THE ROLE OF THE BUYER IN UK MULTIPLE RETAILING

Abstract

Retail buying is an under‐researched activity which is of crucial importance to retailers. Conducts a survey of buyers in large UK retailers to investigate the range of activities in which buyers are involved and explore the interface between the buying function and other functional areas. Demonstrates the breadth and challenging nature of the buyer′s role and explores the qualities needed by individuals wishing to make a success of retail buying. Finally, suggests that buyers carry the main responsibility for implementing a company′s marketing activities and suggests areas for further research.