Purchasers' Openess for Prosumption in the Ethnocentric Context

• Autorzy: Agnieszka Izabela Baruk

Warianty tytułu

Otwartość nabywców na prosumpcję w kontekście etnocentryzmu

• Języki publikacji: EN

Abstrakty

EN

The main goal of this article is to define the role of the ethnocentric attitude of purchasers in their integration with offerors through prosumption. The article has a theoretical-empirical nature. For the theoretical aspect, the world's literature on marketing, consumer behaviour, etc., was cognitively-critically analysed. For the empirical aspect, a questionnaire (for gathering primary data) was distributed and a statistical analysis (including the factor analysis) was conducted. The results of the research made it possible to divide the respondents into three groups. One group exclusively included the people who showed readiness for an active participation in the creation of a marketing offer involving native products. This was the most homogenous group. The other two groups contained respondents who didn't show openness for prosumption. (original abstract)

Głównym celem artykułu jest określenie roli postaw etnocentrycznych nabywców w procesie ich integrowania się z oferentami przez aktywność prosumpcyjną. Artykuł ma charakter teoretyczno-empiryczny. W części teoretycznej dokonano poznawczo-krytycznej analizy literatury przedmiotu z zakresu marketingu, zachowań nabywczych itp. Do przygotowania części empirycznej zastosowano z kolei metodę badania ankietowego (w celu zebrania danych pierwotnych) oraz metodę analizy statystycznej w postaci analizy czynnikowej. Wyniki badań pozwoliły na dokonanie podziału respondentów na trzy grupy. Jedna z grup obejmowała osoby wykazujące otwartą postawę na aktywny udział w kreowaniu ofert marketingowych w przypadku rodzimych produktów. Była to najbardziej jednorodna grupa respondentów. Pozostałe dwie grupy obejmowały osoby niewykazujące otwartości na prosumpcję. (abstrakt oryginalny)

Słowa kluczowe

EN

Prosumption; Ethnocentrism; Buying behaviour

PL

Prosumpcja; Etnocentryzm; Zachowania nabywcze

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 6 tom 1
• Strony: 7--24

Twórcy

autor

Agnieszka Izabela Baruk

• Politechnika Łódzka

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