Consumer Behaviour in China's Pet Food Industry
Xu, Wenxin (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202301101157
https://urn.fi/URN:NBN:fi:amk-202301101157
Tiivistelmä
This thesis seeks to understand the position and relevance of Chinese consumer behavior and how it affects the Chinese pet food market, by examining four factors of consumer behavior. The purpose of this thesis is also to determine the business climate and possibilities in Chinese pet food industry. The pet industry, a developing market in China, has not yet been well researched, particularly in the area of pet food. By studying the consumer behavior of Chinese pet food consumers, to monitor and draw conclusions about the aspects of Chinese customers that are influencing and driving the rapidly expanding pet food industry in China.
The four components from consumer behavior are used as the primary theoretical framework for the research of Chinese consumer behavior, to demonstrate the state of Chinese people's purchasing habits and preferences with regard to pet food purchases, under each of the four criteria, the significant qualities of Chinese customers will be briefly described.
Empirical data was collected by using an online questionnaire for Chinese pet food consumers, there were 19 questions in all in the questionnaire. Question 1 through Question 18 are mandatory questions; 11 of them asked to select only one option, and 7 of them asked to select multiple options. The last question is a free-text option that seeks to elicit the respondents' own opinions or recommendations on pet food products and purchasing pet food goods based on their prior purchasing experiences and expectations for the future Chinese pet food market. There were 133 valid responders once the survey was modified and delivered.
The outcome of the study indicated that consumers who are young, educated, married, and have families dominate the Chinese pet food business; the younger generation is the market's greatest driver. The most crucial consideration when purchasing pet items is product safety, which could even take precedence over all other considerations in the minds of consumers. Products that are sufficiently safe will offer pets a sufficient level of safety.
The four components from consumer behavior are used as the primary theoretical framework for the research of Chinese consumer behavior, to demonstrate the state of Chinese people's purchasing habits and preferences with regard to pet food purchases, under each of the four criteria, the significant qualities of Chinese customers will be briefly described.
Empirical data was collected by using an online questionnaire for Chinese pet food consumers, there were 19 questions in all in the questionnaire. Question 1 through Question 18 are mandatory questions; 11 of them asked to select only one option, and 7 of them asked to select multiple options. The last question is a free-text option that seeks to elicit the respondents' own opinions or recommendations on pet food products and purchasing pet food goods based on their prior purchasing experiences and expectations for the future Chinese pet food market. There were 133 valid responders once the survey was modified and delivered.
The outcome of the study indicated that consumers who are young, educated, married, and have families dominate the Chinese pet food business; the younger generation is the market's greatest driver. The most crucial consideration when purchasing pet items is product safety, which could even take precedence over all other considerations in the minds of consumers. Products that are sufficiently safe will offer pets a sufficient level of safety.