Retail Buyers' and Manufacturers' Sales Representatives' Perceptions of Market Show Services in Small Apparel Markets

Abstract

This paper explores apparel retail buyers' perceptions of (a) the importance of and (b) satisfaction with services available at market shows. We also measured manufacturers' sales representatives' perceptions of the importance of the market services. Respondents were 161 apparel retail buyers and 146 manufacturers' sales representatives who attended a local midwest market show. Multivariate analysis of variance revealed that apparel retail buyers and manufacturers' sales representatives differed regarding the importance of five market show services. As compared to retail buyers, manufacturers' sales representatives attributed more importance to help for new retailers, show books, and timing of the markets. As compared to manufacturers' sales representatives, retail buyers attributed more importance to the number of lines available and to parking arrangements. Results of a multiple regression analysis revealed that retail buyer satisfaction with (a) timing of markets, (b) number of lines available, (c) buyer's lounge, and (d) the provision of help for new retailers accounted for 74% of the explained variance in satisfaction with overall market services. Suggestions are offered for improving market services.