Using data below develop a consumer archetype of a target segment for selling Premium Dog Food.

Research on Market Segmentation for Premium Dog Food

Use of readily identifiable, quantifiable traits, is a good place to start for any pet owner-oriented marketing initiative, such as age/generation, gender, marital status, ethnicity and nationality.

Pet ownership varies by age, ethnicity, income and gender, in addition to geography and psychographics.

Pet ownership has grown among households with incomes of $75,000 or more while pet ownership among households with incomes below $50,000 has dropped, which points to a need for quality, affordable pet care products.

Millennials and Baby boomers are large, diverse, pet-owning groups of people who care deeply about their pets. That means age/generation is still a key demographic variable to consider when marketing to pet owners. boomers still control a majority (about 70 percent) of U.S. disposable income. And both groups are credited with driving growth in dog ownership.

Urban pet parents are nearly twice as likely as rural pet owners to agree that their pets have special nutrition needs (45 percent versus 24 percent), and they're even more likely to be concerned about their pets having food allergies or intolerances (51 percent versus 22 percent).

Urban pet parents are much more likely than rural pet owners to agree that natural/organic pet products are often better than standard national brand products — regardless of the presence or absence of scientific support.

Urban pet owners are also more likely to acknowledge that fear of pet food contamination and product safety are key concerns that influence their pet food purchases.

Almost two-thirds (63 percent) of urban pet owners buy pet products online compared to about one-third (32 percent) of rural pet owners, according to Packaged Facts.

More than half (52 percent) of rural pet owners purchase their pet foods at Walmart, compared with 37 percent of urban pet owners.

As a group, American pet owners in general are passionate about their furry friends, regardless of their age, income or geographic location. they see their pets as members of the family, but some owners view their pets as extensions of self and help their owners form their identities.

In a 2012 study, three distinct groups of dog owners resulted from the analysis:

Strongly attached owners believe strongly that price is no object when it comes to their dogs. They spend lots of money on special products, choose their vehicle based on owning a dog, buy premium food and make frequent visits to their veterinarians.

Moderately attached owners agree with most of the dog-related variables used in the survey However, they don't agree that price is no object and they don't allow dog ownership to influence their vehicle purchases.

Basic owners appear to be concerned only with meeting their dog's basic needs, although they do take their dogs for regular veterinary visits.

Dog people strongly identify with their dogs, define themselves in terms of their relationship with their dogs and treat their dogs like people.

Dog parents still anthropomorphize their dogs, who are part of the family, but are less likely to define themselves in terms of their dogs

Pet owners see their dogs as pets who are part of the family but are treated distinctly differently than are children. These dog owners are least like to humanize their pets.

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