Service Marketing Mix and Psychological Factors Affecting Purchase Decisions for Ready-to-Eat Dog Food Among Dog Owners in Bangkok

Abstract

The pet food industry has witnessed remarkable growth worldwide, including in Thailand, as the trend of pet humanization continues to influence consumer behavior. The objectives of this research were to 1) To examine the influence of the service marketing mix and psychological factors on purchasing behaviors for ready-to-eat dog food among dog owners in Bangkok; and 2) To study the affecting of the service marketing mix (7Ps) and psychological factors on the purchase decisions of ready-to-eat dog food among dog owners in Bangkok. The research employed a quantitative approach. A structured questionnaire was designed as the primary data collection tool, distributed to a sample of 400 dog owners selected through convenience and purposive sampling. The findings revealed that the service marketing mix elements, Product had the highest influence purchase decisions, followed by Price, and Promotion. For the psychological factors, Motivation had the highest influence on purchase decisions, followed by Lifestyle. While People, Process, Physical Evidence, and Attitudes had not influence on purchase decisions. These insights provide actionable strategies for businesses in the pet food industry to refine an integrated approach, combining service marketing principles with consumer psychology, to effectively address the dynamic demands of the urban pet care market.