Factors Influencing the Purchasing Decision of Pet Accessories for Dogs and Cats Among Pet Parents in Bangkok and Metropolitan Region

Abstract

The objectives of this research were to study the demographic characteristics and behaviors of pet parents in Bangkok and the Metropolitan Region, to study the importance of marketing mix factors in the purchasing decisions regarding pet accessories for dogs and cats among pet parents in Bangkok and the Metropolitan Region, and to study the relationship between demographic characteristics and marketing mix factors in the purchasing decisions regarding pet accessories for dogs and cats among pet parents in Bangkok and the Metropolitan Region. Data were gathered from a sample of 400 respondents using a combination of online questionnaires and field surveys. The statistics used for data analysis included the Likert Scale, One-way ANOVA, Welch’s ANOVA, Fisher's Least Significant Difference (LSD), and the Games-Howell test. The results of the study revealed that the respondents were mainly female, single, aged 20–29 years, had graduated with a bachelor's degree or equivalent, were employed by private companies, and had an average monthly income of 35,001–45,000 Baht. Regarding purchasing behavior, most respondents were interested in purchasing food and water bowls. The majority purchased pet accessories at pet shops, prioritized product value and benefits, and usually made purchases during holidays, with an average expenditure of 1,001–1,500 Baht per purchase. On average, respondents rated the importance of the marketing mix factors (4Ps) at the highest level. Respondents with different demographic characteristics in terms of age, occupation, and average monthly income placed different levels of importance on the marketing mix factors. Consequently, when formulating marketing strategies and business plans, pet accessories entrepreneurs should consider segmentation based on purchasing power. Strategies targeting the high-purchasing-power segment should focus on product differentiation to establish a premium brand image. Conversely, strategies for the limited-purchasing-power segment should emphasize functional value to effectively satisfy basic consumer needs.