US retailers' cooperation with manufacturer promotional support

Abstract

Promotional support, as a push strategy, that manufacturers use to encourage retailers to carry their products needs retailers' cooperation. This study investigates the effects of retailers' fashion and price orientations on manufacturers' offerings of and retailers' cooperation with promotional support. Twenty‐one promotional support items applicable to the apparel retailing were studied. Questionnaires completed by 137 US apparel retail buyers via a modified national mail survey were analyzed. A factor analysis determined four factors: sales support, ad/display materials, monetary support, and selling aid samples. MANCOVAs revealed that the effects of price orientation on both offering frequency and cooperation level were significant. The effects of fashion orientation were not significant. For sales support and selling aid samples, the differences in offering frequency and cooperation levels were found among the different levels of price orientation groups. Monetary support was found most favorably accepted by retailers, regardless of price orientation or fashion orientation.

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