A STUDY ON FACTORS INFLUENCING PURCHASE DECISION OF HIGH END PET FOOD IN COIMBATORE CITY

T.K.Ashvin, Assistant Professor, Sree Narayana Guru Institute of Management Studies, Coimbatore.
Abstract
As pet owners place a higher priority on their pets’ health and nutrition, premium pet food has grown in popularity. From 2021 to 2026, the Indian pet food market is projected to expand at a CAGR of 18%, representing a sizable market opportunity for premium pet food producers and distributors. Studies have identified several factors that influence pet owners’ purchase decision for high-end pet food, including quality of ingredients, nutritional content, brand reputation, price, and packaging. A study by Johnson et al. (2015) found that pet owners prioritize nutritional content, followed by the brand name and price. Similarly, Kruger et al. (2016) found that pet owners place a high value on the quality of ingredients and nutritional content of pet food. This study intends to pinpoint and examine the variables that affect consumers’ choice of premium pet food brands in Coimbatore, Tamil Nadu.
Key words: Purchase Decision, Pet food, pet owner’s attitude.