BRAND LOYALTY AND MARKETING MIX INFLUENCES ON THE PURCHASE DECISION PROCESS FOR DOG AND CAT FOOD AMONG WORKING ADULTS IN PET SHOPS IN BANGKOK

Abstract

Introduction: The practice of raising dogs and cats as family members, with some even generating income, has significantly boosted the pet industry, leading to the growth of the pet food market. Additionally, post-COVID lifestyle changes have resulted in more people purchasing products in-person at pet shops, thus further driving the market's expansion. This research will benefit pet shop owners and pet food manufacturers. Objective: is to study brand loyalty and the marketing mix factors (7Ps) that influence the purchasing decision process of dog and cat food among working-age consumers at pet shops in Bangkok. Methods: This is quantitative research. The tool used for data collection was a questionnaire distributed to a sample group of working individuals aged 25-55 years who own dogs and cats in Bangkok and had experience purchasing dog and cat food in pet shops, totaling 408 samples. Descriptive statistics, including percentages, means, and standard deviations, were used. Inference Statistics uses simple regression analysis and multiple regression analysis. Results: brand loyalty influences the decision-making process for purchasing dog and cat food products among working age groups. In the pet shop in Bangkok as for the marketing mix (7Ps), there are 5 aspects that influence the decision-making process for buying dog and cat food: Product, Price, Distribution Channel (Place), Marketing Promotion (Promotions) and Process aspect has a positive influence with statistical significance at the 0.05 level. Conclusion: This research can benefit pet business operators in developing marketing strategies and responding to consumer needs, thereby enhancing competitiveness and fostering long-term brand loyalty.