So what about, “If Fluffy ain’t happy, ain’t nobody happy”? Researchers at University of Helsinki, University of Gothenburg, University of Vaasa, and Aalto University found that seeking bliss for our household pets powerfully influences consumer behavior. Participants in their studies reported how choices of housing, vehicle, travel, and budget allocations were all shaped with Fluffy or Fido’s proclivities in mind.
Retailers offering items for pets often verify an Eastern Washington University research finding: People are more willing to buy premium items for their pets than for themselves. About 80% of dog owners said they were serious about selecting healthy food for their dogs, but only 65% of the same people said they were serious about their own food selection. Many owners of dogs are as determined to maintain insurance on their pets as on themselves. Some time ago, sales of designer-label pet clothing and accessories began a growth spurt. More recently, dog massage services gained retail traction.
We consider our pets to depend on us to defend them. It’s the same dynamic which helps explain why, during economic downturns, consumers cut back more on expenses for themselves than on expenses for their children. The research at University of Helsinki, et al adds to this the motivations arising from us wanting to pay back our pets for faithfully serving us. These animals provide companionship when we’re lonely, tactile comfort when nobody else wants a hug, an avenue for meeting others who have the same sort of pet we do or who agree the mutt is actually cute, a feeling of status if the breed is special, and a feeling of safety if the breed is big. Use these motivations as levers for retail sales to pet owners.
For your profitability: Sell Well: What Really Moves Your Shoppers
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Fish for Broader Pet Market Profits
Have Products & Services to Pamper Pets
Evolve the Most Basic Sales Pitches of All
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