Retailer buying behaviour: a review

Abstract

With centralized buying organizations, growth in market coverage and turnover, retailers have become gateways to the consumer markets. Therefore, knowledge about retailers's and trade buyers' buying behaviour has become important to producers. We review the literature on retailer buying behaviour and find that research findings appear scattered and unrelated. Most of the previous research has been concerned with generating lists of criteria used by retailers when deciding whether or not to accept a new product. Other areas that have caught the interest of researchers are: the role of buying committees, the relationship with manufacturers, European buying alliances, the use of information, retail buyer task, sales staff influences, acceptances of trade deals, country or origin effects and new information technology.

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