Retail buyers' decision-making process: an investigation of contributing variables

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Abstract
A retail store's profitability is contingent, to some degree, on the performance of the retail buyer. The present research examines selected constructs from a model (Sheth 1981) that serve as heuristic devices used by retail buyers of fashion goods that may influence the decision-making process of the buyer. The decision reached affects the performance of the retail buyer which is judged by gross margin return on inventory investment. Based on the results from questionnaires distributed to department store buyers, the major influences on gross margin return on inventory investment are type of merchandise the buyer selected, type of buying decision, job experience and training received by the buyer. These findings are not only useful in the development of a retail buyer behavior model, but also in executive training programs.

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