Abstracts Category : Other

Investigating the purchase decisions of pet food consumers in South Africa: The theory of planned behaviour

by Thaheer Mullins

The international pet food industry is robust. The pet food industry in South Africa is structured similarly to those in developed markets, yet there exists a chasm of independent and commercial research within the South African context. Emerging in international markets are alternative and commercial pet food consumers. While studies do explore these two categories of consumer separately, there is a noticeable absence of comparative studies into the purchase decisions of these consumers. This study addresses that by using the theory of planned behaviour (TPB) and its constructs to facilitate an investigation into the purchase decision of both consumer groups. A survey was conveniently distributed through social media channels, such as South African pet owner group pages on Facebook. The result was that pet owners with an interest in some aspect of their pet's being were selected for the study. Since this sampling procedure was not without bias, the scope of the study covers South African pet owners at large, but should be treated as a precursory study. The study attempted to investigate any differences in the TPB variables between the two consumer groups as well as the correlations between the variables and whether purchase points and information sources could be used to better target these broad consumer segments. The theory allowed for consistent measurement of the TPB variables between both consumer groups. The findings were that there were no statistically significant differences in the measurements gleaned on each of the theory of planned behaviour constructs. However, when coupled with another consumer behaviour variable, pet food information source, some new useable data emerged. Salespeople and pet preference were found to be unique to commercial pet food consumers. Specialty pet stores and pet trainers were found to be unique o alternative pet food consumers. Greater proportions of commercial pet food consumers used package print and vets as information sources, while more alternative pet food consumers used online sources. Both consumer categories were equally proportionate in accepting recommendations from friends. This information along with findings of a moderate correlation between perceived behavioural control and behavioural intention, could lead to better consumer engagement or targeting for enterprises.Advisors/Committee Members: Jere, Mlenga Golden.