Factors Influencing Bangkok Buyers of Premium Grade Dry Cat Food Products

Abstract

The purpose of this study is to examine the impact of sensory experiences (Brand Sense) and the 4 H's of marketing on the purchasing behavior of premium cat food buyers in Bangkok, Thailand. The research was conducted using a quantitative survey method with a sample size of 400 Thai cat food buyers in Bangkok. The study found that both sensory experiences and the 4 H's of marketing have a positive impact on customer satisfaction, but to different degrees. Among the 5 senses, smell and taste were found to be the most influential factors in purchasing decisions, while the 4 H's of marketing were not yet perceived as important in relation to the "Human Spirit" aspect. Instead, customers placed more importance on holistic communication and harmony factor. Overall, the study suggests that while sensory experiences (Brand sense) play a significant role in purchasing decisions, the 4 H's of marketing can be used to some extent to influence the purchasing behavior of premium cat food buyers in Bangkok.