Proposal of Co-Production

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The impact of co-conception awareness on purchase intentions Student Name: Tian Qing Student Number: 119186112 Candidate Number: 294233 Courses: Marketing Management 1. Introduction 1.1 Background In our daily life, we, as consumers, love to show our uniqueness through our purchases, in order to prove our social existence: that is the self-expression concept. What is more, when consumer purchase, they don’t only pay attention to functional value of goods but also to symbolic significance of brands or products. This helps to introduce a new concept of co-conception awareness, which means, that marketers are aware that they need to find means to improve consumers’ participation. For co-conception, it is extending from co-production. Co-production is a platform of coinstantaneous production and consumption which can interchange of products and services between customers and companies. (Chathoth et al, 2012). The difference between conception and production is that conception is more linked to the characteristics of the product, while production is more linked to the manufacturing itself. 1.2 Objectives The objective of my research is to get to know better the impact of co-conception of products by consumers on purchase intentions according to the type of consumers (expert and usual) who participated in this process. Because the theory of co-conception or co-production has positive influence for purchase intention has been proved, we need continue it and research more details. That is to say to compare the different impact on purchase intention when expert or usual consumers co-produced. The reason for picking this area is the way and result of expert consumer co-production and usual consumer co-production is different. At last, I aim to test the feasibility of application of co-conception in marketing, so

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