European pet product firm Collar Company has analysed data to reveal the purchasing preferences of its customers and dog sport enthusiasts.
Using data collected by its Youscan system from April 2020 to April 2021, the firm studied a typical pet parent’s profile worldwide, based on sales of its Waudog products and Puller users’ internet activity.
Puller is a relatively new dog sport created in Ukraine in 2012 by Collar Company founder Yuri Sinitsa, which is now gaining popularity across the globe.
Collar Company intends the customer profiling to be of use to distributors and retail owners as well as for its own research.
Gender and age
Most of the active pet parents appeared to be women (86% for Waudog owners and 80% for Puller product owners). The age of fans of bright Waudog designs was almost equally distributed between the groups under 18 years old (26%), 18-24 years old (26%), and 25-34 years old (24%). The older generation was less interested in these accessories.
On the other hand, Puller appealed to all ages equally: the Collar team saw a clear drop to 2% only in the 60+ group. People aged 25-34 years old (26%) and 35-44 years old (21%) were the most active Puller users, from which it can be extrapolated that they may be interested in other dog sports and activities.
Dog Puller product owners tended to choose service quality as their top preference (23.70%). Usability and quality were closely ranked in this group (21.97% and 21.39, respectively). Waudog fans ranked design top of the list (36.21%). Quality and usability followed closely (28.50% and 21.65%, respectively). Price remained the least important of the top five preferences in both cases.
Customers in Russia, Ukraine and Belarus were the most interested in Waudog accessories; Azerbaijan, USA and Georgia followed, but with a large gap. For Puller, the most engaged countries were Russia, Ukraine, USA, the Czech Republic, Belarus and Poland.
Collar Company says it is committed to continuing to collect up-to-date information on its customers, as such knowledge is ‘essential for creating truly innovative products that make people and animals happier.’