พฤติกรรมของผู้บริโภคในจังหวัดเชียงใหม่ในการใช้ร้านบริการ สัตว์เลี้ยง

Abstract

The objective of this independent study was to study the behavior of consumers in Chiang Mai towards using pet service stores. The analysis was based on the 6W’s 1H concept of consuming behaviour namely Who, What, Where, When, Why, Who participates, and How. Also the concept of marketing mix (7P’s) was used which were product, price, place, promotion, personnel, physical appearance, and process. The samples were 100 dog owners and 100 cat owners, total of 200 pet owners who had used the services at pet service stores. The tool to collect the data was questionnaire. The data was analysed using descriptive statistics, namely frequency, percentage and mean, as well as t-test, and ANOVA. The results of the study showed that most questionnaire respondents were female, 21-30 years old, with the highest education being Bachelor’s degree. They had their own business, with monthly income of 20,001-30,000 baht. They lived in a house. The results from the study of the consumers’ behavior showed that the main reason for keeping a pet was as a companion. They made their own decision when choosing a pet service store. They chose the store close to their house/work place, and they compared prices before making decision. Most respondents used the service once a month. They also made decision based on the store’s physical environment. The study of marketing mix showed that the factor that influenced their behavior the most was price, and the highest ranked sub-factor was that the price matched the service quality. The rest of the factors were ranked in the following order: personnel, the highest ranked sub-factor was the staff were friendly to pets; process, the highest ranked sub-factor was the service was systematic; physical appearance, the highest ranked sub-factor was hygiene, the store had no odor; place, the highest ranked sub-factor was the store location was convenient; service, the highest ranked sub-factor was they offered ways to prevent contagious diseases; and lastly promotion, the highest ranked sub-factor was the store offered discounts at special occasions. When analysing marketing mix in terms of types of pets, purposes of using per service stores, and average service cost, it was found that their influence on using the service was different at the significance rate of 0.05.