The concept of prosumption and its examples in

The concept of prosumption and its examples in the food market RENATA MATYSIK PEJAS – MONIKA SZAFRANSKA

The concept of prosumption v The term prosumption arose from the combination of the words: production and consumption, and the phenomenon of interpenetration of these two processes (Jung 1997). v The concept of prosumption was first used by an American sociologist and futurologist A. Toffler in the scientific publication "Third Wave". The author explained this phenomenon as the movement of the production process from manufacturers towards the consumers.

The concept of prosumption Prosumption is a phenomenon characteristic to the third wave of social development. v In the first wave of agricultural society, prosumption might have been identified with the production and consumption of food by farmers for themselves, v In the second wave of the development of the industry, the consumers departed from producing goods for themselves, by using the commercially available system of exchange, v Consumers of the third wave undertake cooperation with the producers, by which they can have an impact on the market offer.

The concept of prosumption v Prosumption can be defined as any activity undertaken by the consumers consciously aimed at increasing the value associated with the purchase and use of the product (Mitręga, Witczak 2012). v Prosumption is a result of an expansion of individualism and the regress of massive production and provides a way of consumers' expressing their own "self" (Sowa 2015). v The tendency of consumers towards prosumptive behaviours is based on a particular state of mind (the cognitive and affective sphere), but the prosumption alone is expressed in the behavioural sphere (Mitręga 2013).

Prosumer attitudes Main indications of the development of prosumer attitudes are (Kall, Sojkin 2008): v changes in the area of the buyer’s values, which is expressed the consumer's need for greater participation and activity in the development of the product offer, v popularization of technologies enabling the consumer to co-produce the offer, v increasing area of interactivity media which enable the manufacturer an appropriate use of competence and experience of buyers, which in turn promotes the formation of prosumer attitudes and behaviours.

Consumer as prosumer v Prosumers may be perceived as kind of external employees of companies who constitute their innovative potential and influence the competitive advantage (Mróz 2010). v Prosumers are competent and active consumers (Flis 2014). v A person who is a prosumer is characterized by certain behaviors, which include becoming familiar with the opinions of other buyers before making a purchasing decision, describing brands and products on the Internet, co-production of products, slogans or advertising campaigns by participating in various promotions (Domańska 2009).

Features of prosumers Prosumers are a very diverse group, some features are common to all buyers showing these attitudes: v prosumers are open towards innovation and commitment, v prosumers are proud of the fact that they are not afraid to experiment and they think for themselves, v prosumers are eager to talk about their own experiences with new products, but are also keen on hearing about others' experiences, v prosumers are opinion leaders - other people value their point of view and advice given.

Types of prosumers Depending on the degree of the consumer's involvement in the company's operations three types of prosumers may be distinguished (Szul 2013): v the first group consists of active consumers, whose involvement is nonetheless limited only to the assessment and evaluation of products on the internet forums or the websites of the stores, v the second group consists of the prosumers participating in activities which purpose is to make the offer more attractive as well as the prosumers taking part in the campaigns prepared by the companies, v the third group constitutes the innovative prosumers, who exhibit the aforementioned actions and try to influence the companies' offer by themselves.

Market examples of prosumption Lay's brand contest "Invent New Taste" v Frito Lay Poland invited consumers to design their own original flavours of the Lay’s. v Subsequently, 4 of most interesting proposals of new tastes were selected and introduced into sale. v The tool for motivating the consumers to participate in the action was the guarantee of the payment of 1 percent of the profits from the sale of the new product.

Lay's brand contest "Invent New Taste” – winning proposition of new taste Taste of the memories of musical festivals and summer excursion excellent combination of herbs broken with an unexpected, clear, fresh, lemon note Source: http: //gieldaspozywcza. pl/Wiadomo%C 5%9 Bci/Htipiti-Krewetki-po-tajsku-Kabanostrrre-i-Niez%C 5%82 e -Zi%C 3%B 3%C 5%82 ko-konkursowe-smaki-chips%C 3%B 3 w-Lay%E 2%80%99 s-walcz%C 4%85 -og%C 5%82 osy-Polak%C 3%B 3 w-45848. html

Lay's brand contest "Invent New Taste” – winning proposition of new taste Proposal for real tough guys - the expressive flavor of the traditionally smoked and spiced kabanos Source: http: //gieldaspozywcza. pl/Wiadomo%C 5%9 Bci/Htipiti-Krewetki-po-tajsku-Kabanostrrre-i-Niez%C 5%82 e -Zi%C 3%B 3%C 5%82 ko-konkursowe-smaki-chips%C 3%B 3 w-Lay%E 2%80%99 s-walcz%C 4%85 -og%C 5%82 osy-Polak%C 3%B 3 w-45848. html

Lay's brand contest "Invent New Taste” – winning proposition of new taste Greek holiday - original taste composition referring to the traditional dip of Htipiti - a spicy mixture of Greek cottage cheese, hot peppers and garlic Source: http: //gieldaspozywcza. pl/Wiadomo%C 5%9 Bci/Htipiti-Krewetki-po-tajsku-Kabanostrrre-i-Niez%C 5%82 e -Zi%C 3%B 3%C 5%82 ko-konkursowe-smaki-chips%C 3%B 3 w-Lay%E 2%80%99 s-walcz%C 4%85 -og%C 5%82 osy-Polak%C 3%B 3 w-45848. html

Lay's brand contest "Invent New Taste” – winning proposition of new taste Sophisticated oriental breeze - delicate aroma of shrimp accented with lemongrass, coconut milk and a dash of ginger Source: http: //gieldaspozywcza. pl/Wiadomo%C 5%9 Bci/Htipiti-Krewetki-po-tajsku-Kabanostrrre-i-Niez%C 5%82 e -Zi%C 3%B 3%C 5%82 ko-konkursowe-smaki-chips%C 3%B 3 w-Lay%E 2%80%99 s-walcz%C 4%85 -og%C 5%82 osy-Polak%C 3%B 3 w-45848. html

Market examples of prosumption Redd’s beer contest "Design your own can" v An unusual promotion mechanism involving the consumers in the development of the product had been proposed by Redd's beer manufacturer. v It was a precedence action, in which the manufacturer has enabled the customers to design packaging and then introduced them to the market. v Participants were able to use the wizard available on the site www. redds. pl, which helped design the cans. v The innovative idea of fun was met with great interest - the competition attracted more than 15. 000 entries.

Redd’s beer contest "Design your own can"– winning propositions of packaging Source: http: //opakowania. com. pl/news/internauci-zaprojektowali-puszki-redds-27277. html

References Domańska, K. 2009. Kim jest prosument. Marketing w Praktyce, 2: 35 -38. Flis, K. 2014. Personalizacja, rekomendacja, prosumpcja – trzy wymiary dialogu organizacji i konsumenta. Handel Wewnętrzny, 2014; 1(354): 92 -100. Jung, B. 1997. The Post-Modernist Capitalism. Ekonomista, 5 -6: 715 -735. Kall, J. , Sojkin, B. 2008. Zarządzanie produktem – teoria, praktyka, perspektywy, Akademia Ekonomiczna w Poznaniu, Poznań 2008. Mitręga, M. 2013. Should We Treat Prosumption as One-dimensional Phenomenon in the Time of Crisis? Exploration among Users of Community Portals. Problemy Zarządzania, 11, 40 (1): 40 -53. Mitręga, M. & Witczak, O. 2012. Prosumpcja jako przejaw przedsiębiorczości konsumenckiej. Zeszyty Naukowe Uniersytety Szczecińskiego Ekonomiczne Problemy Usług, 97 (724): 431 -444. Mróz, B. 2013. Konsument w globalnej gospodarce: trzy perspektywy. Warszawa, Szkoła Główna Handlowa. Oficyna Wydawnicza.

References Sowa, I. 2015. Diversity Factors of Prosumers’ Behaviors of Young Consumers. Studia Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach, 231: 120 -138. Szul, E. 2013. Prosumption as the Activity of Modern Consumers - Conditions and Symptoms [in: ] Nierówności społeczne, a wzrost gospodarczy. Wydawnictwo Uniwersytetu Rzeszowskiego, 31: 347 - 358. http: //opakowania. com. pl/news/internauci-zaprojektowali-puszki-redds-27277. html http: //gieldaspozywcza. pl/Wiadomo%C 5%9 Bci/Htipiti-Krewetki-po-tajsku-Kabanostrrre-i-Niez%C 5%82 e. Zi%C 3%B 3%C 5%82 ko-konkursowe-smaki-chips%C 3%B 3 w-Lay%E 2%80%99 s-walcz%C 4%85 -o-g%C 5%82 osy. Polak%C 3%B 3 w-45848. html