THE CRITICAL SUCCESS FACTOR OF FRUIT DISTRIBUTION: CASE STUDY OF RATCHABURI PROVINCE, THAILAND.
Thailand is the agriculture country which mainly export the agriculture product to the other countries in so many ways which are fresh vegetable, chilled vegetable or frozen vegetable. The gross export for Thailand’s fruit is more than 30-40 billion baht per year and the growth rate is about 11-15 percent per year. Fruit is the most important export product of Ratchaburi province. This research paper is aimed to study the factors which affect the efficiency of the supply chain process especially the distribution process of Ratchaburi’s fruit product. There are 5 factors which related to the distribution fruit which are quality, price, equipment and supply standard, custom process and distribution pattern. The result of the research showed that the factor which reached the “Very Good” significant level is quality of the fruit itself with the score of 4.79. The other 5 factors are in the “Good” significant level. So the most important factor for fruit distribution is the quality of the fruit product in both farmer and distributor point of view.