Information-Seeking Patterns of Retail Apparel Buyers

Abstract

The purposes of this study were (a) to identify information patterns of retail buyers of apparel who display different information source utilizations and (b) to investigate the relationship between each information search pattern and the characteristics of the individual, product, buying situation, company, and vendor selection criteria. Data were collected using 73 buyers from a variety of retail ownership groups responding to a self-administered questionnaire. Using principal components factor analysis on a number of information sources, five information patterns were identified and labeled: General Media/Printed Promotion, Fashion Trade, Personal Sources, Outside Sources, and Trade Show. Based on stepwise multiple regression analysis for each information source pattern, it was concluded that information sources utilized by retail buyers of apparel were influenced by various factors such as individual, product, buying situation, and company characteristics, as well as vendorselection criteria. The research results provided implications for apparel manufacturers, retailers, and theoreticians in the area of retail buying.

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