Co-creation of a food marketing offer by final purchasers in the context of their lifestyles
Bibliographic Data
| ID | 21295142 |
|---|---|
| Authors | Agnieszka Izabela Baruk (0000-0003-2864-509X, Lodz University of Technology, corresponding author) |
| Year | 2021 |
| Volume | 123 |
| Issue | 4 |
| Pages | 1494-1512 |
| Publication date | 2021-02-22 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-05-2020-0404 |
| OpenAlex | W3112180130 |
| Language | EN |
| References cited | 59 |
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
Business · Cognition · Context (archaeology) · Empirical research · Exploratory factor analysis · Exploratory research · Marketing research · Order (exchange) · Product (mathematics) · Service (business) · Social science · Sociology · Statistics · Test (biology) · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing · Mathematics · Psychology
Likert Scale
Principal component analysis
Value co-creation
Renovating the Pyramid of Needs
Antecedents and purchase consequences of customer participation in small group brand communities
Implementing open innovation through virtual brand communities
Perceived value, trust and purchase intention of organic food
Food choice in the e-commerce era
Open Innovation to Business Model
Building Relationships with Customer 4.0 in the Era of Marketing 4.0
Production, Consumption, Prosumption
On the road to prosumption
| Highly cited | No |
|---|