Multiplex retailers versus wholesalers

摘要: Globally a new wave of retailers are threatening the viability many wholesalers, especially smaller more vulnerable wholesale distributors, as these aggressively compete for business customer. To better understand this form competition, theoretical model is developed from organizational buyer behavior literature to explain relative patronage preferences customers wholesale‐distributors supply source versus two types multiplex ‐ warehouse home centers and office superstores. The model, previously untested in business‐to‐business literature, postulates that buyers select sources based on “total value purchasing” criterion. total function price perceived costs associated with credit services, product‐acquisition risk‐reduction services. empirically tested both an superstore center setting survey research conducted six cities USA. Substantial empirical support, exception component, obtained model.