BENEFITS ACHIEVED BY THE OFFEROR FROM CO-OPERATION WITH FINAL PURCHASERS VS THE CO-OPERATION ENVIRONMENT – THE PERSPECTIVE OF THE PURCHASERS

Abstract

The aim of this article is to define the benefits achieved by offerors in the opinion of final purchasers thanks to co-operation with them and to identify the importance of the preferred environment of this common activities. The results of the cognitive-critical analysis of the world literature on the subject indicate that there is a cognitive and research gap in the considerations on the perceiving by final purchasers of the benefits achieved by offerors through co-operation, especially taking into account the preferred environment of this interaction. In order to reduce the identified gaps, 4 research hypotheses were formulated and empirically verified. For this purpose, a survey was conducted among representatives of Polish adult final purchasers. The collected data was subjected to statistical analysis, using, among others, the method of cluster analysis and the Kruskal-Wallis test. The obtained results indicate, inter alia, that the preferred environment of co-operation is a feature differentiating in a statistically significant way only the benefits consisting in the possibility of creating non-product elements of the marketing offer that better meet the expectations of purchasers. Taking into account the perceived benefits, five homogeneous segments of respondents were also identified. Conclusions drawn on this basis have cognitive and applicable value. They enrich the theory of marketing and theory of purchasers' behavior. They also constitute valuable tips for managers. The implementation of these conclusions may help managers to build, together with purchasers, a marketing community focused on jointly creating the expected values.

Keywords: offeror, final purchaser, co-operation, benefits, environment of co-operation

JEL classification codes: M31, M21