พฤติกรรมผู้บริโภคในการซื้ออาหารแมวจากร้านใน อำเภอเมืองเชียงใหม่

Abstract

This study aimed to investigate consumer behavior towards purchasing cat food products from retail stores in Mueang Chiang Mai district. Samples of the study were identified to 200 consumers who purchased cat food products from retail stores in Mueang Chiang Mai district in 6 months. Questionnaires were used as the tool to collect data. Data were, then, analyzed by the use of descriptive statistics, consisting of frequency, percentage, and mean. According to the studied results, the majority of respondents were female, single, aged of 20-29 years old. They graduated in bachelor’s degree, worked as private company employee, and earned monthly income at the amount of 10,001-15,000 Baht. Most of them raised 1 cat in Siamese breed; Moon Diamond, Silver Blue, and Korat, for example. They raised the cat for being their playmate and got it by adoption. Favorite website or page on Facebook that they became its member or (regularly) visited to read issues related to cat was Cat Room in Pantip website. The result of the study on consumer behavior towards purchasing cat food products from retail stores in Mueang Chiang Mai district presented that the latest cat food products that the majority purchased was in the Whistkas brand. They purchased both wet and dried type of general formula cat food and frequently purchased it in packet. Reason of purchasing the mentioned brand of cat food was to support the products produced in Thailand. In a month, they purchased the cat food product at 2-3 times from hyper market such as Macro, Big C and Tesco Lotus, as well as other pet food stores. In each purchase, they purchased 1 packet/can of cat food and spent about 101-200 Baht for it. Person recommending them to purchase the mentioned cat food was friend; but they made their own purchasing decision. Source of information where they began to learn about the cat food products from was their acquaintance/friend. The reliable source of information or source of information influencing their purchase of cat food products the most was also mentioned to their acquaintance/friend. Their most favorite cat food promotion was lucky draw. The website that they searched for additional information of cat food products was www.petloft.com. Official participation in the websites of cat food products, joining events of cat related pages on Facebook and formal getting involved in the official websites of cat food products affected to the perception towards cat food. Regarding the study on the next purchase of cat food products, the majority mentioned that they did not have regular cat food brand. They, however, would certainly recommend the brand that the purchased at the latest to others. The finding on marketing mix factors indicated that in an overview, the respondents ranked the following the factor affecting the purchase of cat food products at high level: place, price, product, and promotion, respectively. Hereafter were shown the top ten elements affecting consumer’s behavior towards purchasing cat food products: 1) being an easy-to-find products that could be purchased from general pet stores, 2) list of ingredients and price tag being shown on the product clearly, 3) having a stamp of food testing and analysis on its package, 4) being distributed at pet clinics, getting special qualifications promoted, and being able to purchase the products from the stores near consumer’s accommodation, 5) being friendly to environment, being sold in department stores and supermarkets, being advertised on media like television, and having full essential nutrients for a cat, 6) having reasonable price comparing to its quality, 7) having reasonable price comparing to its quantity, 8) offering special price which was cheaper than other brand for a purchase under a certain condition, 9) being imported products, having various brands to choose, having website to promote products, organizing social engaged activities, having variety of product sizes, being ready for sale and always in-stock, and offering giveaways, 10) the fame and the brand of a certain cat food product, and the distribution of informative cat food brochure.