研究結果顯示不同生活型態對於不同的評估準則有部分有顯著關係，部分則沒有顯著關係。在「品牌知名度」評估準則方面，顯示對於寵物飼主而言為避免家中寵物食用後的任何風險，在選購時寵物飼主偏好品牌知名度高的寵物飼料產品；在「價格」評估準則方面，分析結果發現大多寵物飼主在選購飼料時，價格不會是主要的考量因素，他們會考量品牌、品質、配方功能性及品牌其他的附加價值。根據研究結果，建議廠商可以針對不同生活型態的寵物飼主，訂定不同的行銷策略，塑造產品定位。 In the later marriage society, for the single young individuals, Pet not only can help to ease loneliness but relieve the stress. In addition to increasing security, owning a pet can offer the necessary companionship. As the two most popular pets in most families are cats and dogs, this research used a questionnaire and focus on the pet owners who owning dog or cat to implement the survey of consumers’ behaviors influenced by demography statistic variables and life styles.234 questionnaires were conducted. The research shows that life style will affect pet-owners’ attitudes toward pet food. In “Brand Awareness” evaluation criterion, pet owners would prefer pet food with high brand awareness for avoiding any feeding risk. In “Price” evaluation criterion, only those pet owners, who are sensitive on price, would purchase low-price pet food. This finding shows that most pet owners are more likely and more willing to pay for higher value products which promise better quality or greater benefits.
