การเปรียบเทียบพฤติกรรมผู้บริโภคต่อการเลือกซื้ออาหารแมวระหว่างช่องทางออนไลน์และออฟไลน์

Abstract

The purpose of this independent study is to study and compare of consumer behaviors towards purchasing cat food product between online and offline channels. An online survey is employed for data collection, utilizing a sample population of 400 responders. The statistical methods used for data analysis include descriptive statistics; frequency, percentages, mean, independent sample t-test, and Chi-Square test. The study's findings reveal that the majority of survey respondents are female, aged between 20-30 years, hold a bachelor's degree, are single, employee work as in the private sector, with an average monthly income of 10,001 – 20,000 Baht. They reside in single-family homes and own one cat. An examination of cat food purchasing behavior through both online and offline channels reveals that that respondents who use online channels prefer to purchase dry cat food, premium-grade quality, Royal Canin being the most commonly purchased brand. Shopee and Lazada are the most popular online marketplaces. Lover influence purchasing decisions. Respondents who use offline channels prefer to purchase dry cat food, standardgrade quality, Me-O being the most purchased brand. Pet Shops are the most popular offline channel. Family or relatives influence purchasing decisions. For the results of test using chi-square, it was found that consumer behavior in choosing cat food is related to the purchasing channel. The variables that show a significant relationship include the quality of the chosen cat food, the most frequently purchased cat food brand, the most important factor in choosing cat food each time, sources of information about cat food, opportunities that lead to cat food purchases, frequency of cat food purchases per month, average monthly expenditure on cat food, and individuals involved in the decision-making process for cat food purchases. The t-test analysis comparing the opinions of marketing component levels in choosing cat food between online and offline channels revealed significant differences in product factors, pricing, and marketing promotion.