I just read an interesting poll on Small Animal Channel ranking the attributes that pet owners value the most when purchasing hay for their pets. The number one choice at 50% was nutritional analysis, followed by hay color at 18%, brand reputation at 14%, and softness of the hay at 10%. Other attributes included package features and strand length.
Being a self proclaimed “hay geek,” I’m always interested in knowing what pet parents value the most when it comes to their purchases at the pet store. In looking at the various answers to this question, however, I’m led to think more broadly about the factors leading to the purchases we make as consumers, and what it means to the companies producing the products we choose.
Any company wishing to be perceived as “premium” strives to produce the highest quality product possible. By looking more closely at customer buying decisions, it’s clear that premium is not black and white. Producing a product with premium attributes in certain areas but not in others excludes any number of potential customers who may value one attribute over another.
A commitment to producing a premium product means never settling. Whether you produce cars, electronic devices, or hay, your commitment to quality must be all-inclusive if you want to be among the select few who earn the title of being a premium brand.