ความคาดหวังของผู้บริโภคในอำเภอเมืองสมุทรสาคร ที่มีต่อส่วนประสมการตลาดของโรงพยาบาลสัตว์

Abstract

The objective of this independent study was to study the expectation of customers in Amphoe Mueang Samut Sakhon towards marketing mix of Veterinary Hospitals. Samples were the 200 pet owners in Amphoe Mueang Samut Sakhon who had and never had experience of using the services from Veterinary Hospitals each 100 people. The descriptive statistics including frequencies, percentages and means were used in analyzing data. Results of the study indicated that most of respondents were females between 21-30 years, single, holding Bachelor’s degree and work in a private company with the average revenue 15,001 - 25,000 baht per month and most of their pets are dogs. The reason of having pets was to have them as a companion and most of them received the news of the Veterinary Hospitals from their friends, relatives and the others who recommended. The customers in Amphoe Mueang Samut Sakhon overall expectations towards marketing mix of Veterinary Hospitals were high. When consider each factor one by one, I found out that all of them were in the high level which can be ordered from the highest score by following: People, Process, Price, Physical Evidence, Product, Place and Promotion. When consider sub-factors I found out that for Product, consumers expected to have good suggestion from veterinarian firstly. For Price, it was clearly in service charge before the treatment. For Place, it was convenient location. For Promotion, it was the telephone follow up to maintain the relationship. For People, it was good consultation from veterinarian. For Physical Evidence, it was clean and modern equipment. They also expected effective treatment in term of Process. As if only consider each of them, I found out that the consumers have highest expect in the following 3 fields: 1) For Product, it was good suggestion from veterinarian. 2) For People, it was good consultation from veterinarian. And 3) For Product, it was high quality of medication.