A study of pet parent's decision making process on new products purchase based on AIDA model

The pet product market in Thailand is experiencing significant growth, driven by a rising trend in pet ownership. Understanding the decision-making processes of pet parents is crucial for companies aiming to develop effective marketing strategies. This study investigates how pet parents in Thailand make purchasing decisions for new pet products, utilizing the AIDA (Attention, Interest, Desire, Action) model as a framework. The research examines factors influencing each stage of the AIDA model across different age groups of pet parents, focusing on how they become aware of new products, what captures their interest, and what drives their desire to make a purchase. Both quantitative and qualitative research methods are utilized. Online questionnaires were distributed to gather broad insights into purchasing behaviors, while semi-structured interviews provided deeper understanding through the lens of the AIDA model. As a result, both commonalities and differences in purchasing decisions across age segments are revealed. Word-of-mouth recommendations and influencer/expert opinions emerged as significant influences for all age groups. Additionally, product certification, adherence to quality standards, and reasonable pricing were universally valued factors. While offline purchases were preferred for initial product interaction, preferred platforms, content consumption and promotional strategies displayed variations among age groups. The importance placed on brand reputation and packaging design also differed. These findings highlight the necessity for tailored marketing strategies and product offerings to effectively engage consumers in each age group to increased customer satisfaction and loyalty.