24th MEB Conference - Budapest, 24.04.2026

The research focuses not only on animal love, but also on how dog ownership has become an increasingly complex lifestyle and social phenomenon, creating demand for many new types of services. The combined effects of urban lifestyles, busy work schedules, and emotional attachment to animals have led to a dramatic increase in demand for dog-related services such as dog grooming, daycare, boarding, pet transportation, dog fitness and online dog training. The primary objective of the research is to identify what services dog owners would use, how often and how much they would be willing to pay for them. In addition, the study aims to understand the preferences and motivations behind the choice of service provider and to identify promotional tools that could encourage owners to try a new service. The quantitative questionnaire survey targeted dog owners only, with particular attention paid to ensuring that only relevant respondents, i.e. those who actually own dogs, were included in the sample. The analysis of the data received not only provides useful information for service providers in terms of pricing and service development, but can also contribute to making society more sensitive to issues of responsible pet ownership and animal welfare. The research therefore serves both market and social objectives: it helps to better understand the needs and habits of pet owners, while also strengthening a culture of conscious and caring dog ownership.