Apparel retail buyers' attitude and acceptance behavior toward manufacturer's promotional support: effects of retail organization's orientation, size, and degree of centralization

Simple item page
dc.contributor.authorPark, Haesunen
dc.contributor.committeechairKincade, Doris H.en
dc.contributor.committeememberHolloman, Lillian O.en
dc.contributor.committeememberKlein, Noreen M.en
dc.contributor.departmentClothing and Textilesen
dc.date.accessioned2014-03-14T21:28:53Zen
dc.date.adate2009-02-13en
dc.date.available2014-03-14T21:28:53Zen
dc.date.issued1996en
dc.date.rdate2009-02-13en
dc.date.sdate2009-02-13en
dc.description.abstractManufacturer's promotional support is an important factor in buyers' selection of their suppliers. Research into retail customers' needs examined apparel retail buyers' attitude and acceptance behavior toward manufacturer's promotional support, and the effects of retail organization's characteristics (i.e., orientation, size, and degree of centralization) on the attitude and acceptance behavior toward the promotional support. Promotional support items were categorized into four through literature review (i.e., promotional materials, monetary support, selling aids, motivation of salespeople). Differences between importance perception and offering frequency of promotional support, and differences between importance perception and acceptance and cooperation level with promotional support were also examined. A mail survey (postal or fax) was designed to collect data. Apparel retail buyers from one hundred apparel retail organizations with annual sales volume over $100 million, randomly selected from Hoovers Online Search on the internet, participated in the survey. Forty-eight organizations agreed to participate. A total of 397 questionnaires were mailed, with follow-up phone calls to increase the response rate. Data analysis was conducted on the 137 questionnaires out of 141questionnaires returned (response rate: 35.52%). Pearson's correlation coefficient revealed a positive relationship between importance perception and offering frequency of promotional support, and between importance perception and acceptance or cooperation level. Analysis of variance (ANOVA) revealed the existence of significant differences among levels of orientation and degree of centralization in apparel retail buyers' attitude and acceptance behavior toward three promotional support components (i.e., promotional materials, selling aids, motivating salespeople). Specific differences in attitude and acceptance behavior among levels of organizational variables are discussed, and some recommendations for apparel manufacturers' promotional support strategies to their specific retail customers are proposed.en
dc.description.degreeMaster of Scienceen
dc.format.extentxii, 198 leavesen
dc.format.mediumBTDen
dc.format.mimetypeapplication/pdfen
dc.identifier.otheretd-02132009-170714en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-02132009-170714/en
dc.identifier.urihttp://hdl.handle.net/10919/41006en
dc.language.isoenen
dc.publisherVirginia Techen
dc.relation.haspartLD5655.V855_1996.P373.pdfen
dc.relation.isformatofOCLC# 35303174en
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectapparel buyeren
dc.subjectpromotional supporten
dc.subjectretail organizationen
dc.subject.lccLD5655.V855 1996.P373en
dc.titleApparel retail buyers' attitude and acceptance behavior toward manufacturer's promotional support: effects of retail organization's orientation, size, and degree of centralizationen
dc.typeThesisen
dc.type.dcmitypeTexten
thesis.degree.disciplineClothing and Textilesen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.levelmastersen
thesis.degree.nameMaster of Scienceen

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
LD5655.V855_1996.P373.pdf
Size:
7.54 MB
Format:
Adobe Portable Document Format
Download

Collections

Masters Theses