The main aim of this study were to examine customer behavior in using service of a pet shop and to investigate the influence of marketing mix on such decision. This research employed a quantitative research methodology. The sample included 100 residents in Bangpath District, Bangkok. A questionnaire was used to collect the data. Data were analyzed with descriptive statistics. In terms of the respondents’ profile, most of them were single, female, between 23 - 30 years old, graduated with undergraduate level. They were students, and gained an average income of 15,000-20,000 Baht. The research findings showed that most of the respondents had only one dog or cats and dogs appeared to be a favorite pet. The respondents had taken care them for around two years to be a friend when they felt lonely and to protect their house. The respondents’ parents had an influence on their decision to select a pet shop. The most frequent used service from the pet shop was hair cutting. The most purchased products were snacks. They knew the pet shop from the shop’s staff members and their own friends. They normally used the service around twice a month and paid around 1,501-3,000 Baht. The main reason to select the shop was its location which was convenient to reach. They preferred to have a stay-over service for their pets the most. In terms of the influence of the marketing mix on their decision, the most influencing factor was personnel which was followed by process, price, place or distribution channel, physical attributes design and presentation, promotion, and product respectively.
Keywords: Pet Shop, Marketing Mix, Customer Behavior, Decision-Making