Do puppies have secret powers? Understanding the irrational behaviour of the puppy-buying public Justine Pannett, Senior Campaigns Manager, RSPCA @justine_RSPCA.

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)

Twitter: @justine_rspcaEmail: [email protected]

Thank youQuestions?