LISTENING CUSTOMER THROUGH

RESEARCH
Group Assignment

Submitted by:
Awaid Afzal 192360062
Rabeea Musharaf 191360142
Hafiza Hussna 21201240009
Tauseef Ahmad 181360175
Rana Yasir 17136181

Submitted to: Prof. Muhammad Kashif

Group Assignment August 22, 2021

“ANYPET”

As we know that it’s an upcoming trend that people love to have a pet. But most of the time people

don’t know about their proper treatment in the situation of illness and what is the proper food for

cats, dogs, parrots, etc. So, that’s why we are launching the mobile application named as

“ANYPET” to solve all these problems.

Service Idea:

ANYPET is a pet grooming app where all the medicines, Food, Toys, Tools and Equipment are

available at your door step. The doctors for pets are also available and you can set your

appointment with your doctor and make an online discussion with doctor. You can buy and sell

the pets on this application by posting their photos and related information and you can also post

the videos and photos of your pet just like a social media (only related to pets) for the suggestions

and comments from other pet holders. Pet Salon Service is also a part of our portfolio where you

can get the Pet Salon Service on your door step and get a proper haircut of your pet like; Persian

Cats, Afghan Hound and other hairy pets who needs a proper haircut. This application can also

work as an NGO for the street dogs and cats as a rescue of those cats and dogs and any medical

treatment if needed.

The ANYPET mobile application is free to use and available on the android play store and apple

store for access of all the pet lovers. You can find almost anything related to pets on this application

which includes medicines, food, toys, tools, equipment, pet related blogs, researches related pets,

and training guidelines etc.

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Group Assignment August 22, 2021

You can just set your appointment with the doctor and when the doctor suggests you a medicine

which is already available on the ANYPET mobile application and you just order that prescription

from here to receive it on your door step.

ANYPET is very user-friendly application where you just type the correct name and breed of your

pet in the search bar and get all the related stuff to your pet such as; the medicines, toys, blogs,

researches on that particular animal, doctors and much more.

High in Search:

High in search means that customer can almost completely determine and evaluate the attributes

of the product or service before the purchase. So, we classify the pets related products such as;

food, toys, equipment, etc. as a high in search because the products are determined before the

purchase by customer and customer can have a judgement and evaluate before purchasing as the

price comparison, quality of products and by the reviews of the products listed on the Application.

High in Credence Quality:

High in credence quality means that the consumer may find impossible to evaluate even after the

purchase or consumption of product or service. So, the services of doctors in our idea are classified

as a high in credence quality because a medical diagnostic can not be evaluated even after the

purchasing of service and customer don’t have knowledge about the disease, injuries, and

treatment of the animals.

High in Experience:

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Group Assignment August 22, 2021

High in experience means that the customer cannot be fully known or assessed the attributes of the

service or product until they have been purchased or consumed. So, our pet salon service is

categorized as the high in experience because the pet holder cannot assess the comfort, and quality

of the service until he/she cannot buy that service.

Services Market Research Technique

As we are introducing a new service in the market for the pet holders and we identify all the pet

holders as our targeted customers. We use two market research techniques for developing the

market segments in our business.

Requirements Research Technique:

This technique is very effective in services business and we get the data from the pet owners

through the questionnaires for the purpose of their expectations from this service. This technique

is more appropriately done in the qualitative manner and you know that people love to talk about

their pets. When someone asks about the nick name, breed, age of the pets, people happily share

these things because this is a psyche of the people that they love to show off their possession on

some thing and even when we conduct a research on that qualitatively, we collect a most probably

correct data about their choices and satisfaction about this service.

Social Media Monitoring:

Social Media is one of the biggest sources for data collection today. Collecting data on what our

target audience says and think about the problems they are facing related to their beloved pets and

how we can solve them and the market in general. That’s where social media monitoring tools

come to play a role in our research for selecting target audience.

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Group Assignment August 22, 2021

More than 46 million people using social media networks in Pakistan, though our target is very

restricted in the beginning and involved small areas for now but still it is helpful to have knowledge

overall about what we are going to serve in the market.

We joined several Facebook animals and birds groups based in Pakistan and observed from

people’s conversations with each other and the kind of stuff they gave posted in those groups and

as well we asked them direct questions too to get as much information as we can. Pet owners

always share the posts related to their pets even when they have newly owned pet, when the pet is

grown up, or if they are facing any problem related to their health, they continually post about their

pets.

We visited several Instagram pages and that was very helpful too and we also used YouTube for

getting information as there were face to face interviews of people with pet’s owner and pet’s

sellers and experts were available.

Market Segmentation Profile

We assume that anyone of any age wants a pet either it’s a dog, cat, parrot, fishes or other pets and

either a person belongs to families with kids, dual income couples, and unmarried peoples. Pet life

style is becoming he emerging trend In our lives because the increase in busyness of people and

we want someone to talk, to play or even to take care.

• Some people have pets as a companion, as a friend, as a family member.

• Some people have pet as a status symbol.

• Some people have pet as a equipment such as protection and hunting.

But we make 2 segments for specifying our target customers which are given bellow;

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Group Assignment August 22, 2021

Profile 1

Demographic • Middle-class population

• Pakistanis

• Age: 20 to 40

• Males

• Marital Status: Single

Psychographics • Pet sellers

• Pet farmers

• Pet lovers

Behavioral • Work to sell and buy pets for living

• Need regular information about trends

in people about pets.

Profile one is about the middle-class population of Pakistan because 35% of total population of

Pakistan is middle class and 27.33% is between the age of 20 to 40. Population of males in Pakistan

is 50.8% and 31.22% are single from the total population.

References:

• https://www.researchgate.net/publication/290380020_Estimating_the_middle_class_in_p

akistan

• https://www.pbs.gov.pk/content/population-5-year-age-group-pakistan

• https://countrymeters.info/en/Pakistan

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Group Assignment August 22, 2021

• https://www.pbs.gov.pk/content/population-15-years-and-above-marital-status

Profile 2

Demographics • Upper Class

• Pakistani

• Males and Females

• Age: 10 to 50

Psychographics • Pet Breeders

• Pet Lovers

Behavioral • Buy and adopt pets regularly

• Love to share the pet information

• For security purposes

Profile 2 is about the upper class population of Pakistan because 27% of population is upper class

in Pakistan and 29.31% is in the age of 10 to 50.

References:

• https://fp.brecorder.com/2017/10/20171031230943/

• https://www.pbs.gov.pk/content/population-5-year-age-group-pakistan

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