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Consumer Behavior.

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

This case illustrates an animal shelter’s challenge pertaining to lack of awareness among individuals with regard to animal adoption and proper treatment toward animals. Brian Teoh, the founder of a local animal shelter “We Care For You (WCFY),” was really worried by observing the situation of the animals’ vulnerability as well as pet owners’ irresponsible behavior. Overpopulation in animal shelters is a common problem. The space of the shelter is limited and not enough to take more animals to take care unless existing animals are being adopted by the pet owners. Adoption is a way to give room for other animals to be taken by animal shelters. However, most of the individuals prefer to buy rather to adopt. Moreover, potential adopters are usually selective of the animal they intend to adopt by having criteria preferences for adoption. Brian was thinking how to make people aware about the animal right and proper treatment with animals and also how to make individuals aware about the necessity to adopt rather than purchasing them. He was drowned in deep thought. Although the situation seemed not so promising, he felt determined to work on this awareness-building issue.

This objective of this case is to:

• highlight the challenges faced by the animal shelters in order to make individuals aware of the importance of adopting animals rather than purchasing them from shops;

• emphasize the importance of using social media in disseminating information nationwide; and

• the necessity to educate people about the right treatment toward animals.

highlight the challenges faced by the animal shelters in order to make individuals aware of the importance of adopting animals rather than purchasing them from shops;

emphasize the importance of using social media in disseminating information nationwide; and

the necessity to educate people about the right treatment toward animals.