Marketing Mix Factors Influencing the Decision to Use Pet Grooming Services in Bangkok

Abstract

This research article aimed to: 1) examine the personal factors of customers; 2) investigate the marketing mix factors of pet grooming businesses; 3) assess the level of the decision to use pet grooming services; 4) compare service usage decisions based on personal factors; and 5) identify the marketing mix factors influencing the decision to use pet grooming services in Bangkok. This research employed a survey method. The population size was unknown. A sample of 400 individuals who had previously used pet grooming services in Bangkok was selected using multi-stage random sampling. Data were collected using questionnaires. Descriptive statistics included percentage, mean, and standard deviation, while inferential statistics included one-way analysis of variance (ANOVA) and multiple regression analysis. The results revealed that: 1) most respondents were female, aged between 31–40 years, held a bachelor’s degree or equivalent, were single, worked in the private sector, and had an average monthly income of 15,001–30,000 baht; 2) the overall level of opinions on marketing mix factors was at the highest level; 3) the overall level of decision-making in using services was also at the highest level; 4) personal factors such as gender, education level, occupation, and monthly income had a statistically significant effect on the decision to use pet grooming services at the 0.05 level; and 5) marketing mix factors that significantly influenced the decision to use pet grooming services were price and personnel, which together accounted for 26.90% of the variance at the 0.05 level of statistical significance.