Effects of collective intelligence and self-reference consumption on entrepreneurial productivity and quality in niche markets

Abstract

This study analyzes the impact of customer segmentation, customer acquisition and retention, and customer behavior on entrepreneurial productivity and quality of the startup enterprises in Mexico. These enterprises tend to gain higher market share by implementing customer-centric approach through various variables such as demand stimulation, promoting their brand in ambidextrous market segments, product referrals, and cognitive variables such as psychodynamics, anthropomorphic attitude, and repeat buying behavior. Information gathered from 308 respondents was admitted to data analysis process. In all, information from 88% of the respondents was considered for data analysis. In view of the findings discussed in the study, it can be stated that the customer-centric approach of startup enterprises leads to anthropomorphic orientation among customers who are oriented toward technology and innovation. Startup enterprises encourage these customers to actively interact on digital platforms and inter-personal forums to promote a positive word-of-mouth leading to an increase in the purchase intentions by the potential customers.