Product Development Guidelines and Marketing Mix Factors Affecting the Purchasing Decision of Semen Diluents for the Breeding of Fighting Cocks and Show Chickens

Abstract

This study investigated approaches to product development and the marketing mix factors affecting the purchasing decisions for semen diluents used in breeding fighting cocks and show chickens. A total of 100 participants from the provinces of Nakhon Si Thammarat, Phatthalung, and Surat Thani were surveyed using questionnaires and focus group discussions. The findings revealed that, within each demographic category, the largest proportions of respondents were male (82%), aged 61 years or older (42%), held a bachelor’s degree (33%), and were self-employed (47%). Most participants purchased semen diluents primarily for breeding purposes, sourcing them through distributors or animal supply outlets. Packaging preferences favored screw-cap vials with a maximum volume of 5 ml, priced at no more than 10 Baht per ml. Regarding the marketing mix (4Ps), product was identified as the most influential factor in purchasing decisions, followed by price, distribution channel, and promotion. When considering each factor individually, respondents valued convenience of use most highly for the product; for price, they prioritized reasonable pricing that was not excessively high; for distribution channels, they emphasized convenient locations and ease of purchase; and for promotion, they valued marketing activities that supported their buying decisions. Consumers also placed strong emphasis on high-quality service. The findings suggest that entrepreneurs and stakeholders in this sector should prioritize these marketing mix elements as essential components when formulating strategies for future product development.