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Publicação
Pet Ownership Consumer Behavior: Investigating how pet characteristics and attachment levels shape product choices between dog and cat owners
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Autores
Orientador(es)
Resumo(s)
In Portuguese families, pets play a more active role, which will influence their owner’s
purchasing intentions. This study analyses how dimensions such as the type of pet (dog or
cat), the level of attachment between owner and pet, and the anthropomorphism level in
which the pet is perceived will influence the owner’s purchasing intentions, and how that will
have an influence in the anthropomorphic pet product industry. These anthropomorphic
products (those not essential to the pet’s survival, and usually associated with human
characteristics), are most likely to be purchased by those owners who have stronger bonds
and consequently higher attachment levels with their pets. Additionally, the level of
anthropomorphism was proven to be the same between cat and dog owners, which
contradicts the current literature. Finally, having a more active and playful pet was confirmed
to influence the owners' purchasing intention positively. The study uses a mixed-method
approach, where both in-depth interviews and a survey were conducted.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Consumer behavior pet attachment anthropomorphism pet personality pet products