The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation

Abstract

The aim of this study was to identify the preferences of final purchasers regarding the environment of cooperation with offerors and the benefits of cooperation, as well as to identify dependencies between two groups of preferences, taking into account the age of purchasers. The results of an analysis of the global literature on the subject indicate that so far these issues have not been studied, either in relation to the energy market or other areas of the consumer market. Therefore, we can talk about a cognitive and research gap in this area. In order to reduce the gap, seven research hypotheses were formulated and primary research was carried out on 1196 adult representatives of final purchasers in Poland to verify the hypotheses. The collected data were subjected to quantitative analysis, the results of which made it possible to state that most respondents preferred the parallel use of the online and offline environments as a place of interaction with offerors. More than half of the respondents stated that a combination of material and non-material benefits achieved through cooperation with offerors effectively encourages purchasers to undertake this cooperation. Non-material benefits such as the possibility of gaining new knowledge, the possibility of gaining new skills, and the possibility of establishing relationships with new people turned out to be particularly important. Statistically significant dependencies were identified between the preferences regarding the environment of cooperation and preferences regarding the benefits of cooperation. Moreover, dependencies were identified between age and the general specificity of benefits of cooperation with offerors, and between age and twelve specific benefits of cooperation. Conclusions drawn from the results obtained have great cognitive and application value, enriching knowledge of the behavior of final purchasers and making it easier for offerors, including companies operating on the consumer energy market, to make effective decisions about encouraging recipients to cooperate in the process of creating a marketing offer.