The effect of brand mix, merchandise requirements, and supplier accessibility factors on the maintained markup of national and private apparel brands
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Jane Boyd Thomas (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
- Advisor
- Nancy L. Cassill
Abstract: The purpose of this research was to examine the effect of brand mix, merchandise requirements, and supplier accessibility factors on the maintained markup percentage of national and private apparel brands. Eighty-three national brand department store apparel buyers and 64 private brand department store apparel buyers representing 48 states comprised the sample. Sheth's theory of Merchandise Buying Behavior (1981) was used as the conceptual framework for this study. The variable brand mix was added to Sheth's theory. Maintained markup percentage, the dependent variable, was also added to Sheth's theory and was used a summary variable for use in choice calculus. Analysis of Covariance (ANCOVA) indicated that two merchandise requirements, type of merchandise and product positioning, and two supplier accessibility factors, Vendor Characteristics and Corporate Image, affected the variability in maintained markup percentage for the national brand.
The effect of brand mix, merchandise requirements, and supplier accessibility factors on the maintained markup of national and private apparel brands
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Created on 1/1/1992
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Additional Information
- Publication
- Dissertation
- Language: English
- Date: 1992
- Subjects
- Fashion merchandising
- Merchandising
- Consumer behavior