Resellers’ Supplier Selection Criteria for Different Consumer Products

Abstract

Seeks to create a more complex understanding of the significance attached to vendors' mix elements by resellers in forming patronage choices. Presents data from a 1980s survey of over 1,200 reseller‐buyers. Reviews the results in terms of first, consumer goods and second, convenience products and shopping goods, comparing US and UK resellers. Shows that resellers' choice criteria vary among these broad product categories. Reveals that it is not possible to describe generally the sourcing determinants for all resellers.