Multidimensional Aspects of Final Purchasers' Marketing Activity in the Conditions of Dynamic Market Changes

• Autorzy: Agnieszka Izabela Baruk
• Języki publikacji: EN

Abstrakty

EN

Research background: The results of the analysis of the world literature on marketing and management indicate a cognitive gap and research one regarding the forms of marketing activity of final purchasers and its image-related and relational aspects as differentiating features. These issues have not been analysed in a theoretical perspective as well as in a research one. Purpose: The article aims to define the marketing activity of contemporary final purchasers and identify the significance of selected dimensions of this activity as its differentiating features. Research methodology: To prepare the theoretical part the method of cognitive-critical analysis of the world literature was applied. In order to reduce the identified gaps, empirical research was conducted. To gather primary data a questionnaire survey was used. The collected data was statistically analysed using the Kruskal-Wallis test. Results: The analysed aspects differentiate forms of respondents' marketing activity to a various degree. A statistically significant differentiation was identified for the greatest number of activities related to the situation whether respondents making purchase decisions take into account the fact that a product has been prepared by an offeror together with purchasers. Novelty: The originality of the proposed approach is evidenced by the fact that the aspects presented in this article have not been analysed so far, either in theoretical or in practical terms. (original abstract)

Słowa kluczowe

EN

Marketing; Final buyer; Market behaviour

PL

Marketing; Nabywca końcowy; Zachowania rynkowe

• Czasopismo: Folia Oeconomica Stetinensia
• Rocznik: 2020
• Numer: vol. 20, iss. 2
• Strony: 34--48

Twórcy

autor

Agnieszka Izabela Baruk

• Lodz University of Technology

Bibliografia

• Alderete, M.V. (2017). The Age of Prosumerism: Some Micro-Economic Analysis. Journal of Theoretical and Applied Electronic Commerce Research, 12 (3), 1-12. DOI: 10.4067/S0718-18762017000300002.
• Asamoah, E.S., Chovancová, M. (2016). The Effect of Cultural Orientation on the Purchasing Decisions of Consumers: a Cross Cultural Comparative Study. International Journal of Contemporary Management, 15 (1), 7-32. DOI: 10.4467/24498939IJCM.16.001.4834.
• Banović, M., Krystallis, A., Guerrero, L., Reinders, M.J. (2016). Consumers as co-creators of new product ideas: An application of projective and creative research techniques. Food Research International, 87, 211-223. DOI: 10.1016/j.foodres.2016.07.010.
• Bauer, R.M., Gegenhuber, T. (2015). Crowdsourcing: Global search and the twisted roles of consumers and producers. Organization, 22 (5), 661-681. DOI: 10.1177/1350508415585030.
• Bhalla, G. (2016). Collaboration and Co-Creation: The Road to Create Value. The Marketing Journal. Retrieved from: http://www.marketingjournal.org/collaboration-and-co-creationthe-road-to-creating-value.
• Boradjieva, M. (2017). 3 Ways Consumers Co-Create Brands. Digital Marketing Magazine, Retrieved from: http://digitalmarketingmagazine.co.uk/digital-marketing-features/3-waysconsumers-co-create-brands.
• Casalo, L.V., Flavian, C., Ibáñez-Sánchez, S. (2017). Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior and Social Networking, 20 (6), 369-375. DOI: 10.1089/cyber.2016.0360.
• Cova, B., Dalli, D. (2009). Working Consumers: The Next Step in Marketing Theory? Marketing Theory, 9 (3), 315-339. DOI: 10.1177/1470593109338144.
• Darmody, A. (2009). Value Co-Creation and New Marketing. Technology Innovation Management Review. Retrieved from: https://timreview.ca/article/302.
• Elida, T., Rahardjo, W., Raharjo, A., Sukirman, E. (2019). Online Shopping: What Factors Determine Consumers to Buy? Management Studies, 7 (3), 238-246. DOI: 10.17265/2328- 2185/2019.03.007.
• Ghodsimaab, N. (2016). Influence of Religion on Consumer Behavior (Shopping Behavior and Consumption Behavior) Among Muslim and Hindu Customers. International Research Journal of Multidisciplinary Studies, 2 (5), 1-4.
• Polska w liczbach ('Poland in numbers'). Retrieved from: http://www.polskawliczbach.pl/

Identyfikatory

DOI

10.2478/foli-2020-0034