Marketing research for Cumberland County SPCA's animal adoption

¶ … marketing research. There is one reference used.

When marketing a product or service, it's vital to know who you want to reach. There are various factors that go into determining your target audience.

This paper looks into some of the statistics that may aid you in your research.

Cumberland County SPCA

The Cumberland County SPCA has the problem of being, as they put it "invisible." One of their main problems is knowing the groups of individuals they want to reach so they can find homes for their animals.

Age

Age can be a factor for many reasons. Families with young children may be looking for that first puppy to love and help teach the child responsibility.

Young adults just graduating from college may want a kitten for companionship in their first apartment. When the children all leave home, those who are in their 40's and 50's may fill the void created by looking at a young dog or cat.

The elderly suffering from loneliness after losing a spouse may benefit from an older dog or cat who needs them as much they need it.

In Cumberland County the average age is 35.6 years. 70.8% of the population is over 21, with a total of 28.5% of the population over 62.

This lets the SPCA know they have several possible homes for their older animals. With 25.4% of the population under the age of 18, the SPCA has a good chance of finding homes for their kittens and puppies (http://quickfacts.census.gov/qfd/states/34/34011.html).

Length of Residence

How long a person lives in the same house can affect their decision to adopt an animal. Those who live in the same house for five or more years may be more inclined to adopt since they won't have to worry about trying to move with an animal or finding a new home that is suitable for their pet. In Cumberland County, 60.9% of the population have lived in the same house since

1995 or before (http://quickfacts.census.gov/qfd/states/34/34011.html).This demonstrates stability in the households, thus increasing the chance of these families adopting a pet.

This is also good news for the SPCA because fewer animals will be abandoned by owners who are unable to keep them when they move.

Income

The amount a person makes can have a big impact on their decision to get a pet.

If a person is just able to pay their bills, they are unlikely to take on the added burden of an animal.

When you take into consideration food and vet bills, pets can be a costly addition to a household. Additional expenses include litter for cats, boarding for the pet if the owner goes out of town, and pet deposits for those who rent.

The median income for Cumberland County in 1999 was $39,150 per household and $45,403 for families (http://quickfacts.census.gov/qfd/states/34/34011.html).

These households have the ability to care for a pet financially, making them better candidates for adoption.

Conclusion

There are many aspects the SPCA can look at when deciding a marketing plan for pet adoptions. These include age, income, type of household and length of residence. The demographics for Cumberland County provide encouraging news for the SPCA. There are numerous households in this area that can provide loving homes for needy pets.