INFLUENCES OF STRATEGIC APPROACH AND CULTURAL DISPOSITION ON RETAILERS' PERCEPTIONS OF PERSONAL SELLING

Shyan Fam Kim and Bill Merrilees
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Shyan Fam Kim: Department of Marketing, Otago University, New Zealand
Bill Merrilees: Department of Management, University of Newcastle, Australia

Journal of Enterprising Culture (JEC), 1997, vol. 05, issue 03, 325-340

Abstract: The objectives of this paper are two-fold. Firstly, it attempts to investigate whether there is a relationship between retailer's perceptions of personal selling promotion tool and the strategic approach of these retail firms. The second objective is to explore whether there is a relationship between the retailers' perceptions of personal selling and their cultural disposition. Previous studies in this area have mainly focused on impersonal promotion tools. A sample of 512 Australian clothing and shoe retailers were interviewed through mail questionnaire. Results of the present study show the importance of linking strategic approach of a firm to choice of promotion tools. Specifically, high price retailers, and to a lesser degree, medium price retailers, are best advised to use more personal communication medium such as personal selling. Selective links between retailers' cultural disposition and perceptions of personal selling was also evident in this study.

Date: 1997
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DOI: 10.1142/S0218495897000193

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