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.

中文翻译：

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最终购买者根据他们的生活方式共同创建食品营销报价

目的

本文本质上是理论性的和经验性的。其目的是确定由特定个性类型产生的生活方式对于食品营销提议的要素是否重要，最终购买者希望与提议者共同创造。

设计/方法/方法

对有关该主题的世界文献的认知批判性分析被用于准备理论部分。分析结果表明在分析上述方面时存在认知和研究空白。为了缩小差距，进行了实证研究，其中使用了问卷调查表收集原始数据。使用统计分析对数据进行定量分析，包括探索性因素分析，Pearson卡方独立性检验，V-Cramer系数分析，Kruskal–Wallis检验和聚类分析。

发现

统计分析的结果允许验证三个研究假设。结果发现，受访者的生活方式与他们想要与要约人共同创造的营销要约之间存在依赖性。还发现，生活方式是一种区别营销对象要约人与要约人共同创造的营销要约的特征。无论是实质性产品，服务还是品牌，都可以识别出这种依赖性，无论它们是公司还是产品。因此，研究假设被证明对受访者有效。

研究局限/意义

从研究中获得的结果具有认知和适用性价值。他们为该理论做出了贡献，包括市场营销和客户行为。作为重要的合作伙伴在创造营销价值的过程中进行合作，它们还可以促进要约人和最终购买者之间良好的相互关系的塑造。

创意/价值

迄今为止，无论是从理论上还是从实践上，都没有在生活方式的背景下分析过购买者想与要约人共同创造的市场要约要素，这一事实证实了所提出方法的独创性。