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Thesis
Optimizing customer acquisition for BJ's Raw Pet Food: a media consumption analysis
Master of Science (M.S.), Drexel University
Aug 2025
DOI:
https://doi.org/10.17918/00011153
Abstract
This capstone project focuses on enhancing customer acquisition strategies for BJ's Raw Pet Food through a comprehensive analysis of current customer media consumption and purchasing behaviors. While the raw pet food market is experiencing significant growth, it is also a source of public health and nutritional debate, making consumer trust a critical factor. This study will employ a mixed-methods approach to gather both broad and in-depth insights. The primary research will consist of a quantitative survey of the current customer base to identify key media consumption trends and a qualitative component that includes an in-depth veterinary professional interview and a customer interview. The veterinary professional will provide expert perspective on the benefits of raw pet food, while the customer interview will map a detailed customer journey. This project will culminate in a strategic media plan tailored for new customer acquisition, complete with an optimized media mix, a trust-building content strategy, budget allocation, and defined Key Performance Indicators (KPIs). This research directly applies core competencies in audience analysis, data-driven media planning, and strategic content development, relevant to Television/Media Management.
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Details
- Title
- Optimizing customer acquisition for BJ's Raw Pet Food
- Creators
- Matthew Church
- Contributors
- Michelle McHugh (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 55 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991022085554904721