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MKTG 382: Consumer Behavior: In Depth Research Report: Secondary Marketing Research

Research resources for MKTG 382:

Pet Retailers

For your assignment you need to do research on a local business, Furhaven.

Furhaven sells direct to consumer as well as working through other vendors, like Amazon, Chewy, etc. For this assignment, focus on Furhaven's direct-to-consumer business. When looking at competitors, you will have to decide if you are going to concentrate on other pet accessory manufacturers or other retail outlets, like online retailers like Chewy and PetSmart.

Company Information
Furhaven is a private company, but you can find private company data, including some info on Furhaven in Mergent Online, Mergent Analytics, and Dossier

  • Tip: When looking for private company data in Mergent, select D&B Private Company Database and then enter the company name.

Articles and Databases
Use databases like Business Source Complete, and Academic Search Complete.  

  • Business Source Complete: Search "Pet Supplies Or Pet Accessories" 
  • Adding "Consumer Behavior," "Marketing," or other topics you are searching for to the second search box will focus your search

Industry Information
IBISWorld has industry reports on thousands of industries, including Pet Stores in the US and Online Pet food & Pet Supply Sales. You can also search by (major) company names, like PetSmart Amazon, etc. 

  • Tip: IBISWorld reports include Major Companies in an industry along with their market share. Many companies include a link to a company profile created by IBISworld that includes an overview, competitive analysis, and company benchmarks. 

Current Trends and Background


Tip: Mergent provides info on larger private US and international companies, both active and inactive, including general company info in addition to SEC filings, reports, insider trading details, current and historical financial info going back 15 years, and more. This database is useful for locating competitors by industry and creating custom company reports. Info can be downloaded into Excel and other formats.

Tip: Use Dossier to find information on local small businesses. 

You can access Dossier using WWU's VPN or you can access it through Nexus UNI buy selecting it from the Menu dropdown. 

NexisUNI (Database) dropdown menu, highlighting Company Dossier database

Consumer Behavior

Local Business and Local Market

Technology Use