ความคาดหวังของผู้บริโภคที่มีต่อร้านจำหน่ายสินค้า สำหรับสัตว์เลี้ยงในอำเภอเมืองสมุทรสาคร

Abstract

This independent study aimed to examine the expectation of consumers towards pet shops in Mueang Samut Sakhon district. Sample group of this study was specified to 400 dog and cat owners in total, of which 200 persons were dog owners and another 200 persons were cat owners. Data analysis was conducted by the use of descriptive statistics, including frequencies, percentages, and means. Results of the study indicated that most respondents were females aged between 21-40 years old, holding Bachelor’s degree and working as self-employed/business owners, whose monthly income was at the amount of 20,001-30,000 baht. They had raised the pets for more than 10 years. They had 1 - 3 pets and the reason of raising them was to be friend. All of them bought pet products in Mueang Samut Sakhon district and felt indifferent with them. They usually bought pet products at the pet shop during 17.01-21.00 at the frequency of 2 or 3 times per month. In each time of purchasing pet products, they spent 201-400 baht. They made purchasing decision towards the pet products by themselves and the product that they mostly bought was classified in the category of food/supplementary food for pet. The findings of the study on marketing mix factors presented that the respondents had medium level of expectation towards marketing mix factors affecting their selection of pet shops in Mueang Samut Sakhon district as follows: product, price, promotion, and place, in orderly. Hereafter were shown the detailed element of each factor. In Product factor, the top element that the respondents paid the highest level of expectation on was the availability of dry food products. In Price factor, the top element that the respondents paid high level of expectation on was the cheaper prices of pet food products comparing to other shops. In Place factor, the top element that the respondents paid high level of expectation on was the roadside location of the shop where was easy to find. In promotion factor, the top element that the respondents paid high level of expectation on was the distribution of brochures and pamphlets on pet care manual to customers. However, in consideration of elements of all factors, the findings presented that the following elements of product factor were rated at the highest level of expectation: the availability of dry food products, the availability of food for 6-week or upper pets, the availability of wet food products, the availability of food for small and large pets.