Veterinarians are an indispensible link
The veterinary channel connects brands and pet owners.
Compared to other product categories, the pet category is standing up remarkably well. But, the fact that more than a third of pet owners switched brands since last fall indicates that pet owners and brand relationships are at risk. This represents both an opportunity and a threat to brands. Considering that veterinary-dependent dog owners account for 44 percent of all dog owners and that veterinary-dependent cat owners comprise 34 percent of all cat owners, these findings are substantial.
Trone Inc.’s national, longitudinal study of U.S. consumers’ spending was administered online via the opinions@trone brand-connections online community platform on Nov. 14, 2008 and April 29, 2009. The study had a 95 percent confidence rating and a total of 2,308 pet owners who responded in the fall survey and 2,178 pet owners who responded in the spring.
More from this study:
Number of client visits sagging
Dog vs. cat owners: Who's more loyal?
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