RESEARCH AND DEVELOPMENT FOR PET FUNERAL SERVICE BRAND FOR MIDDLE CLASS WOMEN IN SHANGHAI

Abstract

This study focused on Middle-class women in Shanghai as the core research group, exploring their preferences and demands for pet funeral brands. It aimed to integrate traditional cultural elements with modern consumer needs to create a brand image in the pet funeral industry tailored to this demographic.The research adopted a mixed-methods approach, structured as follows: First, a literature review systematically examined Chinese trends in the pet funeral market, consumption characteristics of Middle-class women, and brand-building theories. Second, a case study analysis evaluated existing pet funeral brands in China. Then a questionnaire survey empirically investigated Shanghai Middle-class women's brand preferences and emotional needs in pet funeral services. Based on these findings, a customized pet funeral brand image was designed.Four Key findings revealed: (1) Women aged 25–45 demonstrated strong emotional ties to pet funerals, yet the market lacked female-oriented branding and awareness. (2) The most common pets among this group are cats, rabbits, hamsters, and birds, with smaller pets being preferred. (3) While 41.67% of owners expressed intense grief after pet loss, 35.19% appeared outwardly calm—though research suggested this may conceal deeper distress, warranting further study. (4) Core demands included emotionally resonant branding, an "understated luxury" aesthetic, and sustainable, culturally infused funeral products.Finally, the proposed brand design offered a serene, high-end pet funeral experience priced at 600–4,000 RMB. Inspired by traditional Chinese rebirth narratives, it fraed pet afterlife as a peaceful journey, providing emotional solace to owners. This method not only met the needs of Shanghai middle-class women for pet funerals, but also brought practical significance to the growing pet funeral industry.

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