marketing research study by: patrick malone jay brown brynne gaffney lindsey black bethany critchley...
TRANSCRIPT
Marketing Research Study
By:Patrick Malone
Jay BrownBrynne GaffneyLindsey Black
Bethany Critchley
The Inhumane Treatment of Animals
Franklin Pierce University is a small, private regionally accredited University grounded in the liberal arts, with a focus on personal attention and high-quality instruction.
The college at Rindge consists of 1,400 undergraduate students.
Introduction
Background:
We are conducting research to determine whether students at Franklin Pierce consider the inhumane treatment of animals when purchasing consumer products and services.
Problem Statement
Access the literature related to using inhumane practices on animals when developing products.
Determine the awareness level of the inhumane treatment of animals.
Determine student opinions and attitudes related to inhumane treatment of animals.
Research Objectives
Animal welfare- the avoidance of abuse and exploitation of animals by humans by maintaining appropriate standards of accommodation, feeding and general care, the prevention and treatment of disease, and the assurance of freedom of harassment, and unnecessary discomfort and pain
Animal cruelty- the crime of inflicting physical pain, suffering, or death on an animal, usually a tame one, beyond necessity for normal discipline
Inhumane treatment- a cruel act; a deliberate infliction of pain and suffering
Animal testing- the use of non-human animals in research and development projects, especially for purposes determining the safety of substances such as food or drugs
Animal Feedlot Operations- agricultural operations where animals are kept and raised in confined situations
Definitions
Inhumane Animal Treatment for Biomedical Research• 1937- “Elixir Sulfanilamide” was put on the
market- over 100 deaths occurred. • Due to this incident and many others, animal
experimentation was developed in the biomedical industry.(4)
• In the US alone, millions of animals are tested per year. Only 5% of the drugs that show potential in animals
ever get licensed for human use. ()
Literature Review
Inhumane Animal Treatment in the Fashion Industry In recent years, the influence of animal welfare
groups has played a major role in swaying customer values.
The use of technologies such as television and internet has allowed these groups to reach a larger group of people.
One 2008 study found that a growing population (19%) of the sample, were motivated to purchase clothing based on an animal welfare designation.()
Literature Review, cont’d
Inhumane Animal Treatment in Entertainment Examples: horse racing, dog racing, dog
fighting, circuses, zoo’s, etc.. Often times these forms of entertainment stay
out of the public eye. Ex: “Hog Dog Rodeo.” (2)
Literature Review, cont’d
Inhumane Animal Treatment in the Food Industry Pilgrims Pride plant in Moorefield, West
Virginia. Supplies to KFC Video Released by an undercover animal rights
activist said to “contain some of the worst scenes of animal cruelty ever witnessed.” (7)
Literature Review, cont’d
Inhumane Animal Treatment in the Food Industry, cont’d Heather McLeod-Kilmurray created a study
titled “Commoditizing Non-human Animals and their Consumers: Industrial livestock production, animal welfare, and ecological justice.”(6)
Looks into the effects of Factory Farming
Literature Review, cont’d
Inhumane Animal Treatment in the Cosmetics Industry. Animals such as rabbits, pigs, mice, rats, and
dogs are used in cosmetic product testing. Many products today are labeled “cruelty
free,” although often times this is only referring to the finished product. (5)
Literature Review, cont’d
Problem Identification The problem that the research group identified was
that students of Franklin Pierce University may not be aware of the treatment and overall welfare of animals used for the production of consumer products and services.
Development of Survey Group determined topics most crucial to research Conducted a literature review Used Literature review and research objectives to
create 14 questions to future our research
Methodology
Definition of Population Student body at Franklin Pierce University on
the Rindge campus Current student body is approximately 1,400
undergraduate Sample Size
160 students 20 male and 20 females from each class
Methodology cont’d
Data Collection Method Group used non-probability convenience
sampling method Self-administered survey approach The 5 members attempted to hand out 40
surveys each Over sampling ensured that we had needed
number of responses for each gender and class
Methodology cont’d
Assumptions We feel that all respondents answered completely,
truthfully, and accurately. Limitations
The amount of time it took to get freshman and sophomore respondents to answer our survey.
A probability sampling method would have been more desirable as we would have been able to directly choose who we wanted to take our survey.
Lack of interest of the respondents. Some respondents did not fill out the back of the survey.
Methodology cont’d
73.75%
26.25%
Do you consider the inhumane treatment of an-imals when purchasing consumer products (ie:
food, cosmetics, entertainment, medicine, clothing, etc.)?
No
Yes
Question #1
30.62%
69.38%
Are you aware of inhumane treatment of an-imals in the medical industry?
No
Yes
Question #2a
43.75%
56.25%
Are you aware of inhumane treatment of animals in the fashion industry?
No
Yes
Question #2b
32.5%
67.5%
Are you aware of inhumane treatment of animals in the
Cosmetic industry? No
Yes
Question #2c
30.62%
69.38%
Are you aware of inhumane treatment of an-imals in the Food industry?
No
Yes
Question #2d
62.5%
37.5%
Are you aware of inhumane treatment of animals in the entertainment in-
dustry?
No
Yes
Question #2e
72.5%
27.5%
Are you aware of inhumane treatment of animals in the
recreation industry?
No
Yes
Question #2f
75.63%
24.37%
Have you ever been exposed to dog racing?
No
Yes
Question #3a
63.13%
36.87%
Have you ever been exposed to horse racing?
No
Yes
Question #3b
90%
10%
Have you ever been exposed to cock fighting?
No
Yes
Question #3c
87.5%
12.5%
Have you ever been exposed to dog fighting?
No
Yes
Question #3d
64.38%
35.62%
Have you ever been exposed to circus cruelty?
No
Yes
Question #3e
71.9%
27.5%
.6%
If you became aware that an everyday product you use is inhumanely tested on animals would you continue further purchases of this product?
No
Yes
Miss-ing
Question #4
.6%18.1%
19.4%
33.8%
17.5%
10.6%
How important is the humane treatment of animals to you when purchasing con-
sumer products?
Missing
Very Important - 1
2
3
4
Not Important - 5
Mean = 2.81n = 159
Question #5
61.9%
37.5%
.6%
Do you support the experimentation of medical treatment drugs for the use of
humans to be tested on animals for medical advancements?
NoYesMiss-ing
Question #6
13.1%
86.9%
Do you own a pet?
No
Yes
Question #7
94.4%
5% .6%
Choose one of the following that best describes your diet.
CarnivoreVegetar-ianMissing
Question #8
40%
59.4%
.6%
Have you ever heard of factory farming prior to taking this survey?
No
Yes
Missing
Question #9
23.1%
17.5%58.8%
.6%
Do you patronize food businesses that are engaged in factory farming?
NoYesNot SureMissing
Question #10
49.4%50%
.6%
What is your gender?
Female
Male
Missing
Question #11
Question #12
25%
25%24%
25%
1%
What is your class standing?
SeniorJuniorSophomoreFreshmenMissing
88.8%
4.4%1.3% 4.4% .6% .6%
What is your ethnicity?
White
Black or African American
Asian
Hispanic or Latino
Other
Missing
Question #13
16.3%
46.9%
35.6%
1.3%
What type of community do you live in?
UrbanSub-urbanRuralMissing
Question #14
Cross-Tabulations
What is your gender? Total
Male Female
Do you consider the inhumane
treatment of animals when
purchasing consumer products (ie:
food, cosmetics, entertainment,
medicine, clothing etc.)?
No 64 54 118
Yes 15 26 41
Total 79 80 159
#1: Do you consider the inhumane treatment of animals when purchasing consumer products (ie: food, cosmetics, entertainment, medicine, clothing etc.)? vs. What is your gender?
Cross-Tabulations
#2: If you became aware that an everyday product you use is inhumanely tested on animals would you continue further purchases of this product? vs. Do you own a pet?
Do you own a pet?
TotalNo Yes
If you became aware that an everyday
product you use is inhumanely tested on
animals would you continue further
purchases of this product?
No 12 103 115
Yes 9 35 44
Total 21 138 159
Cross-Tabulations
What is your gender? Total
Male Female
Are you aware of inhumane
treatment of animals in the
fashion industry?
No 44 25 69
Yes 35 55 90
Total 79 80 159
What is your gender? Total
Male Female
Are you aware of inhumane
treatment of animals in the
cosmetics industry?
No 32 20 52
Yes 47 60 107
Total 79 80 159
#3: Are you aware of inhumane treatment of animals in the fashion and cosmetics industries? vs. What is your gender?
The student body shows an overall low awareness level in regards to the inhumane treatment of animals when purchasing consumer products and services. 73.75 % of the students surveyed said that they did not
consider the inhumane treatment of animals when purchasing consumer goods and services.
The student body shows a higher awareness level in regards to the different types of animal cruelty we face today. ex; increased level in awareness of animal cruelty in the
fashion, cosmetic, medical, and food industries.
Discussion
Research objective # 1: Our group accessed literature pertaining to the
related topic of using inhumane practices on animals when developing products and services for consumers. Our group researched and assessed industries in which such practices take place such as biomedical research, fashion, entertainment, cosmetic, and food industries.
Conclusion
Research objective 2- student awareness levels of inhumane treatment of animals: Medical- 69.83 % yes Fashion- 56.25% yes Cosmetics- 67.5% yes Food- 69.38% yes Entertainment- 62.5% no Recreation- 72.5% no Heard of factory farming- 59.4% yes Patronizing factory farming- 58.8 % not sure/ 23.1% no
Conclusion, cont’d
Research objective 3- student opinions and attitudes in regards to the inhumane treatment of animals: Continued purchases- 71.9% no How important- roughly 60 % yes Support medical testing- 61.9% no
Conclusion, cont’d
We recommend that a club rooted around the inhumane treatment of animals should be created on campus.
We also recommend that FPTV take into consideration our own version of an inhumane treatment of animals awareness commercial to be aired on their station. Through these actions, we can hope to not only
increase awareness in the student body, but influence them to consider the inhumane treatment of animals when purchasing consumer products and services.
Recommendations
1. About FDA. (n.d.). The 1938 Food, Drug, and Cosmetic Act. Retrieved from http://www.fda.gov/AboutFDA/WhatWeDo/History/ProductRegulation/ucm132818.htm.
2. Barry, E. (2004, Dec 21). The nation; 7 arrested in hog and dog competitions. Los Angeles Times, pp. 15-A. 15. Retrieved from http://search.proquest.com/docview/421958302?accountid=37705
3. Biomedical Research | Animal Use in Research. (2012). Biomedical Research | Animal Use in Research. Retrieved from http://www.neavs.org/research/biomedical
4. Bowmar, R. (2009). ALTERNATIVE STRATEGIC RESPONSES TO ANIMAL WELFARE ADVOCACY: A CASE STUDY OF MERINO WOOL AND MULESING (Master's thesis, Michigan State University, 2009). UMI Dissertations
Publishing. Retrieved from http://www.proquest.com5. Dawn, K. (2008). Thanking the monkey: Rethinking the way we treat animals. New York: Harper.6. Hajar, Rachel. "Formats:." National Center for Biotechnology Information. U.S. National Library of Medicine, 01
July 0005. Web. <http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3123518/>.7. Hustvedt, G., Peterson, H. H., & Chen, Y. (2008). Labelling wool products for animal welfare and environmental
impact. International Journal of Consumer Studies, 32(5), 427-437. doi: 10.1111/j.1470-6431.2008.00705.x
8. Katrinak, V. (2007). Blinded For Beauty: Rabbits Used In Product Testing. AV Magazine, CXV(1), 2-14.9. Mcleod-Kilmurray, H. (2012). Commoditizing Nonhuman Animals and their Consumers: Industrial Livestock
Production, Animal Welfare, and Ecological Justice. Bulletin of Science, Technology & Society, 72-81. Retrieved October 4, 2012.
10. McNEIL, D. G., J. (2004, Jul 20). KFC supplier accused of animal cruelty. New York Times, pp. 2-C.2. Retrieved from http://search.proquest.com/docview/432801726?accountid=37705
11. Schaeffer, C. (2010). Product Testing: Beginning to an End? AV Magazine, (2), 4-28.12. Swami, V., Furnham, A., & Christopher, A. N. (2008). Free the animals? Investigating attitudes toward animal
testing in Britain and the United States. Scandinavian Journal of Psychology, 49(3), 269-276. doi: 10.1111/j.1467- 9450.2008.00636.x
13. Take the Leap to Cruelty-Free Products : LeapingBunny.org. (n.d.). Take the Leap to Cruelty-Free Products : LeapingBunny.org. Retrieved from http://www.leapingbunnypledge.org/pledge.aspx
References