FACTORS AFFECTING DOG TREAT BUYING BEHAVIOR IN BANGKOK. submitted to the College of Management, Mahidol University for the degree of Master of Management. The purpose of this paper is to conceptualize the factors that influence dog owners in making the decision to purchase a treatment for their dogs. Second, to find out the gender difference in dog buying behavior in Bangkok.
The finding of this research showed that certification, suitability, benefit, brand, ingredient and nutritional value are the important factors that mainly influence dog owners when purchasing dog treats. Additionally, dog owners are more concerned about price, dog shape, and store staff recommendations than dog owners. How gender differences may influence the decision to purchase a dog treat in the Bangkok area.
First, the purpose of this paper was to understand the factors that influence dog owners to make decisions to purchase dog treats for their dogs. Second, to find out the gender differences in dog treat buying behavior in Bangkok.
Expected Benefit
LITERATURE REVIEW
Consumer buying behavior
Some research investigated the influence of gender on purchasing behavior, which found that there were differences (Pahl, 1990 and Wood, 1998). Men are from Mars, women are from Venus” (Gray, 1992) because men and women are interested in different products. It may be because it is more important for women to be attractive to men or because men show a weaker sensitivity to the opinions of their friends (Shoaf et al., 1995), which makes them less concerned about appearance. Theirs.
Moreover, they probably also have different ways of making decisions before purchasing the products. According to the research, men are less likely to rate brand criteria such as durability, warranty, familiarity and brand prestige lower than women (Williams and Slama, 1995). So it could be a great opportunity for marketers to learn more about these diverse purchasing behaviors.
Theory of planned behavior (TPB)
Perceived behavioral control is the perception of the ease of performing a desired behavior, which varies according to situations and actions. Intentions are the motivational factors that influence a particular behavior, with the stronger the intention to complete the behavior, the more likely the behavior will be performed. A person's behavior and attitude in the buying process can be motivated from the media and other sources of information, including an influencer or an expert, that capture the individual's attention and create interest in their mind.
Once one has a good attitude towards the product and a plus point of marketing promotion will motivate one to decide to buy for example; some kind of discount or free gift will persuade one to buy the product (Jongjareonsuk, 2017).
AIDA Model
This phase will happen after one has a good attitude to get information and decide to buy the product. There may be a time limit on sales promotions or a limitation in the delivery of the product to speed up one's decision.
RESEARCH METHODOLOGY
Research Design
Sample and Data Collection
Research Instrument
It is important to me to buy dog food that contains organic ingredients, no gluten, grain free, etc. It is important to me to buy dog food that contains real meat ingredients such as chicken, fish, bacon, etc. It is important to buy dog snacks that contain vegetables and fruits.
RESEARCH FINDINGS
- Demographic Results
- General information about their dog and buying behavior
- Factors that encourage the dog owner’s decision making to purchase dog treat
- Key differences between male and female dog owner buying behavior
- Discussion
For this question respondents could choose more than one answer, the pet shop was repeatedly chosen 41.00% followed by the supermarket 30.00% as the place where they buy dogs. For this question respondents could choose more than one answer, soft stick was repeatedly chosen 36.20% followed by dental chew 31.20% as the type of treat for purchasing dogs. The majority of respondents, both male and female, are unlikely to seek information before purchasing dog treats with a neutral agreement mean of 3.37.
Respondents tend to choose dog treats from whoever has certified that will ensure the quality of the product with an average of 4.42. In addition, dog owners will agree to choose the treat that helps promote dental health with an average of 4.19 and nourishes skin and hair with an average of 4.00. In addition, owners will select dog treats from the well-known brand with an average of 4.00.
Moreover, they like to buy dog treats in the old traditional way, such as at the pet store and the supermarket. Finally, they buy a new bag of snack when the old one is empty, with an average of 3.59. The researcher found that men and women exhibit different behaviors when making the decision to purchase dog treats.
Male dog owners will buy dog treats that store staff suggest with an average of 3.20 in reverse with female dogs whose average is only 2.79. These are many important factors that mainly influence dog owners to buy dog treats, including certified, suitability, benefit, brand, ingredient and nutrition. The big word that says "FRESH BREATH" on the dog treats packaging will catch the attention of dog owners.
The findings show that the respondents are important on quality of ingredient with the average of 3.97, especially the delicacy made of real meat with 3.99 in average and real vegetables and fruits with 3.78 in average. According to the findings, respondents emphasize treatment that matches their dog's size, age and breed with an average of 4.05. On the other hand, both male and female dog owners do not really agree on price with the mean of 2.83 and 2.28 respectively.
Even though dog owners do not immediately decide to purchase dog treats after seeing the advertisement, with an average of 3.11. However, they still believe in the benefits of dog snacks and most of them are willing to continue buying the snack for their dog with an average of 4.07.
RECOMMENDATIONS
For Marketer to do marketing strategy
For Marketer to do product development
Limitations and Further Research
APPENDICES
Appendix A: Questionnaire Eng
General question of your dog 3. How many dog do you have?
Factors influencing purchase of dog snack
15. It is important for me to buy dog snacks that contain organic ingredients, gluten-free, grain-free, etc. It is important to me to buy dog treats that can help promote dental health. It's important to me to buy dog treats that can help promote skin and coat.
Personal Information 29. What is your gender?
Appendix B: Questionnaire TH คัดกรองผู้ตอบแบบสอบถาม
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