This paper reports some initial findings from a large project on retail buying behaviour in 17 European countries. The study demonstrates 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.
HHÅ forskning; MAPP
Main Research Area:
Sixth Symposium on Cross-Cultural Consumer and Business Studies, 1997