Behaviors and factors Influencing the decision to use cat cafes services in Mueang district, Khon Kaen Province

Abstract

This study aimed to study the decision-making behavior of choosing to use cat café services in Mueang District, Khon Kaen Province. It aimed to study the factors that influenced the use of cat café services in Mueang District, Khon Kaen Province, as a guideline for creating a competitive strategic advantage in cat cafés in Mueang District, Khon Kaen Province. The concept and theory of variables were demographics, behavior of using cat café services, marketing mix factors, and overall satisfaction with using cat café services. The study was conducted on a sample group of 400 people. The research instrument was a questionnaire. The statistics used for data analysis were mean, frequency, percentage, standard deviation, and test. The results of the study found that the sample group who used cat café services in Mueang District, Khon Kaen Province were mostly female, aged 20-39, single, had a bachelor's degree, were students, and had an income of less than/equivalent to 10,000 baht per month. The behavior of using services was mostly using the services once a week. The influencer on the decision to use the services was friends. The reason for choosing to use the services was to play with cats. The average cost per time was 100-300 baht. They used the services during 12:00-16:00 hrs. Saturday-Sunday often used Mafia Café. The majority of the sample group focused on personnel factors. Process factors, physical factors, product factors, price factors, location factors, and promotion factors, respectively, and the satisfaction with using the cat cafe services was at a high level.