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Retail buyers’ decision-making and buy national campaigns

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

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.

Suggested Citation

  • Insch, Andrea & Prentice, Rebecca S. & Knight, John G., 2011. "Retail buyers’ decision-making and buy national campaigns," Australasian marketing journal, Elsevier, vol. 19(4), pages 257-266.
    • Handle: RePEc:eee:aumajo:v:19:y:2011:i:4:p:257-266
    DOI: 10.1016/j.ausmj.2011.07.003
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