Factors that influence the Decision Making Process of Dog Dry Food in Bangkok Metropolitan Region
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Abstract
The purpose of this study were (1) to study on personal factors and (2) marketing mix factors that influence the decision making process of dog dry food in Bangkok Metropolitan Region. The populations of this research were males and females who owned dogs in Bangkok Metropolitan Region from 672,724 households that owned dogs in Bangkok Metropolitan Region. The sample size obtained from using Taro Yamane’s formula was 400 samples. The samples were then selected by using stratified sampling, Using purposive sampling and divided into 6 groups based on the number of households that owned dogs in Bangkok Metropolitan Region. Subsequently, division was performed based on the number of households that owned dogs in each group. This research was conducted in the form of quantitative research by using questionnaire for data collection. Data were collected from the sample group. Statistics used for data analysis consisted of (1) Descriptive statistics: percentage, means, Standard Deviation and (2) Inferential statistics: Independent sample t-test, One-Way ANOVA, and Multiple Regression Analysis. The results revealed that most respondents were females with the age ranged from 21-30 years and their education level was lower than Bachelor Degree. They worked as employees of private companies with average salary ranged from 10,001 – 15,000 baht per month. Most of them owned 1 dog per person and most dogs were small dog breeds in adulthood. The results of hypothesis testing revealed that different personal factors classified by gender, age, education, and number of dogs had different influence on the decision making process of dog dry food in Bangkok Metropolitan Region in overall picture. However, different personal factors classified by ages, genders, education, and number of dogs had different influence on the decision making process of dog dry food in Bangkok Metropolitan Region in overall picture with statistical significance at 0.05. In addition, marketing mix factors on product, price, place, and promotion had influence on the decision making process of dog dry food in Bangkok Metropolitan Region in overall picture.
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