Pedigree Brand Marketing: Consumer Behavior Theories Analysis Report

This report provides a comprehensive analysis of the Pedigree brand's marketing strategies and consumer behavior, focusing on how the company attempts to influence and modify consumer behavior. The report begins with a brand overview, highlighting Pedigree's market position, product range, and tagline. It then identifies and describes the target market, including demographics and consumer needs. The core of the report analyzes the application of relevant consumer behavior theories, such as the Theory of Reasoned Action, the EKB Model, Maslow's Hierarchy of Needs, and Impulse Buying Behavior, demonstrating how Pedigree leverages these theories in its marketing campaigns. Practical applications of these theories are discussed, with examples of how Pedigree addresses consumer needs and preferences. The report also examines the results and benefits of these strategies, including customer loyalty and brand perception, and touches upon future trends in the pet food market. The analysis is supported by evidence, and the report concludes with a summary of the findings and implications for Pedigree's marketing approach.

Running head: COMMUNITY MANAGEMNT AND ORGANIZATION
COMMUNITY MANAGEMNT AND ORGANIZATION
Name of the University
Name of the Student
Author Note

1COMMUNITY MANAGEMNT AND ORGANIZATION
Table of Contents
Introduction................................................................................................................................2
Brand Overview.........................................................................................................................3
Target market.............................................................................................................................4
Identification and Major Impacts of Relevant Theories............................................................5
Practical application of the theories...........................................................................................6
Results and benefits....................................................................................................................7
Future trends...............................................................................................................................8
Conclusion................................................................................................................................10

2COMMUNITY MANAGEMNT AND ORGANIZATION
Introduction
This paper is based on critical analysis of how the firms marketing the
product are attempting to influence, modify or impact the consumers’
behavior using specific consumer behavior theory (Wells et al. 2017).
Consumer behavior theories tend to approach issues such as how
customers purchase as individuals against how they buy in groups, the
function of emotions in buying decisions, post-purchase behaviors, and
the responsibility of object usefulness. Considering these issues improves
an advertising campaign’s efficiency and its influence on consumers. It is
vital to study he behavior of the customers before buying, during
purchasing and attitude after buying to analyze their purchasing behavior
and plan for strategies and marketing campaigns. It tends to examine how
their emotions, attitudes, loyalty and willingness tend to affect their
buying behavior and how they behave in groups or while shopping alone.
Companies study these buying behaviors and issues concerned with these
behaviors and modify or solve the concerns. Understanding buying and
expenditure behavior is a key challenge for marketers. Consumer
behavior, in its broadest wisdom, is anxious with considering both how
buying decisions are prepared and how goods or services are experienced
or consumed. Consumers are energetic decision-makers. They make a
decision what to buy, frequently based on their throwaway profits or
budget (Dugnoille 2018). They may alter their preferences connected to
their finances and a variety of other factors. Some purchase decisions are
made by groups while others are made by individuals. When a purchase
decision is done by a minute group, dissimilar associates of the group may

3COMMUNITY MANAGEMNT AND ORGANIZATION
become concerned at diverse stages of the decision procedure and might
carry out diverse roles. This paper also analyses the consumer behavior
issues of the company Pedigree and argue the exact consumer behavior
issues inherent in that problem.
Brand Overview
Pet possession brings out happiness and benefits that must be available to everyone.
At Mars Petcare, with five billion brands including PEDIGREE, WHISKAS, ROYAL
CANIN, and BANFIELD and a whole of 39 brands in the collection, they are the
international leader in pet nourishment and pet wellbeing (Calkins and Deming 2017). They
advertise products in over 60 countries, and have 74 manufacturing site all the way through
the world. The tagline is "To make A Better World for Pets." Pedigree tends to expand
products that will assist keep the pet dogs contented and fit. They have used up the last 60
years raising a variety of dog food that offers the dogs the diversity he needs and loves, all
along with immediately the right equilibrium of vitamins, fiber and protein it needs at each
stage of life. They offer a variety of range of products including pedigree and pedigree
professional, products of life stages as starter, puppy adult or senior, gravy meal or dry meal
and flavors of vegetarian and non vegetarian meal. They function intimately with the
specialists at the WALTHAM Centre for Pet nourishment to enlarge great superiority,
nourishing food that the dog will adore (Packer, Murphy and Farnworth 2017). Here, basic
pet-focused study, sustaining Pedigree, bring methodical breakthrough in the regions of pet
diet, fitness, comfort and behavior. Some of the critical environmental and competitive
factors that interact with consume behavior are customer faith, deep consideration of the
customers, center on social issues and moving marketing campaigns. The website of the
organization tends o offer each and every detail that one needs regarding any concern with

4COMMUNITY MANAGEMNT AND ORGANIZATION
dogs related to food or type of food, health and nutrition, grooming, training and behavior
and feeding. Pedigree though its product quality and believable endorsements has been able
to win the trust and loyalty of the customers. Through a very flourishing placing of a quick
and simple to consume fair pet food, the brand has been capable to describe accurately what
its purchaser wants. Pedigree has forever been connected with many issues such as huge pet
acceptance drives, protection for deserted animals and free nourishment for wandering
pets. Through ads that center on the connection between a dog and its owner, the brand has
been capable to obtain a position in the mind of its customers.
Target market
The images on the pedigree website are unisex, presenting pet owners of all sex and
age group. Being dog Food business of course, the majority of the images are focused on the
dogs themselves of various breeds and age. Most if not all of their print ads keep dogs the
main focus. It is only usual to suppose that the images are targeting dog owners. There is no
age bound on possessing a dog, as a result the brand targets young and old. The only criteria
are whether people own or care for dogs (Ramya and Mohamed 2016). The owners desire to
know that their pet dogs are receiving the best handling possible. Therefore, pedigree makes
certain to offer a part to their original dog food method, appropriate care, and implementation
information and still a dog age calculator. The target group consists of middle class families
with children, the dog lovers should be aware of their pet needs, considering their dogs a part
of their family and enjoying and spending time with them. The product range of Pedigree
comprises of various types of foods snacks and meals that are produced with meat which
created for dogs with all age groups and delighted to make happy the dogs with a healthy and
happy and fulfilling life. The product characteristics differentiate with dry and wet meal,
separate food for junior and senior dogs, special food different breeds of dogs and diet

5COMMUNITY MANAGEMNT AND ORGANIZATION
worked out by nutritionists for the nourishment of the dogs. It uses intensive distribution
level strategy and conventional channel. It consists of multi channel distribution. A few years
before people used to purchase dog foods that were slightest priced. Pedigree has altered this
idea by impacting the state of mind of today’s age group. It has emphasized on excellence
food for pets and influnced customers to purchase healthy and better food items (Akkucuk
and Esmaeili 2016). It has assumed a value-based value strategy and reserved its cost range
reasonably priced and pocket-friendly. The aim is to help out all the homeless and abandoned
dogs in the streets that are deprived of shelter and food and requires immediate care and
attention.
Identification and Major Impacts of Relevant Theories
The Theory of Reasoned Action focuses its analysis on the significance of pre-
existing behaviors in the managerial procedure. The center of the theory states that customers
tend to act on a behavior supported on their purpose to generate or obtain an exacting
outcome (Shamout 2016). Pedigree tends to use this theory to relate with the wants and
desired needs of pet dogs and how their owner wants to treat them. The EKB (Engel, Kollet
and Blackwell) Model enlarges on the Theory of Reasoned Action, and states out a procedure
that customers utilize when purchasing any product (Osei and Abenyin 2016). Under this
Model, marketers have two phases where their contribution is the majority precious. During
the first information phase, marketers have to give customers with sufficient information
concerning the product to force the customer to remain the company’s products under
deliberation for buying. Marketing becomes a factor yet again in the stage of outside
influences. Pedigree is very good at instilling longing in the customer to experience a positive
means with the product. In Maslow’s theory, people take action to complete their wants and
needs. The needs comprise, in order of significance: physiological (survival), security, love,

6COMMUNITY MANAGEMNT AND ORGANIZATION
self esteem, and self-actualization (Kim and Johnson 2016). Pedigree has not only brought
consciousness to a product, but also developed its position anywhere on the ladder of needs.
Customers are provoked to prioritize purchases in the direction of the foundation of the
hierarchy; consequently it is very important that companies sketch a communication that
instills a sense of wisdom of requirement or necessity in consumers. Hawkins Stern Impulse
buying behavior argued that unexpected buying desire fit next to balanced purchasing choices
to cover a total image of the standard consumer (Montano and Kasprzyk 2015). Impulse
buying is determined for the most part by outside stimulus, and has approximately no
connection to conventional decision-making. Impulse buying theories state the deep of
chances for marketers. Each characteristic of a product, from the means the packaging grasps
the observation to the means the product is showed in the store, has an influence on a
consumer’s impulse manage. Marketers who can capture the impulsive thought and close the
sale will have the most success. Customers tend to make purchasing decisions and thus show
marketers how to capitalize on predictable behaviors.
Practical application of the theories
Pedigree is one of the majority admired brand names connected to pet dogs in current
times. The company has implemented a violent marketing strategy keeping in mind that the
love of digs is the heat of the brand. It has launched more than a few marketing campaigns
focusing on touching and fitness characteristic of dogs. Ads are exposed using admired
television channels, broadcasting, newspapers, magazine and billboards. The company has
also started on campaigns and consciousness program through social media doorway
like Facebook, Twitter, Blog, Instagram and YouTube (D'Souza and Gurin 2016). The
consequential corporate social responsibility (CSR) campaign which payed attention on
serving stray dogs was an ideal robust for the brand’s assurance. Not merely did it assist

7COMMUNITY MANAGEMNT AND ORGANIZATION
dogs to find homes, but it helped to bring customer notice to the difficulty and had enormous
impact on brand name perception (Petrenko et al. 2016). By relating the theories and
concepts, the brand has been able to solve the issues and chosen marketing strategy helped to
analyze the custom behavior. People tend to doubt such brands which deal with dog foods as
they tend to feed dogs with homemade foods. By applying these theories of consumer
behavior, Pedigree has been able to identify the issued with its target audience and sort them
out. It made the people belief touchable by initiation of a policy campaign to communicate its
core pledge that the whole thing it does is for feel affection for of dogs, and that every dog be
worthy of to be fed well and have a loving and caring home and shelter. The problem was
that every year more than 100,000 dogs are found to be homeless or abandoned which puts
huge damage on rescue centers. These aid organizations obtain no administration funding,
relying completely on generous contributions to stay doing their very important job and
depending on volunteers offering their precious time. In the year 2008 Pedigree initiated The
Pedigree Adoption Drive to hold up the charities that worry for the dogs. The business
determined to create finance to present monetary help to shelters (Rousseau 2015). One paisa
from each Pedigree product sold in more than a three-month phase would be placed into a
devoted support for charities and protection with projects that assisted deserted dogs. The
campaign in addition aimed to encourage Pedigree customers, retailers and the wider dog-
loving community to assist this praiseworthy reason by lifting consciousness of the
circumstances of abandoned dogs in this nation and then offering people a diversity of ways
to lend a hand. This could choice from just purchasing Pedigree products in the course of
visiting a rescue centre to examination of their appropriateness for accepting a dog.

8COMMUNITY MANAGEMNT AND ORGANIZATION
Results and benefits
The Maslow’s behaviour theory of needs helps to identify the physiological needs like
food, shelter and clothing as well as the safety needs which tends to identify that customers
need to feel safe and secure with the brand and its products. Pedigree has benefited from this
theory by identifying the actual needs and desires for the owners of the fogs and how they
want their dog to be fed and dealt with proper and nutritious dog food so that they remain
healthy and fit. It tends to ensure loyalty and faith embedded in customers with its products
quality and safety and concern for social issues with dogs. By identifying the needs and wants
of the customers, Pedigree has been able to come up with new and variant products for all
types of breeds and ages of dogs with new flavours (Posavac 2015). The theories have also
helped the customers to analyse and identify their behaviour. The customers are commonly
are directed by their earnings, emotions, belief of other people and they do not take on study
of their own attitude or behavior whether it is methodical or not. The science, on the other
hand, can assist them to learn cost advantage of their purchasing decisions. The learning can
disclose them whether purchasing a luxurious item is coherent, or not. The consumer theory
has helped the organization in segmentation of the target market. The study of consumer
behavior stated that everybody does not purchase on value consideration or helpfulness
consideration simply. It tends to identify the positioning and pricing of the product in the
market. It also saves in planning the right marketing strategy by identifying the problem and
applying these theories in the organizations for sustained growth and development and long
term success (Mawere et al. 2016). They have helped to identify the customers buying
decision and help in the promotion of the products and become a global leader. Members of
the similar social group tend to divide general values, attitude, and behaviors that join them.
Membership in a superior group usually leads to superior authority within the place of work,
organizations, and civilization as a total. The level of income helps to determine the company

9COMMUNITY MANAGEMNT AND ORGANIZATION
whether the owner of the dog can take care of his pet or afford its products as every dog
derives to be properly fed and loved and cared. Therefore, when setting up or reinventing a
brand, marketers are able to use this information to assist generate or alter customer habits, or
strengthen brand fundamentals that are connected with constructive consumer experiences.
Future trends
In application to the consumer behaviour theories, Pedigree in the future will uplift
the sales in the product category and expand into other foreign markets and emerge as global
leader in the segment of dog food in terms of service and quality of healthy and god food.
More and more people will participate in the campaign which will decrease the number of
abandoned dogs in the streets with a huge profit and revenue for the organization (Lantos
2015). It will come up with food for different sectors such as not only for dogs as well as for
acts and other pets as the brand has been admired and loved so much by the people. The
brand will come up with different strategies and campaigns to help the sick dogs and care of
their health and nutrition and diet according to the age and breed of the dogs. Motivation and
satisfaction will increase to the height that customers will never switch to other brands and
have total trust and confidence in the brand and cannot rely on other brands though the threat
from substitutes or competitors will be less. There will be increasing number of sponsors and
investors in the organization so that making the customers a bigger picture and putting a
limelight on them and the people. Public could sign up to obtain usual updates concerning the
implementation drive and more information regarding adopting pet dogs. There was in
addition a region for charity to be appropriate for grants. Traffic was determined to the place
through promotion and public relations (PR), distribution of besieged emails and sponsor
conquest of the Yahoo home page. The contribution from the purchasing of the Pedigree
products should increase from 1 paisa to 5 paisa for decreasing the number of homeless dogs

10COMMUNITY MANAGEMNT AND ORGANIZATION
in the streets (Turkyilmaz, Erdem and Uslu 2015). Pedigree should show its work and
advertise its products in the social media platform so that more people become aware of it
and immediately contact them if they tend to seen any abandoned dog or any animal in the
street who needs extreme care. It will be able to take initiative not only for dog but also for
every homeless animal in the street in need for care and love and able to treat them for fee
and helping other charities in taking care of them and tea them as human beings. This will
have a positive impact on the consumer buying behavior and they will remain loyal and
reliable on Pedigree when it comes to dog food and come up with more and more creative,
tasty and healthy products.
Conclusion
Therefore, from the above paper it can be concluded that, Pedigree though its
application of consumers buying behaviour theories and concepts has been able to make a
place in the mind of the customers by identifying their buying behaviour according to the
needs of the customers and wants of their dogs. Therefore, it is the largest company in the
sector of dog foods because of its food quality and healthiness and nourishment of the food
which makes the dog as well as the owner happy and satisfied. Theories of buying behaviour
have been helpful in understanding the attitude, emotions and feelings of the customer while
shopping alone as well as purchasing within the group. The owners of the dogs tend to care
how the brand or product will take care of its dog and how beneficial will the food be
regarding the well being and fitness of the dog. They tend to believe that every dog is
deserved of love, affection and care and treatment like other beings and not neglected just
because they do not have a mouth to speak. From dental cleanliness to bathing puppy for the
initial time, from essential grooming to recognizing ordinary canine sickness, they have all
the fitness and grooming inquiry covered. Therefore, it is vital to play and enjoy with the

11COMMUNITY MANAGEMNT AND ORGANIZATION
dogs apart from the good food as a dog is a man’s best and loyal friend and thus it is the duty
of the people to love and look after them.
References
Akkucuk, U. and Esmaeili, J., 2016. The Impact of Brands on Consumer Buying
Behavior. International Journal of Research in Business and Social Science (2147-
4478), 5(4), pp.1-16.
Calkins, T. and Deming, A., 2017. Pedigree growth strategy (a). Kellogg School of
Management Cases, pp.1-14.
D'Souza, J. and Gurin, M., 2016. The universal significance of Maslow’s concept of self-
actualization. The Humanistic Psychologist, 44(2), p.210.
Dugnoille, J., 2018. To eat or not to eat companion dogs: Symbolic value of dog meat and
human–dog companionship in contemporary South Korea. Food, Culture & Society, 21(2),
pp.214-232.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications in
marketing. Sage.
Graham-Rowe, E., Jessop, D.C. and Sparks, P., 2015. Predicting household food waste
reduction using an extended theory of planned behaviour. Resources, Conservation and
Recycling, 101, pp.194-202.
Healy, K., 2016. A Theory of Human Motivation by Abraham H. Maslow (1942). The British
Journal of Psychiatry, 208(4), pp.313-313.