A cluster analysis examination of pet owners’ consumption values and behavior–segmenting owners strategically

Annie Chen, Kuang-peng Hung, Norman Peng

Research output: Contribution to journalArticle

Abstract

The industry of pet-related products and services has increased 10 times since the late 1990s, yet little is known about how pet owners consume pet-related services, let alone how best to segment owners into distinctive groups and market petrelated products to them strategically. To examine the segments within this market, this study forms its framework by incorporating factors from human–pet relationships, consumption values, information search behaviors and retail selection preferences. The main study included 578 Taiwanese pet owners. By using pet-related services, this research identified three segments of pet owners through cluster analysis. With this study's findings, the owners’ characteristics are elaborated with potential strategic implications for the service industry. The contributions of this research's findings are discussed in light of recent consumer studies literature.
Original languageEnglish
Pages (from-to)117-132
Number of pages16
JournalJournal of Targeting, Measurement and Analysis for Marketing
Volume20
Issue number2
DOIs
Publication statusPublished - Jun 2012

Keywords

  • consumption value
  • segmentation strategy
  • animal companion
  • human-pet relationships

Fingerprint Dive into the research topics of 'A cluster analysis examination of pet owners’ consumption values and behavior–segmenting owners strategically'. Together they form a unique fingerprint.

Cite this