1. Customer Behaviour and Marketing Decisions in an International Perspective Module 3a, 2ndsemester - Examination Adopting a Prosumption Strategy for improving the customer attitude Simona-Diana Saptebani International Marketing Aalborg University, 1stof March, 2011

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

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

15. 1/3/2011 7 Typical situations of provider vs. customer knowledge The customer does not know SELL UNKNOWN COMMODITY BUSINESS The customer knows LISTEN The company knows The company does not know Roger Schweizer , 2010

16. 1/3/2011 8 Tricomponent attitude model Knowledge about the object Positive or negative evaluation Intentions, actual behavior Leon Schiffman, 2008

17. Cognition Affect Conation 1/3/2011 9 Prosumption applied on the tricomponent attitude model: Prosumption can increase the control of the customer over the product and gives a self creation feeling. Also, prosumption challenges the personal capabilities of the customers and this can bring discomfort and skepticism. 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. 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.

18. 1/3/2011 10 More about prosumption

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);

26. 1/3/2011 13 Thank you for your attention!