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PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
PROSUMPTION
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PROSUMPTION

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  • 1. Customer Behaviour and Marketing Decisions in an International Perspective<br /> Module 3a, 2ndsemester - Examination <br />Adopting a Prosumption Strategy for improving the customer attitude<br />Simona-Diana Saptebani<br /> International Marketing<br /> Aalborg University, 1stof March, 2011<br />
  • 2. 1/3/2011<br />2<br />The presentation<br /><ul><li> Defining prosumption
  • 3. Analyzing human history and reason for changing
  • 4. Examples of prosumption
  • 5. When the company can use the prosumption strategy
  • 6. Relating prosumption with the tricomponent attitude model
  • 7. Advantages and disadvantages of implementing a prosumption strategy
  • 8. Suggestions for Vipp</li></li></ul><li>1/3/2011<br />3<br />Defining prosumption<br />PROduction ConSUMPTION <br />Consumers are actively involved in creating values and benefits for their own consumption or for others consumption.<br />
  • 9. 1/3/2011<br />4<br />Human history<br />According to Toeffler there are three waves that can describe the social and economical history:<br /><ul><li>1st wave: the majority of the community members were prosumers on a</li></ul>technologically primitive basis. "They hunted or grew their own food, made their own<br />clothing, and created their own amusements.“ Only few trade their surplus output for things produced by others.<br /><ul><li>2nd wave (after the Industrial Revolution): most people produced for exchange. The major group of remaining prosumers are the housewives, because "they cooked, cleaned, sewed, knit, and shopped for their own use, not for pay.“
  • 10. 3rd wave (the post-industrial age): more people have shifted more of their time to prosumption activities. Do to the technological improvements, people started to go back to theirs prosuming habits. </li></li></ul><li>1/3/2011<br />5<br />Why?<br />Reasons: <br /><ul><li> people have more free time
  • 11. people obtain higher education and at the same time, can use their time in others ways enabled by advancing technology
  • 12. people tend to do their own work due to the rising cost of skilled labor
  • 13. they want more physical activities
  • 14. feel that they can produce better goods and services than what are</li></ul>available in the market<br /><ul><li> people seek more self-expression by producing their own goods and services.</li></li></ul><li>1/3/2011<br />6<br />Examples of prosumption<br />
  • 15. 1/3/2011<br />7<br />Typical situations of provider vs. customer knowledge<br />The customer does <br />not know<br />SELL<br />UNKNOWN<br />COMMODITY BUSINESS<br />The customer knows<br />LISTEN<br />The company knows<br />The company does not know<br />Roger Schweizer , 2010<br />
  • 16. 1/3/2011<br />8<br />Tricomponent attitude model<br />Knowledge about the object<br />Positive or negative evaluation<br />Intentions, actual behavior <br />Leon Schiffman, 2008<br />
  • 17. Cognition<br />Affect<br />Conation<br />1/3/2011<br />9<br />Prosumption applied on the tricomponent attitude model:<br />Prosumption can increase the control of the customer over the product and gives a self creation feeling.<br />Also, prosumption challenges the personal capabilities of the customers and this can bring discomfort and skepticism.<br />The customers get to know more about the products if they are involved in the product development. They know that if they get involve will receive what they desire.<br />Prosumption might increase the degree of trust in the product and also can give some competitive advantages which can bring positive result after the evaluation.<br />
  • 18. 1/3/2011<br />10<br />More about prosumption<br />
  • 19. 1/3/2011<br />11<br />Bucket of ideas for Vipp regarding prosumption:<br /><ul><li> To start by implementing a prosumption strategy for the B2B business (to expand the B2B business area also to restaurants, hotels, interior designers /decorators, etc);
  • 20. To engage customers in online activity;
  • 21. To create a corporate blog where to build a community and communicate with customers and potential customers, to ask for feedback;
  • 22. To create an event: Design your own trash bin!;
  • 23. To implement a tool where customers can design their own trash bin by giving a basic trash bin which can be customized with different elements;
  • 24. To be more active on Facebook (now 718 people);
  • 25. Customer-centered marketing strategies.</li></li></ul><li>1/3/2011<br />12<br />Conclusions:<br />Summing up “Prosumption” is a phenomenon that was, since the primitive era, omnipresent and people seem to be open to it.<br />Prosumption for companies is a better way to listen to the customer because the customers prefer products that they are adding value, creating or customizing.<br />It can be difficult to implement it in some cases, depending of the company activity but no matter how little is the prosumption activity it can make a difference.<br />Also Vipp can adopt a prosumption strategy in order to improve the product process development and to listen more the customers.<br />
  • 26. 1/3/2011<br />13<br />Thank you for your attention!<br />

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