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Cooperatives’ market activities in the sphere of sales marketing. Comparative analysis on the example of dairy cooperatives from the Małopolskie and Świętokrzyskie voivodships

Konieczna Izabela

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2021

z. 154

95--102

Purpose: The aim of the article is to identify activities creating value for the customer in the area of sales marketing and to compare them between the two neighboring voivodships, namely Świętokrzyskie and Małopolskie. Design/methodology/approach: Direct interviews using a questionnaire survey were conducted among representatives of cooperatives representing 41% of the population, which resulted from the willingness to participate in the survey. Findings: The analysis of the research results, taking into account two voivodships shows that although sales marketing activities have an impact on customer value, most of them are not carried out by all cooperatives. Moreover, in the case of other major markets, no action is taken. In most cases, the voivodship in which the cooperatives operate differentiates the undertaken activities. Research limitations/implications: A limitation of the research is the range. It results from the fact that only cooperatives from two voivodships, namely Świętokrzyskie and Małopolskie were researched here. In addition, the research results are limited to one organizational and legal form of enterprises, i.e. cooperatives. It seems reasonable that further research should be at least nationwide and cover various organizational and legal forms of enterprises. Practical implications: Analysis of the results allows enterprises’ management to be more aware of the need of analyzing activities in the field of marketing sales more often, as it affects the value to the customer. Such awareness allows them to take appropriate steps to increase the scope of taken actions, and thus affect the value for the customer to a greater extent than the competition. Originality/value: The comparison of market activities in the sphere of sales marketing of selected cooperatives from two different voivodships.

Expectations towards offer vs. market activities of polish purchasers – prosumption and ethnocentric context

Baruk A. I.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Łódzka

2016

z. 63

5--18

The article presents the issue of expectations of Polish purchasers towards marketing offer available on the market and market activities undertaken by them in practice. They were shown in the prosumption and ethnocentric context. A special attention was paid towards relationships between those expectations and specific market activities, showing that they had not been analysed so far in the subject literature. An attempt was made to fill the knowledge gap identified in this respect. To do this, empirical research was conducted, the results of which were subjected to a statistical analysis by means of correlation analysis and concentration analysis method. It allowed to verify research hypotheses formulated. It was stated that there are relatively stronger relations between ethnocentric expectations of respondents and activities done by them actually in relations with other purchasers than in case of activities in relations with bidders.

W artykule przedstawiono problematykę oczekiwań polskich nabywców wobec dostępnej na rynku oferty marketingowej oraz faktycznie podejmowanych przez nich działań rynkowych. Ukazano je w kontekście prosumpcyjno-etnocentrycznym. Szczególną uwagę zwrócono na zależności występujące między tymi oczekiwaniami i konkretnymi działaniami rynkowymi, wskazując, że nie były one dotąd analizowane w literaturze przedmiotu. Podjęto próbę wypełnienia zidentyfikowanej luki wiedzy w tym zakresie. W tym celu przeprowadzono badania empiryczne, których wyniki zostały poddane analizie statystycznej za pomocą metody analizy korelacji i analizy skupień . Pozwoliło to na zweryfikowanie sformułowanych hipotez badawczych. Stwierdzono, że występują relatywnie silniejsze zależności między etnocentrycznymi oczekiwaniami respondentów a faktycznie podejmowanymi przez nich działaniami w relacjach z innymi nabywcami niż w przypadku działań w relacjach z oferentami.