Documente Academic
Documente Profesional
Documente Cultură
By
Tarinee Chaipradermsak
A Thesis Presented
By
Tarinee Chaipradermsak
July 2007
i
Abstract
ii
Table of Contents
Title Page
Acknowledgments i
Abstract ii
Table of Contents iii
List of Figures vi
List of Tables vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Problems 2
1.3 Research Objectives 2
1.4 Scope of Research 3
1.5 Research Significances 3
1.6 Conceptual Framework 3
1.7 Hypotheses 4
1.8 Definitions of Terms 5
iii
Title Page
2.9 Retailing 18
Chapter 3 Methodology 20
3.1 Introduction 20
3.2 Population and Sample Size 20
3.3 Data Collecting Method 21
3.4 Research Design 21
3.5 Data Collecting Procedure 22
3.6 Data Analysis 22
iv
Title Page
References 53
Appendices
Appendix A Questionnaire (English) 56
Appendix B Questionnaire (Thai) 61
Appendix C Thailand Statistical Data 66
Appendix D Bangkok Statistical Data 67
Biography 68
v
List of Figures
Title Page
vi
List of Tables
Title Page
vii
Title Page
viii
Chapter 1
Introduction
1
service providers. People spend more, lots more, on purchases that are driven by
desire and passion, than those bought out of pure need. So it is in the realm of pet
luxuries, rather than basic necessities, that pet marketers need to explore. Without the
comprehending what customers need and want, some entrepreneurs will not survive
after launching their businesses. This research study will focus on consumers, their
buying behavior, needs, desires and preferences in order to find the appropriate
materials for advertising and promoting of the pet retailing business in order to satisfy
customers in Bangkok, and be profitable (Heinecke & Marsh, 2000).
2
3) To determine consumers’ expectations about products and services in the
Bangkok pet retailing business.
4) To study the influential factors on consumers’ purchasing decisions in the
Bangkok pet retailing business.
The researcher only focused on two kinds of pets which are dogs and cats.
Therefore, the research only discusses consumers who have dogs and cats as their
pets.
3
decisions in the pet retailing business are primarily developed from a variety of
sources. The conceptual framework was developed from the literature review on
consumer behavior, consumers’ purchasing decision, and marketing mix, which will
be presented in chapter three.
Frequency of Purchasing
Average Spending per Visit
Product
Price
Place
Promotion
1.7 Hypotheses
Hypothesis 1: there is a significant relationship between demographic factors
and consumers’ purchasing decisions in the Bangkok pet retailing business.
Hypothesis 2: there is a significant relationship between consumer behavior
factors and consumers’ purchasing decisions in the Bangkok pet retailing business.
Hypothesis 3: there is a significant relationship between marketing mix factors
and consumers’ purchasing decisions in the Bangkok pet retailing business.
4
1.8 Definitions of Terms
Consumer Buyer Behavior: “the buying behavior of final consumers;
individuals who buy goods, and services for personal consumption. All of these final
consumers combine to make up the consumer market” (Armstrong & Kotler, 2003, p.
G2).
Marketing Mix: the set of marketing tools the firm uses to pursue its
marketing objectives. It is classified into four broad groups, which are product, price,
place, and promotion. Marketing mix decisions must be made for influencing an
offering mix of products, services, and prices, and utilizing a communications mix of
advertising, sales promotion, events, experiences, public relations, direct marketing,
and personal selling to reach the trade channels and target customers (Keller & Kotler,
2006).
Pet Retailer: includes all the activities involved in selling goods or services
for pets directly to final consumers for personal, nonbusiness use. Consumers can
purchase goods and services in a wide variety of retail organizations. There are store
retailers, nonstore retailers, and retailer organizations (Kotler & Keller, 2006).
5
Chapter 2
Literature Review
6
the individual is conformity. Value expressive influence occurs when a need for
psychological association with a group causes acceptance of this norms, Values,
attitudes, or behaviors. Even though there may be no motivation to become a member,
individuals often enhance, their image in the eyes of others, or achieve identification
with people who are admired and respected. Since consumer often accept the opinions
of others as providing credible and needed evidence about reality, they often seek the
advice of others before making a purchase or life decision. Information influence
occurs when people have difficulty accessing product or brand characteristics by their
own observation or contact. In this instance, they will accept recommendations or
usage by others as evidence about the nature of the product and use the information in
their own product or brand decisions (Blackwell, Miniard, & Engel, 2004).
7
an illness of job change, lead to lifestyle changes that pose additional consumption
problems and result in new purchases (Neal, Quester, & Hawkins, 2002).
Figure 2.1 presents that marketing and other stimuli enter the consumer’s
black box and produce certain responses. Marketing stimuli consists of the four Ps;
product, price, place, and promotion. These inputs enter the buyer’s black box, where
they are turned into a set of observable buyer responses: product choice, brand choice,
dealer choice, purchasing timing, and purchasing amount. The market wants to
understand how the stimuli are changed into responses inside the consumer’s black
box, which has two parts. First, the buyer’s characteristics influence how they
perceive and react to the stimuli. Second, the buyer’s decision process itself affects
the buyer’s behavior (Armstrong & Kotler, 2003).
8
2.6 Buyer Decision Process
The consumer usually searches his or her memory (the psychological field)
before seeking external sources of information regarding a given consumption related
need. Past experience is considered an internal source of the consumer is likely to
need to reach a decision. Many consumer decisions are based on a combination of
past experience, marketing and non commercial information (Schiffman & Kanuk,
2004).
Figure 2.2 shows that the buyer decision process consists of five stages; need
recognition, information search, evaluation of alternatives purchase decision, and post
purchase behavior. Clearly, the buying process starts long before actual purchase and
continues long after. Marketers need to focus on the entire buying process rather than
on just the purchase decision. The figure implies that consumers pass through all five
stages with every purchase. Nevertheless, in more routine purchases, consumers often
skip or reverse some of these stages (Armstrong & Kotler, 2003).
9
2.6.2 Information search.
An interested consumer may or may not search for more information. If the
consumer’s drive is strong and a satisfying product is near at hand, the consumer is
likely to buy it then. If not, the consumer may store the need in memory or undertake
an information search related to the need (Armstrong & Kotler, 2003). Information
provided by marketers is invariably favorable to the product and/or brand. Consumers
are especially likely to note the negative information and to avoid products or brands
that receive negative evaluation (Shiffman & Kanuk, 2004).
10
purchase behavior of interest to the marketer. If the product falls short of
expectations, the consumer is disappointed; if it meets expectations, the consumer is
satisfied; if it exceeds expectations, the consumer is delighted. The larger the gap
between expectations and performance, the greater the consumer’s dissatisfaction.
This suggests that sellers should make product claims that faithfully represent the
product’s performance levels to boost consumer satisfaction with the product. Almost
all major purchases result in cognitive dissonance, or discomfort caused by post
purchase conflict. After the purchase, consumers are satisfied with the benefits of the
chosen brand and are glad to avoid the drawbacks of the brands not bought. Consumer
feel uneasy about acquiring the drawbacks of the chosen brand and about losing the
benefits of the brands not purchased. Thus, consumers feel at least some post
purchase dissonance for every purchase (Armstrong & Kotler, 2003).
11
2.8 Marketing Mix
The marketing program consists of numerous decisions on value-enhancing
marketing activities to use. Marketing activities come in all forms. One traditional
depiction of marketing activities is in terms of the marketing mix, which has been
defined as the set of tools into four broad groups, which is called the four Ps: product,
price, place, and promotion. Marketing mix decisions must be made for influencing
the trade channels as well as the final consumers. The four Ps represent the seller’s
view of the marketing tools available for influencing buyers. From a buyer’s point of
view, each marketing tool is designed to deliver a customer benefit (Kotler & Keller,
2006).
2.8.1 Product.
A product is anything a consumer acquires or might acquire to meet a
perceived need. Consumers are generally buying need satisfaction, not physical
product attributes. (Hawkins et al., 2001).
1) Pet accessories
Marsh (1998) examined that the pet accessories market is about one quarter of
the pet products industry. Pet food is the major market category, representing about
multinational companies dominate the pet food market, hence 70% of the pet products
industry. The market for pet accessories is broad and growing with the following
details:
• Raw materials for pet accessories are widely available.
• The vast majorities are not high-technology items.
• Most producers are artisans or small businesses.
More pets and better pet care are trends leading to continued and greater
demand for pet accessories. Two-thirds of the market for pet accessories and supplies
is in North America and Western Europe. Typical products supplied by developing
countries are dog chews made from hide, collars, leads and harnesses for cats and
dogs; made from leather; bird cages in wood or metal; and plastic cage-fitting
ornaments for birds and small animals. Most pet accessories do not fall under
products codes headings of the Standard International Trade Classification or the
12
Harmonised System. Exporters should contact customs authorities or importers for
details about tariffs and duties for specific products (Marsh, 1998).
13
convenience and are willing to pay for it. Educating more consumers about the service
benefits may broaden its appeal (Geissler, 2003)
2.8.2 Price.
Price is the amount of money one must pay to obtain the right to use the
product. One can buy ownership of a product or for many products, limited usage
rights. Economists often assume that lower prices for the same product will result in
more sales than higher prices. However, price sometimes serves as a signal of quality.
A product priced too low might be perceived as having low quality. Owning
expensive items also provide information about the owner. If nothing else, it indicates
that the owner can afford the expensive items. This is a desirable feature to some
consumers. Therefore, setting a price requires a thorough understanding of the
symbolic role that price plays for the product and target market question. It is
important to note that the price of a product is not the same as the cost of the product
to the customer. The consumer cost is everything the consumer must surrender in
order to receive the benefits of owning or using the product. One of the ways that
firms seek to provide customer value is to reduce the nonprice costs of owning or
operating a product. If successful, the total cost to the customer decreases while the
revenue to the marketer stays the same or even increases (Hawkins et al., 2001).
14
In general, pet owners differentiate the mix of services provided by group
practices from those provided by solo practices. The results from the veterinarian
sample, as well as the results from pet-owners samples, reveal that dog owners' health
care utilization is currently higher than that of cat owners. However, not only the
health care utilization rate of cat owners is increasing much faster than that of dog
owners, but also the ownership preferences of households are changing in favor of
cats. These trends, along with our findings of elasticities, imply a changing nature of
overall demand for veterinary services. Given the higher elasticities of demand for cat
health care, and if the current trends of ownership and utilization continues,
veterinarians will face more price-and-income sensitivity to demand for their overall
services. In addition, pet owners should experience a higher degree of both price and
non-price competition among veterinarians in the future. Also, our results imply that
an appropriate policy by pet health care insurance providers should consider different
cost sharing formulas (premium and deductibility) for dogs and cats (Daneshvary &
Schwer, 2003).
2.8.3 Place.
Place includes company activities that make the product available to target
consumers (Armstrong & Kotler, 2003). Only in rare cases will customers go to much
trouble to secure a particular brand. Obviously, good channel decisions require a
sound knowledge of where target customers shop for the product (Hawkins et al.,
2001).
Marsh (1998) investigated that suitable trade channel intermediaries for pet
accessories are the many agents, importers and wholesalers that exist in each country.
Specialised retail outlets vary considerably according to region. In Western Europe,
specialized retail shops account for 80% of the market share. There are around 21,000
retail pet shops in Europe, including a growing number of pet supermarkets and
superstores. Pet shops stock a wide range of accessories, usually several hundred,
while the number of articles in a pet supermarket could exceed 8,000. In some
countries, grocery outlets only sell pre-packaged accessories around 50 items. Major
pet accessory wholesalers stock 5,000 to 8,000 items. Other specialised outlets in
Europe include garden centres, Do-It-Yourself shops, shops selling hunting and
fishing accessories, pet grooming parlours, seed and grain merchants, mail-order
firms and catalogue (direct marketing) services. Still others include pet breeders, dog
15
boarding kennels and catteries, veterinary practices which sell pet accessories, and the
agricultural distribution network which includes merchants, farm stores and self-
service shops.
In the United States, specialised retail outlets account for 42% of the market
share. There are 18,000 speciality retailers, including pet shops, aquarium shops,
grooming shops, feed stores, boarding kennels and catteries, veterinarians, pet
superstores, and agricultural stores; garden, hardware and feed stores; stores
specialising in horse supplies, and well over 150 retail-order businesses (Marsh,
1998).
2.8.4 Promotion.
Promotion means activities that communicate the merits of the product and
persuade target customers to buy it (Armstrong & Kotler, 2003). It includes
advertising, the sales force, public relations, and any other signal that the firm
provides about itself and its products (Hawkins et al., 2001).
Mcmellon, Charles, and Gladys (2004) investigated attitude, interest and
opinion categories for differences among pet owners and non-owners. Results
suggested significant differences among those who own only dogs, only cats, dogs
and cats, and non-owners. These differences are applied to decision making for
marketing strategy, creative executions and media planning. The essence of the
marketing concept revolves around segmentation, the magic that allows marketers to
identify potential target markets. In the highly competitive nature of many markets,
changing consumer attitudes and the inordinate amount of advertising clutter in
various media. The proposed segmentation scheme may allow some marketers to
reach their target markets in a more meaningful manner. Segmentation is an important
tool for advertisers in part due to an environment undergoing considerable change.
Younger audiences are more cynical than ever, advertising clutter continues to
increase, computers and web surfing occupy increasingly more attention and media
fragmentation continues. These factors suggest that consumers do not pay as much
attention to advertising as they have in prior years and that advertisers, more than
ever, need to be on the prowl for new methods that will effectively attract consumer’s
attention. These new approaches are likely to have implications for marketing
strategy, creative decisions and media placement.
16
Segmentation is the categorizing of a market into relatively homogeneous
consumer groups that might be motivated to behave in a similar manner towards a
product or service. The key for advertisers is to identify the similarities within groups,
particularly since research has shown that similar groups respond more favourably to
advertising messages when they identify with the content of the advertising. This
paper suggests that segmentation based on pet ownership has been largely overlooked
to date, with the exception of the pet industry, but that it can be viewed as a new
competitive tool that may effectively identify similarities in behaviours and attitudes
in consumer segments that previously had gone undetected. This approach is also
important given the growing trend in integrated marketing communications (IMC) to
use behaviours and attitudes (Hawkins et al., 2001).
A pet ownership segmentation approach has many managerial implications
including promotional strategy, creative decisions and media placement. The results
suggest people who do not own pets are more conservative in nature than pet owners.
For marketing strategy, the characteristic that revealed the most difference between
groups was very good at managing money. It would appear that non-owners are more
likely to agree strongly with this statement, while the segment that owns both cats and
dogs are less likely. This finding implies that advertisers and, in particular, creative
must be sensitive to these distinctions in creating advertising for clients in relevant
industries. For example, armed with the knowledge that pet owners are not as
confident about their money as non-owners, bank service advertisers may appeal to
pet owners' insecurities by featuring pets and pet owners in their advertisements.
Similarly, advertising for more sophisticated financial services may consider featuring
non-owners (ie no pets, even as symbols) in their advertisements since they are
already confident of their money-managing skills and may be more attentive to more
sophisticated investment advice. In another example, while pet owners appear to be
less brand loyalty, dog owners are more loyal among pet owners. Less brand loyal
consumers may be harder to hold suggesting a variety of promotional tactics to keep
them in the brand (Hawkins et al., 2001).
17
2.9 Retailing
Retailing covers all of the activities involved in the sale of products to final
consumers. Retailers range from large chains of specialized stores to individual
merchants. Some retailers operate from stores and others operate without a store.
Most retailers focus on selling physical goods produced by someone else.
Nevertheless, in the case of service retailing, retailer is also the producer. Because
they serve individual consumers, even the largest retailers face the challenge of
handling small transactions, and the number of transactions with consumers is much
greater than at other channel levels (Perreault & McCarthy, 2002).
There are store retailers, nonstore retailers, and retailer organizations. Retail
stores typically increase their services and raise their prices to cover the costs. These
higher costs provide an opportunity for new store forms to offer lower prices and less
service. New store types meet widely different consumer preferences for service
levels and specific services. Retailer can position themselves as offering one of four
levels of services (Kotler & Keller, 2006):
1) Self-service: is the cornerstone of all discount operations. Many customers
are willing to carry out their own to save money.
2) Self-selection: customers find their own goods, although they can ask for
assistance.
3) Limited service: these retailers carry more shopping goods, and customers
need more information and assistance. The stores also offer services (such
as credit and merchandise return privileges).
4) Full service: salespeople are ready to assist in every phase of locate,
compare, and select process. Customers who like to be waited on prefer
this type of store. The high staffing cost, along with the higher proportion
of specialty goods and slower-moving items and the many services, results
in high-cost retailing.
18
alike. Service differentiation also has eroded. Many stores have trimmed services, and
many discounters have increased services. In the face of increased competition from
discount houses and specialty stores, the stores are waging a comeback war. In
addition to locations in the centers of cities, many have branches in suburban
shopping centers, where parking is plentiful and family incomes are higher (Kotler &
Keller, 2006).
19
Chapter 3
Methodology
3.1 Introduction
In order to examine the consumer demographic and behavior factors,
including the factors influencing consumers’ purchasing decisions in pet retailing
businesses in Bangkok, this study was designed as a survey using a constructed
survey questionnaire to collect data from consumers in the Bangkok pet retailing
business. The purpose of this research is to identify factors influencing consumers’
purchasing decisions in the pet retailing business in Bangkok. The researcher
analyzed the data and variables using descriptive statistics including percentages,
frequencies, means, and standard deviations. Inferential statistics, including T-test,
and ANOVA were employed to test the hypotheses and answer questions.
20
Determining sample size by following application;
Sample size = 20,400 / [1+20,400 (0.05)2]
= 392.31
Therefore, a sample of 400 people who have been using either products or
services from pet retailer business, and live in Bangkok, needs to be canvassed.
21
Part 1: Consisting of questions asking about personal data including the pet
ownership; questions number 1-8.
Part 2: Consisting of questions asking about the sample’s behavior data
including the frequency of purchasing from the Bangkok pet retailer; questions
number 9 -13.
Part 3: Consisting of questions asking respondents to rate the agreement level
of factors influencing purchasing decisions in the Bangkok per retailing business;
questions number 14.
22
background, salary and consumers’ purchasing decisions) for the question
numbered 14.13 in the questionnaires.
3) Linear regression was employed to test hypotheses regarding the
relationship between consumers’ behavior and purchasing decisions, and
marketing mix factors and purchasing decisions for the questions
numbered 9, 13, and 14.1 to 14.13 in the questionnaires.
4) Content analysis was employed for recommendations for the questions
numbered 15 to 20 in the questionnaires.
= 5-1
5
= 0.80
Therefore, the result of the data analysis regarding each variable was
defined using the following classification:
Strongly Agree = 5
Agree = 4
Rather Agree = 3
Disagree = 2
Strongly Disagree = 1
23
Table 3 Width of Class Interval
Strong Agree Agree Rather Agree Disagree Strongly
Disagree
(5) (4) (3) (2) (1)
4.21-5.00 3.41-4.20 2.61-3.40 1.81-2.60 1.00-1.80
The researcher found the means and interpreted them using the strategic
formula of width of class interval that can be divided into 5-class-intervals for the
questions numbered 14.1 to 14.13 in the questionnaire.
24
Chapter 4
Research Analysis and Results
25
4.2 Demographic Characteristic of Respondents
Demographic characteristic of the respondents obtained from questionnaires
was analyzed and presented in the following details.
4.2.1 Age.
Age was divided into 6 ranges, including range 1 (20 years or under), range 2
(21-30 years), range 3 (31-40 years), range 4 (41-50 years), range 5 (51-60 years), and
range 6 (Older than 60 years). Table 4.1 presents frequency distribution by Age.
The result from Table 4.1 reveals that the majority of the respondents are aged
between 31-40 years (31.5%) follow by 21-30 years (30.3%), 41-50 years (18.5%),
51-60 years (13%), 20 years or under (5%), and older than 60 years (1.8%)
respectively.
4.2.2 Gender.
The gender of 400 respondents who have been using pet retailer business and
having pets is presented in Table 4.2.
26
Table 4.2 Demographic Background of Respondents Classified by Gender
Gender Frequency Percent
Male 105 26
Female 295 74
Total 400 100.0
The result from table 4.2 shows that the major respondents in this group are
female (295 respondents) who accounted for 74% of the total respondents. The rest
are 105 male respondents who accounted for 26% of the total respondents.
The descriptive analysis result from Table 4.3 indicates that the majority of the
respondents held a bachelor’s degree (57.5%), follows by master’s degree (20.8%),
high school/vocational (14.8%), diploma (5.8%), and above master degree (1.3%)
respectively.
27
4.2.4 Income.
Current salary was divided into 8 ranges, including range 1 (B10,000 or less),
range 2 (B10,001-B15,000), range 3 (B15,001-B20,000), range 4 (B20,001-B25,000),
range 5 (B25,001-B35,000), range 6 (B35,001-B45,000), range 7 (B45,001-B55,000),
and range 8 (More than B55,000). Table 4.4 shows the frequency distribution by
current salary.
The result from Table 4.4 shows that the majority of respondents have an
income in the range B25,001-B35,000 (21.8%), followed by B10,000 or less (18%),
B10,001-B20,000 (13%), B15,001-B20,000 (11.8%), B20,001-B25,000 (11.3%),
B35,001-B45,000 (9.8%), B45,000-B55,000 (8.3%), and More than B55,000 (6.3%)
respectively.
28
Table 4.5 Behavior Characteristics of Respondents Classified by Pet Ownership
Pets Frequency Percent
Dog 357 86
Cat 59 14
Total 416 100
The result from Table 4.5 shows that the major respondents in this group have
a dog (357 respondents) who accounted for 86% of the total respondents. The rest
have a cat (59 respondents) who accounted for 14% of the total respondents.
The result from Table 4.6 shows that the majority of the respondents have
been using either products or services from a pet retailer in the range of once a month
(40.5%), followed by two times a month (22.5%), once a week (12.8%), every 3
months (11.3%), every 6 months (7.5%), others (4.3%), and more than once a week
(1.3%) respectively.
29
4.3.3 Frequency of changing pet retailer.
Frequency of changing was divided into 4 groups, including never, seldom,
often, and occasionally. Table 4.7 shows the frequency of changing result.
The result from Table 4.7 shows that the majority of the respondents have
seldom changed the pet retailer (48.3%), follows by occasionally (38.3%), never
change (8.8%), and often change (4.8%) respectively.
30
The result from Table 4.8 shows that the majority of the respondents have an
average cost per visit in the range B101-B300 (43%), followed by B301-B600 (29%),
More than B900 (12.5%), B601-B900 (11%), and Less than B100 (4.5%)
respectively.
The result from Table 4.9 shows that the majority of respondents received the
information from TV (24.2%), followed by friends (22.9%), pet magazine (13.8%),
general magazine (11.8%), internet (9.4%), others (9.1%), newspaper (6.2%), and
radio (2.7%) respectively.
31
Table 4.10 Decision in Choosing Pet Retailer of Respondents
Decision in choosing pet retailer Frequency Percent
Near the house 203 31.4
In a shopping mall 95 14.7
Has a good reputation 23 3.6
Provides a good service 54 8.4
Provides a good product 127 19.7
Offers a good price 138 21.4
Others 6 0.9
Total 646 100
The result from Table 4.10 shows that the majority of respondents decided to
purchase either products or services from pet retailer for the reason that it is near the
house (31.4%), offers a good price (21.4%), provides a good product (19.7%), in a
shopping mall (14.7%), provides a good service (8.4%), has a good reputation (3.6%),
and others (0.9%) respectively. For the other reasons that the respondents specified in
the questionnaires were that they decided to purchase by accidentally when they just
walked pass, the retailer provided unique products which were in a needing of their
pets, or they had personal relationship with the shop owner.
32
Table 4.11 Decision in Changing Pet Retailer of Respondents
Decision in changing pet retailer Frequency Percent
Is not satisfied with the shops’ services 52 9.6
Has less variety of products/services 147 27.2
Is not convenient with the shop location 87 16.1
Is not convenient with the parking lot 88 16.3
Unreasonable prices or service fees 113 20.9
Is not satisfied with the service from shop’s staff 30 5.6
Others 23 4.3
Total 540 100
The result from table 4.11 shows that majority of the respondents changed the
pet retailer for the reason that it has less variety of products or services (27.2%),
followed by unreasonable prices or service fees (20.9%), is not convenient with the
parking lot (16.3%), is not convenient with the shop location (16.2%), is not satisfied
with the shop’s service (9.6%), is not satisfied with the service from shop’s staff
(5.6%), and other reasons (4.3%) respectively. The other reasons that the respondents
specified in the questionnaires were that the retailer was no longer provide the
specific pet products or services that they needed, or they was convinced with their
family members to choose the other retailer.
33
Table 4.12 General Characteristics of Consumers’ Purchasing Decisions
Table 4.12 illustrates that the respondents agreed that the marketing mix
factors had an influence towards purchasing decisions. The majority of the total
respondents gave importance to quality of product when needing to make a decision
which pet retailer would be selected ( X =4.46), followed by a good location
( X =4.34), hygiene of place ( X =4.33), variety of product ( X =4.33), good price
( X =4.33), quality of service ( X =4.22), car parking ( X =4.16), quality of shop staff
( X =4.10), discount ( X =4.05), variety of service ( X =4.03), new product ( X =3.96),
premium ( X =3.78), and advertisement ( X =3.41) respectively.
34
4.5.1 Testing demographic factors on purchasing decisions in Bangkok
pet retailer business.
Std. 95%
Gender and Consumers’ Sig. X Confidence
Sig. t diff Error
Purchasing Decision (2-tailed) diff
diff Upper Lower
Equal variances 39
assumed 0.16 -0.83 8 0.405 -0.07 0.08 -0.23 0.09
Equal variances not 5 16
assumed -0.77 1 0.440 -0.07 0.09 -0.24 0.11
The result from table 4.13 illustrates the relationship between gender and
consumers’ purchasing decisions. Since Sig. is 0.165, which is greater than 0.05, then
0.405 is selected from Sig (2-tailed) as equal variances assumed. P (possibility) is
0.405, α (significance level) is 0.05, so P is greater than α, which is not significant and
resulting to accept the null hypothesis (H0) and rejecting the alternative hypothesis
(H1).
It is indicated that there is not a significant relationship between gender and
consumers’ purchasing decisions in the Bangkok pet retailing business at the
significance level of 0.05. The gender has no significant influence on purchasing
decisions.
35
2) The relationship between age and consumers’ purchasing decisions
The researcher used ANOVA to find the relationship between data variables
(age and consumer’s purchasing decision) at a significant level of 0.05.
Table 4.14 The Relationship between Age and Consumers’ Purchasing Decisions
Age and Consumers’ Sum of Mean
diff F Sig.
Purchasing Decisions Squares Square
Between Groups 5.102 5 1.020 2.011 .076
Within Groups 199.895 394 .507
Total 204.998 399
Table 4.14 illustrates the relationship between age and consumers’ purchasing
decisions. Since Sig. is 0.076, which is greater than 0.05, it results in accepting the
null hypothesis (H0) and rejecting the alternative hypothesis (H1). It could be noted
that there is no significance of purchasing decisions among respondents with different
ages. The age has no significant influence on purchasing decisions.
36
Table 4.15 illustrates the relationship between educational background and
consumers’ purchasing decisions. Since Sig. is 0.522, which is greater than 0.05, it
results in accepting null hypothesis (H0) and rejecting the alternative hypothesis (H1).
It could be noted that there is no significance of purchasing decisions among
respondents with different educational backgrounds. The educational background has
no significant influence on purchasing decisions.
Table 4.16 The Relationship between Monthly Income and Consumers’ Purchasing
Decisions
Monthly Income and
Consumers’
Sum of diff Mean F Sig.
Purchasing Decisions Squares Square
Between Groups 5.20
7 .744 1.460 .180
9
Within Groups 199.
392 .510
789
Total 204.
399
998
37
4.5.2 Testing consumer behavior factors on purchasing decisions in
Bangkok pet retailer business.
38
among respondents with different average spending per visit. The average spending
per visit has a significant influence on purchasing decisions.
Table 4.18 The Relationship between Marketing Mix Factors and Consumers’
Purchasing Decisions
Marketing Mix Unstandardized Standardized
Factors and Coefficients Coefficients
Consumers’ t Sig.
purchasing Decisions B Std. Error Beta
39
Table 4.18 illustrates the relationship between marketing mix factors and
consumers’ purchasing decisions as per the following details:
1) The relationship between variety of product and consumers’ purchasing
decisions has Sig. at 0.137, which is greater than 0.05. It shows that the
variety of product has no significant influence on purchasing decisions.
2) The relationship between new products and consumers’ purchasing
decisions has Sig. at 0.508, which is greater than 0.05. It shows that the
new product has no significant influence on purchasing decisions.
3) The relationship between quality of product and consumers’ purchasing
decisions has Sig. at 0.015, which is less than 0.05. It shows that the
quality of product has significant influence on purchasing decisions.
4) The relationship between quality of shop’s service and consumers’
purchasing decisions has Sig. at 0.009, which is less than 0.05. It shows
that the quality of shop’s service has significant influence on purchasing
decisions.
5) The relationship between variety of service and consumers’ purchasing
decisions has Sig. at 0.233, which is greater than 0.05. It shows that the
variety of service has no significant influence on purchasing decisions.
6) The relationship between price and consumers’ purchasing decisions has
Sig. at 0.746, which is greater than 0.05. It shows that the price has no
significant influence on purchasing decisions.
7) The relationship between location and consumers’ purchasing decisions
has Sig. at 0.171, which is greater than 0.05. It shows that the location has
no significant influence on purchasing decisions.
8) The relationship between car parking and consumers’ purchasing decisions
has Sig. at 0.437, which is greater than 0.05. It shows that the car parking
has no significant influence on purchasing decisions.
9) The relationship between hygiene of place and consumers’ purchasing
decisions has Sig. at 0.254, which is greater than 0.05. It shows that the
hygiene of place has no significant influence on purchasing decisions.
10) The relationship between sale promotion (discount) and consumers’
purchasing decisions has Sig. at 0.013, which is less than 0.05. It shows
that the sale promotion (discount) has significant influence on purchasing
decisions.
40
11) The relationship between sale promotion (premium) and consumers’
purchasing decisions has Sig. at 0.255, which is greater than 0.05. It shows
that the sale promotion (premium) has no significant influence on
purchasing decisions.
12) The relationship between advertisement and consumers’ purchasing
decisions has Sig. at 0.00, which is less than 0.05. It shows that the sale
advertisement has significant influence on purchasing decisions.
41
Chapter 5
Conclusions, Discussion, and Recommendations
42
Figure 5.1 illustrates that the respondents are aged between 31-40 years
(31.5%) follow by 21-30 years (30.3%), 41-50 years (18.5%), 51-60 years (13%), 20
years or under (5%), and older than 60 years (1.8%) respectively.
35
30
25
Percent
20
15
10
5
0
20 years or 21-30 31-40 41-50 51-60 Older than
under years years years years 60 years
Age
Figure 5.2 illustrates that the respondents held a bachelor’s degree (57.5%),
followed by master’s degree (20.8%), high school/vocational (14.8%), diploma
(5.8%), and above master’s degree (1.3%) respectively.
70
60
50
Percent
40
30
20
10
0
Above Master’s
Master’s Degree
School/Vocation
Diploma
Bachelor’s
Degree
Degree
High
al
Educational Background
Figure 5.3 illustrates that the income of respondents are in the range of
B25,001-B35,000 (21.8%), followed by B10,000 or less (18%), B10,001-B20,000
43
(13%), B15,001-B20,000 (11.8%), B20,001-B25,000 (11.3%), B35,001-B45,000
(9.8%), B45,000-B55,000 (8.3%), and more than B55,000 (6.3%) respectively.
25
20
Percent
15
10
0
B10,000 B10,001- B15,001- B20,001- B25,001- B35,001- B45,001- More
or less B15,000 B20,000 B25,000 B35,000 B45,000 B55,000 than
B55,000
Monthly Income
Based on the data collected, it can be summarized that the majority of the
respondents are females, age between 31-40 years old, holding bachelor’s degrees,
and with a monthly income of between B25,001-B35,000 Baht.
44
45
40
35
30
Percent
25
20
15
10
5
0
More Once a Two Once a Every 3 Every 6 Others
than once week times a month months months
a week month
Frequency of Purchasing
Figure 5.5 illustrates that the respondents have seldom changed their pet
retailer (48.3%), followed by occasionally (38.3%), never change (8.8%), and often
change (4.8%) respectively.
60
50
40
Percent
30
20
10
0
Never Seldom Often Occationally
Frequency of Changing
Figure 5.6 illustrates that the average spending per visit of the respondents are
in the range B101-B300 (43%), follows by B301-B600 (29%), more than B900
(12.5%), B601-B900 (11%), and less than B100 (4.5%) respectively.
45
50
45
40
35
Percent 30
25
20
15
10
5
0
Less than B101-B300 B301-B600 B601-B900 More than
B100 B900
Average Spending per Time
Figure 5.7 illustrates that the respondents receive the information from
television (24.2%), followed by Friends (22.9%), Pet magazine (13.8%), General
magazine (11.8%), Internet (9.4%), Others (9.1%), Newspaper (6.2%), and Radio
(2.7%) respectively.
30
25
20
Percent
15
10
5
0
TV Radio Newspaper Friends General Internet Pet Others
Magazine Magazine
Information Channel
Figure 5.8 illustrates that the respondents made decisions in using either
products or services from a pet retailer with the reason that it is near to the house
(31.4%), offers a good price (21.4%), provides a good product (19.7%), in a shopping
mall (14.7%), provides a good service (8.4%), has a good reputation (3.6%), and
others (0.9%) respectively.
46
35
30
25
Percent 20
15
10
5
0
Near the In a Has a Provides a Provides a Offers a Others
house shopping good good good good price
mall reputation service product
Decision in Choosing Pet Retailer
Figure 5.9 shows how respondents change the pet retailer are that the pet
retailer has less variety of products or services (27.2%), followed by unreasonable
price or service fee (20.9%), is not convenient with a parking lot (16.3%), is not
convenient with the shop location (16.2%), is not satisfied with the shop’s service
(9.6%), is not satisfied with the service from shop’s staff (5.6%), and other reason
(4.3%) respectively.
30
25
Percent
20
15
10
5
0
Is not convenient
Is not convenient
prices or service
Is not satisfied
Others
with the service
with the parking
Is not satisfied
Unreasonable
with the shop
services
location
fees
of
lot
s
Based on the data collected, it has shown that 80.2% of the respondents have a
dog, 40.5% of them patronize a pet retailer once monthly for either products or
services. The average spending per visit was in the range of between 101-300 Baht
(48.3%). Certain buying pattern & Sense of Loyalty was also shown from the results,
47
as 48.3% of the respondents did not switch from their regular pet retailers. 24.2% of
the respondents receive the information from television.
In addition, it shows that the respondent based much emphasis on location for
the selection of pet retailers. In which 24.2% of them selected pet retailers near their
homes. Reasons given by 27.2% of the respondents for switching pet retailers was
that it has less variety of products or services, which unable to cater for their needs or
requirements.
This result is compatible to the pet ownership of Hongkong people, cat-
ownership is growing at a faster rate than that of the other types of pets. However,
dogs are more popular than cats as pets. Pet shop owners predict that the number of
households in Hong Kong keeping cats will increase as cats are of lower maintenance
than dogs, and are therefore more suited to the busy lifestyles of Hong Kong residents
The major end-users of commercial pet foods are the pet breeders, pet shop owners
who usually also act as pet breeders, household pet owners and corporations that have
aquariums in their offices or places of business. Hong Kong household pet owners
spend, on average, between US$39-65 per month on pet foods and food supplements,
accessories and other supplies (Swee-keng Cheong, 2004).
48
level of U.S. brands-awareness in Hong Kong making U.S. brands the market leaders
in both the popular and premium pet foods and pet supplies sectors. U.S. pet foods
enjoy a good reputation of being functional, of having good nutritional value, and
resilient packaging (Swee-keng Cheong, 2004).
49
2) Hypothesis 2
The frequency of purchasing has a significant influence on purchasing
decisions. The respondents who have been using either products or services from pet
retailers with the frequency of more than once a week, once a week, two times a
month, once a month, every 3 months, every 6 months, and other frequency have
different purchasing decisions in the Bangkok pet retailing business.
The average spending per visit has a significant influence on purchasing
decisions. The respondents who have an average spending per visit less than B100,
B101-B300, B301-B600, B601-B900, and more than B900 have different purchasing
decisions in the Bangkok pet retailing business.
According to the result, it can be summarized that the consumer behavior
factors have a significant relationship with the purchasing decisions.
3) Hypothesis 3
Table 5 illustrates the summary test result of Hypothesis 3.
50
No. Hypothesis Conclusion
51
factors that influence purchasing decisions are country of origin and
packaging. Local end-users are averse to buying products that are made in
China. The most popular products are those that are made in the U.S., Japan, and
Australia. American and Japanese packagings are considered to be most resilient and
attractive, respectively. Local importers find European packaging of pet products to
be inferior in quality to those of the Japanese or Americans (Swee-keng Cheong,
2004).
52
References
53
of a mobile veterinarian’s service concept. Journal of Consumer Behavior,
13(1), 74.
Guiltinan, J. P., Paul, G. W., & Madden, T. J. (1997). Marketing management:
Strategies and programs (6th ed.). Newyork: McGraw-Hill.
Hawkins, D. I., Best, R. J., & Coney, K. A. (2001). Consumer behavior:
Building marketing strategy (8th ed.). Boston: McGraw-Hill.
Heinecke, W. E., & Marsh, J. (2000). The entrepreneur: Twenty-one golden rules for
the global business manager. Singapore: John Wiley & Sons.
Kerin, R. A., Rudelius, W., Hartley, S. W., & Berhowitz, E. N. (2003). Marketing
(7th ed.). Boston, MA: Irwin.
Kotler, P., & Keller, K. (2006). Marketing management (12th ed.). Upper Saddle
River, NJ: Pearson Prentice Hall.
Lal, R., Quelch, J. A., & Rangan, V. K. (2005). Marketing management. Homewood,
IL: McGraw-Hill.
Lind, D. A., Marchal, W. G., & Wathon, S. A. (2003). Business statistics for business
and economics. Boston: Irwin/McGraw-Hill.
March, J. G., & Health, C. (1994). A primer on decision making: How decision
happen. Newyork: Frepress; Toronto: Maxwell Macmillan.
Marsh, F. (1998). Accessories for pets: A growing market. International trade forum.
1, 18-24.
Monster, R. W., & Pettit, R. C. (2002). Marketing research in the internet age.
Singapore: John Wiley & Son.
National Statistical Office of Thailand. (2004). Population and housing census.
Retrieved July 20, 2006, from http://web.nso.go.th/eng/stat/poph/popt3.html
Neal, C. M., Quester, P. G., & Hawkins, D. I. (2002). Consumer behavior:
Implications for marketing strategy (3rd ed.). Australia: McGraw-Hill.
Peppers, D., & Rogers, M. (2005). Return on Customer: Creating maximum value
from your scarcest resource. Newyork: Currency Doubleday.
Perreault, W. D., & McCarthy, J. E. (2002). Basic marketing: A global –
managerial approach (14th ed.). Boston: McGraw-Hill.
Peter, P. J., & Donnelly, J. H. (2001). Marketing management: Knowledge and
skills (6th ed.). Singapore: McGraw-Hill.
Peter, P. J., & Olson, J. C. (1999). Consumer behavior and marketing mix
strategy (5th ed.). Singapore: McGraw-Hill.
54
Sacharow, S. (2002). Pet food packaging is big business worldwide. Paper, Film and
Foil Converter, 76(6), 18.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Upper Saddle
River: Pearson: Prentice Hall.
Swee-keng Cheong. (2004). International market research: Pet food and pet supplies
(2006). Retrieved July 24, 2006, from http://strategis.ic.gc.ca/epic/site/imr-
ri.nsf/en/gr118711e.html
U.S. Commercial Service. (2006). Thailand market profile: Pet food or supplies.
Retrieved July 22, 2006, from http://www.buyusa.gov/thailand/en.html
Varey, R. J. (2002). Relationship marketing. England: John Willey & Sons.
Walker, B., & Larreche, M. (2002). Marketing management: A strategic decision-
making approach. Boston: McGraw-Hill.
McMellon, J. W., Charles, A., & Gladys, T. B. (2004). Dogs and cats rule: A new
insight into segmentation. Journal of targeting: Measurement and analysis for
marketing, 13(1), 70-77.
Wilson, A. M. (2003). Marketing Research: An integrated approach. Harlow,
England; Newyork: Prentice Hall.
Yamane, T. (1967). Elementary sampling theory. New Jersey: Prentice Hall.
55
Appendix A
Questionnaire (English)
Personal Information
Instruction: Please mark (/) in front of the answers that apply to you (one answer for
one question).
1. Age
20 years or under 21-30 years
31-40 years 41-50 years
51-60 years Older than 60 years
2. Gender
Male Female
3. Educational Background
High School/Vocational Diploma
Bachelor’s Degree Master’s Degree
Above Master’s Degree, please specify.…………………………………….
4. Monthly Income
B10,000 or lesser B10,001-B15,000
B15,001-B20,000 B20,001-B25,000
B25,001-B35,000 B35,001-B45,000
B45,001-B55,000 More than B55,000
56
6. What kind of pet do you have?
Cat Dog
8. Where did you get the information about the pet retailer?
Television Radio
Daily Newspaper Friends or Relatives
Magazine Internet
Magazine Others, please specify…………..
Behavior Information
Instruction: Please mark (/) in front of the answers that apply to you (can choose more
than one answer).
9. How often do you purchase either product or service from the pet retailer?
More than once a week
Once a week
Two times a month
Once a month
Every 3 months
Every 6 months
Others, please specify ………………………………………………….
57
11. How often you change the pet retailer?
Never change
Seldom change
Often change
Occasionally change
12. What is the major factor which makes you to move using service from another
retailer?
Is not satisfied with the shop’s service
Has less variety of products/services
Is not convenient with parking lot
Is not convenient with the shop location
Unreasonable prices or service fees
Is not satisfied with the service from shop’s staff
Others, please specify.........................................................................................................
58
Purchasing Decision
14. Please rate your opinion why you decide to use either product or service from the
pet retailer by ticking (/) in a box that you deem appropriate.
Strong Agree = 5
Agree = 4
Rather = 3
Disagree = 2
Strongly Disagree = 1
14.6 Price
14.12 Advertisement
14.13 Do you agree to make purchasing
decision in using this pet retailer?
59
Your suggestion for improvement
15. Pet product…………………………………………………………………….
………………………………………………………………………………...
………………………………………………………………………………...
18. Price………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
60
Appendix B
Questionnaire (Thai)
แบบสอบถาม
ปจจัยที่มีอิทธิพลตอการตัดสินใจซื้อของผูบริโภคในธุรกิจคาปลีกดานสัตวเลี้ยง
ขอมูลสวนบุคคล
วิธีการ: ทําเครื่องหมาย (/) ลงในชองที่ตองการเลือก กรุณาเลือกเพียงคําตอบเดียว
1. อายุ
20 ป หรือ ต่ํากวา 21-30 ป
31-40 ป 41-50 ป
51-60 ป มากกวา 60 ป
2. เพศ
ชาย หญิง
3. การศึกษา
มัธยมศึกษา/ปวช ปวส./ อนุปริญญา
ป.ตรี ป.โท
สูงกวาปริญญาตรี,โปรดระบุ..............................................…………………………………………….
4. รายไดตอเดือน
10,000 บาท หรือต่ํากวา 10,001-15,000 บาท
15,001-20,000 บาท 20,001-25,000 บาท
25,001-35,000 บาท 35,001-45,000 บาท
45,001-55,000 บาท มากกวา 55,000 บาท
5. ปจจุบันทานมีสัตวเลี้ยงหรือไม
ใช ไม
6. สัตวเลี้ยงที่ทานมีเปนประเภทใด
แมว สุนัข
61
7. ทานเคยใชผลิตภัณฑหรือบริการจากรานคาปลีกเกี่ยวกับสัตวเลี้ยงหรือไม
เคย ไมเคย
8. ทานรับรูขอมูลเกี่ยวกับรานคาปลีกเกี่ยวกับสัตวเลี้ยงมาจากที่ไหน
โทรทัศน วิทยุ
นสพ. เพื่อน หรือ ญาติ
นิตยสารทั่วไป อินเทอรเน็ต
นิตยสารสัตวเลี้ยง อื่นๆ, โปรดระบุ................................
ขอมูลทางดานพฤติกรรม
วิธีการ: ทําเครื่องหมาย (/) ลงในชองที่ตองการเลือก สามารถเลือกไดมากกวา 1 คําตอบ
9. ทานซื้อผลิตภัณฑหรือบริการจากรานคาปลีกเกี่ยวกับสัตวเลี้ยงบอยเทาใด
มากกวา 1 ครั้งตอสัปดาห
1 ครั้งตอสัปดาห
2 ครั้งตอเดือน
1 ครั้งตอเดือน
ทุก 3 เดือน
ทุก 6 เดือน
อื่นๆ, โปรดระบุ……………………………………….……………………………………………..
10. ทานมีวิธีการเลือกใชรานคาปลีกเกี่ยวกับสัตวเลี้ยงอยางไร
ใกลบาน
อยูในหางสรรพสินคา
มีชื่อเสียงดี
ใหบริการดี
มีผลิตภัณฑดี
ราคาเหมาะสม
อื่นๆ, โปรดระบุ .................................................................................................................................
11. ทานเปลี่ยนรานคาปลีกเกี่ยวกับสัตวเลี้ยงบอยเทาใด
ไมเคยเปลี่ยน
ไมคอยเปลี่ยน
เปลี่ยนบอย
แลวแตโอกาส
62
12. อะไรคือสวนสําคัญที่ทําใหทานเปลี่ยนการใชบริการจากรานคาปลีกสัตวเลี้ยงอื่น
ไมพอใจในการบริการของราน
มีความหลากหลายของสินคาและบริการนอย
สถานที่จอดรถไมสะดวก
ทําเลที่ตั้งของรานไมสะดวก
ราคาของสินคาและการบริการไมเหมาะสม
ไมพอใจในการใหบริการของพนักงาน
อื่นๆ, โปรดระบุ ................................................................................................................................
13. ทานมีคาใชจายเฉลี่ยตอครั้งในรานคาปลีกสําหรับสัตวเลี้ยงเทาไร
ต่ํากวา 100 บาท
101-500 บาท
301-600 บาท
601-900 บาท
มากกวา 901 บาท
การตัดสินใจซื้อ
14. กรุณาเลือกระดับความคิดเห็นเกี่ยวกับสาเหตุที่ทานตัดสินใจซื้อผลิตภัณฑหรือบริการจากรานคาปลีกดานสัตว
เลี้ยงโดยทําเครื่องหมาย (/) ในชองที่ทานมีความเห็นสอดคลอง โดยสามารถเลือกไดมากกวา 1 คําตอบ
เห็นดวยเปนอยางยิ่ง = 5
เห็นดวย = 4
คอนขางเห็นดวย = 3
ไมเห็นดวย = 2
ไมเห็นดวยเปนอยางยิ่ง = 1
63
ระดับ
เหตุผลที่ทําใหทานตัดสินใจใชสินคาหรือบริการจาก
รานคาปลีกเกี่ยวกับสัตวเลี้ยงนี้
5 4 3 2 1
14.1 มีความหลากหลายของผลิตภัณฑ
14.2 มีผลิตภัณฑใหมๆอยูเสมอ
14.3 คุณภาพของผลิตภัณฑ
14.4 คุณภาพของการบริการ
14.5 ความหลากหลายของอุปกรณที่บริการ
14.6 ราคาพอสมควร
14.7 ความสะดวกเรื่องสถานที่
14.8 มีสถานที่จอดรถ
14.9 ความสะอาด/สุขลักษณะของสถานที่
14.10 การสงเสริมการขายดานการลดราคา
14.11 การสงเสริมการขายดานของสมนาคุณ
14.12 โฆษณา
14.13 ทานมีความเห็นดวยในการตัดสินใจใชรานคา
ปลีกสําหรับสัตวเลี้ยงนี้หรือไม
ความคิดเห็นสําหรับการปรับปรุง
15. ผลิตภัณฑสําหรับสัตวเลี้ยง ………………………………………………………….
………………………………………………………………………………...
………………………………………………………………………………...
16. บริการสําหรับสัตวเลี้ยง…...………………………………………………………….
…………………………………………………………………………………..
…………………………………………………………………………………..
64
18. ราคา………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
65
Appendix C
Thailand Statistical Data
(Million persons)
Year Both Genders Women Men Gender ratio
1970 34.4 17.3 17.1 99.1
-100 -50.2 -49.8
1980 44.8 22.5 22.3 99.3
-100 -50.2 -49.8
1990 54.6 27.5 27.1 98.5
-100 -50.4 -49.6
19991/ 61.6 30.9 30.7 99.5
-100 -50.2 -49.8
20001/ 62.4 31.3 31.1 99.4
-100 -50.2 -49.8
Source: National Statistical Office (2004)
Note : Figures in parenthesis are percentages.
66
Appendix D
Bangkok Statistical Data
67
Biography
68