Prosumer: creator and buyer in one person

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In modern marketing, the clear boundaries between the producer and the consumer have been erased. A new segment of buyers has formed, which are called prosumers. They are the bearers of an important expert opinion, which is taken into account when creating goods/services. The term "prosumer" was first used by the scientist, author of the book "The Third Wave" Alvin Toffler.

There are two versions of the origin of the word " prosumer ":

An abbreviation of the English words " producer " and " consumer ".
Combination of the words " consumer " and " professional user ".
The emergence of a new segment is due to the need for the manufacturer to communicate with the market. Prosumers have replaced buyers who relied on advertising, sellers, and brands.

Prosumers

Prosumers take an active part in the production anguilla email list 7582 contact leads process not only because they want to improve a particular product. In this way, they collect data on the result of consumption. Based on the results of data analysis and user experience, they can not only improve the quality of the product, but also make a significant contribution to science and life in general.

Prosumers are consumers who strive to make consumer goods better, to participate in the process of their creation. They can identify the shortcomings and features of what is being produced more accurately than marketers. This market segment is of great value for company advertising for the following reasons:

influence other segments of the target audience;
able to predict the future of business;
are the link between the manufacturer (brand) and the consumer;
there is no need to encourage their activities.
What qualities should a prosumer have?
Not every consumer can be a prosumer. Among passive users, the following character traits distinguish him:

information competence;
high awareness of cutting-edge innovations in certain areas of life;
logical thinking;
independence of judgment
the ability to give an objective assessment of objects and phenomena
self-learning;
high threshold of trust;
the ability to write well, speak, and find contact with both active and passive consumers.
In advanced countries, depending on the market sector, prosumers occupy about 20% of the market.

In marketing, there are three categories of professional consumers:

Guru . About 1%. This type is distinguished by foresight. When working with this category, it is difficult to predict their opinion in advance.
Alphas are the founders of trends. Their percentage is about 3%.
Bees . About 10%. A category of active consumers that spread trends to the masses, they are considered opinion leaders.
This segment of consumers is often compared to influencers . Indeed, there are some similarities, but there are also many differences. For example, prosumers may not receive any remuneration for their activities, while for influencers, this is the main incentive for active participation in production - material reward.

So, in marketing, a prosumer is a forward-thinking person who is deeply involved in sales and has all the skills needed to make quality purchases.

What qualities should a prosumer have?

Prosumerism
The phenomenon that erases the boundaries between the producer and the consumer is called "prosumerism". Every year it penetrates more and more into different spheres of life, for example, journalism and blogging. A striking example is YouTube, when some of the consumers are also authors of video content. Other well-known platforms and social networks work on the same principle.

The indisputable advantage of the influence of prosumerism on various spheres of life is that successful products are created that are really needed. The downside is that attracting active users to the production of goods requires not only time, but also serious costs. For this reason, products created with the active participation of prosumers are inferior to mass products. But since in recent years there has been a trend towards environmental friendliness and authenticity, prosumerism can become an integral part of all spheres of market relations of the future.

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Categories: Blog , Useful articles , Sales
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