Relacje między oferentami i nabywcami finalnymi – kontekst wizerunkowy
Relations between Offerors and Final Purchasers – Image Context

Summary/Abstract: The article has the theoretical-empirical character. In its theoretical part the relations between offerors and final purchasers were presented. The special attention was paid tothe effects of these relations reflected in the offeror’s image. The cognitive-critical analysis ofthe world literature showed that the image context of mutual links between the both groups of market participants wasn’t studied by the others researchers. There is the cognitive gapand the research one in this scope. That’s why the main goal of this article was to identify the meaning of the relations between offerors and final purchasers as well as to define the image consequences of the mutual relations. The research hypothesis about dependence between the way of estimating by respondents the previous relations with offerors and their imagewas formulated. The field empirical researches were conducted to decrease mentioned gaps. To gather primary data the method of questionnaire research was applied. To analyze the gathered data the following methods were used: analysis of semantic profiles, analysis of average ratings, statistical tests including Kruskal-Wallis test and chi-square test. The results of conducted researches showed that the respondents’ opinions about relations with offerors weren’t good. The worst opinions concerned the relations with producers. The statement presented in the research hypothesis turned out to be the truth in the case of respondents. It means thatthe mutual relations have visible effects referring to the offeror’s image.

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