FACTORS AFFECTING A CUSTOMER PURCHASE DECISION ON INSTANT DOG FOOD IN PATHUMTHANI

Abstract

This independent study is to study on the factors affecting the customer purchase decision on instant dog food in Pathumthani. The purpose are 1) to study dog owner’s personal factors affecting decision to buy dog food in Pathumthani province, 2) to study dog owner’s purchase behavior affecting decision to buy dog food in Pathumthani province, and 3) to study marketing mix affecting dog owner’s decision to buy dog food in Pathumthani province. The samples were 400 people according to the calculation based on Yamane formula. The samples were selected by nonprobability sampling using purposive sampling. Data were analyzed by statistics, i.e. percentage, frequency, mean, standard deviation, and the differences were compared by t – test, one way ANOVA and multiple regression analysis.

Results showed that most of questionnaire respondents were female, age of 20-15 years and graduated with a bachelor’s degree. They were students with monthly income of 10,001 – 20,000 Baht. Most of them bought dog foods from the animal feed center. Therefore, the business operators related to dog food can utilize such information for appropriate marketing and advertising activities in order to be able to sell the products easier and faster.

Results of hypothesis test showed that different personal factors affected the dog owners’ decision to buy dog food in Pathumthani province differently.  The test results and data analysis of the hypothesis statistically showed that different personal factors affected the dog owners’ decision to buy dog food in Pathumthani province differently. It also showed that different income affected the dog owners’ decision to buy dog food in Pathumthani province differently at the significant level of 0.05. In addition, different gender, age, educational level, and career affected the dog owners’ decision to buy dog food in Pathumthani province indifferently at the significant level of 0.05.

Marketing mix affected the dog owners’ decision to buy dog food in Pathumthani province. Results of hypothesis test showed that marketing mix, i.e. products, price, places and promotions affected the dog owners’ decision to buy dog food in Pathumthani province at the significant level of 0.05 with the prediction power of 23.3%.