Consumer Preference of a Novel Canine Treat in a Texas University Community

Abstract

An estimated USD 5.59 billion is spent on dog treats annually; yet little is known about the purchasing decisions of dog owners. The study objective was to conduct consumer research on a novel treat in comparison to three commercially available products. Participants (n = 70) were recruited from a Texas university campus. Respondents were shown four different treat products individually, without packaging, and asked to rate attributes such as aroma and texture, recording choices via an electronic survey. Packaging of the treat products was then shown and respondents were asked to rate marketing attributes such as ingredients and packaging type. Treat attribute likeness scores differed across brands for aroma, texture, and overall appearance (p < 0.001), with the novel product having the lowest overall average score (p < 0.05). All treat attributes were correlated with owner-predicted dog likeness (p < 0.001). Package type and all marketing attributes differed between products; the novel product had the lowest likeness scores in both categories (p < 0.05). Overall packaging appearance was correlated with respondents’ willingness to pay for a product (p < 0.001). A general linear model predicted a dollar value increase of USD 1.31 for every one unit increase in overall appearance likeness score. Respondents were willing to pay the least for the novel product when compared to all other products. Purchase intent was different across brands and was lowest for the novel product (p < 0.001); purchase intent correlated with all marketing attributes but not brand (p < 0.001). Both treat characteristics and marketing attributes may affect consumer’s purchase intent while simultaneously influencing the price they are willing to pay. Novel products may be less preferred by consumers, especially if compared against established commercial products.