ส่วนประสมการตลาดที่มีผลต่อการซื้ออาหารสุนัขระดับพรีเมียม ของผู้เลี้ยงสัตว์เสมือนบุคคลในครอบครัว ในอำเภอเมืองเชียงใหม่

Abstract

The independent study on the topic of " Marketing Mix Affecting Premium Dog Food Buying of Pet Parents in Mueang Chiang Mai District " explores the buying behavior of premium dog food and the importance of marketing mix factors affecting buying behavior in Mueang Chiang Mai District. The research sample consisted of 385 people who live in Mueang Chiang Mai District using an online questionnaire for data collection. Descriptive statistics such as frequency, percentage, and mean and inferential statistics such as Chi-Square Test, T-test dependent, and one-way ANOVA were used to analyze the data. The study found that most questionnaire respondents were single females with undergraduate degrees. They worked for a private company, with an average monthly salary of 20,001-30,000 baht. They had one small dog, which weighed less than 10 kilograms. The purpose of having a dog was companionship as a friend and a family member. They fed their dog with premium dog food daily. The behavioral results show that dry premium dog food was used most among the respondents, and Royal Canin brand was the top choice. Because of its quality and nutrition, the respondents bought premium dog food, specifically those with meat flavor and main ingredients such as chicken, lamb, and salmon. The usual place to buy from was a pet shop between Saturday and Sunday. The purchasing frequency was 2-3 times per month, and they spent 501-1,000 baht for each visit. Their monthly spending was 1,001-2,000 baht which they voluntarily paid for the food. Cash was used as a payment method. Information regarding premium dog food received from surrounding people, such as family, relatives, spouses, and friends. However, they decided to buy by themselves. According to the findings on Marketing Mix (4P’s), the respondents rated high priority on the overview of Marketing Mix. The ranking was Place, Product, Price, and Promotion, respectively. Place, Product, and Price were prioritized, whereas Promotion was rated medium. In addition to the priority of Marketing Mix rated by the respondents, it was found that there were differences in the overview and sub-factors of each Marketing Mix classified by sex, age, and average monthly income at 0.05 level of statistical significance.