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

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 polling From where would you consider getting a puppy? Answer: A pet shop 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 segmentation Fanatics 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 themBe driven by looks /status Be patientBuy on impulse May adopt rather than buyWon’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-breedPedigree Money, stud-fees, breeding rights, strong, bred correctly, healthy,natural Good breeding, show classes (Crufts), expensive, KC registered, purebred, classy, status, pretty Cross-breedRescue dog Mutt, 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 puppy Most 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 conclusions Surprise 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)

Thank you Questions?