Expectations Towards Offer Vs. Market Activities of Polish Purchasers - Prosumption and Ethnocentric Context
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The article presents the issue of expectations of Polish purchasers towards marketing offer available on the market and market activities undertaken by them in practice. They were shown in the prosumption and ethnocentric context. A special attention was paid towards relationships between those expectations and specific market activities, showing that they had not been analysed so far in the subject literature. An attempt was made to fill the knowledge gap identified in this respect. To do this, empirical research was conducted, the results of which were subjected to a statistical analysis by means of correlation analysis and concentration analysis method. It allowed to verify research hypotheses formulated. It was stated that there are relatively stronger relations between ethnocentric expectations of respondents and activities done by them actually in relations with other purchasers than in case of activities in relations with bidders.
- Artykuły (WOiZ)