Multidimensional Aspects of Final Purchasers’ Marketing Activity in the Conditions of Dynamic Market Changes

Abstract

Abstract Research background: The results of the analysis of the world literature on marketing and management indicate a cognitive gap and research one regarding the forms of marketing activity of final purchasers and its image-related and relational aspects as differentiating features. These issues have not been analysed in a theoretical perspective as well as in a research one. Purpose: The article aims to define the marketing activity of contemporary final purchasers and identify the significance of selected dimensions of this activity as its differentiating features. Research methodology: To prepare the theoretical part the method of cognitive-critical analysis of the world literature was applied. In order to reduce the identified gaps, empirical research was conducted. To gather primary data a questionnaire survey was used. The collected data was statistically analysed using the Kruskal-Wallis test. Results: The analysed aspects differentiate forms of respondents’ marketing activity to a various degree. A statistically significant differentiation was identified for the greatest number of activities related to the situation whether respondents making purchase decisions take into account the fact that a product has been prepared by an offeror together with purchasers. Novelty: The originality of the proposed approach is evidenced by the fact that the aspects presented in this article have not been analysed so far, either in theoretical or in practical terms.