A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management

Thesis (M. Am.) - Asian Institute of Technology, 2020

Yala Province is located in the southernmost part of Thailand covering mainly mountains and forests, where most of the populations are farmers. Durian is one of the fruit crops that play an important role in Yala city. Traders come for business in this area during the durian season, and farmers have an opportunity to make a marketing channel choice. However, there are factors which influence durian famers{u201F} decision on the marketing channel choice based on environmental conditions and farmers{u201F} lack of knowledge on marketing their products. This study aimed to analyze factors influencing durian farmers{u201F} selection of the marketing channel among local collectors, collectors from other provinces, and exporters, in Yala province. The data were collected from 142 durian farmers in two districts which are the largest durian producing districts, and the multinomial logit analysis was used to determine the factors influencing farmers{u201F} decisions on marketing channels. Weighted average index (WAI) was used to rank priority of five activities which durian farmers expected to improve in order to gain more benefit to them.Exporter was the prevailing marketing channel in the study area. The result of multinomial logit analysis revealed that gender, experience in durian production, distance to markets had positive influences on the choice of collector from other province. In addition, number of family laborers and transportation cost had positive influences on the choice of exporter. In contrast, the number of family laborers, the use of mobile phones and transportation cost had negative influences on the choice of collector from other province. Moreover, gender, education, experience in durian cultivation, watching of agricultural program and agreement contract with marketing channels had negative influences on the choice of exporter. The result of WAI analysis disclosed that the effective irrigation system was the first priority which durian farmers would obtain higher benefit to increase their production. The recommendations were provided, especially to government institution, for assisting durian farmers to strengthen their marketing knowledge.