| Abstract [eng] |
This master thesis examines consumer attitudes towards the attributes of pet products in the context of the humanization of the pet. The main objective of the study was to determine how different levels of animal humanization influence consumers' preferences and attitudes towards attributes such as price, composition, product design, manufacturer image, marketing claims and social recommendations, and which attributes consumers value most. The theoretical part of the study delves into the theory of consumer behavior, which identifies attitudes as an important psychological determinant of consumer decision-making. Attitudes are defined as an individual's acquired psychological state, reflecting attitudes, evaluations and behavior towards a particular object. A multi-component model of attitudes (ABC) is presented, combining cognitive, affective and behavioral dimensions. Attitudes, as a psychological construct, are an essential part of consumer behavior. They comprise three main components: cognitive (the consumer's knowledge and beliefs about the product), affective (the consumer's feelings towards the product) and behavioral (the tendency to act in a certain way). Attitudes not only shape the consumer's attitude towards products, but also have a direct impact on choice. In the animal product market, these attitudes are often shaped not only by tangible attributes such as composition or price, but also by emotional and symbolic aspects such as the brand name or the reputation of the producer. The analysis focuses on product attributes, which in marketing theory include both tangible (e.g. product quality, design) and non-tangible elements (e.g. brand image, emotional connection). These attributes are seen in the context of consumer attitudes, where attitudes include cognitive (product knowledge), emotional (feelings towards the product) and behavioral components (choice actions). The phenomenon of humanization of animals is discussed, which is understood as the perception of animals as equal members of the family, with human-like qualities, needs and emotions attributed to them. This phenomenon is gaining increasing importance in modern society, especially among consumers who consider animals as members of the family. In theory, humanization covers several levels: from the basic emotional connection with the animal to their symbolic incorporation into the consumer's identity and social relationships. Consumer attitudes in the context of humanization are shaped not only emotionally, but also through product attributes such as quality, eco-friendliness, functionality and design. The empirical part of the research involves a semi-mixed methodology, combining quantitative and qualitative approaches. The quantitative research analyzed data from 519 respondents collected through an online survey, while the qualitative research carried out expert interviews helped to identify the most important aspects of consumers' attitudes towards pet products. The study developed scales on animal humanization and attitudes towards animal food, which were used to analyze respondents' evaluations. The study revealed that the level of animal humanization has a significant influence on consumer attitudes and product choice criteria. Consumers with a high level of humanization prefer emotional and social attributes such as organic, natural or brand reputation. They tend to choose higher quality and more expensive products that meet the needs of their animals and their own values. Consumers with a lower level of humanization pay more attention to the physical and functional aspects of products, such as price and packaging size. These results contribute to a better understanding of consumer behavior in the animal product market and provide important information for product manufacturers to better meet the needs of different consumer segments. |
