The study on consumer behavior in purchasing dog food and perception towards biologically appropriate raw food (BARF) for dogs in Bangkok Metropolitan

Dog food industry in Thailand has been growing continuously due to major driving forces like urbanization, pet humanization and aging society. With these evolving trends, the consumer behavior has been continuously changing over time. Therefore, it is important for both marketers and business entrepreneurs to understand the implications which could create new opportunities for the business. Biologically Appropriate Raw Food for dog, also known as Bone and Raw Food (BARF), is one of the emerging trends among the dog owners due to its health benefits.This study aimed to understand consumer behavior in purchasing dog food. The objectives of the research were to understand the key attributes that affect purchasing decision for dog food, consumer profile for dog food in Bangkok Metropolitan region, understand consumer perception towards BARF for dogs and identify influencing attitudes and their impacts on willingness for BARF trial. The research methodology includes both exploratory and descriptive researches in which secondary research, in-depth interview and survey questionnaire were conducted. The survey targeted dog owners who lived in Bangkok Metropolitan and purchased dog food within the past three months. The collected data was analyzed using the statistical package for the social sciences (SPSS). The model was described in terms of frequency, means, standard deviation, one-way ANOVA, regression and correlation.The four key factors which affect the consumer purchasing decision of dog food were healthy, functional value, reassurance and emotional value. Based on these factors, the respondents were grouped into three segments which are smart shopper, value seeker and health driven. The research found that the consumers who are unsure about the benefits of BARF are less willing to try BARF. On the contrary, the consumers who agree that food which is traditionally optimal for a wolf is optimal for dogs and that cooking destroys enzymes needed for digestion are more willing to try BARF.From this the study, manufacturers and marketers of dog food and pet care service providers will gain some insights about the behavior of consumers in purchasing dog food and their perception towards BARF in order to tailor effective marketing strategies to attract the consumers.