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Abstract

This study examined low volume specialty retail buyers' desired attributes of eight regional apparel marts to determine the importance of general mart attributes and ultimately develop a Mart Choice Model. This model was adapted from Fishbein's Expectation Value Choice Model (1967), Bass and Talarzyk's Multi-Attribute Attitude Model (1972), and Mason and Mayer's Store Choice Model (1990).

Using experimental factor analysis, a pre-study identified five general attributes that were labeled (1) Location, (2) Atmosphere, (3) Assortment, (4) Convenience and (5) Market Services. Specialty store buyers ranked the importance of each element comprising general attributes as well as the general attributes for any or all eight regional apparel marts that they had visited. The Mart Choice Model was then created from the findings by multiplying the average score associated with the overall perceived importance of each general attribute by the buyers' perceptions of a mart possessing those attributes.

Keywords

merchandising merchandise mart attitude

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Specialty Retail Buyers' Evaluations of Regional Apparel Marts' Attributes

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