Abstract:

The article is of theoretical and empirical character. In the theoretical part, chosen aspects concerning creating by offerors the experiences of final buyers were presented on the basis of the results of cognitive-critical analysis of world literature. So far, they were analysed mainly with reference to shopping behaviours. They were rather not researched from the point of view of non-shopping behaviours, which suggests the existence of a gap in this field. In the article it was strived to define the specificity of buyers’ experiences and their significance in fulfilling by them the role of partners to offerors. In the empirical part, the results of primary questionnaire research were presented. The opinions of respondents that concern their market experiences, especially those connected with offerors’ actions within the range of stimulating buyers and taking advantage of their willingness to cooperate, were analysed. The results show that respondents did not have positive experiences, which makes it difficult to establish marketing partnership between offerors and purchasers.