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首页> 外文期刊>British Food Journal >Co-creation of a food marketing offer by final purchasers in the context of their lifestyles
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Co-creation of a food marketing offer by final purchasers in the context of their lifestyles

机译：在他们的生活方式的背景下，最终购买者共同创造食品营销提供

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摘要

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.
机译：目的本文是理论和实证性质。其目的是确定由特定人格类型产生的生活方式是否对于食品营销优惠的元素具有重要意义，最终购买者希望与提供者共建。设计/方法/方法采用对受试者世界文学的认知关键分析来制备理论部分。分析结果表明了分析上述方面的认知和研究差距。为了减少差距，进行了实证研究，其中用于收集初级数据的问卷。使用统计分析对数据进行定量分析，包括探索因子分析，Pearson Chi-Square独立试验，V-Cramer系数分析，Kruskal-Wallis测试和聚类分析。调查结果统计分析结果允许核实三项研究假设。有人发现，受访者的生活方式和营销优惠的元素之间存在依赖，他们希望与提供者共同创造。还发现，生活方式是区分营销优惠的材料和非物质元素，受访者希望与提供者共同创造的营销报价。无论这些是否被认为是公司或产品，都会分别识别出这些依赖性，分别为材料产品，服务和品牌。因此，证明研究假设是对受访者有效的。研究限制/影响从研究中获得的结果具有认知和适用性值。它们有助于理论，包括营销和客户行为。他们还可以促进提供者和最终购买者之间的良好相互关系的塑造，作为在创建营销价值的过程中合作的重要合作伙伴。原创性/价值所提出的方法的原创性得到了事实，直到现在营销提供的营销优惠的元素都希望在理论上或实践中在生活方式的情况下已经在生活方式的背景下进行共同创造。

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