Sparkys Pet Salon

Market Research

alfred endeio
Table of Contents
Executive Summary ................................................................................................................................................................................. 2
Decision Problem ..................................................................................................................................................................................... 3
Research Problem ................................................................................................................................................................................... 3
Secondary Research ................................................................................................................................................................................ 4
Demographics .................................................................................................................................................................................. 4
Household Incomes ..................................................................................................................................................................... 5
Competitors ...................................................................................................................................................................................... 6
Comparison Chart ............................................................................................................................................................. 7
Pet Grooming Market Trends.................................................................................................................................................. 8
Business Trends .................................................................................................................................................................. 8
Marketing Trends .............................................................................................................................................................. 9
Primary Research ................................................................................................................................................................................... 10
Data Collection Method ....................................................................................................................................................... 11
Questionnaires .................................................................................................................................................................. 12
Sampling Plan .................................................................................................................................................................... 12
Limitations ......................................................................................................................................................................... 13
Results & Analysis .................................................................................................................................................................................. 14
Exhibit 1....................................................................................................................................................................................................... 16
Exhibit 2 ...................................................................................................................................................................................................... 19
Sources ...................................................................................................................................................................................................... 22

alfred endeio

Executive Summary
In the fall of 2010, alfred endeio LLC worked with client Sparkys Pet Salon of Orlando, FL. The client
wanted to know how to increase revenue at its current location while also exploring the possibility of
opening a second pet-salon.
The research conducted utilized primary research (including current-client surveys, and potential-client
surveys) and secondary research (including demographic studies and census information). The project had
four major findings:

First, location is highly important to customers; location is more important than amount of dog
grooming services, but not as important as pricing and quality of services.

Second, dynamic pricing could alter client-scheduling habits and fill mid-week empty appointment
slots; discounts of 20% of more would be necessary.

Third, Sparkys Pet Salon needs too better communicate its convenient location (e.g. free garageparking). Marketing communications should be heavily online-based.

Fourth, a second Sparkys location should, most importantly, be conveniently located but also remain
small in size. Dog-owners are not interested in dog boarding.

alfred endeio

Decision Problems
Sparkys Pet Salon routinely experiences broad fluctuations in demand for its services throughout the week.
There is very little demand for Sparkys services on off-peak days such as Tuesdays, Wednesdays, and
Thursdays. Conversely, Fridays and Saturdays provide more demand than is currently serviceable. This
situation leads to inefficiencies of operational time usage. Sparkys Pet Salon seeks to decrease the volatility
of its demand, thus normalizing its operations throughout the week. To aid Sparkys in a volatility decreasing
solution, the following questions were asked:
Discovery-Oriented Problems:
1. How important is the location and is the

2.

current location convenient?

What effect would dynamic pricing, and

increased promotional activity each have on

demand volatility for Sparkys services?
Strategy-Oriented Problems:

1. If/How Sparkys should use the information

2. If/How Sparkys should choose a new business

gathered to append its marketing practices?

location or an expansion location in the

future?

Research Problem
To help Sparkys make an informed strategic decision, alfred endeio gathered an understanding of which
factors inhibit walk-in traffic and reservation booking during off-peak days. In addition, research about
possible solutions to these inhibitors was gathered. The research was conducted using the following
methods:
1. Inquiries of current Sparkys customers assessing sentiment toward location, facilities, service
offerings, pricing, and promotions
2. Research on industry standards of service, pricing, promotion, and best practices
3. Survey of local dog owners assessing factors that motivate usage of pet grooming services, for
example: location, expediency, convenience, price, etc.

alfred endeio

Secondary Research
alfred endeio believes secondary research of the market for Pet Groomers within Sparkys accessible area,
and comprehensive research on Sparkys immediate competition are necessary to supplement the teams
findings through primary research (surveys and interviews). The following sections highlight the teams
secondary research discoveries. The demographic and competitive research contained within was gathered
around the 13 zip codes nearest Sparkys Pet Salon, as the owner has expressed he would like to remain in
the general area. For the remainder of the report this area will be referred to as the target area. In
addition, several published documents describing pet grooming trends and pet owner behaviors were
researched and will be referenced within.

Doggie Demographics
There are 412,000 dogs registered as pets in Orange County Florida. Nearly 200,000 of those are located in
the target area of downtown Orlando, and its closest districts [1]. Currently Sparkys services only 5% of the
registered pet population within the target area. The following map displays geographic concentrations of
registered dog ownership by zip code. The map is centered on Sparkys Pet Salon. Concentrations of
registered dogs are displayed by color. Red indicates those zip codes containing more than 15,000
registered dogs, orange represents those zip codes containing between 10,000 and 15,000 registered dogs,
and yellow represents zip codes containing less than 10,000 registered dogs.

alfred endeio

According to the 2008 census report, there are 43,000 registered dogs contained within Sparkys zip code
and its four closest surrounding zip codes, (3 yellow, 1 orange) 11,500 of which are contained in the zip
code 32806. As of 2008, only 5,656 registered dogs resided within Sparkys zip code. Roughly 83% of these
dogs have not yet utilized Sparkys services.

Sniffing out the Money

Of all the districts in the Sparkys target area, the highest concentration of wealth is located within the
Winter Park area. The average household income in that area is $153,740 [2]. This is also the area where
nationally registered Pet Groomers report the highest sales levels.
Within Sparkys current zip code the median household income is $57,538 annually. This group has less
discretionary income than those in the Winter Park area, yet can afford to pay for pet grooming services. A
full chart of household income broken down by zip code is listed below. Each of the zip codes is located
within Sparkys target area.
Zip Code:

Income:

Zip Code:

Income:

32801

$57,538

32811

$21,911

32803

$61,772

32812

$44,911

32804

$87,516

32822

$26,912

32805

$20,351

32839

$25,604

32806

$69,939

32789

$153,740

32807

$27,687

32792

$43,882

32808

$23,868

alfred endeio

The Competition: Grrrrr.

The Pet Grooming and Pet Services industry in Orlando is highly saturated with competition. There are 30
nationally registered pet groomers currently operating in Sparkys target area, and approximately another 30
non-registered Pet Groomers also operating on a regular basis within this area. Below is a short list of some
of Sparkys larger competitors and the earnings they reported for 2009 [3]
Miss Emilys play room & groom

Canvey Enterprises

Sales: $1,000,000

Sales: $290,000

5307 E. Colonial # 102

5307 E Colonial Dr Ste 102

Town & Country Pet Salon

Florida Institute - Animal Arts

Sales: $200,000

Sales: $1,000,000

3019 Edgewater Dr

3776 Howell Branch Rd

Love on a Leash

Aunt Bea's Pet Grooming

Sales: $500,000

Sales: $60,000

671 W Fairbanks Ave

4925 S Orange Ave

Above & Beyond Pet Sitting

Central FL Canine Center

Sales: $500,000

Sales: $60,000

Winter Park, Florida

101 Gatlin Ave

Among Sparkys local competitors is the Florida Institute of Animal Arts. The Florida Institute, not only has
pet grooming and boarding services, but also offers training for future pet groomers. This exposure as a pet
groomer training facility greatly increases Florida Institutes pet grooming sales. As you can see from the tale
above, the two nationally registered Pet Groomers located in Sparkys immediate vicinity have the lowest
sales, bringing in only $60,000 annually. Additionally, four of Sparkys most profitable competitors are located
in or close to the Winter Park area, with the least competitive of those bringing in $200,000 in annual sales.

alfred endeio

Comparative Services:
As aforementioned, there are dozens of other non-registered pet groomers competing for clients within
Sparkys target area. A few of these include the Metropolitan Dog Spa, Luvin Pups, Dog Day Afternoon, All
Creatures Pet Grooming, and Petco [4]. Sparkys offers many equivalent services to these competitors, and
its prices are lower than those of its competitors. Below is a breakdown of Sparkys services and fees as
compared to a few of its competitors:
Service

Sparkys

Metro D.S.

Dog Day Afternoon

Luvin Pups

Small Dog Groom

$45

$47

$55

$65

Medium Dog Groom

$55

$60

$75

$75

Large Dog Groom

$65

$80

$75+

$85

Small Dog Bath

$25

$25

$25

$95

Medium Dog Bath

$30

$35

$35

$50

Large Dog Bath

$40

$45

$45

$55

Flea Care

$10

___

$10

$65

Teeth Clean

$10

$10

$10

___

Nail Trim

$10

$10

$10

___

Ear Clean

$10

$10

$10

___

Demitting (per hour)

$15

___

$5

___

Pick Up/Drop Pff

$5(one way) $8(rt)

$7(OW) $10 (RT)

___

___

Relatively few of Sparkys competitors have a published list of prices. Even fewer offer dynamic pricing
throughout the week to stabilize their demand. Petco is one of Sparkys competitors that offers dynamic
pricing, however Petcos base prices far exceed those of Sparkys for all services.

alfred endeio

Pet Grooming Trends

The pet grooming and pet services industry is continuing to grow despite economic conditions. The
American pet owners association estimates, Americans will spend $47.7 billion on their pets in 2010, up
from $45.5 billion in 2009. Of that sum, $3.45 billion will be spent on pet services such as grooming and
boarding in 2010, up from $3.36 billion in 2009. [6.] Our research has shown pet owners are more likely
than ever to purchase expensive toys, and services for their pets. Pet groomers offering specialized or
differentiated services seem to successfully charge premium pricing for their services.
Business Trends:
One of the most popular trends in pet grooming is the mobile pet groomer. Traveling to the customer
minimizes the limitations location can have on business volume. Mobile pet groomer, Galloping Groomer is
not exclusively a mobile service -- it also has a bricks-and-mortar location. [5.] The price of service for
mobile pet grooming is typically higher. Consumers are willing to pay more for the added convenience. This
increase can be used to offset business costs of maintaining a mobile groomer.
Sparkys is currently contemplating a possible expansion to an additional location. With nearly 1000
reoccurring customers, this option is viable for Sparkys. Successful pet groomer owner Judy Cochran,
opened Main Street Groomers seven years ago in Thurmont; the business has about 400 to 500 repeat
customers. She plans to open a new location in Walkersville. [6.] Similar articles have been written about
pet grooming expansion. In general, a base of 400 repeat customers marks the level at which companies
feel comfortable before expanding locations. Given the demographics of Sparkys current location, it is
feasible to suggest that Sparkys can open an additional location within the 32806 or the 32789 zip codes
without cannibalizing current sales. A second Sparkys, though, would need to develop a new client base
either by recruiting never-before groomed dogs, or dogs currently groomed at competitor locations.

alfred endeio

Marketing Trends:
Another trend in the pet grooming industry is the use of online social-networking; Social networking was
not new in 2009 but the successes of the early adopters such as @PetsitUSA and @petrelocation are driving
more and more pet businesses online. [7.] Each of these companies uses social media platforms to offer
discounted pricing, and promotions to stabilize their demand throughout the week.

Additionally, pet owners are looking for groomers to offer a wide variety of online and offline tools to help
communicate, and showcase themselves as respected experts in their pet industry niche. [8.] Tools like
Facebook and Twitter are tools being used more often by groomers as a way to market through
establishing credibility.

alfred endeio

10

Primary Research

In order to gain insight into the nature of the problem, we participated in both exploratory research and
descriptive research.

We conducted exploratory research via the secondary outlined previously. This

primarily helped to increase our familiarity with the problem, and provided inspiration for further research,
which we decided would best take the form of primary descriptive research.
We used descriptive research for three reasons: 1) to gain profile data on dog owners in the Orlando area,
2) to be able to split them up according to specific behaviors and proportions, and 3) to be able to predict
certain behavioral outcomes from the gathering of this data. Regarding causal research, although we did
want to know what elements specifically caused certain dog owner behaviors, we chose to exclude this due
to the lack of time needed for both developing the experiments and running them. However, before
implementing our descriptive research, we needed to answer the five questions of who, what, when, why,
and how:
Who:
We wanted to target only dog owners in the Orlando area, more specifically, dog owners who have taken
their dog(s) to a dog groomer at least once in the past. Since dog owners who havent actually taken their
dog(s) to a groomer yet are still potential customers, we felt it was valuable to get their response data.
What:
We wanted general demographics, such as sex, age group, and zip code of dog owners. We also wanted to
know specific information, such as how many dogs they own, how often they take their dog(s) to the
groomer, etc. (please see Exhibits 1 and 2).
When:
We wanted to get any dog owners to fill out our questionnaire at any time, no matter how recent they
have been to a groomer.

alfred endeio

11

Where:
We chose to target three specific, physical locations where dog owners would frequent. These areas are
pet stores (Petco, PetSmart, etc.), dog parks (Fleet Peeples Park), and Park Avenue, where it is very
common for dogs and their owners to walk up and down the avenue or just hang out. We also emailed
(from Sparkys current customer email list) respondents at home or work (or wherever they receive and
engage their emails).
Why:
Since we ideally wanted to get data from dog owners who have taken their dog(s) to a groomer, we
thought that the best target group would be Sparkys current customers. We know that they all have gone
to a groomer at least once. And since we couldnt solicit survey information outside competitors stores,
we thought that just finding dog owners en masse would be the next best option (hence, pet stores, dog
parks, and Park Avenue).
How:
We chose to use a questionnaire with two versions. The first version is more general, aimed at dog owners
who may not have heard of Sparkys. The second version is more Sparkys-related, and these were emailed
(using Sparkys customer email list) to those respondents that have been to Sparkys at least once.
Lastly, we chose to use a cross-sectional analysis, or a sample survey. Longitudinal analysis and the use of
panels wouldve provided more accurate and deeper data, but, again, time would simply not allow for this.
We also hoped that a sample survey would provide us with a more random or representative cross-section
of our target market, as panels often cannot do this.

Data Collection Method and Forms

We could not use the observation method of collecting data because the information we desired (i.e., how
does ease of grooming scheduling rank in importance for a dog owner when compared to price, quality of
service, etc.?) could not be attained by merely watching people. Perhaps, given more time and funding,
something more creative could have been developed in order to use observational data collection to get
the information we wanted. We chose to use the communication method of collecting data. Specifically,

alfred endeio

12

we chose a semi-high structure with our questionnaires (with a few open-ended questions), no disguise, a
natural setting, and human administration.
The Questionnaires:
Our questionnaire came in two versions: 1) for current or past customers of Sparkys (please see Exhibit 1)
and 2) for those we would target in the specified locations (pet stores, dog parks, and Park Avenue) (please
see Exhibit 1). The first version has 26 total questions, five of which are open-ended, and the second has
28 total questions with six open-ended questions. Both versions contain eight multichotomous questions,
but the first version has three dichotomous questions, while the second version has four, bringing version
one to a total of 11 close-ended questions and version to 12 close-ended questions. Both have ten scaled
response questions, specifically, seven questions using the Likert scale and three questions using an ordinal
scale. Client Questionnaire (version one): 26 total questions = 5 open-ended, 8 multichotomous, 3
dichotomous, 7 Likert, and 3 ordinal. Public Questionnaire (version two): 28 total questions = 6 openended, 8 multichotomous, 4 dichotomous, 7 Likert, and 3 ordinal.
Question topics were grouped together, and personal or demographic/classifying questions were placed last
with the most relevant and non-threatening questions placed first. One thing to note is that we originally
wanted to incorporate questions using a ratio scale, but since we also wanted to focus on keeping the
questionnaire as short as possible (regarding completion time), we felt that this would take too much time
for people to accomplish, which would go against our undisguised intentions (as we wanted to approach
potential respondents by asking them fill out a five-minute survey). The questionnaire was presented on
either one sheet of eight by eleven white paper with two sides or two sheets with one side on each. We
felt it was important to present a short-looking questionnaire to back up our promise of a five-minute
commitment.
The Sampling Plan:
After having defined the target population as dog owners who have patronized or have considered
patronizing a dog groomer at least once, we felt the best sample for our purposes would be a simple
random sample. But again, time (and skills/resources) forced us to go with a non-probability sampling design.
We chose to use judgmental sampling, mainly due to convenience. Since we knew we needed to contact
dog owners, we used Sparkys email list for the first version of the questionnaire, and we chose several

alfred endeio

13

convenient locations that would be most likely to contain dog owners, these places being pet stores, dog
parks, and Park Avenue.
With the email list, we simply emailed the questionnaire to everyone on the list and waited to get responses
back. We understood that this method, although reaching everyone within the current or past customer
target population, was far from random, as respondents would only represent those types of people who
would be willing to fill out a survey for whatever reason. It could be because they had a genuine interest in
dog groomers, improving Sparkys, aiding graduate students, etc., but those who didnt care about these
things would not be represented in this survey.
With the second version of the questionnaire, we approached any and all dog owners we could ask without
artificially restricting our target population. If they declined, then we would politely thank them and move
along. Anyone with a dog was welcome to fill out our questionnaire because we felt that as dog owners,
their opinions on dog groomers could prove insightful.
After one month of data collection, we attained 597 filled questionnaires.
Limitations:
The research report has four main limitations. First, the current-client survey was delivered only via-email,
perhaps creating a bias for future online communication and appointment booking. Second, the surveys
given to dog-walkers on Park Ave and other areas were inherently biased; surveys, for example, were given
to approachable dog-walkers, or owners with small or non-threatening dogs. Third, online survey
respondents represent customers with good experiences at Sparkys (i.e. unhappy customers would have
been less likely to fill out the survey). Fourth, the in-persons surveys were conducted in places of
convenience (Park Ave, etc.), as opposed to a wider and more encompassing geographical area possibly
better representing the entire community.

alfred endeio

14

Results and Analysis

Through primary and secondary research alfred endeio has answered the four questions we based our
exploration upon. Questions and answers are as follows:
1. How important is the location and is the current location convenient?
When comparing location to other aspects of the Sparkys service experience we noted the following:
location is more important than ease-of-scheduling, which is ranked 4th, and range of services, ranked 5th but
not as important as quality of services, ranked 1st, and price ranked 2nd. Thus we can conclude that location
is an important factor for customers in need of pet grooming services. This conclusion is supported by our
secondary research showing a growing number of mobile pet groomers nationwide.
To put these results into perspective for Sparkys we used a two-box test to determine that of the 94
respondents, 67% viewed the current location as inconvenient; 33% viewed the location as convenient or
very convenient. Since a large portion of survey respondents lives more than 5 miles from Sparkys, we used
a cross-tabulation of our survey results to determine if this locational disadvantage would actually hinder
customers from being flexible with appointment days. Through this analysis we discovered that people who
live further than 5 miles away from Sparkys are indeed open to being flexible with appointment days
provided the proper incentive

2. What effect would dynamic pricing, and increased promotional activity have?
Measuring the frequency of reported results, we discovered that 55% of respondents were willing to change
their current scheduling habits for a discount. We also discovered that 30% of the unwilling respondents
would consider changing their scheduling habits if given a discount of 20% or more.

alfred endeio

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3. How should Sparkys use the information gathered to append its marketing practices?
Sparkys currently uses a variety of different methods to reach out to customers. Through our primary
research we asked respondents what methods of communication were most efficient for them. We used a
pair T-test to discover the relationship between these various modes of communication. Respondents
ranked the marketing channels in the following order:
Email (1st),
Facebook (2nd),
Phone Text (3rd),
Print Ads (4th)
Twitter (5th)
Based on these results we suggest Sparkys would benefit from pursue a dynamic pricing strategy, that offers
at least a 20% discount to its current prices during non-peak business days. Additionally, Sparkys would
benefit from communicating its convenience (such as 15min free parking) to customers. We also suggest
Sparkys use email and Facebook as primary means to communicate these discounts and convenience items
to customers.
4. If/How should Sparkys choose a new business location or an expansion location in the future?
Based on our research we cannot conclude that Sparkys should relocate its primary service location. There
are several other factors outside of market research that must also figure into such a decision. However,
should Sparkys wish to open an additional service location we suggest it consider a convenient location (i.e.
near on-street parking, or parking garage, and two way streets), in a zip code with a higher annual income
per household than its current locations zip code. Additionally, we recommend keeping the new location
small, as there is no perceived added benefit to boarding animals.

alfred endeio

16

Exhibit 1. Public Questionnaire

Help your dog groomer to improve its service to loving dog owners and their dog(s) by filling out this 5 minute survey.
This survey is part of a marketing research project on Your dog groomer dog grooming salon and is being conducted by a
group of graduate students of Crummer Business School. Your participation is greatly appreciated and entirely voluntary.
The surveys are anonymous and you can be assured of complete confidentiality. Your responses will be used only for
aggregate analysis and will not be identified as individual response.
1. Who is you current dog groomer?
_______________________________________________
6.
2.

How far do you live from your dog groomer? Please check

Please rank in order of importance when considering a dog

groomer (with 1 being least important and 5 being most

one.

important):

[ ] Less than 1 mile

a. Location

____

[ ] Between 1 and 2 miles

b. Quality of Service

____

[ ] Between 2 and 3 miles

c. Price

____

[ ] Between 3 and 5 miles

d. Range of Services

____

[ ] More than 5 miles

e. Making and getting desired appointment times

____

3.

7.

If you live more than 5 miles away, briefly explain why you

How convenient is your dog groomer location? Please check

are loyal to your dog groomer.

one.

____________________________________________________

[ ] Very inconvenient
[ ] Somewhat inconvenient

4.

How many different dog groomers have you gone to? Please

[ ] Neither convenient nor inconvenient

check one.

[ ] Somewhat convenient

[ ]0

[ ] Very convenient

[ ]1

8.

[ ]2

briefly explain why.

[ ]3

_____________________________________________

If you think your dog groomer location is convenient, please

[ ] More than 3
9.
5.

How do you take your dog(s) to the groomer? Please check

How do you compare your dog groomer prices with other

groomers? Please check one.

one.

[ ] Less expensive

[ ] Drive

[ ] More expensive

[ ] Walk

[ ] I dont go to other groomers

[ ] Bicycle
[ ] Pet Pick Up Service

alfred endeio

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15. While making an appointment, I get the day and time I

10. Would you consider changing your normal or preferred

request. Please check one.

grooming day/time if you were offered a discount to do so? Please

[ ] I strongly disagree

check one.

[ ] I somewhat disagree

[ ] Yes

[ ] I neither agree nor disagree

[ ] No

[ ] I somewhat agree

[ ] Maybe

[ ] I strongly agree

11. If yes, then what percentage discount would persuade you?

16. I am flexible with the days and times when making a

Please check one.

grooming appointment: Please check one.

[ ] Less than 5%

[ ] I strongly disagree

[ ] 5%

[ ] I somewhat disagree

[ ] 10%

[ ] I neither agree nor disagree

[ ] 15%

[ ] I somewhat agree

[ ] 20%

[ ] I strongly agree

[ ] More than 20%

17. When is your most preferred grooming appointment day of
12. If you own more than one dog, would package deals

the week and time of day?

interest you? Please check one.

____________________________________________________

[ ] Yes

__________________________________________

[ ] No
[ ] Maybe

18. If Your dog groomer offered daytime boarding, allowing for

pre-work drop offs and post-work pickups, this would be a

13. What please rank your preferred method of communication

significant convenience for me. Please check one.

when it involves time-sensitive discounts (for example, this week

[ ] I strongly disagree

only coupons) (with 1 being the least and 5 being the most)

[ ] I somewhat disagree

(Check all that apply)

[ ] I neither agree nor disagree

[ ] Email

[ ] I somewhat agree

[ ] Print Ads (magazines, newsletter)

[ ] I strongly agree

[ ] Facebook
[ ] Phone Text

19. Daytime boarding would allow me to be more flexible when

[ ] Twitter

considering appointment days and times. Please check one.

[ ] I strongly disagree

14. Please rank in order of preference when considering the

[ ] I somewhat disagree

method of making an appointment (with 1 being the least and 5

[ ] I neither agree nor disagree

being the most):

[ ] I somewhat agree

a.

Phone

____

b.

Website

____

c.

Email

____

d.

Phone Text

____

e.

Walk-in

____

[ ] I strongly agree

alfred endeio

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20. Daytime boarding would encourage me to get my dog

groomed more often. Please check one.

27. Please indicate your age group. Check one.

[ ] I strongly disagree

[ ] 18-24

[ ] 35-44

[ ] 55-64

[ ] I somewhat disagree

[ ] 25-34

[ ] 45-54

[ ] 65+

[ ] I neither agree nor disagree

[ ] Prefer not to Say

[ ] I somewhat agree
[ ] I strongly agree

28. Have you ever heard of Sparkys Pet Salon? Please check one
[ ] Yes

21. I would consider paying extra for daytime boarding. Please

[ ] No

check one.

[ ] I strongly disagree

[ ] I somewhat disagree
[ ] I neither agree nor disagree
[ ] I somewhat agree
[ ] I strongly agree

22. How many dogs do you own? Please check one.

[ ]0

[ ]1

[ ]2

[ ]3
[ ] More than 3

23. How much do you spend on dog grooming services per

month? Please check one.

[ ] Less than $50

[ ] $50

to $75

[ ] $76

to $100

[ ] $101 to $200
[ ] More than $200

24. What is your annual household income? Please check one.

[ ] Less than $25,000

[ ] $25,000 to $50,000

[ ] $50,001 to $100,000

[ ] More than $100,000

[ ] Prefer not to answer
25. Please list your zip code __________

26. Are you Male or Female __________

alfred endeio

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Exhibit 2. Client Questionnaire

Help Sparkys to improve its service to loving dog owners and their dog(s) by filling out this survey. This survey
is part of a marketing research project on Sparkys dog grooming salon and is being conducted by a group of
graduate students of Crummer Business School. Your participation is greatly appreciated and entirely voluntary.
The surveys are anonymous and you can be assured of complete confidentiality. Your responses will be used
only for aggregate analysis and will not be identified as individual response:

1.

How far do you live from Sparkys? Please check one.

[ ] Pet Pick Up Service

[ ] Less than 1 mile

[ ] Between 1 and 2 miles

5.

[ ] Between 2 and 3 miles

dog groomer (with 1 being least important and 5 being

[ ] Between 3 and 5 miles

most important):

[ ] More than 5 miles

a. Location

____

b. Quality of Service

____

c. Price

____

you are loyal to Sparkys.

d. Range of Services

____

_______________________________________________

e. Getting desired appointment times

____

3.

6.

2.

If you live more than 5 miles away, briefly explain why

How many different dog groomers have you gone to?

Please rank in order of importance when considering a

How convenient is Sparkys location? Please check one.

Please check one.

[ ] Very inconvenient

[ ]0

[ ] Somewhat inconvenient

[ ]1

[ ] Neither convenient nor inconvenient

[ ]2

[ ] Somewhat convenient

[ ]3

[ ] Very convenient

[ ] More than 3
7.
4.

How do you take your dog(s) to the groomer? Please

check one.

If you think Sparkys location is convenient, please

briefly explain why.

___________________________________________

[ ] Drive
[ ] Walk

8.

[ ] Bicycle

groomers? Please check one.

How do you compare Sparkys prices with other

[ ] Less expensive

alfred endeio

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[ ] More expensive
[ ] I dont go to other groomers

13. Please rank in order of preference when considering

9. Would you consider changing your normal or preferred

the method of making an appointment (with 1 being the

grooming day/time if you were offered a discount to do so?

least and 5 being the most):

Please check one.

a.

Phone

____

[ ] Yes

b.

Website

____

[ ] No

c.

Email

____

[ ] Maybe

d.

Phone Text

____

e.

Walk-in

____

10. If yes, then what percentage discount would persuade

you? Please check one.

14. While making an appointment, I get the day and time I

[ ] Less than 5%

request. Please check one.

[ ] 5%

[ ] I strongly disagree

[ ] 10%

[ ] I somewhat disagree

[ ] 15%

[ ] I neither agree nor disagree

[ ] 20%

[ ] I somewhat agree

[ ] More than 20%

[ ] I strongly agree

11. If you own more than one dog, would package deals

15. I am flexible with the days and times when making a

interest you? Please check one.

grooming appointment: Please check one.

[ ] Yes

[ ] I strongly disagree

[ ] No

[ ] I somewhat disagree

[ ] Maybe

[ ] I neither agree nor disagree

[ ] I somewhat agree

12. What please rank your preferred method of

[ ] I strongly agree

communication when it involves time-sensitive discounts

(for example, this week only coupons) (with 1 being the

16. When is your most preferred grooming appointment

least and 5 being the most)

day of the week and time of day?

[ ] Email

___________________________________________

[ ] Print Ads (magazines, newsletter)

[ ] Facebook

17. If Sparkys offered daytime boarding, allowing for pre-

[ ] Phone Text

work drop offs and post-work pickups, this would be a

[ ] Twitter

significant convenience for me. Please check one.

[ ] I strongly disagree
[ ] I somewhat disagree
[ ] I neither agree nor disagree

alfred endeio

21

[ ] I somewhat agree
[ ] I strongly agree

21. How many dogs do you own? Please check one.

[ ]0
[ ]1

18. Daytime boarding would allow me to be more

[ ]2

flexible when considering appointment days and times.

[ ]3

Please check one.

[ ] More than 3

[ ] I strongly disagree
[ ] I somewhat disagree

22. How much do you spend on dog grooming services

[ ] I neither agree nor disagree

per month? Please check one.

[ ] I somewhat agree

[ ] Less than $50

[ ] I strongly agree

[ ] $50

to $75

[ ] $76

to $100

19. Daytime boarding would encourage me to get my dog

[ ] $101 to $200

groomed more often. Please check one.

[ ] More than $200

[ ] I strongly disagree
[ ] I somewhat disagree

23. What is your annual household income? Please check

[ ] I neither agree nor disagree

one.

[ ] I somewhat agree

[ ] Less than $25,000

[ ] I strongly agree

[ ] $25,000 to $50,000
[ ] $50,001 to $100,000

20. I would consider paying extra for daytime boarding.

[ ] More than $100,000

Please check one.

[ ] Prefer not to answer

[ ] I strongly disagree
[ ] I somewhat disagree

24. Please list your zip code __________

[ ] I neither agree nor disagree

[ ] I somewhat agree

25. Are you Male or Female __________

[ ] I strongly agree
26. Please indicate your age group. Check one.
[ ] 18-24
[ ] 25-34
[ ] 35-44
[ ] 45-54
[ ] 55-64
[ ] 65+
[ ] Prefer not to Say

alfred endeio

22

Sources
[1.] http://www.lnstatistical.com.ezproxy.rollins.edu:2048/Main.jsp
[2.] http://www.melissadata.com/lookups/TaxZip.asp
[3.] http://www.naics.com/censusfiles/ND812910.HTM
[4.] Google Search Pet Groomer 32801
[5.] New mobile pet grooming business set to expand into York County, Pa.
Knight Ridder Tribune Business News. Washington: Sep 6, 2009
[6.] Entrepreneur opens second pet grooming location Ike Wilson. McClatchy - Tribune Business News.
Washington: Oct 6, 2010.
[7.] http://smallbiztrends.com/2010/01/pet-industry-trends-for-2010.html
[8.] http://www.marketingmypetbusiness.com/2010/02/top-pet-trends-for-2010.html

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