Customers’ buying behaviour   toward premium dog food brands -   A case study of Bozita Robur

Abstract: Purpose: The purpose of this thesis is to contribute to knowledge of customers’ buying behaviour toward premium dog food by examining their brand associations and how these are shaped by using Bozita Robur as a case study. Background: Market for dog food has increased heavily during the last decades what made knowledge of underlying driving forces of dog food consumption crucial for dog food producers. Quite peculiar is a phenomenon of purchasing behaviour towards a product purchased but not consumed turning it into a more complex and dynamic object of study. Lack of coherent and conclusive research that offer an understanding of primary behavioural drivers and preferences of Swedish dog food customers makes it a good opportunity to continue investigating the dog food industry. Method: The study is conducted in the form of a single case study. A survey instrument is used to collect data on awareness and to identify behavioural beliefs and subjective norms of consumers, followed by phone interviews that uncover their attitudes towards dog food brands. Lantmännen Doggy’s brand Bozita Robur is used for this purpose. Data collected is further analyzed with the application of consumer behaviour related theories. Findings: The study has found that Swedish customers have built a positive image associated with premium dog food brands, where superior quality is the primary association. On the brand schema level, each of the premium dog food brands investigated holds specific associations in consumer minds, whereas the strength of these associations depends much on brand recognition levels. Bozita Robur, though less familiar among respondents, was found to have a positive brand schema and is associated with Swedishness and high quality. Customers of premium dog food brand actively search for information when making a purchasing decision towards a dog feed brand. In a product, they do value high nutrition content. Dog owners are influenced by various social groups, among which breeders and specialty store staff have the strongest influence when it comes to purchasing advice of the dog food brands.