Strategic Plan for Woolworths/Macro Wholefoods

IBISWorld forecasted that the pet products and services industry would rise, furthermore, by 1.5% annually to $7.79 billion over the next five years (IBISWorld, 2011).

These data illustrates that Australia has growing potential for the dog/pet industry. IBIS World emphasized the importance of improvement of the quality and a wide range of products to meet consumer demand with experienced knowledgeable staff. (IBISWorld, 2011).

Table 1 Dog population, 1994-2009

Source: Australian Companion Animal Council (2009)

Table 2 Consumer expenditure on dogs, 1998-2009

Source: Australian Companion Animal Council (2009)

Appendix D: Surveys of dog owners

For a better understanding of preferences and consumer behaviors of pet owners, the survey of 108 dog lovers on the Gold Coast, 40% in Hope Island, 40% in Southport areas and 20% in other areas, was conducted. The questionnaire included their current expenditure on dog food, location of dog food purchase, and interests in organic dog foods.

The findings were following; most common expenditure on dog food was AU$30-50 (41%), followed by AU$50-80 (20%) and above AU$100 (15%). Most of dog owners purchase dog food at supermarket (38%) and pet shops (30%) followed by at veterinaries (28%). Their reasons for choosing pet shops and veterinaries are good quality (44%) and dogs like them (17%). The dog owners purchase their dog food at supermarket because of its convenience (33%). In addition, 83% of respondents answered that they were interested in organic products for their dogs and would like to purchase one if it is conveniently easy access to; furthermore, some would even like to have

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