawing on the framework of the Theory of Planned Behaviour and literature review. A multi-method approach was adopted involving preliminary in-depth interviews with 33 participants and a face-to-face questionnaire survey with 661rice farmers in 3 main rice production regions by using purposive and convenience sampling techniques.The results showed that Thai rice farmers mainly rely on three main channels: miller,local collector, and agricultural cooperative to sell their rice. Three other channels also used by farmers were: central paddy market, individual direct selling and group direct selling. Paired samples t-test was used to compare the channels used before and after the RPS ended from which it was determined that there were statistical differences between regions, education levels, sources of information, type of rice growing, production partly for own consumption or not, use of hired vehicles or not and distance to market in the different channels on past behaviour and intention. Partial least squares structural equation modelling(PLS-SEM)was used to test the hypothetical relationships based on the results from principal components analysis and reliability of scale. The results identified that intention had been directly affected by past behaviour, attitude, subjective norm, farmers’ power, consideration of transaction specific cost and channel accessibility of which indirectly influenced on intention through past behaviour. Therefore, the significance of path relationships in different channel choices had been addressed by using multi-group analysis. The findings could have potential implications for many stakeholders, e.g. policy makers, farmers and rice buyers, illustrating the importance of these factors in understanding rice farmers in making channel choice decisions.

Item Type: Thesis (Doctoral)
Keywords: marketing channel, rice, rice pledging scheme, Theory of Planned Behaviour, multi-method, partial least squares structural equation modelling, Thailand
Divisions: Food Science and Agri-food Supply Chain Management
Depositing User: Ms Kath Osborn
Date Deposited: 10 Apr 2019 15:21
Last Modified: 10 Apr 2019 15:30
URI: http://hau.repository.guildhe.ac.uk/id/eprint/17396

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