PROSUMER OF THE XXI CENTURY - NEW CHALLENGES TO COMMERCE AND MARKETING

Abstract

The world of consumption changes constantly, with new trends emerging one by one. One of such trends is the phenomenon of prosumerism, which is an expression of consumers' drive to influence the products they buy. The market trend observable in that scope requires a thorough transformation of the way of communicating of manufacturers and sellers with both existing and potential clients. From the point of view of offer makers, prosumers are important because they are both the reflection and the shaping force of the market. Prosumers representing Generation C, which is subject to analysis in this article, deserve particular attention since their line of thinking and acting on the market indicates the direction in which the group they belong to may potentially evolve.