Process modeling of US retail craft buyer decision making

Abstract

Operational Deflnitions 6 Organization of the Dissertation 7 CHAPTER 2: REVIEW OF LITERATURE 8 Research Perspectives 8 Theories of Buyer Behavior 9 A proposed model for retail buyer behavior 9 The individual retail buyer 11 Individual factors 14 The organization 15 Customer needs and wants 16 Supplier accessibility 16 Choice calculus The decision making process at craft shows Performance outcomes Consumer process and choice models 20 The Buying Function 21 Buyer relationships within the wholesale market 23 Relationship between buyer and vendor 24 Apparel Buyer Research Buyer job content Decision making criteria across merchandise categories Small apparel store performance Summary of Buyer Literature CHAPTER 3: METHOD Researcher Preparation Stage I Mail Survey Sample selection Questionnaire Telephone screening 36 Mailing procedure 38 iv Stage II Telephone Interviews 39 Sample selection 40 Interview schedule 40 Interview procedure 41 Analysis 43 Survey 43 Interviews 44 CHAPTER 4: CONTEXTUAL ENVIRONMENT FOR THE STUDY 47 Small Business in the United States 47 Craft Buyers and Their Businesses 49 Business description Perceptions of target customers Product mix and craft media The typical retail craft buyer Craft Buyer Behaviors and Attitudes Business strategies Personal qualities and characteristics Selection of a wholesale market Influences to purchase craft Style of shopping the market Uncertainty Selecting a vendor Summary of factor analysis CHAPTER 5: QUALITATIVE ANALYSIS OF BUYER BEHAVIOR 69 Individual Perspective Buyer ideology 71 Life experiences with craft 71 Perspectives 75 Aesthetic beliefs 80 Personal aesthetics 80 Value 82 Meaning in culture 85 Design components 87 Production factors 90 Relationships 95 Vendors 95 Market partners 100 Customers 103 Business Environment 106 Internal conditions 106 Tracking inventory 106 Finances 107 V Retail competition 109 Perceptions of responsibilities 111 Salability 114 Affordability 114 Assortment 114 Environment of risk 115 Store environment 116 Consumer response 118

Craft retail entrepreneurs' perceptions of success and factors affecting success

“…Without this preliminary step, an accurate assessment of performance cannot be made. Previous scholars have called for fiirther exploration of the definition of success for small crafl entrepreneurs (Brown, 1995;Littrell, Stout, & Reilly, 1991;Solderssen, Fiorito, & He, 1998).…”

“…For the purpose of this study, the variables of competitive strategy, gender, personal values, motivation to start the business, organizational culture, networking activities, and business person work ethic and competencies will be examined. Past research on the craft production and marketing system has focused on producers (Solderssen, Fiorito, & He, 1998;Stephen, 1991;Tice, 1995); product development (Popelka & Littrell, 1991), tourism retailers based in developing countries (Moreno, 1995;Popelka, Fanslow, & Littrell, 1992), retail buyer behavior (Brown, 1995), retail consumers (List, 1992, Littrell, 1987Littrell, Anderson, & Brown, 1992;LittreU, ReiUy, & Stout, 1992;Slaybough, Littrell, & Farrell-Beck, 1990), Alternative Trade…”

“…Previous descriptive research suggests that craft retailing is dominated by female business owners (Brown, 1995). As the number of female small business owners continues to increase, the issue of how gender plays a role in the process of business strategy development remains under investigation.…”

“…The craft arena is highly competitive and small business owners who offer handcrafts in their merchandise mix are aware of this. Brown (1995) states that some craft businesses are more successfiil than others, but little is known as to why.…”

“…The first section had ten questions (Ql-10) related to descriptive information on the craft retail business (Brown, 1995). Respondents were asked to indicate the number of years the craft business had been in operation, the state in which it was located, and whether the business was started by the present owner or purchased from previous owners.…”