do puppies have secret powers? understanding the irrational behaviour of the puppy-buying public...
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Do puppies have secret powers?Understanding the irrational behaviour of the puppy-buying public
Justine Pannett, Senior Campaigns Manager, RSPCA@justine_RSPCA
The problem
1 in 5 people who have bought a puppy in the last three years no longer have their dog.
TNS, 2011
Campaigns falling on deaf ears!
Consumer pollingFrom where would you consider getting a puppy?
Answer: A pet shop
2008 - pre campaign:
29%
2008 – post
campaign: 11%
2009: 20%!!!
Responsible puppy buying campaign
What people say they do, and what they actually do are two different things.
Needed a more long-term view to affecting change.
Issues not aligned to any particular socio-economic group, but to attitude.
Our messages were not getting through.
Reasons for getting a puppy
Purchase maintenance
The model for behaviour change
Pre-contemplation
Contemplation
Preparation/Consideration
Action/Purchase
Maintenance/Purchase
maintenance
Recognising that not everyone thinks or
acts the way you do
Taking a ‘bottom up’ not ‘top down’
approach
Putting the audience at the heart of the
intervention
Recognising the barriers to change and working with
them where possible
Understanding of the context in which we’re working – consumerism!!
Motivations for getting a puppy
Audience segmentationFanatics
Enthusiasts
Casual
Indifferent
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 away
Hypotheses testing
People are influenced by aesthetics due to nature
Positive ingrained images around dogs as perfection and completion cause us to make
incorrect purchases
People are now primarily consumers and dogs are
consumable objects
Nature
Positive messages
Culture
‘Breed as brand’
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 problem
•Opportunity to influence pre-purchasing decision slim as deeply ingrained
Pre-contemplation
•or…decision is made impulsively in response to a trigger, so limited opportunity to interrupt the buying process (‘Don’t buy from puppy farms’ messages don’t work!!!)
Contemplation
•Good time to provide guidance to those who are receptive to advice on responsible puppy buying and are likely to seek out a responsible breeder (enthusiasts)
Consideration
Casuals
Enthusiasts
Opportunity to interrupt buying
behaviour
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 dogMutt, 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.
Purchase maintenance
The reality of getting a puppyMost 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)
Social media scanning
Exponential rise in searches for puppies
& kittens for sale
Searches about caring for pets not rising at same rate
Good advice about vaccinations etc
online, but hard to find
Concern about price of neutering and vaccinations
and myths about profit-making by big-Pharmas
Considered less desirable to adopt an
animal due to possibility of behavioural problems
Research conclusionsSurprise
Majority of the challenges of puppy ownership come as a surprise
Reality
Comparable to having a baby – everyone thinks they’re a natural, then reality sets in
Need help
There’s a lack of support for new puppy owners, but a desire for help
Peer –to-peer
People trust their peers more than they do the ‘experts’ – bloggers/forums untapped resource
Take-outs?
Develop the rescue dog as a brand (aimed at enthusiasts as early
adopters)
Focus efforts at post purchase stage using peer to peer tools (social
media)
