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This paper examines the reasons for decisions to source a range of imported food items by a large UK retailer, with emphasis upon a comparison of decisions for manufacturer and retail brands. Previous studies of retail buying processes are reviewed with particular emphasis on the food sector and retailer label products. Possible differences in buying decisions for manufacturer and retailer labels are advanced. Results of the present study show the importance of quality considerations, the search for product variety and close matching of products to overall market positioning. Buyers see the function of retailer brands as little different from manufacturer brands. A substantial number of links between retailer and supplier are of long standing. The managerial implications of these findings are examined and suggestions for further research are made.
Shaw et al. (Wed,) studied this question.