Trust in Products in the Context of Final Purchasers’ Active Participation in Creating a Marketing Offer

Abstract :

This article is theoretical and empirical in nature. Its main purpose is to determine the significance of trust shown by final purchasers in their openness in jointly creating a marketing offer with the offerors. A cognitive-critical analysis of the literature on marketing, marketing management and relationship management was used to prepare the theoretical section. The results of the analysis indicate a cognitive and research gap regarding the trust in a product felt by final purchasers in the context of their active participation in the process of creating a marketing offer. In order to reduce the gap, four research hypotheses were formulated, and empirical studies were conducted in which a questionnaire was used to gather primary data. The data were subjected to statistical analysis using Pearson chi-square test and V-Cramer coefficient analysis. The results indicated that there were statistically significant dependencies between trust in products and the following aspects: (a) respondents’ willingness to cooperate with offerors, (b) respondents’ opinions concerning producers listening to purchasers’ suggestions, and (c) the way respondents interpret cooperation with producers. There were no statistically significant dependencies between trust in products and respondents’ opinions on the effectiveness of producers as initiators of final purchasers’ marketing activity.