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* 1. Do you own a cat or multiple cats?

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* 2. How many cats do you own?

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* 3. Do your cats stay indoors or outdoors?

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* 4. Do you consider cats to be a part of the family? (For example: giving them gifts on their birthday and holidays; treating them as if they are your children; giving them the same respect as you give other family members; spoiling them with toys and other pet supplies)

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* 5. What kind of cat food do you feed your cat? Check all that apply.

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* 6. What brand of cat food do you feed your cat most often?

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* 7. Why do you buy that brand of cat food?

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* 8. Where do you buy cat food most often?

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* 9. What makes you loyal to a specific cat food brand? Check all that apply.

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* 10. Think about how you decide on what brand of cat food to buy. Potential factors are in the following list. We are interested in knowing the relative importance of these factors in your purchase decision. Assume you have 100 points. Divide the points among the following factors to indicate the relative importance of each factor. The more points you give something, the more important it is. You can give as many or as few points as you wish to each factor. Please make certain that your total equals 100 points.

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* 11. What motivates you to purchase a certain brand of cat food? Check all that apply.

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* 12. Are you satisfied with the cat food you are feeding now?

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* 13. Have you heard of the pet food brand Nature's Variety?

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* 14. If yes, where did you hear of them?

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* 15. Do you like to exercise and watch what you eat? Check all that apply.

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* 16. Do you care about the nutrition in cat food?

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* 17. Please indicate the level of importance for your cat when it comes to each of the following.

  1 (the least important) 2 (somewhat important) 3 (don't care) 4 (very important) 5 (the most important)
Health and life expectancy
Weight, physical activity, and energy level
Happiness and demeanor
Cleanliness and hygiene
Behavioral issues and social skills

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* 18. What benefits do you look for in a cat food? Check all that apply.

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* 19. Please indicate your level of agreement with the following statement: The cat food I feed reflects how much I care about my cat.

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* 20. Indicate your level of importance of the attributes you value in cat food.

  1 (the least important) 2 (somewhat important) 3 (don't care) 4 (very important) 5 (the most important)
Convenience
Cost
Taste/cat acceptance
Looks
Quality
Variety of flavors
Identifiable ingredients
Benefits or lifestage
Packaging design
Brand name
Coupon/loyalty program
Professional endorsements
Environmentally friendly

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* 21. How likely are you to try a new brand of cat food?

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* 22. When seeking a NEW brand of cat food, what factors are important to you? Check all that apply.

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* 23. How responsive would you be to being educated on cat nutrition?

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* 24. What is the best method for educating the public about the benefits in a cat food? Please rank from 1 to 7. Place a '1' next to the best method, a '2' next to the second best method all the way through '7', which represents the worst method. Please use each number from 1 to 7 only once (there can be no ties).

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* 25. Are you male or female?

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* 26. Which category below includes your age?

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* 27. What is your ethnicity?

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* 28. What is your marital status?

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* 29. Do you have children?

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* 30. If yes, do they live with you?

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* 31. What is the highest level of school you have completed or the highest degree you have received?

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* 32. What is your approximate average household income?

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* 33. In what ZIP code is your home located? (enter 5-digit ZIP code; for example, 00544 or 94305)

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