Working closely with pet owners over the years makes you realize that the group breaks down into smaller groups that have subtly different spending habits. Understanding these differences makes it easier to work with them and avoid wasting time trying to market the wrong product to the wrong pet owner.
The crazy cat lady
Although the perception may be that this person has 50 cats, even a 1 cat owner can fall into this group. This group probably does not have a dog, and may even dislike dogs. These are the pet owners that don’t actively seek help in the pet store, but be wary. If you ask them about their cat(s), or show any interest in cats at all, you’re going to hear about everything. And chances are there are going to be pictures.
The dog walker
Probably has dogs of their own, and spends a lot of time with other people’s dogs.
The new parents
This is a couple that have brought home a new puppy. They usually have a lot of questions, and it is likely that this is the first time raising a puppy for one or both people. They will devote a lot of time making sure everything goes right and they buy the all the right food and toys. This couple is using a puppy as a trial run for a baby, and when and if the baby eventually comes, they often stop buying all the “best stuff” for their dog.
Dog mom (or dad)
Not to be confused with the new parents. This owner lives for their dog. These people will often have pets in place of their kids, and even if they do have children they still consider their pet one of the kids. These pet owners often “spoil” their pets.
The athlete
Primarily dog owners, these are the people that you see running every day with their dog. They may also be the ones tossing a ball with their dog at the dog park and posting pictures of their dog on top of a mountain. Their dog is their companion, and they typically have medium to large sized dogs.
The breed snob
This person has had the same breed of dog for years (possibly since childhood) and they believe their breed is the perfect dog. They may look down on dog owners with breeds dissimilar to their own, and are usually well educated on the temperament and needs of their specific breed.
The accessory owner
Although not as prevalent as they were in the last few years, you will still meet these owners from time to time. They often have the smaller breeds, like yorkies, chihuahuas, malteses, etc. They are probably more interested in buying their dog a flashy new collar than worrying about the best quality
The afterthought owner
These owners are typically the type that get a pet because they feel like they’re supposed to have one. Often these are the “family dog”, and may have been purchased because it was a cute puppy sitting in the window of a pet store, or the kids begged for a kitten. They usually just buy the minimum needed to take care of their pet, with little brand loyalty and just look for the cheapest food at the grocery store when they do the rest of their shopping.
These categories are generalizations, and while some pet owners fit perfectly into one, a lot of pet owners may share attributes with others.
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