Retail buyers’ decision-making and buy national campaigns

Andrea Insch, Rebecca S. Prentice and John G. Knight

Australasian marketing journal, 2011, vol. 19, issue 4, 257-266

Abstract: This study applies heuristic modes of decision making to retail buyer purchasing in the context of buy-national campaigns. Launching of a new buy-national campaign in New Zealand provides an opportunity to examine its influence on retail buyers’ purchase decisions. In-depth interviews with retail buyers in grocery and specialist chains reveal that these gatekeepers adopt a categorisation approach when assessing the likely success of new products. Country-of-origin and the influence of a buy-national campaign are largely irrelevant in their pragmatic and intuitive decisions. This mirrors their perceptions of consumers’ response to the campaign. The findings also suggest that a gap between retailers’ support for the ideals of the campaign and their pragmatic views of its irrelevance to consumers may undermine the intent and outcomes of such campaigns.

Keywords: Country-of-origin effects; Gatekeepers; Decision-making; Buy national campaigns (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:19:y:2011:i:4:p:257-266

DOI: 10.1016/j.ausmj.2011.07.003

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