31 August 2000

US Pet Owners Want In-Store Demos

According to the results of a U.S. nationwide survey published on Monday, (August 28), in-store demonstrations of pet products are an effective way to build awareness and trial of a new product among potential customers. The survey of pet owners conducted by the Pat Henry Group found that nine out of ten (89.2%) respondents first heard about the product being demonstrated at a store demonstration, either the day they were surveyed (80.4%) or at a prior store demonstration (8.8%). "Demonstrations seem to be particularly effective among consumers who have had no previous exposure to the product," said Ken Long, director of research operations for the Pat Henry Group. The study found that pet owners who had not heard or read about the product being demonstrated before visiting that day were more likely to intend to take the product home that day (75.1%) than respondents who had heard or read about the product before (65.9%). However, pet owners who had read about the product in a store newsletter/flyer were more likely to intend to take the product home that day (76.2%) than respondents who had only heard or read about it from another source (61.6%). "This suggests that consumers tend to view information coming from the retailer as providing de facto endorsement of the new product," said Long. These findings are taken from a survey of pet owners conducted by the Pat Henry Group in the spring of 2000, as part of its Perceptions™ research program. Pet owners were asked to fill out one of two versions of a questionnaire (separate surveys for cat owners and dog owners), after watching the demonstration of a new food product at a pet supply store. A total of 927 questionnaires were completed – 433 dog owner surveys and 494 cat owner questionnaires. More Information: The 2000 Pet Perceptions™ Study provides information on types of pet owned, food purchases, online buying habits, and interest in pet insurance. Interested readers can get a free copy of the summary of findings by e-mailing their request to Ken Long at klong@pathenry.com. Source: The Pat Henry Group, 2000 Pet Perceptions™ Study. Related Sites: http://www.thepathenrygroup.com/