Analysis of Consumer Purchasing Behavior in Pet Food Industry: Marketing Mix Strategies Across Dog and Cat Owners

The global pet food market is influenced by the growing number of cats and dogs, the humanization of pets and the changing expectations of dog and cat owners. This study examines the role of marketing strategies in the dog and cat food market, focusing on the attitudes of Greek survey respondents, recognition of specific food categories, and factors associated with purchasing behavior. Data were collected through an online survey of 526 pet owners and guardians (n = 249 dog owners and n = 277 cat owners). The behavior toward pet foods containing selected premium ingredients was significantly linked to pet type (p = 0.021), the importance attributed to food ingredients (p < 0.001), veterinarian recommendations (p = 0.009), and the availability of scientifically substantiated information (p < 0.001). Among all factors, the importance of ingredients emerged as the factor displaying the strongest statistical association with consumer behavior (p < 0.001). Based on these findings, the study proposes a targeted marketing mix addressing product transparency, pricing, distribution, and promotion. The results contribute to the literature on pet humanization and provide practical guidance for pet food businesses, while highlighting the need for clearer regulatory definitions and scientific substantiation of marketing claims.