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โครงการหนังสืออิเล็กทรอนิกส์ด้านการเกษตร เฉลิมพระเกียรติพระบาทสมเด็จพระเจ้าอยู่หัว

Abstract

The purpose of this study was to study sensory perception as well as analyze the

value and willingness to pay of Chinese consumers for the fragrant rice tested, study consumer

behavior buying rice, the attitude of Chinese consumers towards Thai rice, Factors that

influence the purchase decision and the brand switching of Chinese consumers as well as
pointing out the problems of the quality of Thai jasmine rice to drive in policy, promote the

development of Thai rice and the image of Thai rice to be excellent leading to international

competitive. By using the Choice Experiment method, in each of those choices consisting of

the characteristics of fragrant rice such as the completeness of the grain, sweetness, aroma,

softness, certifications and country of origin at each level and the price of fragrant rice in that

choice is different. Which collected primary data from questionnaires from 665 sample

consumers In Guangzhou.

According to the analysis of indirect utility functions of consumers who have made

decisions on rice selection in a virtual situation with different levels of characteristics of rice,

it is found that those with higher education levels and households with a higher average

income per person per month have a chance or probability of choosing one of the options

that have improved characteristics of rice at a higher level than the base or an alternative

showing the current situation although the price is higher If any household has people with
health problems or having chronic illnesses in the household or if consumers are worried

about the danger of how much chemical residues in the rice they buy a higher chance of

choosing like those who agree to push some price burden on consumers, it is more likely to

choose than those who do not agree.

As for the characteristics of fragrant rice, it was found that consumers are more satisfied
and willing to pay If fragrant rice has the completion seeds therefore have the opportunity to

decide to buy fragrant rice that has more seed completion than having less seed completion.

The aroma of the rice also makes consumers more likely to decide to buy than rice with less

fragrant. As for the sweet taste of the rice, consumers are satisfied with the purchase of rice

that tastes very sweet more than rice that has less sweet flavor. If specifying country of origin

of rice will also give consumers the opportunity to decide to buy more but more importantly,