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Understanding and reaching the new gen z and millennial pet parents - profiling the new cat parent and its decision journey
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Orientador(es)
Resumo(s)
The pet care sector has expanded rapidly in the last several years, partly because of COVID-19 and
new dietary trends, with several Gen Z and Millennials becoming pet parents for the first time.
Realising the opportunity ahead, Mars Iberia, which owns Pedigree and Whiskas, realised the need
to understand these understudied demographics that make up the new wave of pet parents. As such,
the project focuses on creating a profile of the new pet parents and understanding their customer
journey, their behaviours and perceptions of the brands mentioned above, while examining the key
distinctions that set them apart from the prior pet parents. The analysis is based on in-depth
consumer interviews, online surveys, store observations, and social listening. As a result, this paper
delivers insights into the dog and cat categories, while understanding people’s perceptions of
Whiskas and Pedigree, two keystones of the Mars brand.
Descrição
Palavras-chave
Consumer behavior Mars Segmentation Consumer decision journey Recall Recognition