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Final purchasers cooperation with offerors vs trust in products according to the extent of purchasers' involvement in their preparation

Baruk Agnieszka Izabela

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2020

z. 147

41--52

Purpose: This article aims to determine the significance of cooperation between final purchasers and offerors in the process of creating a marketing offer, as well as identify the dependencies between this cooperation and purchasers’ trust in products, according to the scope of purchasers’ involvement in their preparation. Design/methodology/approach: The results of a cognitive-critical analysis of the world literature on the subject indicate a cognitive and research gap in this area. Until now, cooperation between final purchasers and offerors has not been examined in the context of mutual trust. In order to reduce the gap, empirical studies were conducted, in which a questionnaire was used to gather primary data. The data was subjected to a quantitative analysis, including statistical analysis. Findings: The results made it possible to verify three research hypotheses and draw conclusions of cognitive and applicability value. Statistically significant dependencies were identified between respondents’ trust in products and three analysed variables reflecting their attitudes towards cooperation with offerors and their prosumptive behaviours. The relatively strongest dependence is visible between trust in products according to the scope of respondents’ involvement in their preparation and respondents’ willingness to cooperate with producers. Research limitations/implications: The research has certain limitations, such as its subjective and objective scope. It comprised only adult final purchasers and the analysis comprised only selected aspects of cooperation between final purchasers and offerors. Originality/value: The results of the research contribute to the theory and practice of marketing and consumer behaviour, reducing the cognitive and research gap in the analysis of this cooperation in the context of trust in products.