The decision-making process of small specialty store buyers as related to selection criteria, information sources, and store performance

Scope of study. The study was undertaken to examine the decision-making process of small specialty store buyers in relation to selection criteria, sources of information, and satisfaction with store performance. Objectives were to identify the relative importance placed on selection criteria and information sources by buyers for small apparel retail stores and to compare these variables with those reportedly used by buyers in previous studies. The relationship between the selection criteria and information source variables and perceived satisfaction with store performance was also examined. A sample of 313 small retail owners/buyers from 37 states participated in a mail survey.;Findings and conclusions. When making a purchase decision, buyers for small retail organizations placed greater importance on product-related selection criteria (as opposed to vendor-related) and personal, internal sources of information. Findings suggested that buyers for small stores exhibit more involvement with customers and vendors than has been reported for buyers in previously published literature. Small retail store buyers were more concerned with product characteristics, personal experience with vendors, and customers and salespeople as information sources; whereas their buyers in previous studies tended to place more importance on organizational objectives and less importance on personal interaction with vendors and customers. A number of selection criteria and information source variables were significantly related to satisfaction with store performance. The high satisfaction group and the low satisfaction group differed significantly with regard to three selection criteria (product fashion-ability, aesthetics, and quality) and five sources of information (store personnel/salespeople, resident buying offices, exhibitions and trade shows, and trade publications). A stepwise regression procedure identified four variables as significantly related to satisfaction with store performance. Information from store personnel/salespeople, resident buying offices, trade publications, and seminars/workshops emerged as variables which were significantly related to satisfaction with store performance. All relationships were positive except seminars/workshops.