Revista Científica, FVC-LUZ / Vol.

XXX, N° 2, 707-714, 2020

Analysis and Reflection on the Status of Pet Dog Food in Marketing

and Brand Loyalty Management
Yajun Sheng
Yatai School of Business Administration, Jilin University of Finance and Economics, Changchun 130117, Jilin,
China

Dan Zhang*
Graduate School, Jose Rizal University, Mandaluyong City, Manila, 0900, Philippines
*
Corresponding author ([email protected])

Abstract: China's pet food market has developed rapidly in recent years, especially pet dog food. However, the
situation of domestic brands is not optimistic, and international brands firmly occupy a dominant position. The
reasons for this are the differences in marketing methods and the lack of brands. Therefore, it is necessary to
actively analyze and think about the status of pet dog food marketing and brand loyalty management. The
purpose of this article is to explore the current status of pet dog food marketing methods and brand loyalty
management. A questionnaire survey was conducted on residents of pet dogs to investigate the population
composition, purchase preferences, consumer psychology, and consumption of pet food for residents Behavior
and information acquisition channels to obtain an analysis of dog food's marketing methods and brands. The
research results show that in terms of the publicity methods that attract consumers ’attention, the Internet is the
most noticeable, accounting for 34.1%. This shows the importance of the Internet in obtaining information for
consumers and is also a need for pet food companies in the marketing process. The way to pay attention. The
second place is 25.3% of TV ads. This traditional media still has an important influence on the dissemination of
information. Outdoor billboards, shopping mall promotions and newspaper and magazine advertisements
account for 17.6%, 15.4%, and 7.7%.

Key words: Pet Dog Food, Marketing Methods, Brands Research, Consumer Groups

1. Introduction
Pet food, originated from developed countries, is specially developed for the nutrients needed for pet
growth. It is different from the traditional family leftovers or self-made food. It pays attention to comprehensive
nutrition and scientific formula. In the product formula, some substances are added to prevent pet diseases, and
there are scientific feeding methods. It is a special food for pets [1]. There are many kinds of professional pet
food according to the physiological cycle and types of pets, such as food for puppies and adult dogs. In terms of
body type, there are grain for small dogs and large dogs, and grain for Beijing dogs and golden retrievers in
terms of dog species [2]. There are great differences in the nutritional components and calories of these different
kinds of grain. Therefore, the selection of professional pet food should be based on the variety of pets and
different growth periods of pets [3].
Dog food, as a pet food, belongs to the category of fast-moving consumer goods. Different from
manufacturing and processing industries, in addition to product quality, the successful operation of the brand is
the guarantee of its success [4]. At present, most of the enterprises entering the pet food industry are small and
medium-sized private enterprises, most of which are eager for quick success and instant profits. They only enter
the pet industry for short-term benefits. They have no brand awareness or resources to support the establishment
of their brands. In China, a market with great potential, if there is no intervention of local large enterprises that
have not created brand awareness, there is no chance to compete with foreign brands Compete for [5]. Secondly,
most enterprises lack the ability of researching new products and self-innovation. Many enterprises only imitate
foreign products. Due to lack of supervision, some even "three no" products are sold in the market without any
logo [6]. In addition, pet food enterprises in China are generally lack of brand operation experience. In the face
of the world's experienced giants, the brand operation ability of Chinese enterprises is obviously weak.
Therefore, it is of great significance to analyze and think about the current situation of pet dog food marketing
and brand loyalty management.
G studied the market situation of pet and pet food in China, proposed family planning policy, aging
population, change of pet keeping concept and popularization of living pet price, which comprehensively
promoted the rapid development of pet market, international brand localization intensified the competition of pet
food market in China, and chain store will become a new business opportunity for the development of pet
industry in the future [7]. Tania has studied the healthy and orderly development of pet food industry. It is
expected that pet food will be separated from its current feed industry and become an independent pet food

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industry. The healthy development of the industry cannot be separated from standardization. The standardization
of pet food industry needs to be solved urgently [8]. Elisabetta found that the current mainstream concepts of pet
food are "function" and "nature". With the concept of "organic" widely accepted in human food, it is believed
that pet "organic" food will also appear, and put forward that the measures to solve the problem are to transfer
the correct pet consumption concept, formulate pet industry standards and standard management, meet
consumer expectations, and ensure the quality of pet food Scheme [9]. Stefania starts from the current problems
of pet food economy, studies the marketing strategy of pet food economy, and takes six aspects as the marketing
strategy of pet food economy, namely, establishing a unified industry standard, the government's support for pet
enterprise development, the enterprise's brand awareness, professional personnel training, the diversification of
pet service, and the development of e-commerce [10].
The main research content of this paper is roughly divided into four parts: the first part is the introduction
part, which aims to make a systematic overview of the main research content of this paper from the research
background, research purpose, research ideas and methods; the second part is the theoretical basis, which
introduces the research methods and research theories in detail and systematically. The third part is the
experimental part, through the way of questionnaire to investigate and study the group composition, purchase
preference, consumption psychology, consumption behavior and information access channel of pet food
consumption of urban residents, so as to obtain the analysis of dog food marketing mode and brand. The fourth
part is the summary and suggestions of this article, which is the summary of the results of this article.

2. Proposed Method
2.1. Marketing Channel Theory
Marketing mix elements are summed up into four elements, namely, products, pricing, channels and
promotion. Marketing mix covers the essential elements of enterprise marketing. Therefore, marketing mix is
the basis of enterprise marketing strategy, and marketing mix is the favorable guarantee for enterprises to meet
the needs of consumers and compete with competitors. Marketing is not only the sale and promotion of products
and brands, but also the speculation, catering and even guidance of customers' psychology. Therefore, the
marketing management needs to choose the target market, through the creation, transmission and dissemination
of high-quality customer value to obtain, maintain and develop customers, in order to produce the effect of
self-replication.
Product is the basis of all marketing activities, so product strategy is also the core of marketing mix.
Product strategy means that enterprises should make clear what products or services they can provide to meet
the needs of the market and consumers. To a certain extent, it can be said that the success of product strategy
determines the long-term development and success of the enterprise. Product strategy is a series of measures and
means used by enterprises in the production and sale of products in order to gain advantages in the fierce market
competition. We all know that the behavior of consumers to buy products is not the product itself, but the utility,
benefits and services brought by the products. Therefore, the most basic level of products is what the core
benefits the products can bring to consumers. In addition, products also have their added value, which varies
with enterprises, mainly depending on the degree of research on consumers and market. But now there are many
enterprises that put the cart before the horse, neglect the most basic functions of products, and make a big fuss
on the added value. In fact, if the basic utility of products purchased by consumers cannot be satisfied, no matter
how good the added value is, it will not bring the expected benefits of enterprises.
The price strategy of an enterprise is to make an attractive strategy for consumers through the
comprehensive analysis of consumer demand, market capacity and various costs. The premise to determine the
price is to study the previous laws, take them as the basis, supplemented by experience judgment, and take into
account the interests of both enterprises and consumers. On this basis, consider the acceptable scope of
consumers, and make flexible response and objective decision according to the changes of market conditions.
The formulation of price strategy is faced with three situations: first, the pricing of the first listed products;
second, after the formulation of price, it is not immutable and needs to change with time and space to adjust the
price to adapt to market demand and environmental changes; third, in the face of market competition, how to
adjust the price against competitive products.
After products and prices are determined, the next step is distribution strategy, that is, how to make
products and services meet the needs of customers in the target market in a timely manner with appropriate
quantity and geographical distribution. Distribution strategy is one of the marketing mix strategies, which is the
same as product strategy, promotion strategy and pricing strategy. Distribution channel strategy mainly involves
distribution channel and its structure, selection and management of distribution channel strategy, distribution of
wholesalers, retailers and entities, etc. According to their own product attributes and market patterns, enterprises
make appropriate distribution strategies.
Promotion strategy is a kind of marketing activities and means for enterprises to push products to the
market. The promotion methods are various, and the purpose is the same. They are all to attract the attention of

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consumers in the target market, stimulate consumers to have purchase desire and behavior, and finally achieve
the purpose of sales. There are two common ways for enterprises to promote their sales. One is to sell to
customers face-to-face through business personnel. This is a basic way, but sometimes it is not supplemented by
appropriate occasions and necessary tools and means, and often cannot get good results. Now many consumers
are also very disgusted with direct sales. Compared with direct sales, the common products in supermarkets are
tried the effect of the way of eating is not bad; the second is to transmit information through the mass media.
The traditional media include TV ads, newspaper ads, outdoor ads, etc. now, with the progress of the society and
the development of the Internet, enterprises pay more and more attention to the promotion from outside the
station and inside the station to the new media and the dissemination of the Internet, such as the early micro blog
marketing, to the current WeChat marketing.

2.2. Brand Effect Theory

On the understanding of brand, on the one hand, from the most superficial meaning, brand is a sign
reflecting the differences between different enterprises and their products. At the same time, because consumers
are not consuming the brand, but the enterprise products behind the brand, the differences between brands must
be related to the differences between enterprises and their products. On the other hand, the brand differences of
different enterprises are not only determined by products, but also largely determined by consumers' cognition.
Because of the difference of individual consumers, it also determines the difference of cognition, which leads to
different brand preferences. Therefore, when we conduct market analysis and brand positioning, we have to pay
attention to two aspects: one is the enterprise and its products themselves, and the other is the segmentation
target differentiated by different preferences of consumers. The role of brand mainly includes the following four
aspects.
(1) Easy to identify. This is the most basic role of the brand at first. The brand represents the product,
which has the identification mark of commodity quality and value connotation and is a kind of commitment and
guarantee of the enterprise to the customer about the product value and service. Different brand marks can make
customers quickly find their own satisfied products in many products. And enterprises can also establish their
own brand reputation through brand maintenance, to gain more customer loyalty, which is the most basic
function of the brand, and the meaning of the initial brand.
(2) Make products protected by law. Nowadays, all countries in the world have formulated relevant laws to
protect the exclusive right of product trademark in the external form of brand. On the one hand, they protect the
legitimate rights and interests of enterprises, fight against unfair competition, and at the same time, they can
realize the commitment to protect the product quality and service represented by consumer brands, so as to
promote enterprises to invest more in product quality and service We have made continuous progress in social
and economic development.
(3) Marketing function. In order to improve the sales and enlarge the market share, the marketing of
modern enterprises adopts all kinds of marketing methods. Although they are promoting and promoting products
or services, they are promoting brands. All marketing activities are inseparable from the carrier of brand.
Marketing is not only the transmission of commodity information, but also the transmission of the company's
spiritual culture. Through brand communication and communication, the enterprise's concept and cultural
connotation of brand are recognized by the target customers. Once the spiritual and cultural resources and
material resources of the enterprise's brand connotation are integrated, it will become a strong guarantee for the
products to obtain competitive advantage in the target market.
(4) Value added function. Brand is an intangible asset of an enterprise, which has its own market value.
And as enterprises invest more and more in brand, the recognition, reputation and loyalty of the brand become
higher and higher, the value of the brand will continue to increase, at this time, the brand will become a
particularly important intangible asset.
Brand marketing is a specific marketing mode with distinct characteristics and personality formed under
the support of brand system. It is a target marketing combining brand characteristics and personality. It is a full
expression of brand characteristics and personality in the market. Brand system engineering should grasp the
differences of brands and formulate marketing strategies that conform to their own personality. The purpose of
brand marketing is to show the concept, culture and good reputation of the enterprise to the consumers with the
product as the center and carrier, so as to create brand value and form a good brand image of the enterprise's
products or services in the minds of the consumers. Brand marketing includes four core concepts: brand
positioning, brand promotion, brand maintenance and brand innovation. Brand positioning is the first step of
brand marketing. Brand positioning is to "be unique in the minds of prospective customers." And develop
information that can be accepted by prospective customers through various channels so that target consumers
can also receive it. Brand promotion is the key to the success of brand marketing, which includes advertising
communication, cultural promotion, public relations promotion and integration of all aspects. Brand
maintenance is the evaluation and diagnosis of brand operation, and the prediction of the future development of
enterprise brand. Today's market economy environment is changing rapidly. From the macro level, there are new
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policies and laws issued by the state and industry. At the micro level, both the needs of consumers and the
marketing methods of competitors are constantly changing, so brand maintenance should be carried out
according to the market changes. Brand innovation is to make the tree of brand life evergreen. According to
Drucker, "innovation is a new way to achieve a useful purpose." In his opinion, innovation is not only aimed at
technology, but also not a specific thing. If we can change the existing resources to create wealth, it is
innovation, including new measures, new systems and new changes in enterprise management, marketing and
organizational system. The essence of brand innovation is to give brand elements to create new value, that is, to
enhance brand vitality through technology, quality, business model and corporate culture innovation. In this way,
brand innovation can be divided into quality management innovation, technology innovation, business model
innovation and corporate culture innovation. At the same time, with the continuous progress of production
technology, the phenomenon of product homogeneity is becoming more and more serious. Especially in the field
of fast-moving consumer goods with low technical threshold, it is not difficult for any powerful enterprise to
produce products with little difference in quality. So, every commodity we can see in the market.

2.3. Theory of Consumer Behavior

Consumer behavior science integrates economics, marketing, sociology, psychology and other disciplines,
covering a wide range of subjects, which can analyze consumers in many aspects. Consumer behavior refers to
people's daily life, in order to meet the material and cultural needs, according to their own needs, income
conditions, access to consumer information and consumption behavior. It includes the way, method, process and
change of consumer behavior. In social life, we are constantly buying the things we need. This is a common
social behavior. There are many differences in cultural concepts, purchase motivation, consumption habits and
consumption patterns. Consumers show different purchase behaviors. There are many factors that affect
consumers' purchase behavior, including function, emotion and social value.
The general mode of consumer's purchase behavior is "S-O-R" mode, which means "stimulating an
individual's physiological and psychological reactions". This model shows that the purchase behavior of
consumers is initially caused by internal or external stimulation, including physiological and psychological
needs, consumers' personality, attitude, values, etc. Because consumers are stimulated by various factors, they
will have various motives. Under the influence of motives, they will make the decision to buy goods, and finally
carry out the purchase behavior. After purchasing, consumers will make their own evaluation, and they will feel
satisfied or dissatisfied. The evaluation of consumers will affect the next purchase and recommendation to
others. A complete purchase process is probably this Sample.
Consumers will not spend the same energy and time on all goods, the main influencing factors are the
subjective involvement of consumers, the difference of purchased goods or services, and whether consumers
have enough time. The consumer's decision-making process mainly consists of five stages. The first stage is the
cognition of the problem. The problem arises from the gap between the ideal situation and the actual situation of
the consumer. Only when the consumer is dissatisfied with the current situation can the demand be generated.
The second stage is to collect information. When consumers have problems, they will search for information
through various ways to find solutions. The third stage is program evaluation. When consumers collect all kinds
of information and programs, they will evaluate the programs. In the fourth stage, when consumers evaluate
various schemes, they will choose the most suitable scheme for consumers. The fifth stage, purchase.

3. Experiments
3.1. Experimental Preparation
(1) Respondents
In the research object, considering the economic affordability, feeding habits and data representativeness of
residents' purchase of pet dog food, the main investigation is urban residents. In the aspect of questionnaire
collection, the subjects of this survey are mainly the residents who keep pet dogs. Due to the uncertainty of the
sample and the limitation of the investigation funds and the investigators, the survey cannot be a complete
random sampling survey, so this survey adopts nonrandom sampling. Based on the above factors, this survey is
mainly a voluntary survey and convenient sampling. The questionnaire is mainly distributed in parks and some
pet food stores in the main urban area. In the questionnaire, "do you have a pet dog now" and "do you buy dog
food" are used as screening conditions. A total of 250 questionnaires are distributed. After screening, the
effective questionnaire is 182. In the process of questionnaire survey, some residents had in-depth
communication to understand their habits of buying pet dog food.
(2) Data Processing
First, all the questionnaires were selected by manual sorting, and the illogical questionnaires were screened
out to ensure the authenticity of the analysis results. The content of the questionnaire can only be selected by
one person, and the respondents can select multiple items; the filled questionnaire is obviously inconsistent, etc.,
which can be regarded as a waste volume and directly selected. There are some contents in the questionnaire,
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which are not clear when the respondents fill in the questionnaire. It can be deduced according to the situation
that the investigators understand in the actual investigation process, as well as the contents before and after the
questionnaire filled in by the respondents, so as to make the content of the questionnaire more perfect. Secondly,
the following aspects of the manually sorted questionnaire are dealt with: first, the label and data are entered, the
data is entered into excel 2015, the unqualified data is erased, and then the data is imported into spss17
statistical software for description statistical analysis, reliability analysis, comparative mean analysis, factor
analysis, cross analysis, etc., so as to ensure the questionnaire adjustment It is true and effective.

3.2. Experimental Questionnaire Design

Through the careful design of the questionnaire, we mainly want to investigate the group composition,
purchase preference, consumption psychology, consumption behavior and information acquisition channels of
pet food consumption of urban residents, and preliminarily explore the characteristics of pet food purchase
behavior of residents. The design of the questionnaire mainly includes the following parts: first, demographic
variables. This variable is mainly the basic information of the respondents, including gender, age, occupation,
education and monthly disposable income. Second, the characteristics of pet dog and the purchase behavior of
residents, mainly including the size and age of pet dog, the way to buy pet dog food, access to information,
consumption level, brand awareness, etc. Third, the attitude of the residents to feed pet dog food is not only
related to the residents' cognition of pet dog food, but also affects the residents' participation and enthusiasm in
purchasing pet dog food. This part mainly includes: the cognition of pet dog food, whether it is clear about the
difference between pet dog food, the suggestions and opinions of experience and experts, the preparation of
food, the process of feeding pet dog food, the communication with others, etc. Fourth, the factors that affect
residents' behavior of purchasing pet dog food refer to the conditions that residents pay attention to when
choosing pet dog food. On the basis of existing research, the questionnaire is set up according to the following
aspects:
Under the same conditions, the price of food is an important factor for consumers to consider. In addition,
consumers of different income levels have different sensitivity to the price. The low-income people are more
sensitive to the price and will buy the food with high cost performance.
The function of food, pet dog and human have totally different characteristics of nutrition demand. Now
consumers pay more and more attention to the health care function of pet dog food, strengthen the functional
demand of food, the functional demand of different pet dog is very different, the food classification is more
refined, and consumers choose suitable food from it.
Raw materials, now consumers pay more and more attention to food safety, green food, organic food and
natural food on the market are also more and more, similarly, pet dog food is more and more concerned about
the health of food raw materials, whether there are additives, etc., natural raw materials make consumers more
assured.
Brand, different brands of pet dog food have great differences in various aspects. Now the brand has
gradually become an important manifestation of food quality. When the brand is recognized, there will be a
premium and different from other brands. Consumers are also willing to buy food with high brand awareness,
The feeling of consumers, pet dog food is purchased and fed by consumers, and the role of consumers in
the whole purchase is very important, such as the attraction of food to consumers, and consumers experience
happiness and satisfaction in the feeding process.
The taste of pet dog is generally dull. It doesn't taste food by chewing slowly. It mainly relies on the double
functions of sigh and taste to show its preference or dislike for certain food.
As shown in Table 1, all the six factors in the questionnaire were evaluated by three factors of Richter scale,
from "1 (unimportant)" to "3 (important)".
Table 1. Importance of influencing factors
Variable Unimportant General Important
Price 1 2 3
Feature 1 2 3
Raw material 1 2 3
Brand 1 2 3
Consumer experience 1 2 3
Pet dog taste 1 2 3

4. Discussion
4.1. Analysis on the Marketing Mode of Pet Dog Food
As shown in Table 2, the consumer group specifically selects the consumers who are feeding pet dogs and
have purchased pet dog food in the screening questions and makes statistics on the results in the form of tables.

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Table 2. Group characteristics of pet dog food consumption

Age Frequency Percentage
Under 25 43 23.6%
26-35 75 41.2%
36-50 53 29.1%
51 or more 11 6.1%
It can be seen from table 2 that from the age of respondents, the proportion under 25 years old is 23.6%, the
proportion between 26-35 years old is 41.2%, the proportion between 36-50 years old is 29.1%, and the
proportion between 51 years old and above is 6.1%. Young and middle-aged people are the group with the
largest number of respondents and the group with the most active pets.
As shown in Figure 1, from the perspective of the monthly disposable income of the respondents, the
number of 3001-5000 yuan is the largest, with the frequency of 92, accounting for 50.5%, followed by
1001-3000 yuan, with the frequency of 39, accounting for 21.4%, and the frequency of 5001-7000 yuan is 27,
accounting for 14.8%. The proportion of over 7001-yuan, 501-1000 yuan, and under 500 yuan is 4.9%, 4.4%,
and 3.8%, respectively.

Figure 1. Income of respondents

As shown in Figure 2, in terms of the publicity methods that attract the attention of consumers, the most
noticeable one is the network, accounting for 34.1%, which shows the importance of the network in consumer
access to information, and also the way that pet food enterprises need to pay attention to in the marketing
process. The second is 25.3% of TV advertisements. This traditional media still has an important impact on the
dissemination of information. The proportion of outdoor billboards, market promotions and newspaper and
magazine advertisements is 17.6%, 15.4% and 7.7% respectively.

Figure 2. Proportion of publicity methods

Based on the cross analysis of the ways of publicity and the age of consumers, it can be found that the
consumers over 50 years old are more attracted to the promotion activities in shopping malls, 45.5% of them
choose the promotion activities in shopping malls; 37.7% of the consumers between 36 and 50 years old are
attracted to the TV advertisements, which usually watch more TV and electricity Depending on the advertising
information, they are most affected.

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4.2. Analysis of the Current Situation of Pet Dog Food in Brand Loyalty Management
As shown in Figure 3, in terms of the impression of domestic brands, 47.3% of consumers think that "the
price has advantages, and sometimes they change to eat". In addition, 14.6% of consumers think that "the
nutritional quality and price are balanced, and they can eat for dogs for a long time". Only 12.6% of consumers
think that "I always eat for dogs, and I feel good", and choose "poor quality, dogs don't like eating" and "worry
about dogs" 14.3% and 11.5% respectively.

Figure 3. Impression of domestic brands

Based on the cross analysis of the impression of domestic brands and the age of consumers, it can be found
that 32.6% of consumers under the age of 25 have the impression of domestic brands as "poor quality, dogs
don't like eating" or "worry about dog health, don't choose temporarily". 33.3% of consumers aged 26-35 choose
"poor quality, dogs don't like eating" or "worry about dog health, don't choose temporarily. The proportion of
consumers aged 36-50 and over 51 is 11.3% and 18.2% respectively. This can reflect that domestic brands are
worse in the minds of consumers under the age of 35 than those over the age of 35. Domestic brands should
strengthen brand publicity and service for consumers of this age and improve their recognition of the brand.
Most of the time, residents choose not to maximize the utility but to minimize the risk, which shows that
consumers have risk aversion when choosing, and will not buy products of uncertain quality for the sake of price.
At present, domestic brands are mainly price advantages. There is a big gap between domestic brands and
foreign brands in nutrition formula. However, with the strengthening of R & D strength of Chinese pet food
enterprises, the gap between the high-end products developed by some enterprises and foreign brands is very
small. However, due to the reasons of publicity, marketing and inherent impression, consumers' recognition of
domestic brands is not high.

Figure 4. Recognition of dog food standard

As shown in Figure 4, 22.5% of consumers agree very much, 39% of consumers agree, and only 6% and
18.1% of consumers disagree very much. This is mainly to analyze consumers' views on healthy food. There are
many standards for healthy food. Pet dogs like to eat is just one of them. According to strict standards, it is only
an important feature of palatability. Dog food advocates five health standards, which are: energetic, glossy skin,
healthy teeth, strong bones and good absorption. Many consumers take this feature as a sign of healthy food,
which shows that the concept of healthy food is not very clear, consumer education needs to be strengthened,
enterprises need to popularize pet feeding knowledge, publicize the health standards of pet food, and let
consumers have a better understanding, which can improve consumers' recognition and loyalty to the corporate
brand. Of course, if the pet dog doesn't like eating the enterprise's products, it's difficult to buy the product again.
Such products are doomed to fail.
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5. Conclusions
The research background of this paper is the rapid development of pet food market in China in recent years,
especially pet dog food. However, the situation of domestic brands is not optimistic. International brands firmly
occupy the leading position. Chinese pet food enterprises generally lack brand operation experience. Facing the
world's experienced giants, the brand operation ability of Chinese enterprises is weak. Therefore, it is of great
significance to analyze and think about the current situation of pet dog food marketing and brand loyalty
management.
The experiment of this paper is mainly voluntary investigation and convenient sampling, mainly in the
parks and some pet food stores in the main urban area. In the questionnaire, "do you have a pet dog now" and
"do you buy dog food" are the screening conditions. Through the careful design of the questionnaire, the main
purpose is to investigate the group composition and purchase of pet food consumption of urban residents The
characteristics of the behavior of buying pet dog food were explored. The design of the questionnaire mainly
includes the following parts: food price; raw materials; brand; consumer experience; dog taste.
The experimental data shows that the most attractive way to attract consumers' attention is the network,
accounting for 34.1%, which shows the importance of the network in consumers' access to information and the
way pet food enterprises need to pay attention to in the marketing process. The second is 25.3% of TV
advertisements. This traditional media still has an important impact on the dissemination of information. The
proportion of outdoor billboards, market promotions and newspaper and magazine advertisements is 17.6%,
15.4% and 7.7% respectively. Based on the cross analysis of the ways of publicity and the age of consumers, it
can be found that the consumers over 50 years old are more attracted to the promotion activities in shopping
malls, 45.5% of them choose the promotion activities in shopping malls; 37.7% of the consumers between 36
and 50 years old are attracted to the TV advertisements, which usually watch more TV and electricity
Depending on the advertising information, they are most affected.

Acknowledgements
This work was supported by Science and Technology Department of Jilin Province Soft Science Project.
Research on Rural Tourism Brand Building and Development Path from the View of Global Tourism.
2019060126FG. foundation of Jilin University of Finance and Economics. Research on Cooperative Symbiotic
Dynamic Mechanism of Industry Cluster Enterprises.2017212

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