Quantitative research shows that French and Chinese consumers' decision making are significantly different. Nevertheless, data show some similarities in terms of quality and brand consciousness.
7. +
Survey methodology
n Quantitative survey
n 308 French pet owners + 221
Chinese pet owners
n Consumer Style Inventory tool (Sproles &
Kendall 1986)
n Statistical analysis (SPSS IBM)
7
In which
ways do
you buy
pet food?
9. +
Survey results: per dimension per
country
9
1
2
3
4
5
Scores
(1=notall;5=strongly)
Fundamental consumption characteristics
Pet food buyers' decision-making styles (sig. <.001)
France
China
10. +
Survey results: impact of culture
n There is a significant difference in consumers’
decision-making styles across nations (Λ=,494 ; F(10,
518)=53,157 ; p<,001 ; η2=,506)
n 51% of variation in consumption characteristics
is explained by culture profile
10
I am
different!
11. +
Survey results: impact of culture
n Asian pet owners are significantly (p<.001)
n more conscious about novelty and fashion product
n more conscious about shopping enjoyment
n more impulsive when buying
n more confused by information
n less loyal towards brands & shops
n Asian and European pet owners are equally
quality conscious, brand conscious, sensitive to
advice, not sensitive to price
11
16. +
Managerial implications
n Pet food companies should consider
cultural profiles when dealing globally
n Nevertheless some consumption
characteristics do converge
16
18. +
Conclusion
n Pet food organizations now better know
the differences between Asia & Europe
n 1st cross-cultural study on pet food market
n More to come on consumption
characteristics assessment across nations
18