15A – Figuring Out Buyer Behavior No. 2

According to the American Kennel Club most people feed their dogs processed kibble or equally processed wet food. All commercial dog food contains at least the minimum nutrition a dog requires. However, not every dog is the same, and some may require nutrition specific to them.

A survey performed by Purina on 900 dog owners found that the most difficult part of pet ownership is choosing the right food. Many dog owners feel overwhelmed with the amount of choices available in shelves, and a majority are not 100% satisfied with the current food they are feeding their dog.

My segment consists of pet owners looking to purchase natural, healthy, and affordable fresh foods that meets their pets’ nutritional needs. Because most of my segment has tried various commercially available foods that have not worked for their pet, what they value most is quality ingredients and complete nutrition.

Brick-and-mortar remains the primary source of pet food, according to americanveterinarian.com. Therefore, we expect our segment to enjoy having a physical place available to shop for their pet’s food.

The most important post-purchase indicator of “rightness” is their pet’s reaction to the food. For example:

Did the pet seem bloated?

Is the pet happy and energetic?

Did it cause any unwanted intestinal effects?

What does the pet’s coat look like: shiny or dull?

What do blood work results look like when they receive checkups?

Does the food contain all the nutrition their pet needs?

I have interviewed three people close to me that would be potential customers in my segment. Based on the interviews and research, I have concluded that this is a segment that values quality over price. It is also a segment that prefers to go to a physical store for purchase rather than using an online platform, and it values post purchase decisions based on the well being of their pet.