University of Twente Student Theses


Co-Creation of Values for Customized, High- End, Sustainable Furniture : A Market Exploration

Gusmayadi, Afina Zahrah (2023) Co-Creation of Values for Customized, High- End, Sustainable Furniture : A Market Exploration.

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Abstract:In the creation of new products or services, it is an essential responsibility for marketers to generate value for customers. With the rapid and ever-changing customers’ preferences in recent years and the rising demand for premium sustainable products, the market for customized, high-end, sustainable furniture is being explored. The purpose of this paper is to shed some light on customer experience and attempts to understand how and which intangible elements influenced the creation of customer value, through customer’s involvement in the design and purchase of their own unique furniture. Our research case setting is designed based on existing frameworks such as Schmitt’s (1999) experiential marketing and result are referred to existing frameworks such as Smith & Colgate (2007). Drawing from the results, participants' professional background and interest in the arts and innovation is the biggest driver for designing and purchasing this furniture. Meanwhile, their personal aesthetics, hobbies, upbringing, and experiences contribute to the creation of values. The paper concludes which customers and certain values must be generated and prioritized when entering the market of customized furniture.
Item Type:Essay (Bachelor)
Tableau, Amsterdam, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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