Factors Influencing Consumers' Decision to Purchase Ready-Made Cat Food through Online Channels in Bangkok

Abstract

          This research aimed to (1) compare the online purchasing decisions of consumers in Bangkok regarding commercial cat food based on demographic factors, and (2) examine the influence of marketing mix factors on such purchasing decisions. The sample consisted of 400 consumers in Bangkok who had purchased commercial cat food through online channels. The sample size was determined using quota and convenience sampling methods. The research instrument was a questionnaire using a 5-point Likert scale with a reliability coefficient of 0.8492. Data were analyzed using percentage, mean, standard deviation, and multiple regression analysis. The results revealed that differences in age, occupation, and income significantly corresponded to differences in purchasing decisions. Higher-income consumers tended to prioritize product quality over price, whereas lower-income consumers were more price-conscious. However, no significant differences were found based on gender. Regarding the marketing mix, all factors were perceived at a high level of importance overall. The most influential factor was product, followed by price, place (distribution), and promotion, respectively. The study recommends that business operators focus on enhancing product quality alongside offering appropriate pricing. Furthermore, expanding distribution channels to better meet consumer needs and applying targeted promotional strategies are essential to increase sales and gain competitive advantage.