An empirical investigation of prosuming in the wine industry three experiments of customer co-creation

Weitere Informationen / Ausleihen

Titel

An empirical investigation of prosuming in the wine industry three experiments of customer co-creation

Autor

Zobel, Franziska

Dissertation

Masterarbeit Hochschule für Wirtschaft und Gesellschaft Ludwigshafen 2020 MBA Wine, Sustainability and Sales, Weincampus Neustadt

Schlagwort

Prosumerismus / Wein

Genre

Hochschulschrift

Beschreibung

Different trends changed the wine-industry in the last years. Gaining rentability and profitability in a competitive market like the German wine-market is getting harder. A change to customer-centred marketing stragegies can be a lever to regain customerstisfaction and -loyalty and can help to ind new clients. Prosuming is a customer-centred business model, which emphasizes the strong integration of consumers. Little evidence abour prosuming in the wine-industry is given. This investigation is exploring the consumers perspective of prosuming and tries to generate a concept for successful prosuming in the value-added chain of wine. Based on a quantitative survey with 160 participants and following descriptive-, multivariate- and cluster analysis, target groups for different prosuming activities got identified. It was revealed that wine-knowledge and invorlvement is an indicator for every successful integration. Additionally, other target groups for prosuming were explored, which are not determined by the variable wine-knowledge. As well, a prosuming-reluctant cluster was revealed, which is charakterised neither by increasing customer loyaltity nor by willingness to pay higher prices. To verify the assertions of the quantitative survery, three experiments in a winery were conducted. Here, the focus for the exploration was put on prosuming and customer loyalty, price sensitivity and the possibility of new clients prospecting. It was observed that prosuming is the adequat means as long as consumers profoundly can shape experiences and co-create valued with the brand. Out of these findings a concept for successful integration of consumers in a winery was designed.

Herausgeber

Ludwigshafen

Erstellungsdatum

15.06.2020

Quelle

Bibliothekskatalog

Sprache

Englisch