PROCESS FOR IMPROVING THE QUALITY OF LOGISTICS MARKETING MANAGEMENT OF AGRICULTURAL PRODUCTS (VEGETABLES AND FRUITS) EXPORTED ABROAD

Abstract

This study has the objectives 1. To study logistics marketing management of
agricultural products. (Exported fruits and vegetables) to be exported abroad and 2. To propose
guidelines for logistics marketing management of agricultural products. (Exported fruits and
vegetables) to foreign countries. This study is a quantitative research. The sample group is
entrepreneurs who deliver agricultural products. ( Exported fruits and vegetables) to foreign
countries, totaling 400 people, purposive sampling. The tools used were questionnaires and
analyzed using descriptive statistics and hypothesis testing using t-test statistics and one- way
analysis of variance (One-way ANOVA). The results of the study found that Most
entrepreneurs are male, aged 31 - 40 years, operate a wholesale business, have an investment
of 5,000,001 - 10,000,000 baht, use truck transportation. The period of operation is 5 - 10 years
and most have an average monthly income of 3,000,001 - 6,000,000 baht per month.
Results of data analysis of opinions regarding the logistics marketing management
process of agricultural products. (Exported fruits and vegetables) Exported abroad (overall)
had opinions at a high level (x̅ = 3.86, S.D. = 0 .14 ), including inventory management. There
were opinions at the highest level (x̅= 4.01, S.D. = 0.21) and the packaging aspect. There was
a high
level of opinion (x̅= 3.77, S.D. = 0.20), with the least opinion, respectively.
The results of the hypothesis analysis found that factors related to the characteristics of
agricultural product entrepreneurs (Exported fruits and vegetables) affect the overall logistics
marketing management process, significantly different at the .05 level.
Guidelines for managing logistics marketing of agricultural products (Exporting fruits
and vegetables) to foreign countries found that there has been development in the infrastructure
of the logistics process. By measuring the quality of logistics Able to transport agricultural
products as required with quality control, timeliness, warehouse management that focuses on
maintaining product quality strictly according to orders. In addition, there are differences
among entrepreneurs in terms of finances. And inventory management still needs to increase
the administrative efficiency of entrepreneurs, including the use of information technology to
make it faster and easier to inspect products. In addition, the control of cold- controlled
transportation must maintain management standards to ensure quality throughout
transportation.