Targeting a niche market of pet owners: consumer evaluation of a mobile veterinarian's service concept

Abstract

AbstractThe veterinary care service industry in the USA is projected to continue its growth during the next decade, primarily due to increasing numbers of pets and rising consumer expenditure for pet medical care. The increasing demand for pet care has spawned a proliferation of traditional and non‐traditional veterinary services. There is a need to examine the market potential for new veterinary services. A concept test among 150 target consumers is used here to provide an evaluation of a non‐traditional veterinary service—mobile veterinary care for small companion animals. Although using a vet who makes house calls would require a change in consumer behaviour, the findings indicate that the service concept is appealing to a niche market of pet owners who desire more service convenience and are willing to pay for it. Educating more consumers about the service benefits may broaden its appeal. Copyright © 2002 Henry Stewart Publications Ltd.