Case Study Pet Owners and the Pets or... Consumers and Their Owners?  Essay

Case Study " Pet owners and the pets or perhaps... consumers and the owners? ”

Written by Tjark Hartmann, College student ID: 20528 19. 15. 2010

Terms: 1649

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Content

Intro......................................................................................................................................... 3 Insight.................................................................................................................................................. 3 Reasons behind owners spending with reference to customer behaviour theory................................... 3 Causes of family pet ownership................................................................................................................... 5 Conclusion and impact on Merchants marketing strategy..................................................................... 5 References........................................................................................................................................... several

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Intro

" Pet owners and their pets or... buyers and their owners? ” – this is a good issue. The answer depends upon what relationship between owner and pet as well as the reasons of the owners who decided to get a family pet. The following survey deals with the relationship between owners and pets, with the causes of pet owners to have a family pet and as well together with the reasons why owners are willing to spend sums pounds on their house animals. Furthermore it can deal with a lot of explanations intended for the high level of pet ownership nationwide and based upon this with possible marketing strategies of pet shop suppliers to receive an advantage employing this information.

Insight

Pets are very popular across the world. Of course you will find differences among countries linked to the type of family pet as well as to the popularity score. According to the Australian Companion Dog Council (2010) there is a feline or a puppy in more than 63 % of the Aussie households. Comparing this percentage to other countries of the world you can say that the percentage in the U. S i9000. is very similar to Australia even though the percentage of your European nation (in this situatio the United Kingdom with 43 % of all homes owning a pet) is clearly lower (ACAC, 2010). Returning Australia, practically two thirds of households having a pet is surely a very high percentage. But the pet market in Australia has got further more potential – the ACAC (2010) explained that 53 % of the Australian households which do not include a pet yet would like to have one in the future. This may be a really interesting fact intended for the Australian pet market. According to the ACAC (2010) the Australian dog owners spent AUD 6, 021 million issues pets last year. The largest element of these expenditures with thirty eight. 9 % are veterinary clinic services, 31. 3 % are expenditures on family pet food, 17. 3 % are petcare services, twelve. 2 % pet buys and your five. 3 % petcare items. A very interesting fact is that estimated several third coming from all employees work in the pet product sector (ACAC, 2010) when this is the sector with the littlest turnover. Although the petcare product sector recently had an increase in yield of approximately almost eight. 4 % from 08 to 2009 (ACAC, 2010) there is nonetheless more development potential with this sector.

Causes of owners spending with reference to client behaviour theory Reasons for this kind of spending rely upon the type of romantic relationship between owner and family pet as well as on the motives the owner had to find the pet. According to Hirschmann (1994) you will find two wide-ranging categories of pets or animals. The initially category is usually animals as objects/products. Including different

some motives respectively different roles pets may " play”, such as animals as ornaments, status signs, avocation, products or because people. These are prevailing self-centered reasons and motives why owners possess a pet and then the reasons why they spend all of the money issues pets is always to " think more comfortable”. This allows the reference to Maslow's structure of requires...

References: Aussie Companion Dog Council. " Australians and the pets, The FACTs”. Australian Companion Pet Council (2009). " The Power of Pets – The benefits of associate animal ownership”. Australian Companion Animal Council (2010). " Contribution of the Pet Proper care Industry for the Australian Economy”, 7th Release. Australian Residence & Backyard (2005). " Pet Project”, Australian Home & Yard, 1, 143-146. Beverland, M. B., Farrelly, F., Ai Ching Lim, E. (2006) " Exploring the dark side of pet control: Status- and control-based pet consumption”, Diary of Organization Research, sixty one, 490-496. Cote, J. A. (2007). ”Pets as means rather than ends”, Journal of Business Exploration, 61, 500-501. Hirschmann, E. C. (1994). " Customers and Their Creature Companions”, Diary of Buyer Research, Vol. 20, 616-632. Quester, P., Neal, C., Pettigrew, S., Grimmer, M., Davis, Capital t., Hawkins, G. (2007). " Consumer Behaviour”. North Ryde, NSW, Down under: McGraw-Hill Pty Ltd. Ridgway, N. Meters., Kukar-Kinney, Meters., Monroe, E. B., Chamberlin, E. (2007). " Truly does excessive ordering for do it yourself relate to spending on pets? ”, Journal of Business Study, 61, 392-396. Wood, M. J., Giles-Corti, B., Bulsara, M. K., Bosch, Deb. A. (2007). " Higher than a Furry Partner: The Ripple Effect of Companion Animals in Neighborhood Connections and Feeling of Community”, Society and Animals, 15, 43-56.



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