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Abstract

The aim of the article is to identify the hierarchy of benefits perceived by final purchasers which offerors achieve by taking joint actions and to determine the importance of the offeror's country of origin as a variable differentiating purchasers' opinions. Design/methodology/approach: The results of the cognitive-critical analysis of the world's literature on the subject indicate that there is a cognitive gap and a research gap with regard to the benefits that offerors achieve through cooperation with final purchasers in the context of their preferences regarding the offeror's country of origin. Striving to fill the gaps identified, six research hypotheses were formulated, which were subjected to empirical versification. For this purpose, surveys were conducted among representatives of Polish adult final purchasers. The data was subjected to statistical analysis using, e.g. the method of exploratory factor analysis, the chi2 test and the Kruskal-Wallis test. Findings: Among other things, it was discovered that for the majority of respondents, the country of origin does not matter when it comes to their readiness to undertake joint actions. This variable turned out to differentiate the responses in the case of five out of thirteen benefits analysed. Homogenous groups of respondents showing similar preferences towards the offeror's country of origin and the willingness to cooperate were distinguished. Originality/value: The conclusions drawn on the basis of the research have significant cognitive and application value. They enrich the theory of marketing and purchaser behaviour, providing valuable tips for managers. The implementation of these recommendations may facilitate the development of long-term mutually beneficial relationships with final purchasers in a way that meets their expectations related to cooperation with domestic and foreign offerors.