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.
AlpertF.Retail buyer beliefs, attitude and behavior toward pioneer and me-too follower brands: a comparative study of Japan and the USAInternational Marketing Review1822001160–187
2.
Al-SulaitiK.BakerM.Country of origin effects: a literature reviewMarketing Intelligence and Planning1631998150–199
3.
ArnouldE.WallendorfM.Market-oriented ethnography: interpretation building and marketing strategy formulationJournal of Marketing Research3141994484–505
4.
AronsonJ.A pragmatic view of thematic analysisThe Qualitative Report21199427–40
5.
BakerM.BallingtonL.Country of origin as a source of competitive advantageJournal of Strategic Marketing1022002157–168
6.
BaskerE.The causes and consequences of Wal Mart's growthJournal of Economic Perspectives2132007177–198
7.
BloemerJ.BrijsK.KasperH.The CoO-ELM model: a theoretical framework for the cognitive processes underlying country of origin effectsEuropean Journal of Marketing431/2200962–89
8.
BraunV.ClarkeV.Using thematic analysis in psychologyQualitative Research in Psychology32200677–101
9.
ChaikenS.TropeY.Dual Process Theories in Social Psychology1999Guilford PressNew York
10.
CoffeyA.AtkinsonP.Making Sense of Qualitative Data: Complementary Research Strategies1996SageThousand Oaks
11.
da SilvaR.DaviesG.NaudeP.Assessing the influence of retail buyer variables on the buying decision-making processEuropean Journal of Marketing361120001327–1343
12.
DenzinN.LincolnY.Handbook of Qualitative Research3rd ed.2005SageThousand Oaks
13.
DichterE.The world customerHarvard Business Review401962113–122
14.
DoyleP.WeinbergC.Effective new product decisions for supermarketsOperational Research Quarterly241197345–54
15.
ElliottG.CameronR.Consumer perception of product quality and the country-of-origin effectJournal of International Marketing22199449–62
16.
EpsteinS.Integration of the cognitive and the psychodynamic unconsciousAmerican Psychologist4981994709–724
17.
EttensonR.WagnerJ.Retail buyers’ saleability judgments: a comparison of information use across three levels of experienceJournal of Retailing61198641–63
18.
EttensonR.WagnerJ.GaethG.Evaluating the effect of country-of-origin and the ‘Made-in the USA’ campaign: A conjoint approachJournal of Retailing64198885–100
19.
FenwickG.WrightC.Effect of a buy-national campaign on member firm performanceJournal of Business Research472000135–145
20.
FeredayJ.Muir-CochraneE.Demonstrating rigor using thematic analysis: a hybrid approach of inductive and deductive coding and theme developmentInternational Journal of Qualitative Methods5120061–10
21.
FischerW.C.ByronP.Buy Australian Made1995James Cook University of North QueenslandTownsville, Australia
22.
FiskeS.T.Schema-triggered affect: applications to social perceptionAffect and Cognition: The 17th Annual Carnegie Symposium on Cognition1982Lawrence ErlbaumHillsdale, NJ
23.
Minister for Economic Development, ‘Buy Kiwi Made’ Cabinet Paper, No: EDPU 6/7/3. 2006, Minister for Economic Development, New Zealand Government, Wellington.
24.
GarlandR.CoyD.Buying New Zealand made groceries: does behaviour match attitude?New Zealand Journal of Business1519931–18
25.
GranzinK.PainterJ.Motivational influences on “buy domestic” purchasing: marketing management implications from a study of two nationsJournal of International Marketing92200173–94
26.
HamptonG.Perceived risk in buying products made abroad by American firmsBaylor Business Studies8197753–64
27.
HanC.Country image: Halo or summary construct?Journal of Marketing Research2621989222–229
28.
HanM.C.Testing the role of country image in consumer choice behaviourEuropean Journal of Marketing246199024–40
29.
HansenT.H.SkytteH.Retailer buying behaviour: a reviewInternational Review of Retail, Distribution and Consumer Research831998277–301
30.
HeelerR.M.KearneyM.J.MehaffeyB.J.Modelling supermarket product selectionJournal of Marketing Research101197334–37
31.
HeslopL.A.Who controls the purse strings: a study of consumers’ and retail buyers’ reactions in an America's FTA environmentJournal of Business Research571020041177–1188
32.
HirschmanE.C.StamflR.W.Roles of retailing in the diffusion of popular culture: microperspectivesJournal of Retailing56198016–30
33.
InschG.The impact of country-of-origin effects on industrial buyers’ perceptions of product qualityManagement International Review43320031–11
34.
JimenezN.H.San MartinS.The role of country-of-origin ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarityInternational Business Review19201034–45
35.
JosiassenA.HarzingA.-W.Descending from the ivory tower: reflections on the relevance and future of country-of-origin researchEuropean Management Review52008264–270
36.
KahnemanD.Maps of bounded rationality: a perspective on intuitive judgement and choiceNobel Prize Lecture2002Princeton University
37.
KahnemanD.Maps of bounded rationality: psychology for behavioral economicsThe American Economic Review93520031449–1475
38.
KahnemanD.FrederickS.Representativeness revisited: Attribute substitution in intuitive judgmentGilovichT.GriffinD.KahnemanD.Heuristics and Biases: Psychology of Intuitive Judgment2002Cambridge University PressNew York49–81
39.
KahnemanD.TverskyA.Subjective probability: a judgment of representativenessCognitive Psychology31972430–454
40.
KaufmanR.JayachandranS.RoseR.The role of relational embeddedness in retail buyers’ selection of new productsJournal of Marketing Research4342006580–587
41.
KnightJ.HoldsworthD.MatherD.Country-of-origin and choice of food imports: an in-depth study of European distribution channel gatekeepersJournal of International Business Studies382007107–125
42.
KvaleS.Interviews: An Introduction to Qualitative Research Interviewing1996Sage PublicationsThousand Oaks, CA
43.
LarocheM.The influence of country image structure on consumer evaluations of foreign productsInternational Marketing Review221200596–115
44.
LiangN.ParkheA.Importer behavior: the neglected counterpart of international exchangeJournal of International Business Studies2831997495–530
45.
LiefeldJ.Consumer knowledge and use of country-of-origin information at the point of purchaseJournal of Consumer Behaviour42200585–96
46.
LuomalaH.Exploring the role of food origin as a source of meaning for consumers and as a determinant of consumers’ actual food choicesJournal of Business Research602007122–129
47.
MaheswaranD.Country-of-origin stereotype: effects of consumer expertise and attribute strength on product evaluationsJournal of Consumer Research121994157–167
48.
ManraiL.A.LascuD.-N.ManraiA.K.Interactive effects of country of origin and product category on product evaluationsInternational Business Review71998591–615
49.
McCrackenG.The Long Interview1988SageNewbury Park, CA
50.
McGoldrickP.DouglasR.Factors influencing the choice of supplier by grocery distributorsEuropean Journal of Marketing175198313–27
51.
McLaughlinE.W.RaoV.R.The strategic role of supermarket buyer intermediaries in new product selection: implications for systemwide efficiencyAmerican Journal of Agricultural Economics7221990358–370
52.
MertonR.FiskeM.KendallP.The Focused Interview: A Manual of Problems, Procedures1956The Free PressGlencoe, ILL
53.
MilesM.HubermanA.Qualitative Data Analysis: An Expanded Sourcebook1994Sage PublicationsThousand Oaks, CA
54.
MillerW.CrabtreeB.Primary care research: A multimethod typology and qualitative road mapCrabtreeB.MillerW.Doing Qualitative Research1992SageNewbury Park, CA3–30
55.
MontgomeryD.New product distribution: an analysis of supermarket buyer decisionsJournal of Marketing Research121975255–264
56.
NevenD.NormanG.ThisseJ.-F.Attitudes towards foreign products and international price competitionCanadian Journal of Economics2419911–11
57.
PapadopoulosN.HeslopL.What product-country images are and are notPapadopoulosN.HeslopL.Product-country images1993International Business PressNew York3–35
58.
ParkJ.Supermarket product selection uncovered: manufacturer promotions and the channel intermediaryThe International Food and Agribusiness Management Review422001119–131
59.
PharrJ.M.Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands?Journal of Marketing Theory and Practice134200534–45
60.
RaoV.R.McLaughlinE.W.Modelling the decision to add new products by channel intermediariesJournal of Marketing531198980–88
61.
RaoV.McLaughlinE.W.HawkesG.Supermarket buyer evaluations of hypothetical new products: an empirical analysisAgribusiness111199521–33
62.
SamieeS.Customer evaluation of products in a global marketJournal of International Business Studies2531994579–604
63.
SamieeS.Advancing the country image construct – a commentary essayJournal of Business Research632010442–445
64.
SamieeS.ShimpT.SharmaS.Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitationsJournal of International Business Studies362005379–397
65.
ShawS.DawsonJ.BlairL.The sourcing of retailer brand food products by a UK retailerJournal of Marketing Management821992127–146
66.
ShethJ.A model of industrial buying behaviorJournal of Marketing374197350–56
67.
ShethJ.A theory of merchandise buying behaviorStampflR.HirschmanE.Theory in Retailing1981American Marketing Association180–189
68.
SimonJ.SimonR.The effect of money incentives on family size: a hypothetical-question studyPublic Opinion Quarterly3841975585–595
69.
SlovicP.Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk and rationalityRisk Analysis2422004311–322
70.
StanovichK.WestR.Individual differences in reasoning: Implications for the rationality debate?Behavioral and Brain Sciences232000645–665
71.
SternquistB.Gatekeepers of consumer choice. a four-country comparison of retail buyersInternational Review of Retail Distribution and Consumer Research41994159–176
72.
SujanM.Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer JudgmentsJournal of Consumer Research121198531–46
73.
SullivanM.Slotting allowances and the market for new productsJournal of Law and Economics4021997461–493
74.
ThomasW.MarrN.Evaluation of new products by New Zealand supermarket retail grocery buyersInternational Journal of Retail and Distribution Management218199319–28
75.
TolbertS.SternquistB.DavisB.Retail buyers: Perceptions of the apparel industry “Buy American” campaignClothing and Textiles Research Journal6419881–5
76.
TverskyA.KahnemanD.Judgment under uncertainty: heuristics and biasesScience18519741124–1131
77.
UsunierJ.-C.Relevance in business research: the case of country-of-origin research in marketingEuropean Management Review3200660–73
78.
UsunierJ.-C.CestreG.Product Ethnicity: Revisiting the Match Between Products and CountriesJournal of International Marketing153200732–72
79.
UsunierJ.-C.CestreG.Further considerations on the relevance of country-of-origin researchEuropean Management Review52008271–274
80.
VerleghP.W.J.van IttersumK.The origin of the spices: the impact of geographic product origin on consumer decision makingFrewerL.RisvikE.SchiffersteinH.Food, People and Society2001SpringerBerlin267–279
81.
WagnerJ.EttensonR.ParrishJ.Vendor selection among retail buyers: an analysis by merchandise divisionJournal of Retailing651198958–79
82.
WebsterF.E.WindY.A general model for understanding organizational buying behaviorJournal of Marketing36April197212–19
83.
WhiteJ.TroyL.GerlichR.The role of slotting fees and introductory allowances in retail buyers’ new-product acceptance decisionsJournal of the Academy of Marketing Science2822000291–298
84.
ZellnerW., How True-Blue is Wal-Mart's ‘Buy American’ Pledge?Business Week, March 16, 1992.
