MODEL OF INTEGRATED VALUE PROPOSITION DESIGN IN THE PET PRODUCTS MARKET

The article investigates the evolving consumer behavior in the Pet Care market driven by

global megatrends such as pet humanization, premiumization, sustainability, and digitalization. As

pets are increasingly regarded as full-fledged family members, consumers develop deeper emotional expectations and seek brands that align with their values and ethical standards. In response,

the authors present a comprehensive model of integrated value proposition design, structured across

three interrelated layers: strategic (based on Maslow’s revised hierarchy of needs), emotional

(using NeedScope™ archetypes), and functional (according to the Jobs-to-Be-Done framework).

The model integrates insights from behavioral economics to account for non-rational decisionmaking processes and emotional triggers. Empirical data were drawn from Euromonitor

International (2018-2024) and internal research by the Ukrainian pet food company Kormotech,

including in-depth interviews and quantitative surveys among pet owners in Ukraine and Eastern

Europe. The study highlights the impact of social crises-such as war or pandemics-on shifting consumer priorities toward safety, trust, and emotional stability. The case of the “Club 4 Paws” brand

and the Look4Paws adoption platform demonstrates how strategic alignment of emotional narratives with real-life consumer “jobs” can foster loyalty, reinforce social values, and reshape market

behavior. The findings emphasize the necessity for Pet Care brands to move beyond traditional

product benefits and to deliver meaning-rich, emotionally resonant experiences. The proposed

framework offers valuable guidance for marketers, brand strategists, and product developers seeking to adapt to dynamic consumer needs and maintain cultural relevance in high-involvement categories.