Marketing Strategy Development to Increase Sales for Cat Litter Business in Mueang Khon Kaen District Using Appreciative Inquiry Process and SOAR Analysis: A Case Study of Mongkol Cat Litter Brand

Abstract

This study employed a mixed methods research design with two main objectives: (1) to explore the positive experiences and impressions of cat owners regarding their purchasing behavior of cat litter in Mueang District, Khon Kaen Province, and (2) to develop effective marketing strategies to increase sales in the cat litter business. The research was guided by the frameworks of Appreciative Inquiry (AI) and SOAR analysis (Strengths, Opportunities, Aspirations, and Results).

The qualitative phase involved 15 cat owners selected through purposive sampling, ensuring that participants had direct product experience and high purchasing frequency. Data were collected using in-depth interviews to uncover positive experiences and customer expectations. The quantitative phase gathered data from 120 consumers via an online questionnaire to measure satisfaction levels and factors influencing purchasing decisions. The findings revealed that the most preferred brands were Kasty, followed by Pettosan and Me-O. Consumers emphasized key product attributes such as odor control, clumping ability, and low dust. The optimal price range was found to be 200–299 baht per 10 liters. Purchases were made through both physical stores and online platforms, with durable and moisture-proof packaging identified as a critical factor influencing purchase decisions. The analysis highlighted common patterns reflecting shared basic needs and differences representing individual preferences. Integrating the results from the SOAR analysis and the 4Es marketing concept (Experience, Exchange, Everyplace, and Evangelism), three strategic projects were developed: “Love at First Try” (free trial campaign), “Eco-Friendly Packaging”, and “Positive Cat Lovers Community.” The implementation results showed that consumers reported a high level of satisfaction, particularly regarding product packaging, and a significant increase in engagement on social media platforms.