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Article
Publication date: 4 August 2023

Agnieszka Izabela Baruk

The 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…

Abstract

Purpose

The 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/approach

Striving 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.

Findings

This 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/value

The 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.

Details

Journal of Contemporary Marketing Science, vol. 6 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 5 June 2017

Agnieszka Izabela Baruk

This paper aims to identify dependences between recommending an employer by employees and the level of their contentment; indicate the determinants of the level of employees’…

Abstract

Purpose

This paper aims to identify dependences between recommending an employer by employees and the level of their contentment; indicate the determinants of the level of employees’ contentment; and define the hierarchical order of identified determinants of the level of employees’ contentment.

Design/methodology/approach

To prepare the theoretical part, the method of cognitive-critical analysis of worldwide subject literature from the field of marketing, personal marketing, management and human resources management was used, whereas to prepare the empirical part, the following research methods were used: a questionnaire (to gather primary data) and the method of statistical analysis in the form of correspondence analysis, including analysis the total value of χ2 (to analyse the primary data gathered and for statistical deduction).

Findings

The statistical analysis of results of primary research allowed to identify the internal system of dependence between recommending an employer and employees’ contentment. Its determinants were defined and ordered according to the significance of given dependence. The strongest determinants of employees’ contentment were their satisfaction and relation variables, especially the way of treating subordinates by superiors. Majority of 18 analysed dependences were also statistically significant (apart from 7 of them), although they were characterised by a relatively weaker strength. The knowledge about this is very important for business-to-business (B2B) enterprises. Thanks it the employers can activate employees as prosumers co-building employer’s image.

Originality/value

The originality of the paper results from the applied approach. According to it, employees play a role of prosumers through taking part in creating the image of a B2B company as an employer. So far, the prosumption was associated only with final purchasers and not with employees. Additionally, this approach counts the contentment context of recommending B2B enterprise as the employer.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 24 April 2020

Agnieszka Izabela Baruk and Sebastian Białoskurski

The main purpose of this article is to determine the significance of selected reasons for the market success of a new food product depending on the perception of the offeror.

Abstract

Purpose

The main purpose of this article is to determine the significance of selected reasons for the market success of a new food product depending on the perception of the offeror.

Design/methodology/approach

A cognitive-critical analysis of the literature on marketing, innovation management and image management were used to prepare the theoretical section. The results of the analysis indicate a cognitive and research gap regarding the role of innovative food products in creating their offerors' image. In order to reduce the gap, empirical studies were conducted on a sample of young Polish consumers, in which a questionnaire was used to gather primary data. The data were subjected to statistical analysis using the following methods and statistical tests: exploratory factor analysis, Kruskal–Wallis test, Pearson chi-square independence test and V-Cramer coefficient analysis.

Findings

The results of the analysis conducted indicated, inter alia, that there are no statistically significant dependencies between opinions on the importance of individual components to achieve market success by a new food product (NFP), and on the relationship between the perception of the NFP and the image of the offeror. Opinions on the impact of an offeror's image on the perception of an NFP are a feature that differentiates the factors indicating the success of NFPs in the case of three variables only.

Originality/value

The results obtained from the research have a cognitive and applicability value, characterized by originality. Until now, the role of innovative food products in creating their offerors' image has not been analyzed.

Details

American Journal of Business, vol. 35 no. 1
Type: Research Article
ISSN: 1935-5181

Keywords

Article
Publication date: 9 December 2020

Agnieszka Izabela Baruk

This article is theoretical and empirical in nature. Its purpose is to determine whether a lifestyle resulting from a particular personality type is significant for elements of a…

Abstract

Purpose

This article is theoretical and empirical in nature. Its purpose is to determine whether a lifestyle resulting from a particular personality type is significant for elements of a food marketing offer, which final purchasers would like to co-create with offerors.

Design/methodology/approach

A cognitive-critical analysis of the world literature on the subject was used to prepare the theoretical section. The results of the analysis indicate a cognitive and research gap in analyzing the above aspects. In order to reduce the gap, empirical studies were conducted in which a questionnaire was used to gather primary data. The data were subjected to quantitative analysis using statistical analysis including exploratory factor analysis, Pearson chi-square independence test, V-Cramer coefficient analysis, Kruskal–Wallis test and cluster analysis.

Findings

The results of the statistical analysis allowed three research hypotheses to be verified. It was found that there is dependence between respondents' lifestyles and elements of a marketing offer which they would like to co-create with offerors. It was also found that a lifestyle is a feature differentiating both material and non-material elements of a marketing offer which respondents would like to co-create with offerors. Such dependence was identified for, respectively, a material product, service and brand, regardless of whether these considered a company or a product. Thus, research hypotheses were proved to be valid for respondents.

Research limitations/implications

The results obtained from the research have a cognitive and applicability value. They contribute to the theory, including marketing and customer behavior. They can also facilitate the shaping of good mutual relationships between offerors and final purchasers as important partners cooperating in the process of creating marketing values.

Originality/value

The originality of the approach presented is confirmed by the fact that until now elements of a marketing offer which purchasers would like to co-create with offerors have not been analyzed in the context of a lifestyle either in theory or in practice.

Details

British Food Journal, vol. 123 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 January 2015

Agnieszka Izabela Baruk and Anna Iwanicka

The purpose of this paper is to identify and to make an in-depth analysis of importance of the environmental elements of dairy product packaging during consumer buying decisions…

1309

Abstract

Purpose

The purpose of this paper is to identify and to make an in-depth analysis of importance of the environmental elements of dairy product packaging during consumer buying decisions process according to these elements’ compliance with consumer expectations.

Design/methodology/approach

The paper is of theoretical and empirical character. In the theoretical part, the cognitive-and-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part, such research methods were used as: questionnaire survey for gathering primary data and statistical analysis (including factor analysis and cluster analysis) for the analysis of the primary data and for the statistical reasoning, which made the basis for the final conclusions.

Findings

On the basis of the research, it is possible to state that: environmental features of dairy product packaging are of great significance for the respondents, and meeting their expectations in this respect influences positively their buying decisions.

Originality/value

The original contribution of the paper to theory is the identification of Polish purchasers’ expectations toward elements of dairy product packaging in the context of their buying decisions taken thanks to the fact that their expectations concerning the features of packaging are fulfilled. This knowledge makes it possible for offerers to manage efficiently and effectively dairy product packaging as a tool of influencing recipients, as well as to shape properly and use their marketing potential, which, in turn, determines the applicability value of the research and the conclusions drawn on the basis of the results.

Details

British Food Journal, vol. 117 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 January 2016

Agnieszka Izabela Baruk and Anna Iwanicka

The purpose of this paper is to have two main research goals: to identify and analyse the elements of dairy product packaging which influence customer purchase decisions…

1998

Abstract

Purpose

The purpose of this paper is to have two main research goals: to identify and analyse the elements of dairy product packaging which influence customer purchase decisions, according to these elements’ compliance with their expectations; and to analyse the relations between final customers’ expectations towards elements of dairy product packaging and their three chosen demographic characteristics including age, gender and level of education.

Design/methodology/approach

The paper is theoretical and empirical in nature. In the theoretical part, the cognitive-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part the following research methods were used: questionnaire survey for gathering primary data and statistical analysis (factor analysis and the Kruskal-Wallis independence test) for the analysis of the primary data and for statistical reasoning, which formed the basis for the final conclusions.

Findings

On the basis of the research, one can conclude that the analysed demographic characteristics of the respondents (age, gender, level of education) influence the structure of their expectations towards dairy product packaging, thereby determining their purchase decisions. The dependence does not exist only between the growth of pro-environmental expectations and the increase of the respondents’ level of education. However, this does not change the fact that level of education correlates with expectations related to other features of dairy product packaging, thus determining their structure.

Originality/value

The original contribution of this paper to theory is the identification of Polish customers’ expectations towards elements of dairy product packaging and the description of their structural diversity, depending on the recipients’ demographic characteristics in terms of their purchase decisions taken thanks to the fact that their expectations concerning the features of packaging are fulfilled. This knowledge can make it easier to effectively manage dairy product packaging as a tool of influencing on customers and properly shape their marketing potential by offerors. It determines the applicability of the research results and the conclusions drawn from them.

Details

British Food Journal, vol. 118 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

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