MARKETING MIX FACTORS TO PURCHASE PREMIUM PREFABRICATED DOG FOOD IN CENTRAL REGION OF THAILAND MARKETING MIX FACTORS TO PURCHASE PREMIUM PREFABRICATED DOG FOOD IN CENTRAL REGION OF THAILAND

Abstract

The objective of this research is to study behavioral factors on purchasing premium prefabricated dog food of consumers in Thai central region to compare marketing mix factors on the purchasing by classifying them according to demographic factors, and mixtures of marketing by classifying them according to consumer behaviors. The researcher intentionally studied the demographic factors, purchase decision behaviors, and marketing mix factors that influenced consumer buying. The popularity was focused on a group of 396 people who pet dogs and used to buy the premium prefabricated dog food in the central region. The quota sampling was utilized by selecting samples from top 10 provinces in the central region where there was the highest number of dog ratios. Close-ended and open-ended questionnaires were used to collect data. Statistics used were frequency, percentage, mean, T-test, and One-Way ANOVA.

     Most of the samples were female whose ages were more than 35 to 45 years, educational levels were at bachelor's degree, careers were private company office workers, monthly average incomes were up to 30,000 Bath, and marital statuses were single. They preferred to buy SmartHeartGold for growth and healthiness of their dogs, surrounded by a person involved in decision making who had received information from online source as well as social media, and regularly purchased products from pet supply stores or pet shops. The buying frequency was once a month and average of prices spent was 1,000 to 2,000 Bath a time.

     The result after analyzing differences between the consumer behavioral factors and marketing mix factors, buying cause, decision making person involved, information source, place to purchase, monthly buying frequency, and different average price per time showed that the marketing mix factors to purchase premium prefabricated dog food of central-region consumers were different at the significant level of 0.01.