Testing a Portion of Sheth's Theory of Merchandise Buying Behavior with Small Apparel Retail Firms

Abstract

Buying decisions in a retail store are among the most important and the most often made. Yet we have little empirical work that has contributed to our understanding of buyer decision-making in a retail setting. This study tested a portion of Sheth's (1981) theory on merchandise requirements in order to better understand the components in buyer decision-making in the small apparel retail firm. Simple and multivariate regression analyses were used with vendor selection criteria as dependent variables. The results indicated that several of the merchandise requirement variables were significant in explaining vendor selection criteria. However, product specific variables—quality, color, position on fashion cycle, styling, distinctiveness, brand name, and price—were by far the most potent predictors of vendor selection criteria in all regression analyses.

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