Co-creation of a food marketing offer by final purchasers in the context of their lifestyles

Baruk, Agnieszka Izabela

doi:10.1108/bfj-05-2020-0404

Cited by 6 publications

(6 citation statements)

References 61 publications

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“…A final purchaser is a person who purchases a product and is also its consumer if they use the product themselves. Therefore, these terms are not synonyms [15]. In the present study, people who make the purchase were analyzed, which justifies the use of the concept 'final purchaser'.…”

Section: Literature Reviewmentioning

confidence: 86%

The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation

Baruk¹

2021

Energies

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The aim of this study was to identify the preferences of final purchasers regarding the environment of cooperation with offerors and the benefits of cooperation, as well as to identify dependencies between two groups of preferences, taking into account the age of purchasers. The results of an analysis of the global literature on the subject indicate that so far these issues have not been studied, either in relation to the energy market or other areas of the consumer market. Therefore, we can talk about a cognitive and research gap in this area. In order to reduce the gap, seven research hypotheses were formulated and primary research was carried out on 1196 adult representatives of final purchasers in Poland to verify the hypotheses. The collected data were subjected to quantitative analysis, the results of which made it possible to state that most respondents preferred the parallel use of the online and offline environments as a place of interaction with offerors. More than half of the respondents stated that a combination of material and non-material benefits achieved through cooperation with offerors effectively encourages purchasers to undertake this cooperation. Non-material benefits such as the possibility of gaining new knowledge, the possibility of gaining new skills, and the possibility of establishing relationships with new people turned out to be particularly important. Statistically significant dependencies were identified between the preferences regarding the environment of cooperation and preferences regarding the benefits of cooperation. Moreover, dependencies were identified between age and the general specificity of benefits of cooperation with offerors, and between age and twelve specific benefits of cooperation. Conclusions drawn from the results obtained have great cognitive and application value, enriching knowledge of the behavior of final purchasers and making it easier for offerors, including companies operating on the consumer energy market, to make effective decisions about encouraging recipients to cooperate in the process of creating a marketing offer.

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Section: Literature Reviewmentioning

confidence: 86%

The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation

Baruk¹

2021

Energies

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“…Therefore, the selection or creation of lifestyles is influenced by group and peer pressures and the visibility of their role models, together with the socio-economic variables. As a result, lifestyles have been used in a theoretical model for analysis of reality, and in the support of segmentation strategies to study consumers’ behaviors [ 88 , 89 , 90 ]. Hence, the adoption of a theoretical framework based on the lifestyle’s theory could improve the scientific capacity to analyze the judgements and practices of consumers related to the ontological nature of animals and the consumers’ impact on its suffering, as well as perception of animal sentience.…”

Section: Discussionmentioning

confidence: 99%

Perceptions of Farm Animal Sentience and Suffering: Evidence from the BRIC Countries and the United States

Mata

Jaeger

Domingues

2022

Animals

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In this study, we examined how beliefs about farm animal sentience and their suffering vary across culture and demographic characteristics. A total of N = 5027) questionnaires were administered in Brazil, Russia, India, China, and the USA. Brazilians showed higher and Chinese lower levels of perceived animal sentience. In Russia and India, the perception of suffering and sentience increases with age, with similar levels to those observed in the USA. In all the countries, more people agreed than disagreed that animals are sentient. Men in India show higher levels of agreement with the relation between eating meat and animal suffering, followed by women in Brazil and China. Lower levels of agreement are observed in Americans and Chinese. Women show higher levels of compassion than men. In Russia, there is a slightly higher level of agreement between men and in the USA younger men agree more. Young American men show higher levels of agreement, while in India and China age has the opposite effect. For fair trading competition, it is important to standardize procedures and respect the demand for both animal protein and its ethical production. Overall, our results showed that perceptions of farm animal sentience and suffering vary substantially across countries and demographic groups. These differences could have important consequences for the perceived ethicality of meat production and consumption, and for global trade in animal products.

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“…For example, Hussain et al (2021) studied the past experience of purchasers with co-creation activity related to a restaurant brand and its impact on the level of satisfaction and emotional Co-creating food products relationships with a given brand. When addressing the issue of co-creation of food products, the role of the lifestyle of final purchasers in shaping their prosumption activity has also been considered (Baruk, 2021). Moreover, research has been conducted on the importance of trust, concluding that it is a necessary condition for effective cooperation between purchasers and retailers offering food products (Shulga et al, 2021).…”

Section: Co-creating Food Productsmentioning

confidence: 99%

Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

Baruk

2023

JCMARS

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PurposeThe aim of the article is identifying the hierarchy of products that final purchasers are ready to co-create with offerors and defining the place that food products occupy in this hierarchy in the context of the preferred environment for cooperation.Design/methodology/approachStriving to fill the cognitive and research gap identified during the analysis of the world literature was the basis for the survey, which included 1,196 representatives of adult final purchasers in Poland. The primary data collected were subjected to statistical analysis using the following methods: average grade analysis, comparative analysis, exploratory factor analysis and the Kruskal–Wallis (KW) test.FindingsThis study found that the respondents would like to co-create food products which ranked third among the analyzed groups of products with offerors. Most respondents preferred the parallel use of the online and offline environments as places of cooperation with offerors. Among the total of respondents and the respondents who preferred the internet as an environment for cooperation, a group of people willing to participate in the creation of food products was identified. In both cases, these groups were characterized by the fact that their members were not ready to co-create other groups of products at the same time. Food products were one of the two groups of products for which the preferred environment for cooperation turned out to be a statistically significant feature differentiating the responses regarding what products the respondents would like to co-create with offerors.Originality/valueThe scope and the approach proposed in this article testify to its originality. So far, the preferences of final purchasers regarding (1) product groups, including food, that they would like to co-create with offerors and (2) the environment for cooperation with offerors have not been studied. Ipso facto, the significance of this environment for preferences related to products that purchasers would be ready to co-create has not been investigated. Conclusions drawn on the basis of the results of the research constitute a valuable contribution to the theory of marketing and the theory of behavior, related especially to the joint creation of food products. The results are characterized by high application value, making it easier for offerors to take actions better suited to the preferences of active final purchasers.

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Co-creation of a food marketing offer by final purchasers in the context of their lifestyles

Cited by 6 publications

References 61 publications

The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation

The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation

Perceptions of Farm Animal Sentience and Suffering: Evidence from the BRIC Countries and the United States

Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

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