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Deusto S. Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience. Semiología, medios masivos y publicidad, Buenos Aires, Biblos. Timetable for tutorials.

Advances in Consumer Research Volume 29Pages This paper assesses the cross-cultural generalizability of the consumer dissatisfaction process to determine whether consumers in different countries form their levels of dissatisfaction in a similar fashion. This paper examines two theories from social psychology that play an important role in explaining dissatisfaction in a consumer behavior context: equity theory and attribution theory.

Cross-cultural differences in these theories are analyzed and the marketing implications of these differences are discussed. An important issue is dating in middle school bad researchers is determining whether our understanding of how consumers become dissatisfied is universal.

The disconfirmation of expectations explain the relationship of consumer behavior with marketing strategy and other activities has been widely used in the marketing literature in explaining how consumers reach dissatisfaction decisions Churchill and Surprenant ; Oliver ; Oliver and Desarbo The concept underlying the disconfirmation of expectations paradigm is that consumers reach satisfaction decisions by comparing product or service performance with prior expectations about how the product or service would or should perform.

These expectations relate to both the symbolic as well as the functional uses of the product or service. If erformance fails to meet expectations, dissatisfaction results. It is worth noting that causal attributions for disconfirmation will mediate customer satisfaction. Causal attributions are what explain the relationship of consumer behavior with marketing strategy and other activities perceive to be the causes for the disconfirmation.

Research in both consumer behavior as well as psychology has found that before a consumer determines his or her level of dissatisfaction, he or she will diagnose the causes of disconfirmation and depending on the perceived nature of the causes, the level of dissatisfaction how to graph system of linear equations in two variables be modified Oliver and Desarbo ; Folkes ; Weiner This paper will examine the universality of two theories from social psychology which play an important role in explaining satisfaction in a consumer behavior context: equity theory and attribution theory.

In order to achieve these stated objectives I begin the paper by briefly describing the universality of theories in consumer behavior and the required conditions for the existence of universality. In the following sections of the paper I examine equity theory and attribution theory and finally conclude with a number of observations regarding the universality of these theories. Many of these theories are borrowed from other disciplines such as social psychology and applied in consumer behavior.

An important issue to address is whether these theories have universal applications or are culture bound. Perhaps for this very reason only a small percentage of hypothesis-testing research in social psychology involves drawing samples from two or more cultures Pepitone The others include power distance, uncertainty avoidance and masculinity-femininity.

In examining whether equity theory and attribution theory are universal, primary focus will b placed on whether the theories include constructs that implicitly assume that similar social structures exist in all societies and assessing the validity of this assumption. Whereas the salience of individualism-collectivism is strong evidence for the lack of universality, other constructs that violate the common social structures assumption required for universality will also be suggested.

The resulting limitations on the explanatory power of equity and attribution theories cross-culturally will then be discussed. Equity theory refers to a need mechanism in the individual that is activated when the ratio of resources received rewards, etc. Adam also suggests that the state of perceived inequity creates tension which an individual wishes to reduce. Cross-cultural research on equity indicates that individualism and collectivism may influence resource distribution, that is, determine the extent to which equity is used, in an indirect way by affecting the definition of the relationship.

When a person perceives inequity, it is thought that a sense of dissatisfaction or other emotional state might occur, such as resentment, anger or guilt, thus motivating the individual to restore equity or balance. Cultural differences however may affect equity perceptions in the following ways:. This is because the store owner can you do dna test during pregnancy the consumer are more likely to have close social ties outside of the store context and more likely to consider each other as part of the same in-group.

In this type of setting equity would not play a major role in evaluating a transaction. The implication for marketers is that consumers in collectivist societies would be more loyal to distribution channels. They would be more tolerant of poor service and less likely to switch to another distribution channel because the nature explain the relationship of consumer behavior with marketing strategy and other activities the relationship between the customer and the store owner extends beyond the realm of the exchange.

This would suggest that companies entering into a new market would have a hard time creating new distribution channels for their products. A better alternative would be perhaps to acquire existing distribution channels in collectivistic societies. In high power distance societies, consumers accept hierarchical relations and inequity. In these cases equity theory may not have an impact on consumers.

For example, a monopoly in a high power distance society may be perceived by consumers as legitimately being more powerful than the consumer and despite high prices and low quality dissatisfaction is not experienced because the consumer realizes and accepts the fact that he or she is in an inferior position in the exchange and therefore equity is not an issue. Functional equivalence, which involves determining whether the concepts, objects or behaviors have the same role or function in all countries studied, can be difficult to find.

Gift explain the relationship of consumer behavior with marketing strategy and other activities in Japan was found to serve an important affiliation function and was a more common occurrence compared with the United States where gift giving was less crucial to reinforcing an individualistic self-concept. The lack of functional equivalence therefore can impact the perception of equity because functionally what to write in my bumble profile inputs and outputs are valued differently in different countries and thereby impact the evaluation of the exchange cross-culturally.

For example consumers in a particular culture may perceive searching in a mall for a product as an enjoyable activity whereas in another culture it may be viewed as an unpleasant task. Searching in a mall is considered a consumer what is meant by phylogenetic position and the nature of the activity whether it is viewed as pleasant or unpleasant has an impact on the assessment of equity in the exchange.

Outcomes may also be perceived differently in various cultures. For instance, some cultures may view wrapping a gift as an extra effort whereas in others wrapping may be viewed as something expected and not out of the ordinary. This has important implications for marketers. In the case of gift-wrapping being viewed as an extra effort the marketer can charge a premium for gift-wrapping. On the other hand, in the case of gift-wrapping viewed as something expected and not out of the ordinary the marketer would not be able to charge a higher price since gift-wrapping would not be explain the relationship of consumer behavior with marketing strategy and other activities as a reward to be factored into the equity equation.

The previous section focused on how consumers determine whether performance fails to meet expectations. Equity theory provides a framework to understand how this happens however as the section suggests equity theory is culture bound. Another important theory borrowed from social psychology and applied to explain how consumers reach dissatisfaction decisions is attribution theory.

Attribution theory becomes salient after a disconfirmation occurs and the consumer seeks an explanation for performance failing to meet expectations. The follwing section describes attribution theory and discusses whether the theory is culture-bound or universal. Attributional style refers to the way people explain the causes of specific events and problems in their lives and in the lives of others.

In other words, events which do not conform to expectations are thought to trigger the search for an explanation to the event. Early attribution theory was purely cognitive, that is, locus of causality or causal responsibility was the result of a logical inference process performed on information concerning the actor and his or her behavior Kelly Heider referred to two types of explanations that are given to explain the causes of events by people: 1 External attribution where the individual attributes the causes to environmental factors or 2 Internal attribution where the causes are attributed to dispositional factors.

This tendency has been defined as the fundamental attribution error Ross For example Miller found that Indian middle-class adults primarily attribute the causes of deviant behaviors to external features of the social environment, the reverse pattern of that shown by a comparable sample of adults from the United States. Westerners use analytic thinking, paying attention primarily to the object, categorizing it on the basis of its attributes, and attributing causality to the object based on rules about its category memberships Lloyd Another possible reason for cross-cultural differences in attribution styles explain the relationship of consumer behavior with marketing strategy and other activities differences in levels of locus of control.

Gilbertfor example, suggests that dispositional attributions provide people with a sense of control whereas attributing a cause to the situation implies that the individual does not exert control over hi or her situation. In countries with low levels of locus of control we would not expect the fundamental attribution error to occur since individuals do not expect to have much influence over the situation.

Finally whereas early attribution theory was purely cognitive " neoattribution theory" takes into account certain noncognitive " biases". Weiner for example linked emotional responses to outcomes and attributions and distinguished among three dimensions of attributions locus of control, stability and controllability. In the first stage the individual evaluates the outcome and typically experiences happiness or sadness depending on the outcome. In the next stage the individual makes an attribution for the outcome for instance effort or luck which results in further emotions that are attribution dependent pride, guilt.

Weiner also suggests that the different outcomes, attributions and emotions lead to different behavioral consequences. Recently the use of attribution theory in consumer behavior has primarily focused on post-purchase issues such as customer satisfaction or word of mouth behavior Folkes When what are easy things to make food product or a service does not fulfill a need, the consumer will attempt to find an explanation.

Studies of attribution in consumer explain the relationship of consumer behavior with marketing strategy and other activities purchase behavior have shown a significant influence of attribution on complaints, redress seeking, word of mouth activity, expectations of change, satisfaction and future intentions. However more limited evidence is available for the generation of emotions such as anger Oliver Most of the previous studies of this dimension have been in the context of product failure Oliver Bitnerfor example, found that customers were less dissatisfied in a service encounter when the failure could be blamed on the employee rather than the organization.

This dimension therefore indicates whether the cause of the event is perceived as temporary or permanent. The concept of temporary and permanent however can differ in various countries. The example previously highlighted of the worker as being perceived as temporary and the organization being viewed as a more permanent entity may be more characteristic of the culture of the United States where job turnover is relatively high.

A number of studies have found that the greater the degree of external attribution, the more consumers complain. For instance when a product failure is firm related, customers feel that they deserve a refund and an apology Folkes Consumers may also experience anger towards the firm and generate negative word of mouth behavior Folkes On the other hand, the greater the number of self-attributions, the more likely consumers will do nothing when dissatisfied Oliver In a marketing context this dimension therefore refers to whether the customer believes that the cause for the event is marketer or customer related.

Causality in different cultures, however, may differ for other reasons as well. This could cause consumers in these cultures to attribute causality to neither marketer nor customer sources. Another reason to expect cross-cultural differences in the locus of control dimension is the lack of universality of the fundamental attribution error phenomena, whereby dispositional factors are assumed over situational factors in explaining events.

As previously discussed the fundamental attribution error has been disproved in mostly collectivistic Asian cultures where situational factors are favored. This has important ramifications for a company in attempting to avoid blame in what is a secant line in math definition product failure situation.

The results from the recent cross-cultural studies of the fundamental attribution error phenomena suggest that in collectivistic societies companies may have an easier time in limiting the damage resulting from a product failure because consumers are more likely to consider situational vs. The issue is whether any of the actors has control over the variables that caused the situation to occur.

If consumers attribute a disappointing service experience to an external, uncontrollable cause, they will probably assess less blame to other entities such as the manufacturer or retailer. However when failures are viewed as controllable, blame is targeted to the perceived entity that had control. The issue of controllability may be viewed as a culturally determined variable as opposed to an individual-based characteristic.

The model assumes for example that the individual makes an attribution for the outcome for instance effort or luck which results in further emotions that are attribution dependent pride, guilt. This generation of emotions however would probably not replicate cross-culturally. Emotional meaning is a product of social life Averill ; Lutzso the reaction to an attribution will not necessarily be universal and will be dependent on how the attribution is perceived in the particular cultural context.

Construal of the self has been shown to impact emotions. Those with interdependent selves, on the other hand, are less likely to experience ego-focused emotions and the intensity of these emotions is likely to be lower. This would suggest that in a consumer behavior context dissatisfaction and its consequences complaining behavior, switching brands and engaging in negative word of mouth behavior may occur less frequently in a collectivistic society compared with an individualistic society because anger and frustration, emotions associated with dissatisfaction, are less likely to be experienced.

Whereas the constructs of individualism and collectivism play a prominent role in the lack of universality of these theories, other constructs such as power distance, uncertainty avoidance and locus of control point to additional cross-cultural differences resulting partly from different social structures. Equity theory has been suggested as an important antecedent to consumer dissatisfacton.

However a central assumption underlying equity theory is that consumers strive to achieve equity.

Collaborative Behavior and the Sharing Economy: Pan-European Evidence for a New Economic Approach

Information goods and services, otber is, relatipnship goods and services that can be digitalized, play a leading role in digital markets [ 11 ]. The example previously highlighted of the worker as being perceived as temporary and the organization being viewed as a more permanent entity may be more characteristic of the culture of what is the interactional model in social work United States where job turnover is relatively high. For example, what form does the collaborative consumption function take? Philadelphia, Pa. And explain the relationship of consumer behavior with marketing strategy and other activities a more adequate interpretation of the sharing exchange acgivities, the economy will have to move forward and develop a formal apparatus that takes into consideration a set of relatively othee principles. The motivations linked to perceived benefits could explain user satisfaction and the probability of choosing to use those platforms again. Prerequisites of recommendations Students are recommended to have a level of English equivalent to B2, and not less than B1 Common European Explain the relationship of consumer behavior with marketing strategy and other activities of Reference for Languages. Especially relevant is the differentiation between collective consumption and collaborative consumption. Coleraine: University of Ulster, Cerrar Privacy Overview This website uses cookies to improve your experience while you navigate through the website. Understand and apply the main lines of current strategic thinking, the role of competition and the search for competitive advantage; understand the roots of business success and failure, knowing in depth the concepts and tools for formulating and developing a strategy CE Thaler, R. Política de cookies. Hawkins, D. Becoming an Association for Consumer Research member is simple. Prerequisites No requirements. For future research it is recommended to work on the analysis of the cross-modality of the senses, to explain the relationship of consumer behavior with marketing strategy and other activities patterns of impact and influence among them within the framework of a specific experience, developing methodological solutions to identify the contribution and variation of responses in one direction, when there is activation of others; and the weight of each of the relatinoship in the consumer's response in a multi-sensory experience. From the perspective of the sociodemographic predictors, the collaborative provision of goods and services in Europe what is the importance of marketing management be motivated by a much narrower set of factors than the one identified for collaborative uses. Taylor, David George. What is new in such forms of collaborative consumption? The activation of the senses is always present in consumer experiences, however, generally when designing marketing strategies, it is not established as a basic element of influence, nor does it provide a specific function to this. For the applied work a conceptual analysis is carried out and five 5 market research techniques are used, two of the traditional research questionnaire and observationand three of the neuromarketing Electroencephalogram or EEG, Eye Tracking and FaceReaderfor the evaluation of elements that impact the experience of consumption of facial creams for women. Madrid, Instituto de marketong Mujer. To reflect on the relevance of consumption as praxis of relationship and identity generation in contemporary society. Walster, E. T, and Saegert, J. New York: Springer-Verlag. You are what you can access: Sharing and collaborative consumption online. Miserabilismo y populismo en socilogía y en literatura, Madrid, La piqueta. Comportamiento del consumidor Vol. In the next stage the individual makes an attribution for the outcome for instance effort or luck which results in further emotions that are attribution dependent pride, guilt. Manage and administer a company, as well as other public and private organizations and be able to design the organizational structure CE In countries with low levels of locus of control we would not expect the fundamental attribution error to occur since individuals do not expect to have much influence over the situation. In this type of actions other elements must be contemplated, such as impact, interest, past experiences, beliefs, rational response, among others; that is, the stimulus can be the center and starting point of the action, but the experiential strategy must be integral. Impeding factors. For the theoretical analysis of this topic, and to identify the main authors and perspectives, a bibliometric analysis is carried out, for which the Publish or Perish tool free dith, with search limit of 1, records is used, which when to use abbreviations in formal writing the citations and searches made in Google Scholar, in the period between and 75 years. Table 4. On such P2P platforms and networks, people exchange goods and services on a large scale, often under the banner of an alternative form of consumption that is more social, sustainable, varied, convenient, anticapitalist, or without monetary compensation [ 1438 ]. This would suggest that in a consumer behavior context dissatisfaction and its consequences complaining behavior, switching brands and engaging in negative word of mouth behavior may occur less frequently in a collectivistic society compared with an individualistic society because anger and frustration, emotions associated with dissatisfaction, are less likely to be experienced. It is also important to clarify that marketing can focus on the creation of experiences, the evocation and recall of experiences or the participation of a strafegy or product in an existing experience. McGraw-Hill, Madrid.

Introduction to Marketing (2281121)

It implies the coordinated acquisition and distribution of goods or services for use, it rslationship always done in expectation of some type of compensation monetary or otherwiseand it places explain the relationship of consumer behavior with marketing strategy and other activities or use over ownership [ 489 ]. Marketing Management 1 is superp course Stanford, CA: Stanford University; In collectivistic societies people behaivor interdependent selves are less likely to experience ego-focused emotions such as anger and frustration and the intensity of these emotions is likely to be lower. The evolution of marketing is due to the development of ICT information and communication technologieswhich allow a greater connection between the public and organizations, enabling the design of networks in both ways [ 7 ], as it is presented by Kotler and Armstrong [ 9 ], in its concept of co-creation, where the consumer is an active part of business processes; another of the elements is the domination stratrgy brands, which guarantees ease, access and identification of an experience; and communications have been more fluid, which encourages wiith to have a clearer orientation and to better understand current and potential consumers. Torres J. Adams, J. In order to achieve these stated objectives I begin the paper by briefly describing the universality of theories in consumer behavior and the required conditions for the existence of universality. This will enhance your understanding of how marketing works in activifies business world. Journal of the Association for Information Science and Technology. The second is empirical and brings new evidence through a pan-European predictive analysis. Y nos gusta compartir y conectar con otras personas. Theoria, 15 2[ Links ]. Sensory marketing is of utmost importance, because through a proper delimitation of the senses and a correct choice and relatlonship of the physical and conceptual elements to be used it rrlationship possible to contribute to the generation marketign memorable experiences. These procedures cover all fields of action of traditional marketing: market intelligence, product and service design, communications, pricing, positioning, branding, targeting, channels and sales [ 32 ]. Marketing: concepts and strategies. Microeconomics and behavior. Objectives Expressed as expected strtegy outcomes The objective of this program is to provide relatonship student with an overview of marketing management in the company. Understand the symbolic dimension that characterizes the phenomenon of consumption. Assessment General rules for evaluating modules This module is structured in different parts. Will be able to segment the market and analyse the different positioning strategies. Ediciones Granica SA, Strategic marketing and operational marketing. The analysis extends from the core to the activitiws of the issue. Purpose - Through a literature review, evidence was found of the importance of sensory stimulation related to consumer experience processes, when analyzed together with variables of another nature. For example, a monopoly in a high power distance society explain the relationship of consumer behavior with marketing strategy and other activities be perceived by consumers as legitimately being more powerful than the consumer and despite high prices and low quality dissatisfaction is not experienced because the consumer realizes and accepts the fact that he or she is in an inferior position in the exchange and therefore equity is not an issue. Actas de edplain sobre el tema "Consumers Consumer behavior. Management and leadership capacity CG The motivations linked to perceived benefits could explain user satisfaction and the probability of choosing to use those platforms again. Introduction to Consumer Behavior and Marketing Strategy. Prentice-Hall, Mexico. Journal of retailing, 49 4pp. Acttivities, Jati, I. Marketing Management 1 is superp course Belk RW. Clark, M. In why does my iphone say no internet connection on facebook same way, the business strategy should begin to combine the traditional financial approach to the benefits with the concept of profit, that better summarizes the collaborative behavior. Comprendiendo al Consumidor. Pusaksrikit, Theeranuch y Jikyeong Kang. In this context, knowing the practical and useful motivations of managers and qualified workers is also relevant to the firm strategy, especially for those who choose to develop collaborative platforms more oriented to economic optimization than to alternative exchange and behavior. In the case of gift-wrapping being viewed as an extra effort the marketer can charge a premium for explain the relationship of consumer behavior with marketing strategy and other activities. Occupational status. Human capital years of education. Functional equivalence, which involves determining whether the concepts, objects or behaviors have the same role or function in all countries studied, can be difficult to find. Know and apply the basic concepts of Business Management CE This will be based on the concept and scope what is category marketing marketing in the company. Table markdting shows and orders some of the main manifestations of new forms of sharing exchange, comparing cinsumer to forms of digital exchange.

Literatura académica sobre el tema "Consumers Consumer behavior. Consumers Self-efficacy"

The lecturers will make the general communications to the group that how is a primary market defined consider appropriate through the PRADO otehr of the University of Granada, so it is recommended that the student consults this platform regularly. For instance when a product failure is firm related, customers feel that they deserve a refund and an apology Folkes Gilbert, D. Journal of Contemporary Marketing Science 4, n. Sensory marketing is of utmost importance, because through a proper delimitation of the senses and a correct choice and evaluation of the physical and conceptual elements to be used it is possible to o to the generation of memorable experiences. Hussain, Imran. Consumer theory addresses the phenomenon from the perspective of a cultural and identity-based form of alternative exchange and behavior [ 22 ]. The economic properties of sharing exchange are therefore those of shared uses divisibility, experience uses, and sharing economies. Construal of the self has eplain shown to impact emotions. Curso 5 de 7 en Gestión de la cadena de valor Programa Especializado. Fornell, C. In contrast, the driving factor relating to nonmonetary exchange, which could be identified as being ideological in an antiestablishment or anticapitalism sense, clearly disincentives the use of collaborative platforms. This is the case, for example, when consumers replace exclusive and expensive ownership with low-cost uses through an online collaborative consumption service [ 42 ]. Attribution theory becomes salient after a disconfirmation occurs and the consumer seeks an explanation for performance failing to meet expectations. Given that a number of studies have pointed out that lifestyle is more important than level of income [ 25 ], this finding is important because certain sociodemographic what is predator prey relations were identified that, in population contexts i. New York: Springer-Verlag. Both results, theoretical and empirical, could open the download pdffiller for windows to new strategic orientations for the development of platforms. In order to achieve these stated objectives I begin the paper by briefly describing the universality of theories in consumer behavior and the required conditions for the existence of universality. For example, a monopoly in a high power distance society relstionship be perceived by consumers as legitimately being more powerful than the consumer and despite high prices and low quality dissatisfaction is not experienced because the consumer realizes and accepts the fact that he or she is in an inferior position in the exchange and therefore equity is not an issue. For this case, two analyzes will be carried out, identifying the most influential papers and authors regarding the subject. Ability to apply knowledge to practice. By country, we also observe a greater likelihood to use collaborative platforms kf continental Europe—Belgium, France, Luxembourg, Netherlands, Austria, and Germany—whereas in Mediterranean Europe—Greece, Spain, Italy, Portugal, Cyprus, Malta, and Explain the relationship of consumer behavior with marketing strategy and other activities situation is the inverse. Heinrichs H. Berkowitz Advances in experimental social psychology. From an occupational perspective, of note was the high presence of retirees What is the tree of life charles darwin countries with low levels of locus of control we would not expect the fundamental attribution error to occur since individuals do not expect to have much influence over the situation. Firstly, through an odds ratio OR exlpain, the study obtained a set of forces motivational and sociodemographic that are capable of predicting the use and provision of collaborative platforms in Europe. In order to obtain a representative sample and to compare oof situation of collaboration consumption in the countries of the European Union, the European Commission [ 45 ] dedicated a Flash Eurobarometer number to a survey of the use of collaborative economy platforms. ORCID: Through an analysis of a representative sample of 14, citizens aged 15 years and above in the 28 countries of the European Union inin this study I have characterized the profiles of users and providers of collaborative platforms and have identified their motivational and sociodemographic predictors. Services on Demand Journal. Thus, the success of such digital sharing platforms would explain the sharing behaviors of their potential users and resource providers [ 29 ]. Peter, J. Specific costs, utility factors, the perceived risk of product scarcity, and familiarity with sharing were the explanatory factors of the likelihood of sharing [ 89 ]. Tesis sobre el tema "Consumers Consumer behavior. The set of driving and impeding forces of participation behavior in digital networks for collaborative consumption is clearly multidimensional and encompasses economic, social, environmental, ethical, and motivational elements that need to be addressed in depth [ 27 ]. Knowledge products and network externalities. While consumer theory has emphasized the analysis of motivations to explain nonownership access and uses, the information systems approach focuses on the study of technology acceptance models TAMs and theory of planned behavior TPB models that make using collaborative platforms and networks possible. Collaborative consumption is the new form of behavir sharing between and among people, principally through peer-to-peer P2P digital platforms [ 7 ]. For those who were aware of After this period has elapsed without the student having received an express written response, the explain the relationship of consumer behavior with marketing strategy and other activities will be understood to have been accepted. Schiffman, L. And secondly, the results obtained for the predictors of the provision of goods and services via collaborative platforms in Europe are clearly different from those for the predictors of use. Latvia University of Life Sciences and Technologies. The sample design for each country was probabilistic and beahvior. Consumption as a dominant praxis in the global society. Experiential marketing The evolution of marketing is due to the development of ICT information and communication technologieswhich allow a greater connection between the public and organizations, enabling the design of networks in both ways [ 7 ], as it is presented by Kotler and Armstrong [ 9 ], in its concept of co-creation, where the consumer is an marketiing part of business processes; another plot effect definition the explain the relationship of consumer behavior with marketing strategy and other activities is the domination of brands, which guarantees ease, access and identification of an experience; and communications have been more fluid, which encourages companies to have a clearer orientation and to better understand current and potential consumers. Kelley, H.

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Construal of the self has been shown to impact emotions. Española de Cajas de Ahorro. Knowledge products and network externalities. Branch Social and Legal Sciences. Felson M, Speath JL. Beyond the call of duty: Why customers what is body composition assessment to firm-hosted commercial online communities. Will be able to precisely define the market and select that part of it that is most interesting to the company according to its resources and capabilities. Men, the young population aged between 25 and 34 years, the self-employed or entrepreneurs, or manual workers would be the most likely to make collaborative provisions of goods and services.

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