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

Authors

DOI:

https://doi.org/10.32996/jbms.2025.7.3.10

Keywords:

Pet Ownership, Pet Market, Market Segmentation, Cluster Analysis, RFM Model, Consumer Behavior

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.

Author Biographies

  • Emmanuel Paulino, De La Salle University Dasmarinas
    Emmanuel Paulino, DBA, LPT , (Primary and Corresponding Author) is a faculty member in different Graduate Schools in the Philippines.  He teaches research methods, statistics, and business analytics at Ateneo de Manila University, De La Salle University, University of the City of Manila, Jose Rizal University, and San Beda College Alabang.  His interest is in conducting studies on marketing and management areas using different statistical and analytics conventions.  He is also currently the Research Policy Consultant at Pamantasan ng Lungsod ng Maynila and the Research Director of the College of Business Administration and Accountancy at De La Salle University, Dasmarinas. Email: eppaulino@dlsud.edu.ph; empauls@gmail.com; ORCID: https://orcid.org/0000-0002-6282-6460
  • Noemi C. Gocuyo, Pamantasan ng Lungsod ng Maynila (University of the City of Manila)
    Noemi C. Gocuyo, MGM, LPT is a full-time faculty member at Pamantasan ng Lungsod ng Maynila, College of Business Administration, and currently designated as Acting Dean of the College of Public Administration. She teaches courses in economics and public administration. She serves as research adviser for the undergraduate business and management, as well as a panel member for oral defense of research outputs for the undergraduate and graduate programs in business and public administration.
  • Djhoana M. Rington, PhD, LPT, CGSP, CHRA, De La Salle University Dasmarinas

    Djhoana M. Rington, PhD, MBA, LPT, CGSP, CHRA, is an educator and academic leader with expertise in mystery audit, customer service, relationship management, marketing, and sales. She holds a Doctor of Philosophy major in Management from City of Malabon University, an MBA from Cavite State University, and a degree in Hotel and Restaurant Management from the Polytechnic University of the Philippines. A licensed professional teacher, she is passionate about mentoring students and fostering excellence in education.

  • Lalaine A. Isip, Pamantasan ng Lungsod ng Maynila (University of the City of Manila)
    Lalaine A. Isip is a faculty member at Pamantasan ng Lungsod ng Maynila (University of the City of Manila). She teaches history and social sciences subjects under the College of Humanities, Arts and Social Sciences. She was designated in various administrative positions in the University. She received her Master of Arts in Education major in Social Sciences Teaching and Bachelor’s degree in Secondary Education both from the Philippine Normal University.
  • Paulo Noel A. Mazo, DBA, LPT, Pamantasan ng Lungsod ng Maynila (University of the City of Manila)
    Paulo Noel A. Mazo, DBA, LPT is an esteemed academic currently serving as Assistant Professor III at the College of Business Administration in Pamantasan ng Lungsod ng Maynila (PLM).
  • Ronald P. Romero, Ph.D, Pamantasan ng Lungsod ng Maynila (University of the City of Manila)
    Ronald P. Romero

    ,

    Ph.D. is the vice president for academic affairs at the Pamantasan ng Lungsod ng Maynila (PLM) and is currently a faculty member in the graduate school program. He teaches thesis writing, dissertation writing, financial management, capital markets, risk management, operations management, business, and international economics. He received his Doctor of Philosophy in Business Management at the Philippine Christian University. He's also an affiliate of the Chartered Institute for Securities & Investments (CISI UK) and a Certified Credit Analyst (CCA-UK).
  • Ronaldo A. Tan, Ph.D., Pamantasan ng Lungsod ng Maynila (University of the City of Manila)
    Ronaldo A. Tan, Ph.D. is the Vice President for Administration at the Pamantasan ng Lungsod ng Maynila and currently a faculty member in the graduate school program for engineering and information technology. He teaches software development tools and methodologies, Information Technology Industry Practices and Immersion, Advance IT Project Management, Seminar in Emerging Technology, Leadership in Information Technology, and IT Research. He received his Doctor of Technology at the Technological University of the Philippines, Manila, and his Doctor of Philosophy in Education at Adamson University, Manila.
  • Lou-Rena S. Boquila, PD, PhD, Pamantasan ng Lungsod ng Maynila (University of the City of Manila)

    Lou-Rena S. Boquila, PD, Ph is an Assistant Professorial Lecturer II at the Pamantasan ng Lungsod ng Maynila.

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Published

2025-05-19

Issue

Vol. 7 No. 3

Section

Research Article

License

Copyright (c) 2025 Journal of Business and Management Studies

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Paulino, E., Gocuyo, N., Rington, D., Isip, L., Mazo, P. N., Romero, R., Tan, R., & Boquila, L.-R. (2025). Mapping the Fur Landscape: A Dual Cluster Analysis of Relationship-Driven and Purchase-Based Segmentation of the Pet Care Market. Journal of Business and Management Studies, 7(3), 107-119. https://doi.org/10.32996/jbms.2025.7.3.10