FACTORS AFFECTING HAPPY DOGGY PET SHOP CONSUMERS’ BEHAVIOR IN BUYING DECISION PROCESS WHEN PURCHASING PETS

This research aimed to determine the customers' preference to purchase poodles and corgi dog breeds and determine factors influencing customers to purchase pets. Four main factors could be affecting the customer's behavior. They are cultural, social, personal, and psychological factors. To find which factors affect the most, this study used a qualitative research method by interviewing six Happy Doggy Kennel customers. All of these factors are affecting the buying decision of pet customers. The most affecting factors are psychological factors, followed by personal, social, and cultural factors. This research concluded that all customers have their preferences, so there are no certain kinds of pets that attract the majority of buyers