Retail buyers' decision-making process: an investigation of contributing variables

Ann E. Fairhurst · Susan S. Fiorito

44 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Consumer Retail Behavior Studies Supply Chain and Inventory Management Consumer Market Behavior and Pricing

Abstract

A retail store's profitability is contingent, to some degree, on the performance of the retail buyer. The present research examines selected constructs from a model (Sheth 1981) that serve as heuristic devices used by retail buyers of fashion goods that may influence the decision-making process of the buyer. The decision reached affects the performance of the retail buyer which is judged by gross margin return on inventory investment. Based on the results from questionnaires distributed to department store buyers, the major influences on gross margin return on inventory investment are type of merchandise the buyer selected, type of buying decision, job experience and training received by the buyer. These findings are not only useful in the development of a retail buyer behavior model, but also in executive training programs.

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References

1972Principles of Marketing 1979Mail and Telephone Surveys 1967Industrial buying and creative marketing 1985Handbook of Survey Research.1983Handbook of Survey Research 2014Organizational Behavior 1981Theory in retailing : traditional and nontraditional sources

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