Buying behavior of non-consumers: an observational study of owner-dog relationships and its impact on owner-s buying behavior

Abstract

The general concept of consumer behavior has previously been researched in various contexts. However, this behavior differs when the buyer is not actually the consumer of the product, even though some parallels can be outlined. Therefore, this research examines how shopping behav ior differs if the shopper is not the end-consumer of the product bought. Moreover, it investi gates whether the relationship between owner and dog has an impact on buying behavior. In this context, ten interviews as well as observations were conducted, to shed light on the impact of the owner-dog relationship on the buying behavior for dog food.