펫푸드 구매 특성 연구
A study on the Purchasing Characteristics of Pet Food
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초록
본 연구는 펫푸드 소비자의 인식 조사, 구매 태도, 구매 형태 등을 분석하여 펫푸드의 구매 특성과 펫푸드 산업의 다양한 니즈를 반영하는데 필요한 기초자료를 제공하고자 한다. 펫영양과 급여량에 대한 인식 정도는 연령이 낮을수록 ‘보통이다’와 ‘잘 알고 있다’의 비율이 높게 나타났다. 펫푸드에 대한 구매 정보 및 구매처는 ‘인터넷’이 높게 나타났으나, 51세 이상의 경우는 ‘오프라인’이 높게 나타났다. 구매 형태는 ‘건식 사료’가 대부분이며, ‘음식 섭취’를 목적으로 대부분 구매하는 것으로 나타났다. 향후 ‘품질향상’과 ‘간식 개발’이 필요하며, ‘제품개발’ 및 ‘조리 교육’ 참여의사가 높게 나타났다. 브랜드 인지도, 제품 후기, 가격 요인은 구매 후 만족도가 높게 나타난 반면 맛, 품질, 질감, 재료 성분 요인은 중요도에 비해 만족도가 낮게 평가되었다. 따라서, 펫푸드구매 시 요구되는 중요 요인에 대한 만족도를 향상시키기 위한 다각적인 방안이 필요하며, 소비특성을 고려한 니즈를 반영한 다양한 제품개발이 필요하다고 사료된다.
Abstract
This study aims to provide foundational data to reflect the diverse needs of the pet food industry by analyzing pet food consumers’ perceptions, purchasing attitudes, and behaviors. Awareness of pet nutrition and appropriate feeding amounts was relatively higher among younger age groups, with a larger proportion indicating that they were “moderately aware” or “well aware.” The internet was identified as the primary source of information and purchasing channel for pet food; however, individuals aged 51 and older showed a higher tendency to purchase through offline channels. Among product types, “dry food” was the predominant choice, mainly purchased for regular feeding purposes. There was a growing demand for “quality improvement” and “snack development,” and respondents showed a strong willingness to participate in “product development” and “cooking education” programs. Brand awareness, product reviews, and price were significantly associated with post-purchase satisfaction, whereas satisfaction with taste, quality, texture, and ingredient content was relatively lower compared to their perceived importance. Importance–Performance Analysis (IPA) indicated that price, quality, nutritional value, ingredients, hygiene, and ease of purchase were factors requiring continuous management due to their high importance and satisfaction levels. In contrast, taste and texture were identified as areas requiring improvement, exhibiting high importance but low satisfaction. These findings suggest the need for multifaceted strategies to enhance satisfaction with key factors considered important in pet food purchasing and highlight the importance of developing a diverse range of products that reflect consumer needs and purchasing characteristics.