Paws & Prices: Analyzing the Factors Influencing Furparents' Consumer

Behavior on Pet Products

Republic of the Philippines

Mindanao State University- General Santos City
Second Semester, A.Y. 2024

A Partial Requirement in
ECN 198 Economic Research Methods
to
Monsour A. Pelmin
Adviser
by
GWYNETH FERL M. ADLAWAN
ERNESTO E. ASUERO JR.
 Chapter 1

INTRODUCTION

1.1Background of the study

The millennium trend wave of pet ownership has evolved into a

phenomena called furparenting, in which people love their pets, often called
furbabies, and provide them care that is similar to, or sometimes even better than,
typical pet ownership care. The expansion of the pet business worldwide is proof
that this trend has made pet parents willing to spend money on high-quality
products, even if they are expensive. Worldwide consumer expenditure on pet
care is anticipated to increase by 37% to $384 billion by 2023, with the Asia-
Pacific region leading the way at $281 billion and Europe coming in second and
third, respectively, according to the Household and Pet Care CPG. As per PR
Newswire (2019), parents of furry animals are known to make significant
expenditures on high-quality pet food and accessories that enhance their well-
being. Even though this phenomenon has grown the relationship between people
and their furry companions, we cannot ignore its drawback, which is that people
often choose pricey imported pet supplies despite the belief that their products
have higher quality than those made locally. This creates a barrier for local
brands, who must gain recognition and enhance their quality in order to rival
international brands. Additionally, they frequently spend freely on pricey pet
products, regardless of their financial status. This issue also shows how careless
furparents are about reasonable and responsible consumption and purchasing.
Furparents' consumer behavior is on the rise as a result of a variety of factors
influencing their perspectives and choices. Pet care businesses are shifting their
marketing tactics to digital channels like social media and online shopping, where
customers find and buy pet products and are increasingly drawn to high-end
brands. In addition, almost 75% of furparents prioritize the health of their pets
over other considerations, regardless of their financial or economic circumstances.
This behavior is shaped by societal and environmental factors. Furthermore, the
characteristics and decisions made by consumers also reveal the ways in which
people make product purchases, such as searching websites, product reviews, and
informative sources online (Kerwin, 2023). Furparents in the Philippines also
show a preference for foreign pet supplies, especially those made in the US or EU,
which provides a greater view into their purchasing habits.
Analyzing the factors that influence the consumer behavior of fur parents
through conducting this study is relevant as it sheds light, most importantly, on the
trend of furparenting and its consumer behavior. Preferences for foreign and
expensive pet products often overshadow the productivity of the local pet market.
Rather than ignoring local pet products, this study will provide information to
serve as a basis for the pet industry to improve and promote domestic offerings,
bridging the quality disparity and promoting recognition and enhancement.
Additionally, this study will serve as an informative resource for responsible and
knowledgeable consumption among furparents, enabling them to realize the cost
of buying pet products while choosing cheaper yet quality alternatives. Through
this study, various factors, including marketing stimuli, environmental stimuli,
and consumer characteristics and decision process, will be analyzed to understand
their influence on consumer behavior regarding pet products, providing valuable
insights for pet product businesses to effectively engage with fur parents and
produce better products. Recognizing the importance of this study, businesses can
tap into the rising market of fur parents, contribute to economic growth, and foster
a thriving pet industry. In addition, this study will also contribute valuable insights
for further research related to the topic.
The community of General Santos City has fully embraced the
"furparenting" trend, actively engaging in purchasing behaviors that prioritize
high-quality and often luxurious pet products. With the increasing demand for pet
products, especially at the barangay level, it is expected that more small pet stores
will emerge to meet this growing market. The urgency of conducting the study is
encouraged by the rising trend of fur-parenting, which attracts individuals to
spend, influencing consumer behavior to favor luxury foreign pet products over
local options. This trend has resulted in a lack of improvement and recognition in
the domestic pet products industry, leading to unsatisfactory quality among local
products. Despite the higher prices set by international brands, consumers assume
they offer higher quality. This preference emphasizes the quality disparity
between foreign and domestic pet products, highlighting the need for
enhancement in local offerings. In addition, the limited knowledge of fur parents
towards responsible buying and consumption needs to be addressed. Various
factors need to be analyzed as they may lead consumers to overspend on
expensive products, causing financial strain or unnecessary purchases. In spite of
these challenges, the problem is still largely overlooked nationally, particularly in
the General Santos City locale. The lack of local investigations that address this
issue at the moment highlights the necessity of local investigation and
intervention.
Additionally, this study deepens our knowledge of how different factors
impact the purchasing behavior of furparents in General Santos City while buying
products for their pets (dogs or cats). Specifically, it seeks to answer the following
questions: Do demographic factors influence furparents' consumer behavior when
purchasing pet products? Does marketing stimuli influence furparents' consumer
behavior when purchasing pet products? Do environmental stimuli influence
furparents' consumer behavior when purchasing pet products? Do buyer
characteristics influence furparents' consumer behavior when purchasing pet
products? Do buyers' decision processes influence furparents' consumer behavior
when purchasing pet products?

1.2 Objectives of the Study

1.) To identify the demographic factors influencing furparents' consumer behavior

of pet products in General Santos City in terms of:
 1.1 Gender

1.2 Age

1.3 Income

1.4 Education

1.5 Occupation

2.)To identify the marketing stimuli influencing furparents' consumer behavior of

pet products in General Santos City in terms of:

2.1 Product

2.2 Price

2.3 Place

2.4 Promotion

3.) To identify the environmental stimuli influencing furparents' consumer

behavior of pet products in General Santos City in terms of:

3.1 Economic

3.2 Social

4.) To identify the buyer characteristics influencing furparents' consumer behavior

of pet products in General Santos City in terms of:

4.1 Attitudes

4.2 Motivation

4.3 Personality
5.) To identify the buyer decision process influencing furparents' consumer
behavior of pet products in General Santos City in terms of:

5.1 Information search

5.2 Alternative evaluation

5.3 Purchase decision

5.4 Post-purchase behavior

1.3 Conceptual Framework

1. Demographic
Gender
Age
Income
Education
Occupation

2. Marketing stimuli
Product
Price
Place
Promotion

3. Environmental
stimuli
Economic
Social
Consumer behaviour

6Ws,1H

4. Buyer characteristic
Attitudes
Motivation
Personality
 Through the use of a conceptual framework, this study seeks to investigate
the factors impacting the consumer behavior of fur parents about pet-related
products. It will use a figure to demonstrate how these factors interact. The study's
conceptual framework is based on a well-known marketing theory, Philip Kotler's
Stimulus-Response Model, commonly referred to as Black- Box. The "black box"
paradigm suggests that both internal and exterior influences have an impact on
customers response. The decision-making process, the marketing factors, factors
related to the environment, and buyers characteristics are some of the internal and
external stimuli that eventually impact a consumer's decision whether to purchase
or not. However, the conceptual framework of the study only determine particular
internal and external factors: demographic (gender, age, income, education,
occupation); marketing stimuli (product, place, price, promotion); environmental
stimuli (economic, social); buyer characteristic (attitude, motivation, personality);
buyer decision process (information search, alternative evaluation, purchase
decision, post-purchase decision), and consumer behavior (who, whom, what,
when, where, why, and how).

1.4 Hypotheses

Hypothesis 1

Ho1: Demographic factors do not influence furparents' consumer behavior in

purchasing pet products in General Santos City.

Hypothesis 2

Ho2: Marketing stimuli do not influence furparents' consumer behavior in

purchasing pet products in General Santos City.

Hypothesis 3

Ho3: Environmental stimuli do not influence furparents' consumer behavior in

purchasing pet products in General Santos City.
Hypothesis 4

Ho4: Buyer characteristics do not influence furparents' consumer behavior in

purchasing pet products in General Santos City.

Hypothesis 5

Ho5: Buyer decision processes do not influence furparents' consumer behavior in

purchasing pet products in General Santos City.

1.5 Significance of the Study

The significance of this study analyzes the factors influencing furparents’

consumer behavior on pet products. This study will benefit the following :

Furparents/Pet Owners. This study intends to improve their decision-

making strategies when acquiring pet products, empowering them to make more
knowledgeable selections that consider a variety of influencing factors. This could
result in choosing high-quality, yet economical pet products, fostering the welfare
of their pets and their own financial stability. This research aligns with a
sustainable objective for furparents, particularly emphasizing good health and
well-being. By making informed decisions regarding pet products, furparents can
safeguard the health and well-being of their pets.

Local Pet Product Manufacturers/Companies. This research aims to

highlight the importance of supporting local pet product businesses.By discerning
the obstacles these businesses encounter and the potential quality of their
offerings, furparents might be more inclined to consider domestic options,
consequently aiding in the enhancement and expansion of local supplies. This
research underlines a sustainable development goal concerning decent work and
economic growth, by underscoring the importance of supporting homegrown pet
product establishments, potentially assisting in boosting the economy and creating
employment opportunities.
 Local Retailers/Sellers of Pet Products. This investigation offers a deep
understanding of furparents' consumer behavior. Such insights could enable
domestic retailers to adapt their product portfolio and advertising strategies to
meet the demands of this growing market segment. This research aligns with the
Philippines Development Plan 2023-2028 (Increase Income-earning Ability).
Local retailers may be able to increase sales and profitability by adjusting their
product offers and marketing tactics in light of the study's findings. This might
lead to economic growth and job creation, which are critical components of long-
term development.

https://pdp.neda.gov.ph/wp-content/uploads/2023/07/Chapter-04.pdf

Marketing and Advertising Agencies. The study’s result might provide a

chance for marketing and advertising companies to collaborate with local pet
product producers to improve brand awareness and perceived quality, therefore
supporting local industry and contributing to economic progress. The research
could contribute to the sustainable development goal (Sustainable Cities and
Communities). By providing insights into the specific needs and preferences of
the local market in General Santos City. This could enable agencies to develop
more localized marketing strategies, contributing to the development of
sustainable communities.

Policymakers. The findings of the research offers a comprehensive

understanding of the furparenting trend and its implications on consumer
behavior. This knowledge can inform the creation of legislation that supports local
pet product industries, such as policies encouraging the production and promotion
of high-quality local pet products. The study aligns with the sustainable
development goal concerning partnership for the goals. This sustainable goal
could motivate collaboration among politicians, local entrepreneurs, and
consumers to enhance the growth and sustainability of the local pet product
industry.
 https://sdgs.un.org/goals

1.6 Scope and Limitation of the Study

The focus of this study is to determine and analyze the factors that
influence pet product consumer behavior made by furparents in General Santos
City. The study is to explore factors underlying furparents' behavior in terms of
pet spending through the use of a questionnaire survey. The research focuses on
particular barangays by focusing on pet owners who regularly purchase pet
products and who self-identify as furparents in General Santos City. It examines
various factors, including consumer behaviour, environmental factors (marketing
stimuli and environmental stimuli), and the buyer's black box (buyer
characteristics and decision-making process). In addition, the research aims to
analyze the respondents' demographic profiles in order to understand how their
backgrounds or economic situations influence their consumer behavior. Finding
participants for interviews does not require what specific pet products they
purchase; instead, a broad range of pet-related goods are considered too.

However, this study has some limitations that need to be taken into
account. The results might only apply to General Santos City; they might not
apply to other places because of possible variations in economic conditions,
societal perspectives on pets, and the accessibility of pet supplies. Furthermore,
because only furparents will be interviewed for the study rather than other pet
industry stakeholders, knowledge of the dynamics and viewpoints of the sector
may be limited, which could have an impact on consumer behavior. Moreover, the
absence of specificity about pet products could limit our comprehension of which
specific pet items are most frequently bought and how such purchases affect our
spending habits.
1.7 Definition of Terms

The following terms used in the study are defined conceptually and
operationally to ensure transparency and better understanding.

Consumer behavior. Operationally, this refers to the procedure and

actions that Furparents participate when looking for, selecting, acquiring, utilizing,
assessing, and disposing of things providing services designed to meet their needs
and preferences. Consumer behavior focuses on how individuals decide to spend
their available resources on consumption-related activities. Conceptually,
consumer behavior refers to the activities and decisions that individuals or
households do while selecting, purchasing, using, and disposing of a product or
service. Many psychological, social, and cultural factors influence how consumers
interact with the market (Bhat, 2023).

Bhat, A. (2023, August 18). Consumer Behavior: Definition,

factors and methods. QuestionPro.
https://www.questionpro.com/blog/consumer-behavior-definition/

Demographic. Operationally, this is a statistics used to characterize the

furparents’ populations and their characteristics. It pertains to some of the key
human elements that determine consumer behaviors are influenced by gender, age,
income, education, and occupation. Conceptually, It is the characteristics of a
population that have been categorized by distinct criteria such as age, gender and
income as a means to study the attributes of a particular group (Indeed, 2023).

What Are Demographics? (Definition, Examples and Uses). (2023,

August 1). Indeed. Retrieved April 12, 2024, from
https://www.indeed.com/career-advice/career-development/demographi
cs-definition
 Furparent. Operationally, it is a term used to describe a person who cares
for a pet and loves it as if it were their own child. Conceptually, Furparents are
those who cared for their "fur babies," someone's dog, cat, or other furry creature,
especially if it was treated with the same care and affection as a kid.

Yapo, F., Plaza, R. A., Baloloy, J., & Evangelista, C. B.

(2023). https://philarchive.org/archive/YAPTPW (Vol. 7).
PhilArchive. https://philarchive.org/archive/YAPTPW

Buyer characteristics

Attitude. Operationally, this refers to the set of beliefs, feelings, and

behavioral intentions towards pet-related products or services. This attitude can
greatly influence their purchasing decisions and brand loyalty.Conceptually, it is
the approach, conduct, and behavior of individuals towards various factors and
individuals they are dealing with (Kapur, 2024).

Motivation. Operationally, refers to the internal drive or reason that

prompts pet owners to make certain purchasing decisions related to their pets.
Conceptually, It refers to an inner desire to conduct or act in a particular manner.
These interior factors, such as hopes, desires, and objectives, cause behavior to go
in a specific direction, resulting in an inner drive to behave or act in a certain way.
(Reeve, 2015).

Personality. Operationally, it pertains to the pet owners characteristics, traits, or

patterns of behavior that influence how they make decisions regarding pet-related
products or services. Conceptually, personality is a distinct style of thinking,
feeling, and behaving. Personality encompasses moods, attitudes, and opinions,
and is most evident in how one interacts with others (Holzman, 2024).
Holzman, P. S. (2024, April 4). Personality | Definition, Types,
Nature, & Facts. Encyclopedia Britannica.
https://www.britannica.com/topic/personality

Buyer decision process

Evaluation of Alternatives. Operationally, it is the process where

furparents compare different products or services based on various factors before
making a purchase decision.Conceptually,this represents the phase when a
consumer is evaluating alternatives to arrive at the optimal decision (Yotpo, 2024).

Yotpo. (2024, January 7). Understanding the consumer

Decision making process | YOTPO.
https://www.yotpo.com/resources/consumer-decision-making-process-
ugc/

Information Search. Operationally, this is the pet owners’ search for a

product that would satisfy the need identified in the preceding stage. This process
is crucial as it guides the consumer towards making an informed decision,
ultimately leading to a purchase that best fulfills their recognized need.
Conceptually, Also known as querying, it refers to well-defined, focused
information searching for a well expressed information requirement, that is, when
you have a good concept of the sort of information you prefer (Fulton, 2016).

Fulton, C., & McGuinness, C. (2016). It’s only words. . .

In Elsevier eBooks (pp. 119–141). https://doi.org/10.1016/b978-0-
08-100124-0.00008-8

Post Purchase Behavior. Operationally, it pertains to the post-purchase

stage where the furparent may experience dissonance, feeling that an alternative
product might have been a better choice. Conceptually, it refes to the way an
individual thinks, feels, and behaves after making a purchase Enisa (2024).
 Enisa. (2024, February 20). Post-purchase behavior: The key
to repeat purchases. Loop Returns.
https://www.loopreturns.com/blog/post-purchase-behavior/

Purchase Decision. Operationally, this refers to the stage after the

furparents’ has evaluated all options and intends to purchase a product.
Conceptually, urchase decision is the thinking process that takes a customer from
identifying a need to generating possibilities before selecting a specific product
and brand (Ntapiapis,2020).

Ntapiapis, N. T., & Özkardeşler, Ç. (2020). A Neuromarketing

perspective for assessing the role and impact of typefaces on
consumer purchase decision. In Advances in marketing, customer
relationship management, and e-services book series (Print) (pp.
208–228). https://doi.org/10.4018/978-1-7998-3126-6.ch011

Environmental stimuli

Economic. Operationally, economic refers to the financial considerations

and economic factors that influence how pet owners make decisions about
purchasing products or services for their pets. Conceptually, it is a social science
that studies the production, distribution, and consumption of products and
services. Economics is largely concerned with examining the decisions that
people, corporations, governments, and nations make in allocating finite
resources. Economics has implications for a variety of other subjects, including
politics, psychology, business, and law (Hayes, 2024).

Hayes, A. (2024, April 4). Economics Defined with Types,

Indicators, and Systems. Investopedia.
https://www.investopedia.com/terms/e/economics.asp

Social. Operationally, social refers to the influence of societal factors and

social interactions on the pet owners’ decision-making process when purchasing
products or services for their pets. Conceptually, it the relationship between
individuals and groups, or the well-being of humans as members of society
(Merriam-Webster 2024).

social. (2024c). In Merriam-Webster Dictionary.

https://www.merriam-webster.com/dictionary/social

Marketing stimuli

Place. Operationally, It refers to the process of making a product or

service accessible for use or consumption by a consumer or business user, either
through direct means or indirectly via intermediaries. The strategic selection of
'place' or distribution channels plays a crucial role in ensuring the product reaches
its intended market effectively. Conceptually, place refers to the means of
communication or path that commodities take from source to ultimate user.
Intermediaries, distributors, wholesalers, and retailers may all have a place ( The
Economic Times, 2024).

What is Place? Definition of Place, Place Meaning - The Economic

Times. (n.d.). The Economic Times.
https://economictimes.indiatimes.com/definition/place

Price. Operationally, this implies the process of determining what a

company will receive in exchange for its product or service. Pricing factors are
manufacturing cost, market place, competition, market condition, brand, and
quality of product. Conceptually, price is the amount of funds that a buyer pays a
seller in return for a product or service (Asmundson, 2013).
Asmundson, I. (2013). What Is a Price? (4th ed., Vol. 50).
https://www.imf.org/external/pubs/ft/fandd/2013/12/basics.htm#auth
or
 Product. Operationally, this pertains to anything that can be offered in a
market to satisfy customer needs and wants. It encompasses a bundle of tangible
and intangible characteristics, such as utility, features, quality, brand, price,
availability, design, and warranty. Conceptually, a product is the item available
for purchase. A product may be a service or an object. It can exist in real, virtual,
or cyber form. Every thing is manufactured at a cost and sold at a price ( The
Economic Times, 2024).

What is ? Definition of , Meaning - The Economic Times. (n.d.).

The Economic Times.
https://economictimes.indiatimes.com/definition/product%202024

Promotion. Operationally, it is a key component of the marketing mix, is a

commonly used term in marketing. It pertains to the process of enhancing
customer recognition of a product or brand, stimulating sales, and fostering brand
allegiance. Conceptually, promotion refers to a multitude of acts used to increase
awareness or promote an item. In terms of a career, promotion is the advancement
of an employee's rank or position in a hierarchical structure. In marketing,
promotion is defined as boosting consumer interest in a product through
advertising or a reduced price (Kenton, 2023).

Kenton, W. (2023, August 4). Promotion: Definition in jobs and how

to ask for one. Investopedia.
https://www.investopedia.com/terms/p/promotion.asp
 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

2.1 Review of Related Literature

Furparents and Demographic

Numerous families and households place a high value on their pets. The
quantity and variety of pets that fur parents own are influenced by demographic
factors. Even though owning a pet is casual, social scientists do not have much
research on it. Dogs are the most popular pet choice, with about 60% of
Americans owning at least one animal. The study indicate that middle-aged adults,
white people, and people living in non-urban areas are the groups most likely to
own pets. In addition, women are more likely than men to possess multiple pets,
including dogs (Applebaum, Peek, Zsembik, 2020).

A study investigated how furparenting is impacted by demographic factors

and how it relates to wellbeing and health. Their study aimed to resolve
inconsistencies in certain findings using data from the New Zealand Attitudes and
Values Study. It has been discovered that socioeconomic class, age, gender, and
ethnicity all have an impact on pet ownership. Owners of pets were typically
younger, female, European in family history, and resided in less deprived regions.
They also had higher odds of being married, having children, working, and living
in rural areas (Fraser et al., 2020).

On the other hand, compared to non-owners, pet owners were less likely to
be Asian in origin, less religious, and less educated. Pet owners and non-owners
did not differ significantly in terms of personality traits despite these demographic
differences, with the exception of the owners' higher levels of participation and
lower levels of attentiveness. In particular, taking into consideration demographic
factors, further research is required to fully comprehend the long-term impact of
pet ownership on people's health and wellbeing (Fraser et al., 2020).

Another piece of literature highlighted the impact of demographic factors

on pet owners, showing specific distinctions compared to non-pet owners. Owners
of cats and dogs experienced different variances in these areas. Dog ownership
was connected with higher levels of physical activity, even after adjusting for a
number of variables. However, pet ownership per se did not correlate with general
health status or body mass index. Moreover, having a pet was associated with a
greater likelihood of anxiety disorders, with gender having a specific influence on
this association, although this association wasn't consistent for owners of dogs or
cats (Mueller et al., 2020).

On the other hand, having a pet—a dog or a cat, for example—was linked
to an increased risk of depression, with work status acting as a major moderator.
In order to completely understand the role that pets play in the health and
wellbeing of individuals and families, it is important for future research to
carefully investigate and account for demographic factors, as these findings
highlight the complexity of pet ownership (Mueller et al., 2020).

Ninety-one percent of the 935 replies to the survey, which was part of a
study that profiled Italian dog and cat owners' opinions of pet food quality
attributes, were female. Cat (30.8%), dog (39.4%), and cat and dog (29.8%)
owners made up an equal percentage of the respondents. The product price was
the most important factor for elderly (over 65) owners, whereas stool quality and
protein percentage were more important for younger (under 35) owners. Buyers of
wet pet food place a high priority on appearance, cost, scent, and specific label
information. In general, people ranked high prices as the least significant factor
and natural ingredients as the most crucial. These results provide pet food
manufacturers with information about the demographic preferences of Italian dog
and cat owners (Vinassa et al., 2020).

A sequential linear regression model revealed, according to a research

article, that pet owners' perceived ease of access to veterinary treatment was
strongly influenced by demographic factors such as race or ethnicity, education
level, and financial vulnerability (F [7,617] = 19.80; P <.001). The observation of
financial fragility among pet owners in varying income categories is noteworthy
and underscores the necessity for further investigation into the financial barriers
associated with veterinary care expenses. These results highlight how racial,
educational, and socioeconomic factors influence pet owners' capacity to get
veterinarian care (Mueller et al., 2022).

Furparents and marketing stimuli

A specialized product has attracted fur parents to spend significantly.

According to Triton Market Research (2023), the growing consumer interest in
health and wellness is driving a rapid expansion of the pet food business. Due to a
greater awareness of the health needs of their dogs, furparents are spending a
larger portion of their financial resources on buying healthy diets for their beloved
animals. In order to address the rising demand for specialized products, this
tendency has led to a notable growth in pet food production worldwide.

The cost of providing for dogs and cats is rising, along with the number of
pet owners in the US. The price tag on things like dog walkers, pet food,
insurance, and vet care can add up quickly. The prices for these pets are only
going to rise due to inflation, making it harder for pet owners to budget. As stated
by Kmetz (2023), pet food, veterinarian care, dog walkers, pet sitters, and pet
accessories are major costs. For example, the average yearly cost of pet food
might vary between $250 and $700 for owners of dogs and between $180 and
$960 for owners of cats. Dog walkers and pet sitters usually charge $20 to $30 per
visit, but veterinary care, including checkups and vaccinations, can cost anywhere
from $700 to $1500 annually for dogs. Pet owners are additionally burdened
financially by the expensive price of new and inventive equipment like GPS
collars and monitoring cameras.

The price of pet products is an effective tool for marketing that greatly
affects how much money pet parents spend. A survey found that dog food costs
vary significantly between countries, with Botswana spending the least at $163.59
and Japan spending the most at $2,056.88 annually. In the middle, with an annual
expenditure of $865.50, is the United States. These pricing differences are a
reflection of the economic climate in each nation, consumer preferences, and the
availability and quality of pet food. The $1.8 billion global pet product market
demonstrates that pet owners value providing their furry friends with wholesome
food, even though it requires a financial investment. This emphasizes how price
plays a crucial role as a marketing stimulus in influencing fur parents' decisions to
buy and how much value they place on the health of their dogs (Cleaver, 2024).
 Furparents are searching for places that sell quality pet products.
Accordingly, pet stores act as vital gathering places for pet owners, providing a
variety of advantages and conveniences. Pet stores, of which there are hundreds
more throughout Europe and about 3,000 in the UK, are an important part of the
pet food industry and add substantially to its worth, which is estimated to be £3.2
billion in the UK alone. Pet stores have proven to be robust in the face of the
COVID-19 epidemic, thriving even during lockdowns thanks to their vital status
and local presence. These shops offer personalized advice and solutions for
problems pertaining to pets, as well as useful information on goods and pet health
(GA Pet Food Partners, 2022).

Pet stores also provide a distinctive shopping experience by letting

customers browse the newest pet food trends and giving pets a chance to sample
products before making a purchase. These businesses also act as community
centers, bringing together like-minded pet owners and offering information about
events and local perspectives. To sum up, despite increasing competition from
supermarkets and internet merchants, pet stores continue to play a critical role in
assisting pet owners by offering knowledge, convenience, and a sense of
community (GA Pet Food Partners, 2022).

A recent study that was published in the Journal of Marketing found that
ads with cats and dogs can have a big impact on consumer choices. Beyond mere
ownership, furparents have a deep emotional connection with their furry family
members, which explains why they react strongly to pet images in advertisements.
The study, which evaluated how dog and cat parents made decisions in response
to commercials with pets as mascots or spokespersons, was carried out by
researchers from the University of Massachusetts Lowell, the University of South
Carolina, and Hong Kong Polytechnic University. The results showed that when
consumers saw advertisements featuring dogs and cats, their preconceived notions
about the archetypal characteristics of each animal developed differently.
Furparents are encouraged to take more chances when making decisions and to
develop a promotion-focused mindset because dogs are symbols of devotion and
family. On the other hand, people who were exposed to cats became more risk-
averse and prevention-oriented (Bosman, 2022).

Marketing specialists may intentionally use pets in advertisements to affect

consumer behavior, as these effects were noted in a variety of product and service
scenarios. In advertisements, for example, using canines to promote things may
increase their persuasiveness, but using cats to promote prevention-focused
offerings may work better. Furthermore, in order to address issues like disease
transmission during pandemics, the study recommends that governments use pet
ownership data to create customized public health interventions, especially in
states with greater rates of dog ownership (Bosman, 2022).

According to a new study on international marketing, including dogs or

cats in promotional advertising can greatly increase viewer attention and impact
how they make decisions. Customers are typically reminded of the common traits
connected with these animals when they see those animals in advertisements,
which tends to bring out an emotional response from them. People thus develop a
greater desire to pursue objectives or goods and a greater willingness to consider
chances when making choices.

The research also revealed that enthusiastically expressed promotional

messages are most successful when they feature dogs or cats. It's interesting to
note that dog ownership was associated with a higher risk of contracting COVID-
19 and that dog owners were more likely to interact with promotion-focused
content. It is advised that marketers develop their advertising content according to
the level to which consumers interact with pets, stressing goals that are
prevention-focused for cat owners and promotion-focused for dog owners. These
results suggest that including more cats and dogs in commercials could improve
the effectiveness of campaigns aimed at promoting preventative behaviors during
public health crises like COVID-19. These results may have a significant impact
on marketing approaches, particularly for companies offering pet products
(Moreira, 2022).

Furparents and environmental stimuli

Although economic factors have also affected fur parents, they remain
willing to spend. According to Dore (2022), more than 70% of dog owners have
noticed a rise in costs associated with food, toys, veterinary care, and veterinary
care supplies, and 73% are concerned about future price increases. Nevertheless, a
sizable portion of pet guardians are still tuned up to spend money on premium
food, specialized services, and environmentally friendly products.

Furthermore, pet owners remain unwavering in their will to buy high-

quality pet supplies, such as food, treats, and toys, for their cherished companions
in spite of financial challenges like inflation. The willingness to invest emphasizes
how important it is to have premium solutions available in the pet market. Some
pet owners have reduced costs by cutting back on expenses or changing brands,
but a significant percentage stick to their favorite pet food brands. The conviction
that premium pet meals provide their pets with better nutrition and health benefits
is what motivates this commitment.

Growing pet nutrition awareness as well as a desire for customized goods

are driving up demand for premium pet food. Personalized nutrition plans and
subscription services offered by direct-to-consumer businesses are becoming
increasingly popular with pet owners who are looking for specialized solutions for
their furry family members. Despite rising expenses, the emotional attachment
that exists between pet owners and their furry friends, particularly in the context
of the crisis, increases demand for premium and customized pet items.

In the end, pet owners choose products based on quality and nutrition,
indicating that they are willing to invest in their pets' wellbeing despite their
financial constraints (Morrison, 2023).
 In addition, a survey indicated that despite inflation, pet owners remain
committed to their furry pets, with many even willing to spend extra. According to
an Ally Consumer Research survey, over half of pet owners spend as much or
more money each month on their pets than they do on their children. Despite the
impact of inflation on numerous expenses, including pet-related charges, owners
have remained strong in their dedication to providing proper treatment for their
pets. According to market analyst Numerator, premium pet food spending has
grown at a faster rate than typical mainstream dog food since 2019. This passion
frequently means that pet owners are willing to make financial compromises in
order to guarantee their pets' well-being.

According to Kate Jaffe, a trend specialist at Rover, many pet owners are
willing to sacrifice their own comforts in order to safeguard their pets' well-being.
Furthermore, a significant number of pet owners are willing to incur debt to cover
their pets' medical expenses, demonstrating the extent to which pets are valued
inside households. The pandemic has most likely increased this bond, with many
new pet owners attributing their decision to the outbreak's influence. Regardless
of economic conditions, Americans regard their pets as vital sources of happiness
and are willing to make financial sacrifices to protect their well-being. According
to one Rover survey, the majority of pet parents say their pets bring them the most
happiness of everything they spend money on, highlighting the strong emotional
connection between owners and their pets (Lee, 2023).

Online communities have a major influence on pet owners' shopping

behaviors. According to Burke (2021), 70% of them purchase online at least once
a week, with one-quarter doing so every day. While people access a variety of
devices for shopping, 68% prefer smartphones. Like other shoppers, they
emphasize pricing and product reviews, with 68% actively seeking the greatest
prices and believing reviews are significant. The growing popularity of pet
influencer marketing, particularly on platforms such as Instagram and TikTok, is
transforming the industry. Celebrity animals, such as cats and dogs, have millions
of fans and advocate a wide range of things, including pet grooming supplies,
fashion accessories, and even human-oriented items such as music releases.

In addition to the studies stated above, social media stands out as an

important platform for pet owners to communicate health-related information,
notably through Facebook groups. Approximately half of all dog and cat owners
share and seek pet health advice inside these communities, which address a wide
range of concerns such as dermatology, gastroenterology, and orthopedics for
dogs, as well as gastroenterology, renal, and urinary issues for cats. Despite some
worries about the accuracy of the material, many pet owners find these sites useful
for discussing their pets' health. (Kogan, Little, and Oxley, 2021).

Pet owners commonly put aside resources for their pets, particularly for
costs associated with social media like purchasing custom clothing for their dogs,
according to a 2021 LendingTree survey. According to the survey, 28% of pet
owners engage in this purchasing behavior. Gen Z respondents were more likely
to admit doing this than other age categories, with 47% reporting spending money
on their pets' social media posts.

Further, the results regarding pet ownership show that young people are
the primary forces behind this trend. Analyzing platforms, influence from peers,
advertising, social connection, and companionship in particular, this aims to
explore the factors influencing young people's pet consumption. The findings
suggest that social connection, platform usage, and companionship have a major
impact on purchase intention, but advertising and peer pressure have less of an
effect (Huang et al., 2021).

Furparents' purchasing choices are greatly influenced by social media,

which features paid advertisements and influencer endorsements to showcase
products, recommendations from others and reviews, community discussions, and
discounts and offers from pet companies (Pet Offering, 2023).
Furparents and buyer characteristics

Pet owners' attitudes toward selecting pet products are projected onto their
buyers' characteristics. According to a study that explores the intricate relationship
between pet ownership, self-identity, and the inclination to buy fashionable
apparel for pets, it studies whether people view their pets as things or as
extensions of themselves and how this viewpoint affects consumer behavior. The
results show that although pet owners highly identify with their pets as members
of the family, their attitudes toward belongings have a detrimental effect on how
likely they are to buy fashionable stuff for their pets. Additionally, the study sheds
light on the complex dynamics between pet ownership and consumer decision-
making by highlighting the mediating roles of psychological ownership and the
extended self in influencing consumer behavior in this setting of pet fashion
purchases (D'Souza et al., 2023).

Essentially, the study emphasizes how important the bond between pet
owners and their animals is in influencing consumer behavior in the pet fashion
industry. Even though pet owners may see their animals as essential components
of their identity and extended selves, their views on possessions and sense of
ownership are important factors that affect how likely they are to buy high-end
fashion goods for their furry family members. According to D'Souza et al. (2023),
these findings offer a deeper understanding of consumer behavior and the factors
influencing purchasing decisions in the growing pet fashion business, making
them important findings for researchers as well as professionals in the retail
industry.

Recent research shows that most pet owners are steadfast in their loyalty to
quality and nutrition when it comes to choosing pet food, even if it means staying
with their favored brands, despite the effect of inflation on pet food pricing. The
majority of dog and cat owners worldwide favor ingredient quality, nutritional
content, and health advantages over price when making buying decisions,
according to a global survey done by Beneo in partnership with FMCG Gurus.
Only a small percentage of respondents have selected less expensive options while
being aware of price increases; the majority have chosen to stick with their
preferred brands and take advantage of promotions or bigger packaging options
(Rees, 2024).

The report highlights how committed pet owners are to making sure their
furry friends are happy and healthy, with a particular focus on providing a high-
quality diet. Pet owners are becoming increasingly concerned about digestive
health, with on-pack claims of natural digestive health promotion and easy
digestion impacting purchase decisions. Pet food manufacturers are also paying
more attention to sustainable sources of ingredients and are progressively
introducing scientifically proven ingredients like prebiotics to assist digestive
health as part of their focus on nutrition and wellness (Rees, 2024).

Another study stated that the way that Korean pet owners view their
animals has changed significantly; they now view their animals as essential
members of the family instead of just pets. Their willingness to spend a lot of
money on upscale goods and services in order to guarantee their friends' pleasure
and well-being is proof of this change. The pet industry in Korea is seeing a surge
in consumption driven by a desire for opulence and sophistication, such as
premium products such as dermatological treatments using modern laser
technologies, beautiful pet-omakase cuisine, and even luxury accessories from
renowned fashion brands like Tiffany & Co. (Kim Seo-young, 2023).

As pet owners are willing to invest in lavish lifestyles for their animal
companions, the growing luxury pet market in Korea is a reflection of a larger
societal trend towards materialism and luxury. The pet industry is dependent on
wealthy people's desire to pamper their pets with expensive care and accessories,
even in the face of economic inequality, where many people find it difficult to
meet their fundamental necessities. This situation highlights the dichotomy of a
society in which many people confront financial difficulties while pet luxury
develops, underscoring the increasing value that Korean households are placing
on pets (Kim Seo-young, 2023).

Another finding from the study explores the motivations behind the
purchase of fashionable pet apparel, looking at the ways in which consumer
behavior is influenced by pet connection, pet anthropomorphism, and self-
expansion through the pet. Important conclusions are drawn from an experimental
study involving university students and a representative online poll of Australian
pet owners. Fashion pet attire is primarily driven by pet affection, with pet
anthropomorphism acting as a mediating factor in this relationship.

The study also emphasizes how self-expansion via the pet influences how
pet attachment motivates purchase decisions in a contextual way. The study also
clarifies how people's partnership orientation toward attachment affects pet
attachment, which in turn affects consumers' propensity to purchase pet supplies.
These observations enhance our knowledge of how consumers behave when
owning pets and the changing pet fashion sector (Apaolaza et al., 2021).

Pet owners choose different types of pet food for a variety of reasons, and
cost considerations are often a deciding factor in their selections.In the buyer's
packaged products sector, various customer types have been discovered, each with
unique preferences and brand selection habits, according to a NielsenIQ analysis.
These reflect various groups of the pet food consumer population and include
agnostic brand buyers, unintended small brand purchasers, exclusively minor
brand consumers, and exclusive large brand buyers (Wall, 2022).

Regardless of brand loyalty, price is a major factor for many pet owners in
today's economic situation. Value for money is important; a strong majority of
respondents to a NielsenIQ study stressed this point. Shoppers who like major
companies and those who prefer smaller brands have different preferences,
nevertheless. Exclusive small brand customers are more likely to select store or
private label brands and buy smaller pack sizes in order to save money, whereas
exclusive large brand consumers are more likely to look for better bargains online
and prefer larger pack sizes. Pet owners are seen choosing smaller-sized bags of
their favorite brands in the pet food market, reflecting these trends in customer
behavior (Wall, 2022).

The brands of pet products that pet owners choose to buy are frequently
influenced by their personalities. Research has shown that packaging aesthetics
have a major impact on consumer behavior, making them an increasingly
important aspect of pet owners' shopping decisions. Experienced pet owners may
place more value on nutrients and brand reputation, while packaging design has a
big influence on fewer experienced buyers. Finding the right mix between
educational content and visually appealing elements is crucial to effectively
engaging both groups. Further enhancing container design is the need to take into
account the preferences and aesthetic requirements of the dogs themselves.
Companies can carve out a unique niche for themselves in the combative pet food
industry by making investments to improve the appearance and usability of their
packaging.

Aesthetically pleasing packaging is critical to sales and long-term

performance because it promotes brand recognition, increases customer loyalty,
and enhances overall consumer happiness. Therefore, in today's competitive
marketplace, pet food businesses need to give special attention to creative and
imaginative packaging design in order to fulfill the changing needs of pet lovers
and their furry friends. (Lin and Geng, 2021).

Despite the booming pet market, the LinkedIn article discusses the value
of spending a lot of money on costly clothing for pets. It accepts that, despite the
fact that pet clothes can occasionally be used as props for pictures, most animals
don't wear them very often because they are uncomfortable and active. As a result,
money spent on premium and middle-class pet apparel is thought to be
superfluous. In order to improve the perceived value of pet clothes among pet
owners, the article emphasizes the need for value design. Guo (2023)

Furparents and buyer decision process

An increasing number of pet owners are using different channels to find

new pet products, according to research from the American Pet Products
Association (APPA) in 2023. Businesses' websites are the most important
information source; half of pet owners get their news about new items from these
sites. YouTube comes in second, as 45% of pet owners use videos to discover new
items. With more customers including pet products in their regular buying
routines, online retailers have also grown to be a significant channel, even
exceeding Facebook in popularity.

Meanwhile, 42% of pet owners use Facebook, which continues to be a

reliable yet consistent source of product information. Instagram, TikTok, and
product review websites are also becoming important channels because they serve
various pet owner demographics and provide information on the newest items. In
the competitive landscape of the pet sector, reaching pet owners and promoting
product discovery can be accomplished mostly through varying marketing
strategies across many platforms.

Besides that, a study using a preliminary survey will look into current
trends in alternative pet food diets among Portuguese pet owners. Results from 74
participants showed that they most liked commercial diets, usually bought from
supermarkets, with a monthly average cost of EUR 30. The majority of pet owners
gave their animals good lifestyle choices, which led to an average physical
condition rating of 3. The internet was the next best source of knowledge about
pet diets, after veterinarians. The second most popular diet category is alternative
diets, which include natural and organic options. This trend has been observed.
(Prata, 2022)
 Owner interest in these alternatives was substantial since they were
thought to be of superior quality. This interest arose from ideas that advertising
diets should include fewer carbs and more meat, as well as a growing focus on
lists of ingredients in consumer choices. The results point to the necessity for
additional research into the nutritional suitability of unusual components and
alternative diets. Additionally, veterinarians should be ready to oversee and debate
novel nutritional practices for companion animals, and the pet food business may
need to adjust to shifting customer attitudes. (Prata, 2022)

Another study on pet owners' buying decisions said that the survey looked
at how pet owners in four different countries made decisions about what
accessories to buy for their animals. The results showed that people preferred pet
toys over utilitarian items and bedding, with the latter two showing a tendency
toward quick popularity turnover. Pet supply stores became the preferred location
for accessory purchases, though internet shopping gained popularity in certain
nations. More than seventy percent of respondents thought that a brand's
reputation was significant, but brand loyalty received less attention.

Remarkably, even though many people thought sustainability was

important, it wasn't as important as things like quality and cost. Pet owners
showed little interest in the modern technical elements of toys. In summary,
whereas pet owners' ideal shopping scenarios emphasize sustainability and brand
reputation, their real purchasing decisions are frequently influenced by practical
factors like affordability and ease (Derk van Winden, 2020).

High-quality, natural, and healthful ingredients are strongly preferred in

pet food, according to a survey done by Wizer in 2022 on behalf of BENEO,
which also underlines the post-purchase review by pet owners. An extensive need
exists for pet foods that match the quality and health requirements of human
nutrition, according to a survey conducted among 2,500 dog and cat owners in the
UK, USA, Brazil, Germany, and China. As environmental sustainability and
natural origin gain relevance, consumers are looking for components with clear
labels that promote health.

The study also highlights how, in line with developments in human

nutrition, pet owners are placing an increasing focus on digestive health when
making food selections. Over ninety percent of pet owners give top priority to
products that promote a healthy digestive system, with prebiotics becoming a
popular option. The selection of rice and chicory root fibers from BENEO
satisfies consumer demands for nutritious pet diets with clean labels by providing
dietary advantages and sustainably sourced ingredients. This study drives the use
of clearly labeled and allergenic components in premium pet meals by
highlighting the significance of satisfying consumer requests for clear ingredient
labels and improved nutrition for pets.

Furparents and Consumer behaviour

The increasing demand for items specifically designed for dogs and cats is
a clear indication of the growing interest in the pet food industry. In the midst of
the pandemic, a new study on consumer behavior sought to understand how pet
owners preferred to buy pet supplies both online and offline. It also sought to
identify any differences in pet food customers' purchasing patterns according to
sociodemographic and regional variables. Using online interviews and a
questionnaire given to 1,525 individuals selected from pet-related Facebook
groups, the study investigated pet owners' purchase behavior amid the COVID-19
pandemic.

The study revealed various changes in consumer behavior brought about

by regulatory actions, and it brought attention to the new patterns that have
emerged in the field of pet food. The study's conclusions provide insightful advice
for pet food producers, distributors, veterinarians, and other interested parties who
want to comprehend the shifting nature of the pet food market (Cozma et al.,
2022).
 The results of a study conducted in Korea highlight how crucial it is to
comprehend the consumer behavior of furparents in the country's quickly
expanding pet food business. Taking into account the significant rise in pet food
consumption in Korea, the research attempts to demonstrate the validity of a
theoretical model outlining the selection factors determining pet food purchasing.

According to the study, some selection criteria—like package design, price

equity, brand reputation, and perceived healthiness of the product—have a big
impact on suggestion and attitude, which increases buy intention. But during the
COVID-19 epidemic, these characteristics had different effects on online and
physical retail channels. Notably, brand reputation has greater influence in the
offline channel group compared to the online channel group, where package
design, pricing fairness, and opinions about the healthiness of the product have a
stronger impact on recommendation and attitude. These results highlight the
necessity for customized marketing strategies depending on customers' preferred
purchasing channels and throw light on the complexity of consumer behavior in
the dog and cat food sector. (Kwak & Cha, 2021)

On top of that, rich people do not cut costs when it involves providing for
their dogs. They spend their money on extravagant things like small French
bulldogs, solid gold yummies, dog chow, and specially constructed dog palaces.
They also enjoy lavish accessories like custom-made clothes, fashionable dog
beds, and expensive collar-and-leash sets from well-known labels like Versace
and Dolce & Gabbana. These extravagant purchases, even with their huge costs,
show how much wealthy pet owners value the comfort and welfare of their
animals. (Desai, 2022)

Another study claims that the emphasis is on understanding consumer

behavior in the pet food industry, specifically the factors influencing decisions to
make in-person vs. online purchases. The pet economy is growing rapidly, and
with it comes the digital revolution. This study fills the gap in knowledge about
the nuances of consumer decision-making in this specialized market. An extensive
survey was conducted to explore the effects of several aspects, including pricing,
logistics, service, quality, and availability, on the purchasing behavior of pet
owners and prospective customers. Notably, the results clarified the significant
impact that price sensitivity has on customers' decisions (Liu, 2023).

Online sales have been driven by competitive prices, as consumers are

constantly looking for ways to save costs. Convenience and effectiveness were
also important factors, with online shopping being favored by quicker shipment
and more effective logistics. Authentic product assurances, trust in logistics
businesses, philanthropic associations, and the standard of logistics packaging
were some of the distinctive variables that affected online purchases. These results
highlight how important it is for companies to focus on customer-focused
services, convenience, trust-building, and competitive pricing in order to succeed
in the digital pet food market (Liu, 2023).

The study helps managerial knowledge by supporting companies to

enhance their plans and, theoretically, by deepening our awareness of consumer
behavior in the world of digital media. Future study directions include
investigating the effects of technology, such as artificial intelligence and virtual
reality, learning more about the psychological processes underlying consumer
behavior, and expanding the sample to cover a wider range of age groups. By
providing recommendations for businesses navigating the changing pet economy,
this study adds to the body of knowledge already available on consumer behavior,
digital marketing, and e-commerce tactics (Liu, 2023).

Furparents are becoming more and more accustomed to spending a lot of

money on expensive things, such as premium dog food. Seeing their pets eat these
high-quality foods gives many customers peace of mind. Experts warn that while
the practice may help pet owners feel more at ease, it may also benefit the animals
more than they do. The relationship between pricey pet food and healthier eating
habits is not always evident, even though some specialized diets, such as whole-
food choices, are supported by veterinarian research and may have positive effects
on health. The market for upscale pet supplies is expanding even in the absence of
solid data, suggesting a high level of consumer demand.

Some furparents use tangible advantages like their pets' stable weight,
silky coats, and general pleasure as justification for the expenditure. The wisdom
of spending a lot more money on pet food is still debatable, though. Many people
think that pricey specialized diets don't always offer better nutrition and that the
higher expense doesn't always justify the alleged advantages, especially when
there are less expensive options available (Imtiaz, 2024).

2.2 Review of Related Studies

Comprehending the consumer behavior of pet owners, affectionately

referred to as "furparents," in the pet product industry necessitates an in-depth
exploration of a multitude of influencing elements. These encompass demographic
factors, environmental and marketing stimuli, the buyer decision process, and
individual buyer traits. Demographic elements such as age, gender, income
bracket, profession, and educational attainment can considerably mold the
purchasing decisions and preferences of furparents. Environmental stimuli,
incorporating social and economic influences, hold a crucial role in directing
consumer behavior. Marketing stimuli, which include aspects like product design,
cost, promotional tactics, and distribution techniques, directly affect the way
furparents perceive and engage with pet products in the marketplace. The buyer
decision process, a series of steps involving need identification, information
gathering, evaluation of alternatives, purchase decision, and post-purchase
behavior, is key in shaping furparents' consumer behavior. Finally, individual
buyer characteristics, encompassing personal attitudes, lifestyle, and
psychological factors, can significantly sway how furparents react to these stimuli
and make their purchasing choices. This intricate interaction of factors offers a
comprehensive framework for understanding and forecasting consumer behavior
in the pet product industry.

Based on Khalifa (2023), the study of consumer behavior in the digital era
reveals a complex interplay of numerous elements, ranging from psychological
predispositions to the impact of digital algorithms. Key findings show that
personalized recommendation systems, social media impact, and real-time data
analytics are increasingly influencing customer decisions. These systems use
cognitive biases and behavioral tendencies to optimize for engagement and sales,
frequently at the expense of logical decision-making processes. Additionally, the
rate at which information is broadcast and digested online has a substantial
influence on customer behavior[40]. In the digital age, information moves at the
pace of a click or a swipe, enabling Journal of Sustainable Technologies and
Infrastructure Planning JSTIP-2023 allows customers to quickly obtain product
details, reviews, and suggestions. Furthermore, in the present period, the most
influential social media sites are Instagram, YouTube, Facebook, Twitter, and
Pinterest. In the literature, it has been demonstrated via the study provided by
Aragoncillo and Orus (2018) that businesses are also receiving aid from a variety
of social media management in order to look trendy or reach the largest number of
target markets. Following a thorough examination, it can be established that to
achieve the rising behavior of pet owners to purchase pet items and services using
social media marketing. Channels are the most significant. The main social media
channels for marketing include Facebook, Instagram and YouTube are platforms
where firms may discuss the features, products, and benefits of products, services,
and promotions may be communicated to the appropriate audience. To achieve the
greatest outcomes for social media marketing, various crucial elements are
recognized. It has a clear correlation with the purchasing habits of pet owners.
Such considerations include social media as a source of knowledge, favorable
word-of-mouth, brand community, and purchasing habit (Venkatesh, 2020).

According to Xu (2022), Chinese consumers are demonstrating a growing

preference for domestic brands over imported products. The influence of friends'
recommendations and the promotional efforts of online pet influencers have
emerged as the two most significant factors shaping the purchasing decisions of
Chinese pet food consumers. Consequently, Chinese pet food consumers are
predominantly drawn to products that offer safety, health benefits, a strong
reputation, positive customer reviews, endorsements from family and friends, and
are promoted by online pet influencers.

Based on the results from the study of Jia et al. (2022), dog owners, as
opposed to cat owners, were more inclined to take financial risks, demonstrating a
greater preference for stock investment. Notably, the inclusion of demographic
variables such as age, ethnicity, gender, and income as covariates did not alter
these findings. According to Susanti (2023), the factors influencing pet owners'
willingness to pay pet insurance premiums include the value of the offer, age of
the animal, kind of job, education level, income level, and type of pet. Following
the logistic regression, it appears that no factors have a significant influence. This
study only contains characteristics like bid, age of pet, employment, and degree of
education and economic levels. However according to the Journal of Motivation,
Emotion, and Personality in 2015, there were no notable differences among cats.
Dog owners and their motivational dominances owners. This outcome was
unexpected due to the discrepancies. Cat and dog owner stereotypes are prevalent
in the population. It was fascinating to discover how similar dog and cat owners
exhibited various levels of motivational dominance. MoreSupport for the
hypothesis was discovered by looking at the motivational state dominances of the
owners and the necessities their pet fulfills such needs. These findings indicate
that for certain people with specific characteristics, pet ownership can be a critical
component in fulfilling many emotional and social needs. These results
demonstrate that we cannot stereotype the characteristics of an individual
depending on their pet, cat and dog owners were pretty similar throughout the
countries.
 Ensuring that pets receive proper nutrition requires understanding of
consumer behavior in regard to pet food purchase decisions. Increasing marketing
claims and misinformation about pet nutrition and the spillover of trends from the
human health and nutrition realm into the pet food market complicate the
challenging task of educating consumers on how to best feed their pets. However,
the strong bond owners have with their pets, their priority for providing their pets
with the best nutrition possible, and their use of the veterinary healthcare team for
nutritional information provide an excellent opportunity. In order to provide sound
nutritional advice to their clients, members of the veterinary healthcare team need
to understand the underlying motivations of pet food purchases and why a pet is
being fed a certain diet. This information should then be used to provide specific
evidence-based recommendations that optimize patients’ health (Schleicher,
2019). Additionally, the act of feeding a pet is shaped by various factors, such as
beliefs about the specific needs of the pet, the type of pet food, its impact on the
health of the pet, and the owner's perception of control over feeding. Similarly, pet
exercise is influenced by beliefs about the specific exercise needs of the pet and
how it affects the owner. It is possible to adopt a more tailored strategy for
preventing and addressing pet obesity by understanding how owners approach
feeding and exercise (Downes, 2017).

Furthermore, the study shows that people who really love their pets tend to
be more careful when buying things for them. They pay close attention to the
price, quality, reputation of the products and the place where they are sold. If they
consider their pet to be part of their family or a close friend, they will be even
more cautious. They care about purchasing high-quality products such as safe and
healthy products because they care deeply about their pet's well-being (Park et al.,
2019).

From the analysis of Holland (2019), various elements that significantly

influence the decision-making process concerning dog ownership. Human-
associated factors such as previous experience with dog ownership, age, gender,
ethnicity, income, education, and household structure play a role. Demographic
aspects like gender, age, and income are potential determinants of preferences or
behaviors when deciding where to get a dog. Social influences, like breed
popularity trends, also seem to sway the choice of dog breed. This review also
emphasizes the significance of dog-related factors impacting a prospective
owner's decision-making, notably the dog's physical appearance, temperament,
and behavior. While some owners consider the dog's health in their decision, the
dog's appearance generally holds more weight. This trend has been noted among
certain owner groups, such as owners of specific breeds like the French Bulldog.
According to Beverland (2008), there are two broad motives underpinning pet
ownership. Those valuing the pet as an individual being and those seeking to own
the pet as part of a personal identity project.

Income levels and financial stability influence how much furparents spend
on pet products. Higher earners tend to have more disposable income, allowing
them to devote more money to their pets' needs and wants. Regardless of their
financial situation, furparents are often motivated to spend money on quality pet
food, accessories, toys and medical care because of this emotional connection.
Additionally, they can prioritize purchasing pet supplies over other optional costs
to provide the best possible care for their animals. through a t-test of group
means, he found that pet spending increased from 2003 to 2017, and that couples
without children and couples with children aged 6 to 17 in 2017 on the
Significance level compared to others was 1% had higher expenditure on animal
care (Shan, 2019). Also, the factors influencing pet owners' willingness to pay pet
insurance premiums include the value of the offer, age of the animal, kind of job,
education level, income level, and type of pet. Following the logistic regression, it
appears that no factors have a significant influence. This study only contains
characteristics like bid, age of pet, employment, and degree of education and
economic levels (Sukuno et al., 2023).

The outcomes of this case study imply that the advantages and challenges
linked to pet ownership might be shaped by elements connected to the individual
characteristics of these people, their companion animals, their environments, and
their daily activities. To gain a holistic understanding of the conditions
surrounding pet care, it's crucial to consider the viewpoints of both older adults
and their healthcare providers. The ability to sustain human-animal bonds and
fulfill meaningful roles, such as caregiving, could play a significant role in healthy
aging. Ultimately, future studies should strive to devise strategies or policies that
support pet ownership within the framework of aging-in-place, ensuring the
welfare of both older adults and their pets (Obradović, 2021). Moreover, Pets are
increasingly regarded as an integral part of the family and need to be examined
within the framework of household economics, similar to the analysis carried out
on other household members. Changes in modern lifestyles, such as delayed
parenthood, flexible work schedules, and later marriage, facilitate the integration
of pets into society. Furthermore, the COVID-19 pandemic has accelerated the
popularity of pets presenting opportunities for economists to contribute their
theories in evaluating the impact of pet consumption and garnering increased
attention to this area of study (Gromek 2022).

From the findings of the Javma-journal of the American Veterinary

Medical Association (2022), the study gauged pet ownership by inquiring from
the participants if they were pet owners and, if affirmative, the type of pet they
owned (choices included dog, cat, fish, bird). Additionally, pet owners were
questioned about the regularity of their pets' visits to a vet, with the choices
spanning from multiple times a year, once a year, seldom, never, or unsure.
Participants who were unsure were omitted from the data analysis. The study also
strived to comprehend the ease of access to veterinary services among pet owners.
Participants were required to express their level of concurrence or non-
concurrence with the statement,"It's simple for me to obtain veterinary services for
my pet in my local area.", utilizing a Likert-type scale, which was treated as a
continuous variable during the analysis. (strongly disagree = 1, disagree = 2,
neutral = 3, agree = 4, strongly agree = 5, and uncertain or unsure responses were
treated as absent data).
Out of the 750 respondents, 727 provided complete data concerning
income stability. Approximately 67.6% (507 out of 750) indicated that their
income remained fairly consistent each month, while 19.3% (145 out of 750)
reported occasional monthly fluctuations, and 9.9% (75 out of 750) experienced
frequent monthly variations. As for the 689 respondents who addressed the
question on financial fragility, nearly 46.6% (321 out of 689) expressed high
confidence in their ability to generate $2,000 for unexpected needs, 20.8% (143
out of 689) were moderately confident, 11.7% (81 out of 689) had slight
confidence, and 20.9% (144 out of 689) had no confidence. The average financial
fragility score among participants was 1.93 (SD = 1.19), with a median score of 2
(indicating moderate confidence). There was a moderately strong positive
correlation between income and financial fragility, with r(689) = 0.45 and P
< .001. Notably, financial fragility was observed across all income levels.

2.3 Synthesis/Research Gap Analysis

Upon reviewing the relevant studies concerning demographic factors,

marketing stimuli, environmental stimuli, buyer decision processes, and buyer
characteristics influencing furparents' consumer behavior on pet products, it
becomes clear that most research on pet owners' consumer behavior emphasizes
the environmental stimuli factor. However, these factors are often examined in
isolation, lacking a comprehensive analysis. While these studies provide valuable
insights, revealing that some pet owners struggles with budgeting due to their
ethical concerns for their pets and the influence of social communities, a
significant gap in the research remains. Specifically, there is a lack of thorough
investigation into how demographic factors, environmental stimuli, marketing
stimuli, buyer decisions, and buyer characteristics specifically influence furparents
in their consumer behavior towards pet products. Moreover, the chosen area of
study lacks local research related to the factors influencing pet owners' consumer
behavior towards pet products in the Philippines. Existing research in the
Philippines primarily centers around awareness of pet ownership and studies
related to rabies. Thus, solely foreign studies were utilized as references in this
research.

The researchers aim to address these gaps by providing a more

comprehensive understanding of the factors driving pet owners' consumer
behavior on pet products, particularly focusing on enviromental stimuli,
demographic factors, marketing stimuli, buyer decisions and buyer characteristics
as factors influencing their willingness to spend on pet products. Furthermore, the
existing studies predominantly focuses on foreign contexts and still does not cover
the Philippines and the local setting of General Santos City. This unexplored area
of study is particularly important considering the recent worldwide increase in pet
ownership due to the pandemic, underlining the need for pet owners to reconsider
their spending behaviors and engage in mindful consumption.

This study aims to analyze the factors that influences the furparents
spending on pet products, specifically within the chosen locality. Through this
research, we aim to provide valuable insights that could assist furparents, pet
industries, policymakers, marketing agencies and the sellers of pet products.
Additionally, the investigators also aim to contribute a local study on pet owners'
consumer behavior towards pet products. This endeavor not only fills a present
research gap but also benefits future researchers by providing a local reference for
their subsequent studies on furparents' consumer behavior towards pet products.

Chapter 3

RESEARCH DESIGN AND METHODOLOGY

3.1 Research Design /Research Methodology

 This study utilizes a quantitative research design method of collecting
primary data according to the objectives of the study, to explore the factors
influencing Furparents' consumer behavior in purchasing pet products. Through
method of using a survey questionnaire from the sample study, the research aims
to reveal the underlying motivations and viewpoints of fur parents regarding their
expenditures on pet-related items. By examining aspects like the demographic
factors, marketing stimuli, environmental stimuli, buyer decisions, and buyer
characteristics, the aim of this research is to gain a comprehensive understanding
of the elements that impact fur parents' buying choices. By employing a
quantitative research approach, this study strives to offer valuable insights into the
intricate factors that shape Furparents' consumer habits when purchasing pet
products.

3.2 Research Locale

The research will be conducted within General Santos City, which is

located in the Soccsksargen region of Southern Central Mindanao. There are 26
barangays in General Santos City, each consisting of puroks and some also having
sitios. According to Rentech Digital, a business data database, General Santos
City has 44 official pet retailers listed as of the first month of 2024. However,
more small pet stores are anticipated to open up to accommodate the increased
demand for pet-related goods, particularly at the barangay level. Furthermore,
there are a number of animal protection organizations established in General
Santos City. Interviewees will be chosen for the study under the following criteria:
they must be pet owners, identify as furparents, and purchase pet-related products.
Figure 2. Map of General Santos City

3.3 Population and Sample

In this research study, we will utilize stratified sampling. This technique

allows it to be easier for researchers to conduct investigations since the strategy is
appropriate for the chosen study. Stratified random selection could help ensure
that the sample contains a diverse range of furparents, from those who prefer high-
end imported products to those who prefer more affordable local options. This
would provide a more comprehensive view of the factors influencing furparents'
consumer behavior in General Santos City.In addition, stratified random sampling
would allow researchers to analyze the impact of various factors (demographic,
marketing stimuli, environmental stimuli, buyer characteristics, and decision
processes) on furparents' consumer behavior within each stratum. This could
provide more detailed and nuanced insights into the factors influencing furparents'
consumer behavior.Researchers use this sampling approach to achieve more exact
findings than simply random sampling. Even though the implementation process
requires more time and financial resources, the effective completion of the
research may justify these efforts.

Population:
 The intended demographic for this study comprises furparents who
purchase pet food within General Santos City. However, the exact size of this
population remains undetermined due to the inability to accurately quantify it.

Sample size:

The determination of the sample size should be grounded in statistical

analysis. This method ensures the validity and accuracy of the data collected,
contributing to the overall integrity of the study (Althubaiti, 2022). The
established standardized score is set at 95%, with an acceptable margin of error at
5%.

n=Sample size

Z=Standardized score (descriptive statistics) or Z-statistic 95%

e=Level of acceptable error ±5%

This sample size was chosen to ensure a representative and statistically

significant data set. The size of the sample was determined based on the following
recommended guidelines:

3.4 Research Instruments

The study will utilize a survey questionnaire created via Google Form. The
questionnaire is adopted from a related study and was modified. The survey will
be conducted either physically or online. The questionnaire is composed of six
parts, including:
Part 1 - Demographics (personal information of respondents): gender, age,
income, education, and occupation;

Part 2 - Marketing stimuli: product, price, place, and promotion;

Part 3 - Environmental stimuli: economic and social;

Part 4 - Buyer characteristics: attitudes, motivation, and personality;

Part 5 - Buyer decision process: information search, alternative evaluations,

purchase decision, and post-purchase decision;

Part 6 - Consumer behavior: who, whom, what, when, where, why, and
how.

3.5 Data Gathering Procedure

The study will conduct data collection through the following steps:

1. Validate the questionnaire: Review its content, obtain permission from the
research adviser, and make necessary changes in response to feedback.

2. Obtain permission: Ensure approval from the appropriate authorities, such as

the university ethics committee.

3. Create the survey: Utilize Google Forms to develop an accessible and timely
survey.

4. Identify the interviewees: Utilize social media and local connections to locate
furparents in General Santos City.

5. Arrange the interviews: Depending on availability, schedule interviews,

including face-to-face and online options.
6. Obtain consent and distribute the survey: Discuss the study's purpose, obtain
informed consent, and distribute the survey via messenger or other means.

7. Collect the data: Keep track of participant responses, ensuring accuracy and
confidentiality.

8. Thank the participants: Give them your sincere appreciation for taking part.
Show consideration and decency at all times.

9. Assess the data: Make accurate conclusions by using statistical techniques to

assess the data.

3.6 Statistical tools

Likert, nominal, and ordinal scales, as well as statistical tools, will all be
used in this study.

We will collect demographic information such as age, income, education,

and nominal factors such as gender and occupation Descriptive statistics like
percentage and frequency will be used to accurately depict this data. Additionally,
a one-way ANOVA will be employed to examine the correlation between the
demographic components and the dependent variable.

The interval for breaking the range in measuring each variable on a five-
point scale was computed as follows:
 The following intervals will be used to determine the assessments for each
variable: strongly agree (4.21–5.00), agree (3.41-4.20), disagree (1.81-2.60),
neutral (2.61-3.40), and strongly disagree (1.00–1.80). The relationship between
variables such as marketing stimuli, environmental stimuli, buyer characteristics,
buyer decision process, and the dependent variable which is furparents' consumer
behavior regarding pet products, will be analyzed through the use of multiple
regression analysis. We'll utilize descriptive statistics, including mean and
standard deviation, to examine the data contained in Parts 2 through 6.

3.7 Ethical Consideration

In carrying out research, there are tons of things to consider in order to

avoid any discrepancies that may arise during the process. The goal of ethical
concerns in research is to protect participants' rights and prevent harm while
contributing to the study of the factors influencing Furparents’ consumer behavior
on pet products. Research ethics are crucial for upholding the integrity of
scientific endeavors, respecting human rights and dignity, and fostering
collaboration between the scientific community and society. These ethical
principles are designed to ensure that individuals participating in research studies
do so willingly, with a full understanding of the study's objectives, and in a
manner that prioritizes their safety and well-being (Bhandari 2023).
Participants will be ensured the highest level of respect and their rights to
privacy and confidentiality of provided information will be upheld. Prior to their
involvement in the study interview, participants will be provided with clear and
transparent information regarding the research. All the selected furparent shall be
given fair treatment upon conducting the interviews. Plagiarism in regard to the
data utilized and gathered for the study will not be tolerated under any
circumstances. Only the researchers, the research supervisor, and the designated
specialists will possess comprehensive understanding regarding the progression
and development of the study. This ensures that any potential problems that may
arise do not result in misconduct.

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2023 By Nicole Kerwinhttps://www.petfoodprocessing.net/articles/17700-appa-

dives-deep-into-pet-industry-trends-consumer-behaviors-in-new-report
Dear Loving Furparent/s,
We, Gwyneth Ferl M. Adlawan and Ernesto E. Asuero Jr., third-year BS
Economics students from the College of Business Administration and
Accountancy at Mindanao State University, General Santos City, are in the
process of conducting a study entitled "Paws & Prices: Analyzing the Factors
Influencing Furparents' Consumer Behavior on Pet Products.
Your cooperation in filling out the attached questionnaire is deeply appreciated, as
your participation is essential for the completion of our research. Your honest
responses are valuable to our analysis. You can be sure that any information you
submit will be treated with the utmost confidentiality and used only for research
purposes.
Please be informed that the purpose of this questionnaire is to specifically target
pet (dog or cat) goods consumers, in particular. If you have ever bought such pet
products, we kindly ask you to proceed with answering the questionnaire.
Otherwise, please dismiss this request.
I appreciate your cooperation and time. We will be able to better analyze
consumer behavior with the pet product thanks to the help you've given us.
Sincerely,
Gwyneth Ferl M. Adlawan and Ernesto E. Asuero Jr.
 Questionnaire
Part 1 Demographic Profile
Please tick (√) in the box, wherever necessary, please fill in the blank.
1. Gender:
□ Male □ Female
2. Age:
□ Below 20 years
□ Between 20 to 30 years
□ Between 31 to 40 years
□ Over 40 years
3. Monthly income:
□ Less than PHP 15,000
□ Between PHP 15,000 to PHP 25,000
□ Between PHP 25,001 to PHP 35,000
□ Over than PHP 35,000
4. Education level
□ Below bachelor degree
□ Bachelor degree
□ Master degree
□ Doctoral degree
□ Others ____________ (please specify)
5. Occupation:
□ Employee
□ Business owner
□ Government official
□ Student
□ Others _____________ (please specify)

Please tick (√) in the box on each line to indicate which you agree or disagree with
each of the following statements.

Part 2 Marketing stimuli

5 = Strongly Agree
4 = Agree
3 = Neutral
2 = Disagree
1 = Strongly Disagree
NO. 5 4 3 2 1
6. The quality of foreign brands' pet products is
better than that of domestic brands.
7. Foreign brands offer a wider variety and
selection of pet products compared to
domestic brands
8. The price of domestic pet product brands is
reasonable in the General Santos City.
 9. The prices of foreign brands' pet products are
too high in the General Santos City.

10. I usually purchase pet products from physical

stores.
11. I usually purchase pet products through online
shopping.
12. Discounts and free coupons attract me to buy
pet products.
13. My decision to buy pet products is heavily
influenced by online endorsements and
advertisements.

Part 3 Environmental Stimuli

5 = Strongly Agree
4 = Agree
3 = Neutral
2 = Disagree
1 = Strongly Disagree
No. 5 4 3 2 1
14. When the prices of pet products increase, I
tend to increase my spending on pet
products.
15. When the prices of pet products decrease, I
tend to decrease my spending on pet
products.
16. I often share my experiences and exchange
ideas with other furparents.
17. The purchasing experiences shared by other
furparents influence my decision to buy pet
products.
 Part 4 Buyer characteristic

5 = Strongly Agree
4 = Agree
3 = Neutral
2 = Disagree
1 = Strongly Disagree
NO. 5 4 3 2 1
18. I prefer to buy imported premium brands,
assuming they offer better quality than local
pet products.
19. I believe pets truly require products
specifically designed for them.

20. When I encounter a wide variety of pet

products for sale, I tend to make a purchase.

21. When I notice new varieties of pet products

for sale, I am inclined to purchase them.
 22. I prefer purchasing pet products with
exquisite packaging that appears appetizing to
pets.

23. Sometimes I exceed the budget allocated for

pet expenses when purchasing pet products.

Part 5 Buyer decision process

5 = Strongly Agree
4 = Agree
3 = Neutral
2 = Disagree
1 = Strongly Disagree
NO. 5 4 3 2 1
24. Before purchasing pet products, I always
search for information on pet websites.

25. I typically gather information about pet

products from TV advertisements.

26. Quality is the standard for pet product

purchases for me.

27. Brand popularity influences my decision

 when buying pet products.

28. If another brand of pet product of similar

price is discounted, I may change my
purchasing decision.

29. Even if the pet product brand I prefer

increases in price, I will continue to buy it
without switching to other brands.

30. If the pet product I purchased exhibits quality

issues, I will return it for a refund.

31. If I discover that a pet product has expired

after purchase, I attribute it to bad luck and
acknowledge that I should have checked the
production date before buying.
 Part 5 Consumer behavior

5 = Strongly Agree
4 = Agree
3 = Neutral
2 = Disagree
1 = Strongly Disagree
NO. 5 4 3 2 1
32. My family and friends influence my
decision to purchase pet products.

33. I typically buy a pet product for my own

pet.

34 I purchase both pet accessories and pet food

depending on necessity.
35. I usually go to buy pet product when it is
nearly finished.
36. I typically purchase pet products from pet
specialty stores or through online shopping.
37. The primary reason for purchasing pet
product is for my pet's wellness.

38. I usually use cash to buy pet product.