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  1. 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. 2. 1/3/2011<br />2<br />The presentation<br /><ul><li> Defining prosumption
  3. 3. Analyzing human history and reason for changing
  4. 4. Examples of prosumption
  5. 5. When the company can use the prosumption strategy
  6. 6. Relating prosumption with the tricomponent attitude model
  7. 7. Advantages and disadvantages of implementing a prosumption strategy
  8. 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. 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. 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. 11. people obtain higher education and at the same time, can use their time in others ways enabled by advancing technology
  12. 12. people tend to do their own work due to the rising cost of skilled labor
  13. 13. they want more physical activities
  14. 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. 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. 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. 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. 18. 1/3/2011<br />10<br />More about prosumption<br />
  19. 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. 20. To engage customers in online activity;
  21. 21. To create a corporate blog where to build a community and communicate with customers and potential customers, to ask for feedback;
  22. 22. To create an event: Design your own trash bin!;
  23. 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. 24. To be more active on Facebook (now 718 people);
  25. 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. 26. 1/3/2011<br />13<br />Thank you for your attention!<br />