1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
This paper reports some initial findings from a large project on retail buying behaviour in 17 European countries. The study de-mon-strates that the traditional four P's as influencing factors are losing relative importance to some hitherto neglec factors, which retail suppliers have to take into account, and which could give rise to special problems for small and medium-sized sup-pliers. A segmentation of retail chains based on these new factors is also made.
Proceedings of the 27th Emac Conference, 1998, p. 253-266