Retailer buying behaviour: a review

With centralised buying organisations, growth in market coverage and turn over retailers have become gatekeepers to the consumer markets. Therefore, knowledge about retailers' and trade buyers' buying behaviour has become important to producers. W review the literature on retailer buying behaviour and find that research findings appear scattered and unrelated. Most of the previous research has been concerning with generating lists of criteria used by retailers when deciding whether or not t accept a new product. Other areas that have caught the interest of researcher are: the role of buying committees, the relationship with manufacturers, European buying alliances, the use of information, retail buyer task, sales man influences, acce of trade deals, country or origin effects and new information technology. Keywords Retailer buying behaviour, review, buying criteria, retailing, assortment