Marketing communication strategies influencing purchase decisions of pet parents in the Thai pet industry

Abstract

This research's objectives were 1) to investigate marketing communication influencing the purchase decisions of pet parents and 2) to propose appropriate communication guidelines for each business category. This study employed a qualitative research methodology through focus group discussions with 14 pet-parent families. A purposive sampling technique was employed to capture diverse and in-depth perspectives from three distinct participant groups:1) general pet parents, 2) veterinarian pet parents, and 3) influential pet parents who provide product and service recommendation. Data were collected using semi-structured interviews and analyzed through thematic analysis. To ensure credibility of the findings, data triangulation was employed. The findings, structured according to the SMC (Sender-Message-Channel) model, reveal that communication strategies vary across four primary business categories. For pet food and healthcare services, the most critical factors are the credibility and expertise of veterinarians and specialists. For pet accessories, emotional marketing focusing on cuteness and the emotional bond is most effective. In contrast, for pet care services, transparency and safety are considered the most critical factors. The study concluded that an Integrated Marketing Communication (IMC) approach is essential. Entrepreneurs should tailor their messaging and communication channels to align with their core business values, fostering trust, emotional engagement, and transparency within this specific consumer segment.