The attributes, consequences and values sought by retail buyers
Empirical studies of retailer buying behaviour show which attributes are important when retail buyers choose between new products and suppliers. Skytte & Blunch (1998) identified which attributes make a difference to retail buyers in Western Europe when buying fish products, and they identified the following five segments of retail buyer policy based on the results: 1) 'Relationship builders' are small chains that focus on long term relationships. 2) 'The traditional chains' are small or medium-sized and include many co-operative chains that demand high product quality. They also want suppliers that are able to deliver sufficient quantities. 3) Voluntary chains are dominating the 'large chains' segment. They have a high share of private label products and want long term relationships with suppliers and sufficient quantities. 4) 'Green shops' include many small wholesalers sponsored chains and co-operative chains. They demand traceability of products, long term relationships and sufficient quantities. 5) 'Stay at home chains' are smaller chains with no private label products and many generic products in the shops. They prefer a national producer or a supplier with a national sales office.
MAPP; Købsadfærd; Fisk; Retail buying behaviour; Fish