Understanding the irrational behaviour of the puppybuying public Justine Pannett Senior Campaigns Manager RSPCA justineRSPCA The problem 1 in 5 people who have bought a puppy in the last three years no longer have their dog ID: 751842
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Slide1
Do puppies have secret powers?
Understanding the irrational
behaviour
of the puppy-buying public
Justine Pannett, Senior Campaigns Manager, RSPCA
@
justine_RSPCASlide2
The problem
1 in 5 people who have bought a puppy in the last three years no longer have their dog.
TNS, 2011Slide3
Campaigns falling on deaf ears!Slide4
Responsible puppy buying campaignSlide5
Our messages were not getting through.Slide6Slide7
The model for behaviour changeSlide8Slide9Slide10
Motivations for getting a puppySlide11
Audience segmentationSlide12
Enthusiasts will:
Casuals will:
Do
research to find a responsible breeder (e.g. use the KC’s Assured Breeders Scheme)
Buy a puppy online/go for the cheaper option
Research the right dog for them
Be driven by looks
/status
Be patient
Buy
on impulse
May
adopt rather than buy
Won’t adopt/or try but be
turned awaySlide13
Hypotheses testingSlide14Slide15
Strong correlation between ‘pedigree’ & ‘quality’
If the breed/brand doesn’t deliver, take it back/get rid of it.
The ‘
awww
’ factor is overwhelming (secret powers!!)
Decision to get a dog deeply ingrained or strong impulse decision
People are concerned about the way that puppies are bred [for their looks], but do not feel responsible for the problemSlide16Slide17
Casuals
Enthusiasts
Opportunity to interrupt buying behaviourSlide18
Correlation between ‘pedigree’ and perceived quality of a dog
Pure-breed
Pedigree
Money, stud-fees, breeding rights, strong, bred correctly, healthy,natural
Good breeding, show classes (
Crufts
), expensive, KC registered, purebred, classy, status, pretty
Cross-breed
Rescue dog
Mutt, many breeds, impure, cheaper, non registered, problems, interesting, may be a good dog, mixed breeds, dirty, unique
Orphan, cute, hurt, lonely, homeless, unloved, unwanted, cross breeds, vicious, misunderstood, sad, upset
Both perceived similarly: a quality animal, desirable and healthy. May be good tempered or full of energy (depending on breed).
Both perceived similarly, although cross-breeds were seen as more attractive, can be good tempered and full of energy.Slide19Slide20
Purchase maintenanceSlide21
The reality of getting a puppy
Most people felt they knew enough about caring for their puppies – based on past experience of owning dogs from childhood and what they’ve learned from friends with dogs.
Those who made spontaneous purchases (casuals) had not sought any information pre purchase at all.
Puppies had a much greater impact on new owners’ lives than they had imagined.
Most had not planned for the day-to-day disruption caused by separation anxiety or the ‘early days’ phase (chewing, etc)
A lot of owners felt guilty when things had gone wrong.
Main fear was handling the situation incorrectly (spoiling or causing behavioural problems)Slide22
Social media scanningSlide23
Research conclusionsSlide24
Take-outs?Slide25
Twitter: @
justine_rspca
Email:
jpannett@rspca.org.uk
Thank you
Questions?