Mapping the Fur Landscape: A Dual Cluster Analysis of Relationship-Driven and Purchase-Based Segmentation of the Pet Care Market

Abstract

The growing pet care industry, especially in the Philippines, reflects shifting consumer behaviors as pet ownership rises. This study segments Filipino pet owners by their emotional bonds with pets and spending habits, aiming to reveal how these relationships influence purchasing behavior. Using a survey of 250 dog and cat owners, K-means cluster analysis identified three relationship-based clusters—Attachment-Oriented Owners, Practical Caregivers, and Activity-Focused Interactors—and three spending-based clusters—Active Pet Investors, Minimalist Pet Spenders, and Selective Pet Spenders. Findings suggest a strong link between emotional attachment and spending patterns, providing actionable insights for businesses to develop tailored marketing strategies, products, and loyalty programs to meet diverse customer needs.