The Critical and Mature Consumer

Consumers have power, they decide on products, companies, shopping routes, and their personal lifestyle. The individual purchasing decision for or against a product is a direct opportunity to influence. Consumers say in surveys what their expectations are of manufacturers and trade. However, they are not manufacturers themselves or have the technical expertise on the various supply chains. They delegate these tasks to the “professionals” of the companies. However, they want to know who did what when with what success. And only then do they (possibly) consider these products for their personal purchase. They therefore indirectly influence in this way—almost as “clients”. More influence from consumers is also exerted by non-governmental organizations through media criticism or through various cooperations with companies. Relatively new is the prosumer approach to product design.