This paper presents results from a study on food retailer buying behaviour, i.e., how the retailers judge product and vendor attributes when choosing a new supplier of a product category that is already well known to them. A conjoint analysis was conducted in 16 Western European countries. The study encompassed the retailers' buying behaviour for fish and cheese products. The results demonstrate that the traditional four P's are losing ground to some previously neglected attributes, which now demand consideration by retail suppliers of products and services and by researchers.
Journal on Chain and Network Science, 2001, Vol 1, Issue 2, p. 133-145