Information management of utilization for increase value based on the sufficiency economy philosophy of Horse Mango for agriculturist community on Gulf of Thailand

Abstract

Abstract: The objectives of this research were 1) to study the community context, attitude, purchasing behavior and consumption of the community's fruit (Horse mango) for agriculturists on the Gulf of Thailand (Nakhon Si Thammarat, Surat Thani and Phatthalung provinces). 2) to study the value of local wisdom of utilization of Horse mango for agriculturists community on the Gulf of Thailand. 3) to use the information that generated from the Horse mango database system of agriculturists community on the Gulf of Thailand, (Nakhon Si Thammarat, Surat Thani and Phatthalung provinces) to manage knowledge within the district, create knowledge, expanding the data to develop benefits in the agriculturists community on the Gulf of Thailand and nearby areas. Using data on consumption behavior of Horse mango and consumer’s attitude on sensory to consume horse mango product by using percentage, mean and standard deviation to analyze the need factors to consume horse mango.The study indicated that most of respondents were female, aged over 40 years old, under undergraduate, have agricultural occupation, monthly income 5,001 - 10,000 baht, mostly buy product from fresh market as account for 47.3 percent, mostly planted or processed horse mango; (buffalo leg breed) as account for 57.8 percent, monthly consume horse mango which account for 65.0 percent, convenience and non-toxicity account for 42.5 percent, by consume ripe horse mango (yellowish green color) as account for 55.8 percent,  processed horse mango by pickling as account for 47.3 percent that can store more than 1 month. The consumer attitude toward the horse mango’s purchasing decision was in good level, by mostly concerned on appearance factors such as fresh and clean. The consumer attitude toward the horse mango’s purchasing decision in term of price, overall provided moderate level, but considered in each factor found that the respondent was significantly concerned on the fixed price. The consumer attitude toward the horse mango’s purchasing decision in term of distribution channel, overall provided moderate level, but considered in each factor indicated that the mostly respondent was significantly concerned on place on sale at the appropriate time. The consumer attitude toward the horse mango’s purchasing decision in term of marketing promotion, overall provided moderate level, but considered in each factor indicated that the mostly respondent was significantly concerned on occasional price reduction.