Key Consumer Behavior Analysis

Key Consumer Behavior Analysis

To better understand consumer behavior towards our Happet spray products, we choose 82 qualified respondents who are profiled in our target group from a total 300 respondents.

Demographic and Socioeconomic Characteristics

We choose respondents who have independent economic ability and are willing to pay for pet health care. Specifically, people who have made purchase on pet health care in last 3 months and pay more than 5 box every month.

We find that those people who keep dog for companion willing to pay highest on average compared to other groups($68 very month). And we found those who have a better knowledge of pet health care usually are willing to spend more. There is a positive correlation between these two aspects.

Attitudes and Opinions

According to the survey, people think safety is the first consideration when deciding purchase. Then followed by the price and effective. It seems only 12 respondents consider easy to use is very important when they deciding purchase.

However data shows that 74% of customers think spray is attractive than pills and injection. 58% said they consider changing brand if they can get spray pill in other brand.

Awareness and Knowledge(Brand, Advertising)

Private customer awareness of brands is not very strong. Specifically, only 4% of private customer has a strong brand preference. However, veterinary and nurse who purchase for pet hospital have a much stronger brand preference(68%). And the most important way people get to know these brands are through Veterinary(28) and Online search(29).

Intentions

According to survey results, the average amount people willing to pay for health care is $30 a month. 74% of customers think spray is better in use than pills and injection. 58% said they consider changing brand if they can get spray pill in other brand. However there is only 38% customers are willing to pay extra money for spray pills. People who have no brand preference are more likely to accept new brand.

Motivation

People who are positive to switch brand mainly because they want better using experience(34) and be unsatisfied with current brand(27).

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