A study of product information as it relates to retailers and adult consumers /

Abstract

Manufacturers in the market environment are confronted with the problem of channel member communication, persuasion of these members to buy merchandise and properly educating the adult consumer to purchase the manufacturer's products. Product complexity could have an effect on the retailers' importance of manufacturer representatives' sales calls. In a survey of 100 retail hardware stores, ratings were obtained for power and hand tools in three areas: product complexity, retailers' importance ratings of retailers in dealing with manufacturer representatives, and former adult consumer feedback information. Measures were obtained for sixteen distinct situations. Results indicated that manufacturer representatives for hand tools are perceived as poorer sources of information than power tool manufacturer representatives in the first two areas. The consumer was found to be an important information source in both hand and power tool groups in the third area. A significant difference was found between product groups and the importance of manufacturer representatives' sales calls to the retailer. The findings suggest training programs for retail personnel should include differentiated recommendations concerning high and low complexity tools. The influence of manufacturer power, hardware store retailer dependence and store identifying information were also studied.