Purchasers' openess for prosumption in the ethnocentric context

• Autorzy: Baruk A.I.

Warianty tytułu

PL

Otwartość nabywców na prosumpcję w kontekście etnocentryzmu

RU

Otkrytost' pokupatelejj dlja proizvodstva i potreblenija kak odnogo celogo v kontekste ehtnocentrizma

• 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.

PL

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.

RU

Основная цель статьи - определить роль этноцентристского отношения покупателей в процессе их интегрирования с оферентами посредством просьюмерской активности. Статья имеет теоретико-эмпирический характер. В теоретической части провели познавательно-критический анализ литературы по предмету в области маркетинга, покупательского поведения и т. п. Для подготовки эмпирической части применили, в свою очередь, метод опроса (для сбора первичных данных), а также метод статистического анализа в форме факторного анализа. Результаты опросов позволили разделить респондентов на три группы. Одна из групп включала лиц, демонстрирующих открытое отношение к активному участию в формировании маркетинговых предложений в случае отечественных продуктов. Это была наиболее гомогенная группа респондентов. Остальные две группы включали лиц, не проявляющих открытости для производства и потребления как одного целого.

• Wydawca: -
• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Tom: 64
• Numer: 6 t.1
• Opis fizyczny: p.7-24,fig.,ref.

Twórcy

autor

Baruk A.I.

• Department of Management Systems and Innovation, Faculty of Management and Production Engineering, Lodz University of Technology, ul.Piotrowska 266, 90-924 Lodz

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