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The impact of culture on pet owners' decision making

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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.

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The impact of culture on pet owners' decision making

  1. 1. ++ The impact of culture on pet owners’ decision- making styles Dr Corinne Lamour Global Pets Forum Asia November 3rd 2015
  2. 2. + Agenda n Context n Research objective n Methodology n Results n Managerial implications 2
  3. 3. + Survey Context 1.  Culture does impact individuals’ behaviors (Hofstede & Minkov 2010) > divergence 2.  Globalization and NIT lead to convergence in consumer behaviors (de Mooij 2003) 3.  Product category impacts consumption characteristics (Bauer et al. 2006) 3
  4. 4. + Survey context n What about the pet food market??? 4 Convergence Divergence
  5. 5. + Survey context n Limited knowledge on pet owners’ shopping behavior across national cultures 5
  6. 6. + Survey objective Ø Know if cultural profile impacts pet owners’ behaviors when shopping pet food 6
  7. 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?
  8. 8. +Questionnaire on 9 consumption characteristics Perfectionist Brand conscious Novelty conscious Hedonist Price conscious Impulsive Confused Loyal Prescription conscious 8
  9. 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. 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. 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
  12. 12. + Survey results: clusters in France 12 1   1,5   2   2,5   3   3,5   4   4,5   5   C1  "switcher   consumers"  35%   C2  "perfec9onist   consumers"  31%   C3  "independent   consumers"  34%   Perf;  F=105,612   Brand;  F=18,395   Hed;  F=22,672   Price;  F=84,316   Conf;  F=46,907   Loyal;  F=41,371   Pres;  F=193,583   Imp;  F=92,718   Nov;  F=87,497   Scores    
  13. 13. + Survey results: clusters in France 13 Switcher consumers 35% Perfectionist consumers 31% Independent consumers 34% European pet food buyers typology (sig. <.001)
  14. 14. + Survey results: clusters in China 14 Switcher consumers 41% Perfectionist consumers 26% Ambivalent consumers 33% Asian pet food buyers typology (sig. <.001)
  15. 15. + Survey results: clusters in China 15 1   1,5   2   2,5   3   3,5   4   4,5   5   C1  "switcher   consumers"  41%   C2  "perfec9onist   consumers"  26%   C3  "ambivalent   consumers"  33%   Perf;  F=70,698   Brand;  F=11,185   Hed;  F=31,217   Price;  F=21,140   Conf;  F=90,140   Loyal;  F=63,620   Pres;  F=26,838   Imp;  F=49,748   Nov;  F=32,957   Scores    
  16. 16. + Managerial implications n Pet food companies should consider cultural profiles when dealing globally n Nevertheless some consumption characteristics do converge 16
  17. 17. + Managerial implications n All focus on quality, brand awareness and advice whatever the cost! n CSI measuring tool is easy to use 17
  18. 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
  19. 19. + Questions & Answers 19

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