Cb Project Report

CB Project Report

Connecting to Consumers through Their Pets – Enhancing the Positioning of Marketing Offers

I. Secondary Research Discussion

Looking at the secondary research gives some insight to how pets are viewed by their owners and how they consume because of this. It also shows what this information means to the pet industry including the areas that bring in the most profit and also the categories on the rise. Lastly, this research makes it clearer of what direction businesses and specifically marketing is going in. This ties together how the consumer feels and how that is affecting the industry itself.

After reading the articles given one factor becomes very clear when it comes to consumers and their pets. This is that pets are now a part of the family. In fact nine out of ten pet owners see their pet as a member of the family (Armstrong 2013). Today’s pet people really consider themselves “pet parents”. The majority of consumers now treat their pet as if it is a child or close companion, not just an animal. According to the American Pet Products Association, nearly half of dogs today sleep in bed with their owners (Poythress 2013). The relationship consumers have with their pets is on a deep emotional level. People love things they buy such as a car or new clothes, but for pet owners this doesn’t compare to the living animal that they interact with on a daily basis. Another important factor to consider is the commitment a pet usually brings. According to the U.S. Census Bureau, first marriages last a median of eight ears, while life with a dog or cat can extend beyond a decade (Armstrong 2013). This makes the purchase of a pet much higher involvement than the usual buying process.

Pets have even become part of peoples’ attitudes toward their living environment and attitudes. 91% of pet owners believe that pets are an important part of the family and 86% say that children should grow up with pets (Erwina 2013). This data emphasizes the importance...