Pet Food Delivery at Home: A Market Research - publié le 03/02/2011

Thèmes abordés

Pet Food Delivery at Home: A Market Research Research method

Résumé du document

What this paper is going to analyze is the potential of 'Pet Food Delivery at Home'.
The idea is that this business should be specialized first in cats and dogs food and has to target the up-middle and up classes, especially in the "16th arrondissement" of Paris, where I live. Indeed, this residential area is very luxury and I could appreciate that lots of people take for a walk with their dogs. Moreover, a high number of old people who need animal company characterize this area. There is also a social aspect that has to be included inside the services that we will offer, in order to develop loyalty as well. One important aspect is that having domestic animals at home is becoming more and more widespread in France and this is a huge opportunity to challenge.

Extraits

[...] Thus, I elaborated a questionnaire that has to be relevant and efficient. It is composed of 22 questions and has to be answered in a minimum of time to about 40 persons. We used dichotomous, discrete and continuous variables. Questions are qualitative and quantitative to have a general idea and therefore, we are going to analyze results and we will be able to extent those results to more people. ANALYSIS From our questionnaire, we got 36 feedbacks from different people all living in the 16th arrondissement of Paris of course and owning at least one pet. [...]

[...] Besides, animal houses or other internet companies that offer pet food delivery at home offer standardized and usual pet food and this one is definitely not very diversified. Sometimes, it is poor-quality, less nutritive, and there is no advising experience from the deliveryman. That is why, we would like to bring more and offer a refined food for pets with high-quality ingredients but also with a special nutrition for sick or injured pets that have a special diet. And all this will be done in cooperation with the French Veterinary Association to meet the excellence standards and get legitimacy to bring something new, valuable and sustainable. [...]

[...] Cats are the second category of represented animal. We can see that retired people own the half of the total dogs with 15 dogs on 23. Moreover, cats are mainly owned by retired people too with the half of the number of cats on 14. The rest is dedicated to senior executives. We can see that rodents are mainly own by students which is normal because of the easiness of having such a pet. Furthermore, retired and senior executives or managers own three birds, which is almost valueless for our study. [...]

[...] We would offer innovative and sophisticated pet food with balanced nutrition containing natural and organic ingredients. As owners identify themselves with their pets and consider them as a member of their family, we should market on this aspect. Special pet events like birthdays with special meal and gifts should be taken into consideration. QUESTIONNAIRES 1. Gender ( Male ( Female 2. Age ( Under 25 ( Between 25 and 40 ( Between 40 and 65 ( Over Are you living in the 16th arrondissement of Paris? [...]

[...] Concerning socio-economic groups (see the chart on the right side), interrogated people are mostly retired senior executives/managerial positions workers/non-managerial positions and students Concerning the number of pets per household of interrogated people and observing this data on the left side, we can say that few people in the 16th arrondissement of Paris own more than two pets because they live for most of them in apartments due to the Haussmann buildings design. Moreover, we can notice that retired people own the half of people owning only one pet. And they are almost the majority of people owning 2 pets. Senior executives or other managers have by a majority one pet but few own two, approximately 20%. [...]