Product attributes that facilitate disruption survival in declining markets: What we can learn from the disruption veteran vinyl

Abstract: Thesis purpose: The purpose of this thesis is to (1) investigate if product attributes relevant for early stages of the product life cycle enable the survival of disruption and (2) to further examine if there are any specific product attributes related to later stages of the product life cycle enabling market innovation. Methodology: For the purpose of this thesis, qualitative semi-structured interviews and a netnography were applied to study subjective customer perceptions towards attributes related to product survival. The approach of social constructivism and the relativist stance of this research compliments upon the overall obser-vational view and gathered information of how individual people experience vinyl and product attributes. These attributes, stemming from customer behaviour research and mainly applied to early product life cycle stages served as guiding themes for the data analysis. Directed content analysis was further applied to identify and categorize textual data with subsequent coding. The survival of vinyl served as an exemplary research field to explore the individual experience users have with disrupted products. Theoretical perspective: This study makes use of concepts and models in relevant literature regarding disruption, the product life cycle, substitute theories and consumer behavior. These act as a theoretical framework to assess the research field. Empirical data: Semi-structured Interviews, Netnography Conclusion: The product attributes of tangibility and aesthetics can be applicable to later stages of the product life cycle as they contribute to a superior product quality and differentiation, thus enhancing the customer experience. Nostalgia answers to a growing societal desire for recollection. In combination, these attributes inspire consumers to create rituals in their interaction with the product and can evoke the development of a strong, community-focussed customer base. This builds the foundation for a successful market innovation.