Reasons for the wish–buy gap

Aleksan identifies affordability, availability, brand loyalty, and social conformity as drivers of the gap.

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In this episode of The Pet Food Science Podcast Show, Dr. Aleksan Shanoyan from Kansas State University explains how economics, consumer behavior, and supply chain dynamics shape modern pet food trends. He shares new insights from large-scale research on buyer preferences, pricing responses, and the gap between what consumers say they want and what they actually purchase. Learn how these findings can guide better product design and marketing decisions. Listen now on all major platforms!

"Understanding why consumers select specific products is more valuable than only tracking what is being purchased at a given moment."

Meet the guest: Dr. Aleksan Shanoyan is a Professor and University Distinguished Teaching Scholar in Agricultural Economics at Kansas State University. His work focuses on agribusiness management, agri-food marketing, supply chain resilience, and the economic forces shaping pet food purchasing behavior. He leads research exploring consumer preferences, pricing responses, and industry needs within the pet food sector.

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