Marketing mix factors related to cat products consumer behavior in Thailand metropolis

Abstract

The objectives of this research were to study personal factors and cat product consumer behavior. To study marketing mix factors related to customer behavior included marketing mix factor related to cat product consumer behavior in Thailand metropolis. This research was combined 2 methods. Quantitative research: The samples were 400 consumers by using questionnaire as tool to collected data. Analyzed by using descriptive statistics to determine frequency, percentage, mean, standard deviation, Pearson's chi-squared test statistics on the statistical level significance of .05. And Quality research: The sample are opinion leader, vendor and consumer by using Indepth interview to analyze relation between opinion, vender and consumer conform to result of quantitative research. The research results revealed as follow: 1) Majority of the samples were female, age between 31-35 years old, single status, tropically had bachelor's degree, average monthly income level 20,001-30,000 Baht per month, own only one cat, main reason for taking care cat to make friend. 2) Majority of the samples were focus on the quality of the cat product. Frequency of purchasing few times per week. Spend more than 500 baht per time. Decission making by themselves. The quatity of purchasing are uncertainty depend on the convenience and purchasing by themselves. The location of purchasing mostly in departmentstore or supermarke at pets department. 3) Marketing mix factors related with cat products consumer behavior were focus on purchasing, frequency of purchasing, expense of purchasing per time, person who is involved, quantity of purchasing, chanal of purchasing, on the statistical level significance of .05 except The place of purchasing frequenly are unrelated. The results of the Quantitative research: the most of opinion of opinion leader, vender and consumer werw conform to quantitative research.