Purchasers’ benefits of co-creating marketing offers versus offeror country of origin

Abstract

PURPOSE: The article attempts to discover the importance of preferred country of origin for the hierarchical system of benefits that final buyers achieve thanks to the co-creation of marketing offers with offerors.

DESIGN/METHODOLOGY/APPROACH: Striving to fill the gaps identified, five research hypotheses were formulated. Their verification required conducting empirical research. The research covered 1,196 adult representatives of Polish final buyers. Primary data collected was subjected to quantitative analysis.

FINDINGS: The main conclusions were drawn: 1/ for the respondents, the most important are benefits that lead to an increase in their intellectual and relational potential, as well as the chance of obtaining an offer that better meets their expectations, 2/ for the majority of respondents, the offeror’s country of origin does not matter as far as their readiness to undertake joint actions is concerned, 3/ there are statistically significant dependencies between seven out of thirteen benefits analysed and the preferences related to the country of origin of the offeror.

PRACTICAL IMPLICATIONS: These conclusions have a significant cognitive and application value.

ORIGINALITY/VALUE: The originality of the approach proposed in this article is evidenced by the fact that so far these aspects have not been studied by other researchers in a similar context.