An analysis of positive factors motivating Thai consumers' purchase intentions for made-in-Japan pet supplements with probiotics in Bangkok, Thailand

Abstract

The probiotics market in Thailand, particularly for pet supplements, exhibits substantial growth potential, influenced by increasing consumer awareness and evolving health preferences. This study explores the motivating factors driving Thai consumers to purchase Japanese probiotic pet supplements and identifies effective marketing strategies to enhance market penetration. Through a quantitative approach utilizing online questionnaires, the research analyzes consumer behavior in Bangkok, focusing on preferences for probiotic attributes and the influence of social media, expert endorsements, and product quality. The findings reveal that social media influence, health benefits perception, quality assurance, and active engagement in pet-related activities significantly impact purchase decisions. These insights are crucial for developing targeted marketing strategies that cater to the specific needs and preferences of Thai consumers, emphasizing the health benefits and quality of Japanese probiotic supplements.