Customer Behavior and Factors Affecting the Decision to Buy Pellet Dog Food in Mueang District Area, Khon Kaen Province

Abstract

The objectives of this study were to explore the attitude and behavior of customers who buy pellet dog food and factors affecting the decision to buy dog food in Mueang district, of Khon Kaen province. Four hundred questionnaires were distributed to dog owners who visited pet shops in Mueang district, Khon Kaen province. The data were described and analyzed using Chi-square test by Microsoft Excel 2010 and SPSS version 22.0. Factors influencing decision to buy dog food were identified and factors affecting operation of the pet shop business were described using. Mean and standard deviation. The majority of dog owners who responded to the questionnaire were between 20-30 years of age and representing 40.50% of the total response. The most common occupation and income range of the dog owners was private company employees (27%) and 10,000-20,000 baths per month (44.25%). In terms of consumer attitudes and behaviors, we found that most of the households have only 1 dog (57%) and the most common size (78.25%) was medium (11-25 kilograms), Brands of dog foods that were popular among customers were Pedigree, Smart Heart, Royal Canin, Alpo and Buzz (32.00%, 23.00%, 17.50%, 8.25% and 4.50%, respectively). The analysis of marketing mix factors showed that females emphasized the importance of marketing mix factors at an uncertain level significantly higher than males (P<0.05). Dog owners under 20 years of age gave priority to the marketing mix factors at most agreement level lower than the other age groups significantly (P<0.05). The marketing mix factors include location, accessible car parking, shop decoration cleanliness, products are organized and easily visible, online marketing, promotion advertising. This study provided strategy for establishment of dog food stores is also useful for business owners who plan to renovate or expand the business in the future.