Marketing mix factors affecting consumer decision-making process of ready-to-eat dog food in Chachoengsao Province

Abstract

This research aimed to study (1) The level of marketing mix factors and the level of consumer decision-making processes for purchasing ready-made dog food among consumers in Chachoengsao Province. (2) The marketing mix factors that influence the purchasing decision process of ready-made dog food consumers in Chachoengsao Province. The sample group for this research comprised 385 consumers in Chachoengsao Province who purchase ready-made dog food. The research instrument used for this study was an online questionnaire, which yielded a reliability coefficient of 0.96. The statistics employed for data analysis included frequency, percentage, mean, and standard deviation. For hypothesis testing, multiple regression analysis was utilized. The study found that the majority of respondents were female, under 30 years old, single, held a bachelor's degree or equivalent, worked as private company employees, had an average monthly income of 15,000-25,000 Baht, owned 2 dogs, purchased 5 kilograms of dog food per month, bought food once a month, and chose the Smart Heart brand. Additionally, the researcher found that the level of marketing mix factors (4P's) was highest for Price, followed by Product, Promotion, and Place, respectively. The level of opinion regarding the consumer decision-making process for ready-made dog food in Chachoengsao Province was highest for Problem Recognition/Need Awareness, followed by Post-Purchase Behavior, Purchase Decision, Information Search, and Alternative Evaluation, respectively. Hypothesis testing revealed that the marketing mix factors: Product, Place, and Promotion, significantly influenced the ready-made dog food purchase decisions of consumers in Chachoengsao Province at a statistical significance level of 0.05.