반려견 용품의 유형별 구매결정요인 - FCB Grid 모델의 제품범주 중심으로 -

Abstract

Background As the population raising pets increases, the product market for pets has been expanding, and the culture has been changing. Pet-related products have many similarities with baby products in terms of types and characteristics, but are influenced by the 'Pet humanization' and 'Flex' culture and have differences from the general product market. Therefore, it is necessary to analyze the pet product market considering this culture and to identify the main factors that determine the user's purchase according to the specific markets. Methods This study was conducted by limiting the scope of the study to dog, which accounted for the highest proportion among pets. First, purchasing determinants were reviewed through prior research and literature research in the field of marketing. Second, 22 brands sold online were analyzed for market analysis of pet products. Third, FGI, in-depth interviews, and surveys were conducted for the major purchasing decision factors by products of pet and types of them. Result First, The market was divided into five types, and products belonging to each type were presented. Second, We divided purchasing decision factors into subjective factors and product factors, and proposed purchasing decision factors by type and product. Function was an important factor in all types, and overall, product factors had more influence on purchase than subjective factors. Conclusion First, it is important to set a clear functional concept in product design for pet. It was found that the most important determinant was improved usability in terms of price on function, dog adaptation, and safety. Second, there are purchase decision factors that are considered important for a specific product type. In the design process, more accurate purchase decision factors for each product and specific pain points for each product should be presented.