Motivadores que se presentan al tomar la decisión de compra de un servicio para cuidado de mascotas

Abstract

Today it is part of a cultural anthropology to have a pet in the conformation of households, whether it is included as part of the family or by decision of not having children, opening up possibilities of participation in a growing market. Therefore, the purpose of this exploratory research with a mixed approach will allow to know the motivations that are held around pets that characterize this segment of the population and establish a cause-effect relationship between Jobs to be done, archetypes with the collective unconscious and the actions that are performed to take services around their pets. With all the information gathered in this work, it was found that the motivations for having a pet are inclined towards emotional needs, as they have them out of love for them, they complement their lives and/or families; and for social needs by making, it possible to form communities or tribes. It is found that the activities that users do most with their pets are those of fun and satisfaction of basic needs; and users are profiled with behavioural patterns (archetypes) such as the carer, the ruler and the rebel. This venture may be possible as long as it focuses on providing services that cover all the needs of pet users.