Result of studies The topic of this project is “Branding for House of Siamese Cats”. The researcher summed up the content by analyzing information from 3 sets of questionnaires. The first set of the questionnaires The researcher collected information by using quantitive questionnaires with representative samples. The chosen samples are the group of 100 people who have cats. They are both men and women who are currently living or working within Bangkok This set of the questionnaire can be divided into 5 parts ; 1. General Information of samples 2. Samples' media behavior 3. Samples' behaviors and attitudes about having cats 4. Samples' behaviors and attitudes about Siamese cats 5. Samples' opinions and suggestions about House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa district, Samutsongkharm Province). Part 1 : General Information of representative samples This part of the questionnaire, general Information of representative samples, includes samples' genders, samples' ages, samples' occupations, samples' average incomes, samples' family members, samples' house descriptions, and samples' addresses. This information will be presented in quantity and percentage tables from table 4-1 to table 4-7 ; Table 4-1: Genders of samples Gender
Quantity
Percentage
Female
77
77
Male
23
23
Total 100 100 Table 4-1 shows that most of samples, 77%, are female and the rest of samples, 23%, are male Table 4-2: Ages of samples Ages
Quantity
Percentage
Under 20
9
9
20 - 24
43
43
25 – 29
30
30
30 – 34
12
12
More than 40
1
1
Total 100 100 Table 4-2 shows that most of samples, 43%, have ages between 20 – 24 years old and the second, 30 %, have ages between 25 – 29 years old
Table 4-3: Occupation of samples Occupation
Quantity
Percentage
Student
46
9
Private employee
31
43
Civil servant
5
30
Employer
14
12
House wife/husband
2
2
Others
1
1
Total 100 100 Table 4-3 shows that most of the sample, 46%, are students and the second, 31%, are private employees.
Table 4-4: Income of samples Income
Quantity
Percentage
Under 10,000 Baht
34
34
10,000 – 20,000 Baht
38
38
20,001 – 30,000 Baht
18
18
30,001 – 40,000 Baht
7
7
40,001 – 50,000 Baht
2
2
More than 50,000 Baht
1
1
Total 100 100 Table 4-4 shows that most of samples, 38%, have an income between 10,000 – 20,000 Baht and the second, 34%, have an income under 10,000.
Table 4-5: Number of family members of samples Number of family members Quantity
Percentage
1 -3 members
30
30
4 – 6 members
60
60
7 – 9 members
5
5
More than 10 members
2
2
Total 100 100 Table 4-5 shows that most of samples, 60%, have 4 – 6 family members and the second, 30%, have 1 – 3 family members.
Table 4-6: House descriptions of samples House description Quantity
Percentage
A Single house
47
47
A shop house/ A commercial building
19
19
A townhouse/ A flat/ An apartment
24
24
A condominium
10
10
Total 100 100 Table 4-5 shows that most of samples, 47%, live in a single house and the second, 24%, live in a townhouse, a flat, or an apartment. Table 4-7: Samples' addresses Current address
Quantity
Percentage
Bangkok
67
67
Bangkok Metropolitan Region
10
10
Other provinces
23
23
Total 100 100 Table 4-7 shows that most of samples, 67%, are currently living in Bangkok and the second, 23%, are living in other provinces.
Part 2: Samples' media behavior This part of the questionnaire, the study about samples' media behavior, includes types of media usage, favorite types of medias, types of favorite media programs, and types of favorite advertisements. This information will be presented in quantity and percentage tables from table 4-8 to table 4-23 ; Table 4-8 : Television usage each day Television usage each day Quantity
Percentage
Always
6
6
Generally
11
11
Usually
25
25
Sometimes
26
26
Rarely
20
20
Seldom
12
12
Total 100 100 Table 4-8 shows that most of samples, 26%, sometimes watch television each day and the second, 25, usually watch television each day. Table 4-9: Internet usage each day Internet usage each day Quantity
Percentage
Always
54
54
Generally
26
26
Usually
18
18
Sometimes
2
2
Rarely
0
0
Seldom
0
0
Total 100 100 Table 4-9 shows that most of samples, 54%, always use internet each day and the second, 26%, generally use internet each day.
Table 4-10: Radio usage each day Radio usage each day Quantity
Percentage
Always
0
0
Generally
1
1
Usually
14
14
Sometimes
27
27
Rarely
33
33
Seldom
25
25
Total 100 100 Table 4-10 shows that most of samples, 33%, rarely listen to the radio each day and the second, 27%, sometimes listen to the radio each day. Table 4-11: Newspapers usage each day Newspaper usage each Quantity day
Percentage
Always
2
2
Generally
3
3
Usually
10
10
Sometimes
32
32
Rarely
36
36
Seldom
17
17
Total 100 100 Table 4-11 shows that most of samples, 36%, rarely read newspapers each day and the second, 32%, sometimes read newspapers each day. Table 4-12: Magazine or journal usage each day Magazine or journal usage each Quantity day
Percentage
Always
2
2
Generally
6
6
Usually
12
12
Sometimes
35
35
Rarely
31
31
Seldom
14
14
Total 100 100 Table 4-12 shows that most of samples, 35%, sometimes read magazines or journals each day and the second, 31%, rarely read magazines or journals each day.
Table 4-13 : Public advertising poster usage each day Public advertising poster usage each Quantity day
Percentage
Always
2
2
Generally
6
6
Usually
15
15
Sometimes
46
46
Rarely
20
20
Seldom
11
11
Total 100 100 Table 4-13 shows that most of sample, 46%, sometimes use public advertising posters each day and the second, 20%, rarely use public advertising posters each day. Table 4-14: Handout or leaflet usage each day Handout or leaflet usage each Quantity day
Percentage
Always
1
1
Generally
3
3
Usually
8
8
Sometimes
32
32
Rarely
28
28
Seldom
28
28
Total 100 100 Table 4-14 shows that most of samples, 32%, sometimes use handouts or leaflets each day and the second, 28%, are rarely and seldom use handouts or leaflets each day. Table 4-15 : Favorite television types Favorite television types Quantity
Percentage
Game shows
11
11
News
16
16
TV dramas
29
29
Documentaries
22
22
Talk shows
2
2
Variety shows
17
17
Reality shows
3
3
Total 100 100 Table 4-15 shows that most of samples, 29%, like watching tv dramas and the second, 22%, like watching documentaries.
Table 4-16: Favorite radio programs Favorite radio programs Quantity
Percentage
Music programs
84
84
News programs
12
12
Education programs
4
4
Total 100 100 Table 4-16 shows that most of samples, 84%, like listening to music programs and the second, 12%, like listening to news programs. Table 4-17: frequently visited websites Websites Quantity
Percentage
66
66
Pantip
15
15
Others
19
19
Total 100 100 Table 4-17 shows that most of samples, 66%, frequently visit Google and the second, 15%, visit Pantip. Table 4-18: Favorite social network's websites Favorite social network's Quantity websites
Percentage
89
89
Youtube
3
3
8
8
Total 100 100 Table 4-18 shows that most of samples, 89%, like using Facebook and the second, 8%, like using Twitter. Table 4-19 : Frequently read newspapers Frequently read Quantity newspapers
Percentage
Thairat
47
47
Daily news
28
28
Matichon
4
4
Kom Chad Luek
6
6
Post today
5
5
Others
10
10
Total 100 100 Table 4-19 shows that most of samples, 47%, read Thairat and the second, 28%, read Daily News.
Table 4-20: Type of frequently read magazines. Type of frequently read Quantity magazines.
Percentage
Fashions
24
24
Pets
14
14
Female / lifestyle
23
23
Men / lifestyle
4
4
Travels
12
12
Others
16
16
Total 100 100 Table 4-20 shows that most of samples, 24%, frequently read fashion magazines and the second, 23%, frequently read female/ lifestyle magazines. Table 4-21: Frequency of internet and social network usage Frequency of internet and Quantity social network usage
Percentage
Whenever they are free
67
67
Everyday
31
31
Others
2
2
Total 100 100 Table 4-21 shows that most of samples, 67%, use internet and social networks whenever they are free and the second, 31%, use internet and social networks everyday. Table 4-22: Internet and social network accesses Accesses Quantity
Percentage
Smart phones
59
59
Tablet
9
9
Notebook
20
20
Computer
12
12
Total 100 100 Table 4-22 shows that most of samples, 59%, access internet and social networks via smartphones and the second, 20%, access internet and social networks via notebooks.
Table 4-23: Samples' average spent time outside their homes Average spent time Quantity Percentage Less than 4 hours
10
10
4 – 8 hours
38
38
8 – 12 hours
42
42
More than 12 hours
10
10
Total 100 100 Table 4-23 shows that most of samples, 42%, averagely spend 8 - 12 hours outside their homes and the second, 38%, averagely spend 4 – 8 hours outside their homes.
Part 3 : Samples' behaviors and attitudes about having cats This part of the questionnaire, samples' behaviors and attitudes about having cats, includes the samples' reasons why they have cats, the importance of cats to them, their understanding about cats, their attended cats' activities and cats' services. This information will be presented in quantity and percentage tables from table 4-24 to table 437 ; Table 4-24 : Samples' cat breeds Cat breeds Quantity
Percentage
Domestic cat breeds
15
15
Foreign cat breeds
28
28
Hybrid cat breeds
57
57
Total 100 100 Table 4-24 shows that most of samples, 57%, have hybrid cat breeds and the second, 28%, have foreign cat breeds Table 4-25 : Numbers of cats in samples' care. Numbers of cats Quantity
Percentage
1
40
40
2
24
24
3
7
7
4
5
5
More than 5
21
21
Total 100 100 Table 4-25 shows that most of samples, 40%, have only 1 cat and the second, 24%, have 2 cats. Table 4-26: Samples' average time duration of having cats Average time duration Quantity
Percentage
1 – 5 years
50
50
6 – 10 years
22
22
11 – 15 years
10
10
16 – 20 years
5
5
More than 20 years
3
3
Total 100 100 Table 4-26 shows that most of samples, 50%, have raised cats for 1 – 5 years and the second, 22%, have raised cats for 6 – 10 years.
Table 4-27: Cats' origins Cats' origins
Quantity
Percentage
From other people
24
24
Cat farms
15
15
Flea markets
4
4
Street cats
44
44
Others 14 14 Table 4-27 shows that most of sample's cats, 44%, are street cats and the second, 24%, are from other people. Table 4-28: Reasons why they have cats Reasons Quantity
Percentage
Cat's personalities
48
48
Cat's appearances
27
27
Others
25
25
Total 100 100 Table 4-28 shows that most of samples, 48%, pick cat's personalities as their reason why they have them and the second, 27%, pick cat's appearances as their reason why they have them. Table 4-29: Advantages of having cats Advantages of having cats Quantity
Percentage
Being friends for samples
58
58
Having more kindness
24
24
Others
18
18
Total 100 100 Table 4-29 shows that most of samples, 58%, consider cats being friends for them as their advantage of having cats and the second, 24%, consider having more kindness as their advantage of having cats. Table 4-30: the reasons why they choose cats as their pet. Reasons Quantity Percentage Easy to have
26
26
Limited spaces
6
6
Having Long bond and deep relationship with them
25
25
Cats's charm
34
34
Others
9
9
Total 100 100 Table 4-30 shows that most of samples, 34%, choose cats as their pet because of their charm and the second, 26%, choose cats as their pet because they are easy to have.
Table 4-31: Samples' understanding about their cats Levels of understanding Quantity
Percentage
Very high
29
29
High
46
46
Moderate
22
22
Low
1
1
Very low
2
2
Total 100 100 Table 4-31 shows that most of samples, 46%, have a high level of understanding about their cats and the second, 22%, have a very high level of understanding about their cats. Table 4-32: Samples' importances given for their cats Level of Samples' importances Quantity given for their cats
Percentage
Very high (like their babies)
39
39
High (like their brothers or sisters)
49
49
Moderate (like their cousins)
7
7
Low (like other pets)
5
5
Very low (like things)
0
0
Total 100 100 Table 4-32 shows that most of of samples' importances given for their cats, 49%, are high (like their brothers or sisters) and the second, 39%, are very high (like their babies). Table 4-33: Cats' activities and cats' services. Cats' activities and cats' Quantity services.
Percentage
Pet shops
85
26
Members on cat-related websites or fan pages.
59
18
Animal hospitals
67
20.5
Pet expo
28
8.5
Cat Cafe
49
15
Cat beauty salon
20
6.1
Cat hotel or pet house
9
2.1
Hotels which allow cats
10
3
Total 326 100 Table 4-33 shows that most of samples, 26%, used to go to pet shops and the second, 20.5, used to go to animal hospitals.
Table 4-34: Cat cafes Have samples ever known cat cafes before ?
Quantity
Percentage
Yes
97
97
No
3
3
Total 100 100 Table 4-34 shows that most of samples, 97%, have known cat cafes before conducting the questionnaire and the rest of samples, 3%, have never known cat cafes before. Table 4-35: Samples' experiences with cat cafes Samples' experiences with Quantity Percentage cat cafes Already visited
55
55
Never visited
45
45
Total 100 100 Table 4-35 shows that most of samples, 55%, have already visited cat cafes and the rest of samples, 45%, have never visited cat cafes before Table 4-36: Samples' reasons why they like cat cafes Samples' reasons why Quantity they like cat cafes
Percentage
There are many cute cats
34
34
Nice food
5
5
Well decorated with a nice atmosphere
31
31
Easy traveling
9
9
Friendly shop owners.
15
15
Do not like cat cafes
4
4
Total 100 100 Table 4-36 shows that most of samples, 34%, like cats cafes because there are many cute cats and the second, 31%, like cat cafes because they are well decorated with a nice atmosphere. Table 4-37 : Samples' opinions if all cats in cat cafes are Siamese cats. Samples' opinions Quantity Percentage Interested
62
62
Indifferent
26
26
Uninterested
7
7
Total 100 100 Table 4-37 shows that most of samples, 62%, feel interested if all cats in cat cafes are Siamese cats and the second, 26%, feel indifferent if all cats in cat cafes are Siamese cats.
Part 4 : Samples' behavior and attitude about Siamese cats This part of the questionnaire, samples' behavior and attitude about Siamese cats, include the opinions about how to preserve Siamese cats. The information will be presented in quantity and percentage tables from table 4-38 to table 4-42 ; Table 4-38: Samples' knowledge about how many Siamese cat breeds are still existing in the present time Samples' knowledge about how Quantity Percentage many Siamese cat breeds are still existing in the present time Yes, I do know
1
1
No, I do not know
99
99
Total 100 100 Table 4-38 shows that most of samples, 99%, do not know how many Siamese cat breeds are still existing in the present time and only 1 % of the samples know. Table 4-39 : Samples' opinions which differentiate Siamese cat breeds from other breeds Opinions Quantity Percentage Different appearances
61
61
Different personalities
31
31
Others
8
8
Total 100 100 Table 4-39 shows that most of samples, 61%, differentiate Siamese cat breeds from other breeds by their different appearances and the second, 31%, differentiate Siamese cat breeds from other breeds by their different personalities. Table 4-40 : Samples' reasons about which cats are real Siamese cat breeds Reasons Quantity Percentage Cats' environment
7
7
Ideal characteristics
44
44
Certificated pedigrees
28
28
Other people said so
21
21
Total 100 100 Table 4-40 shows that most of samples, 44%, judge which cats are real Siamese cat breeds by their ideal characteristics and the second, 28%, judge which cats are real Siamese cat breeds by their certificated pedigrees.
Table 4-41 : Should Siamese cat breeds be preserved ? Should Siamese cat Quantity breeds be preserved ?
Percentage
Yes
79
79
Indifferent
21
21
Total 100 100 Table 4-41 shows that most of samples, 79%, feel that Siamese cats should be preserved and the rest of samples, 21%, feel indifferent. Table 4-42: What if samples have a chance to have Siamese cats ? What if samples have a chance Quantity Percentage to have Siamese cats ? Interested if there is a chance
79
79
uncertain
14
14
uninterested
7
7
Total 100 100 Table 4-42 shows that most of samples, 79%, are interested if there is a chance to have Siamese cats and the second, 14%, feel uncertain if there is a chance to have Siamese cats.
Part 5: Samples' opinions and suggestions about House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa District, Samutsongkharm Province). This part of the questionnaire include samples' opinions and suggestions about House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa district, Samutsongkharm Province). This information will be presented in quantity and percentage tables from table 4-43 to 4-48; Table 4-43: Have samples visited Amphawa District ? Have samples visited Amphawa Quantity district ?
Percentage
Yes
65
65
No
35
35
Total 100 100 Table 4-43 shows that most of samples, 65%, have been to Amphawa district and the rest of samples, 35%, have never been to Amphawa district. Table 4-44: Have samples known about House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa District, Samutsongkharm Province) ? Have samples known Quantity Percentage House of Siamese Cats? Yes
55
55
No
45
45
Total 100 100 Table 4-44 show that 55% of samples have known House of Siamese Cats Table 4-45: Samples' means of recognition of House of Siamese Cats Means of recognition Quantity Percentage From other people
5
9
Magazines or journals
5
9
Internet
24
43.6
Television programs
16
29
Newspapers
1
1.8
Public posters
4
7.2
Total 55 100 Table 4-45 shows that most of samples, 43.6%, know House of Siamese Cats from Internet and the second, 29%, know House of Siamese Cats from television programs.
Table 4-46: Factors which will make House of Siamese Cats more interesting Factors Quantity Percentage There are many more kinds of Siamese cats
78
22.6
Being a collecting and exchanging information about Siamese cats place
62
18
Visitors can play with cats
80
23.2
Thai preservation
27
7.8
New technologies
20
5.8
Food and drinks
42
12.2
Nice places
28
8.1
Others
10
2.9
Total 344 100 Table 4-46 shows that most of samples, 23.2%, think that House of Siamese Cats will be more interesting if visitors can play with cats and the second, 22.6%, think that House of Siamese Cats will be more interesting if there are many more kinds of Siamese cats. Table 4-47: What if samples can try having Siamese cats ? Opinions Quantity
Percentage
Interested
79
79
Uninterested
19
19
Uncertain
1
1
Total 100 100 Table 4-47 shows that most of samples, 79%, are interested in having Siamese cats and the second, 19%, are uninterested in having Siamese cats. Table 4-48: Suitable price for Siamese cats Suitable price for Siamese Quantity cats
Percentage
5,000 – 7,000 Baht
49
49
7,000 – 9,000 Baht
30
30
9,000 – 12,000 Baht
11
11
More than 12,000 Baht
9
9
Total 100 100 Table 4-48 shows that most of samples, 49%, think that suitable price for Siamese cat is around 5,000 – 7,000 Baht and the second, 30%, think that suitable price for Siamese cat is around 7,000 – 9,000 Baht.
The conclusion of the first set of questionnaire The questionnaire for samples, who are the group of 100 people who have cats, can be concluded and analyzed as followed ; Part 1 : Most of samples are female who are 20 – 30 year old and the second most are 30 – 40 year old. Most of them are university students and currently living in a single house in Bangkok. They have an average income around 10,000 – 20,000 Baht. Most of them have 4 – 6 members in their household. Part 2 : Most of samples always use Internet while the uses of televisions, magazines, public posters and leaflets are moderate and the uses of radios and newspapers are low. Most of them like watching TV dramas and they like listening to music programs on radios. The most read type of magazine is fashion magazines. The second most read type of magazine is female/lifestyle magazines and the third is traveling magazines. They access Facebook via their smartphones whenever they are free. They spent 8 – 12 hours a day outside their homes. Part 3 : Most of sample have hybrid cat breeds, foreign cat breeds and Siamese cat breeds orderly. Most of them have only 1 cat and the time they have them is around 1 -5 years. Most of them are street cats and most of samples like their individual personalities. They benefit by having their cats as friends. The reason they choose cat as a pet is cats' charm. Most of samples highly understand their cats and count them as brothers or sisters. Most of them let their cats in their beds. Most of the samples used to go to pet shops and animal hospitals. Furthermore, they are members in cat-related fan pages. Most of them know about cat cafes and used to go to Pet Expos. They like cat cafes because there are many cute cats and they consider that it would be very interesting if all cats in cat cafes are Siamese cats. Part 4 : Most of samples do not know how many Siamese cat breeds are still existing in the present time and they differentiate Siamese cat breeds from other breeds by cats' different appearances more than cats' personalities. Most of samples orderly used their ideal characteristics, certificated pedigrees and thoughts from other people to judge which cats are real Siamese cats. Most of samples agree to preserve Siamese cat breeds and are interested to have them Part 5 : Most of samples used to go to Amphawa district and have known House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa District, Samutsongkharm Province). They have known House of Siamese Cats from Internet and television programs orderly. The factors which will make the place more interesting, the first factor, is that they are able to play with cats. The second factor is that there are many more cats. The third factor is that a collecting and exchanging information about Siamese cats place should be formed. The fourth factor is that there are food and beverages. The last factor is that the place is nice. Moreover, most of samples are interested in having Siamese cats if there is a chance. The most suitable price for Siamese cats is around 5,000 – 7,000 Baht.
The second set of questionnaire The questionnaire for samples, who have experiences with having Siamese cats, can be concluded and analyzed as followed ; Samples' behaviors and experiences with Siamese cats There are 3 samples who have had 3 Siamese cats. All of them get Siamese cats from their acquaintances and they have had them for 1 – 3 years. Differences between Siamese cats and other breeds All of samples answer that Siamese cats have different personalities which are more encouraging and wiser. They are more beautiful because Siamese cats are mediumsize cats with a short and mild fur. Their legs and bodies are proportionate which allow them to move more freely. Furthermore, foreign cat breeds are more likely to have calm personalities while Siamese cats are more like kids and easily played with. Siamese cats are also more talkative (Meow-Meow). Opinions about foreign cat breeds and hybrid cat breeds. Samples answer that foreign cat breeds and hybrid cat breeds are also lovely but they are harder to raise than Siamese cats because foreign cat breeds and hybrid cat breeds have a longer fur which need more cares such as cat bathing and cat hair cut. Moreover, foreign cat breeds and hybrid cat breeds are not more suitable for Thai weather than Siamese cats and this make it harder to care for them. Opinions about whether Siamese cat breeds should be preserved or not Samples are strongly agree that Siamese cat breeds should be preserved because they are the national treasure that deserve to be protected. Moreover, Foreigners also like to have Siamese cats. In the near future, if we do not protect our Siamese cats, they are going to get hybridized or extinct. We may need to import Siamese cats from other countries.
The third set of the questionnaire This set of the questionnaire include the information of samples who want to have Siamese cats and can be concluded and analyzed as followed ; Reasons why they want to have Siamese cats Three samples altogether answer that Siamese cats' beautiful appearances, especially their outstanding colors that differentiate them from other breeds, make them want to have Siamese cats in their homes. Samples who have never had experiences with Siamese cats before want to have Siamese cats because they want to know Siamese cats' personalities and they heard that they are easier to care for than other breeds. Another factor that make them want to have Siamese cat is that they believe that if they have Siamese cats, they will get lucky. Which Siamese cat breeds they want to have ? Most of samples answer that they want to have Wichian Martra cats (Seal Point) which is a popular Siamese cat breed in Thailand and other countries. They also want to have Khao Manee cats which are all wonderfully white and some of them have 2 eye colors (Actually they are a cats' disorder) but Thai people still love them not less than Wichian Martra cats. Suggestions on House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa District, Samutsongkharm Province). All of samples are interested in House of Siamese Cats because of many lovely cats and nice location which is not too far from Bangkok. Moreover, the Siamese cats' price is not too high and suitable. The buyers take cats' breeders into their consideration and the certificated degrees will make them feel more assured that they are real Siamese cats. Environment also plays an important part in their decision making process. Most of samples will firstly look for information on the internet and will read reviews from other sites.